The paper menu is disappearing. But what is truly replacing it?
The metrics surrounding digital signage in restaurants and quick serve businesses have been evolving throughout the last handful of years. that rate sped up as the pandemic hit and new technologies were released to drive more digitized interaction. The reality is that digital signage has a wide variety of use cases that help managers, owners, and brands maximize their resources, and grow their revenues. You can interact with others, place orders, view content, access a menu, and more in today's digital signage space. Customers expect a digitized ecosystem at their point of purchase both in restaurant lobbies and at the counter. Gone are the days where, for instance a paper menu would be accepted. There are nearly infinite use cases for restaurants and digital signage, but here are a few of our favorites.
1.Digital Menu Boards
Digital menu boards are probably the most common use case for digital signage in today's quick serve restaurant space. Many are looking to communicate to customers in mass and do so in a visible way both within a lobby, or while waiting in a longer line during busy moments. As a result, the printed, static menu boards have been overtaken by digital menu boards.Static, or printed menu boards of old are being slowly phased out by digital boards that feature motion and interactive content that can be changed and updated on the fly.
Digital signage with menu boards displayed on them is more aesthetically attractive, when compared to paper menus. While many restaurants still offer these menu types, they do so as a takeaway item, not an in-restaurant experience.
Customers can, upon walking in, obtain data on what the menu item will look like if you use eye-catching images and movement such as video representations as well. Digital menu boards also have the advantage of being updated very quickly, thus pricing can chance based on real time traffic levels in the restaurant for instance and impact the bottom line positively.
We have found that our customers that use digital menu boards see a direct increase in sales due to dynamic pricing and accurately merchandising the food item for purchase.
2.Lobby Displays & Interactivity
Sometimes you wait as a consumer from the moment you walk in the door just to order. Other times, you might place an order and then wait to receive your food. Wait times can be lengthy so why not improve the dining experience for your customers while they wait with interactivity and displays that provide additional information, educate, or even entertain.
You can avoid frustration in your customer base by diverting customers' attention to something positive shown in content, and away from the negative experience of waiting to order, or receive food. Engaged & entertained customers are far more lucky to be happy and research shows, far more likely to revisit the restaurant at a later date and make a future purchase.
Some content ideas might include, happy hour information, customer quotes, information about the restaurant, ownership, or the food they are supposed to eat, or even feature games like trivia for customers to play or at least observe while they wait. Additionally, videos of how their food is made, or a message from management, or even free entry to a branded game might provide the perfect content piece for the moment of waiting.
3.Social media Opportunities
Lastly, but certainly not least, is social media. In today's ever connected world, integrating social media into your digital signage strategy as a restaurant is vital to long-term success. You should always for instance, be encouraging social media content be shared by your customers. Sharing things like menu's or images of people enjoying themselves in your restaurants can extend the reach of your restaurant and customer base by displaying your content and even social feeds on platforms such as Instagram, Twitter, snapchat, or even Facebook which is highly measurable.
Even in spaces where digital experiences can overwhelm customers and their senses, the ability for your brand to always be connected tot he outside world via social media is valuable. Customers could even take photos of themselves and submit them to the brand in restaurant around a specific hashtag or branded app. Nothing excites a customer more than seeing themselves in the brand's advertising. You could even offer them a discount, or a certain free food item that you are trying to launch as a result of sharing their social content with your followers. The word of the new menu item and your promotion will be spread not only near that specific location, but for your brand globally. Socially connected restaurants have the happiest customers, close the feedback loop most often and see vast financial success.
Use digital signage in the appropriate way to get a leg up on your competition. If you have questions please contact us through our site, or check out our downloadable digital signage guide below, today.
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