Article

Making menu boards pay big QSR dividends

Spend more on menu boards? QSR operators might like to do that, but doubt that it will pay off enough in this super-competitive, squeaky tight margin market. But think again, because experience is proving menu board makeovers can be like money in the bank.

Image via NoviSign

June 24, 2019 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator

There's some good news on the QSR digital signage front these days in that measuring overall advertising effectiveness of this equipment is slowly getting easier. That is especially the case now, thanks to increasing integrations with other systems, such as point-of-sale. In fact, restaurants can directly integrate data from their menu board campaigns with their POS systems, according to NoviSign Director of Sales and Marketing Chad Bogan.

As an example, he said perhaps a restaurant displayed a monthly value offering exclusively on a QSR digital menu board, then on a static, non-digital menu board, another related lower-priced offering would be promoted at the same time.

"After a 60 day period a POS sales report can be generated that only lists the two monthly specials," Bogan said. "From that report you will be able to (see) how the two specials performed (comparing) sales on a digital menu board versus sales on a static non-digital board."

The price of much of the hardware and software has also gone down significantly, making the investment more attractive. For example, Bogan said most restaurants can find Android media players for around $40 each, or they can utilize system-on-a-chip displays.

Guest experience

Photo provided.

Another big advantage of menu boards is that they allow restaurants to easily change menu items as they move through their business days, while directly engaging guests. Such was the case for a traditional Spanish concept, based in Los Angeles, called La Paella. Its operators wanted to improve the brand's overall guest experience by making it easier for customers to view its menu of paella rice dishes featuring clams, shrimp or Spanish sausage, as well as its tapas and Spanish bocata sandwiches. 

La Paella deployed digital signage to accomplish the feat which would offer: 

• System-on-a-chip display.
• Pricing, images and descriptions.
• Cloud-based CMS.

The brand partnered with Nextelix Connect, which selected four Philips D-Line 49-inch commercial grade SoC Displays, powered by NoviSign's Cloud-Based Digital Menu Board Software for the boards.

"Within minutes I was able to easily design my menu, add new items, changes prices, and insert my food images," La Paella COO Eddie Estevez, said. "Whenever I need to make an update, I simply log-in to my account online and apply my changes. Within the seconds of applying my changes, my digital menu boards update."

NoviSign itself offers monthly pricing subscriptions and doesn't charge activation fees, Bogan said.

How to pick the right one

But, despite these advantages, some QSR operators might be overwhelmed by the sheer number of digital signage solutions available now, but Bogan said there are some easy way to simplify the process.

"Start with taking measurements of the available space you have for the actual digital menu boards," Bogan said. "Once you understand the total number of screens that can be installed, outline your menu and all items that you want displayed."

Restaurants should also consider if they want to integrate larger images and videos into their menu boards. Bogan said in these cases, half the screen can be devoted to a listing of 10 or more items, while the other half can go to large HD images and videos.

 "Adding a screen just for media-based promotions would be the best option because customers purchase food with their eyes," Bogan said. "Having large HD-4K media content of the food items will best emphasize the items while ensuring people clearly see the items."

Editor's note: A version of this story previously appeared on sister site, Digital Signage Today. 

Feature photo: iStock

About Bradley Cooper

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Bradley Cooper is the editor of ATM Marketplace and Food Truck Operator. He was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

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