Although digital menu board technology is still too young to generate many concrete statistics, QSRs are well aware of its benefits moving forward. Burger King, for example, is recommending — but not mandating — that all new 20/20 stores incorporate the technology. (See more about the 20/20 design on QSRweb.com.)
"The aesthetics, the flexibility, and the modern look of the digital menu boards complement the 20/20 restaurant image," said Hector Munoz, senior director of retail image at Burger King Corp.
That image consistency translates outdoors, as well, and Burger King is exploring a few drive-thru options. This may take a bit longer, since the technology is still fledgling and somewhat cost prohibitive, but it is certainly on the map.
"The digital/LCD screens showcase the appeal of our menu items via animation, which is inherently more attention-getting. More importantly, they allow us the flexibility to target the messages by day-part," Munoz said. "While cost is certainly a challenge, we are working with our teams to ensure our operators realize the best return possible."