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Burger King digital menu boards take Marketing Week honors (Video)

Digital menu boards deployed at U.K. Burger Kings had contest judges asking 'what took so long?'

May 31, 2011 by Christopher Hall — w, t

Signature Digital Menus' digital menu boards in SSP-franchised Burger Kings in the U.K. just took top marks in the "Instore" category of Marketing Week's 2011 Engage Awards.

According to the magazine, "the 'simple and so elegant' boards made the judges ask: 'Why wasn't this done ten years ago?'" (See p. 39.)

SSP, the operator of more than 700 food outlets, recently began replacing static light-box display menus in its Burger King locations, installing in their place digital menu boards powered by Scala software and deployed by Hertfordshire, England-based Signature Digital Menus Ltd.

"We found Signature Digital Menus to be a better solution because they offer more than just the hardware. They offer a content solution," SSP Brand Manager Ian Hetherington said in a video case study of the deployment. "They can analyze things like demographics, dayparting and site trends — all of those things that we really need in our business."

SSP's new digital menu board system was introduced at Burger King restaurants at Victoria Train Station in London and at Birmingham Airport. The London site has two 46-inch Samsung LCD screens, and the Birmingham site has six 32-inch Samsung LCD screens. Each screen uses an embedded PC for content playback, and they run on Scala5 software.

Watch a video case study of the SSP/SDM menu board deployment below.

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