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Digital menu boards at the drive-thru: Fad or game-changer?

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."

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Infographic: Top 12 Benefits of Digital Menu Boards