-
Digital menu boards at the drive-thru: Fad or game-changer?
April 29, 2010 - Alicia Kelso
"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."
Related Content
Features
News
Blogs
User Comments
- No data available.
