Technology
From static boards to smart menus: how AI, design shape QSR success
Digital menu boards in quick-service restaurants are evolving from static displays to intelligent, real-time tools that adapt to various factors like inventory, local preferences, time of day and weather, thereby improving customer experience and operational efficiency.
September 18, 2025 by Thibaud Denolle — CEO Acrelec America, Acrelec
When a quick-service restaurant updates its outdoor menu board, customers notice. A fresh, modern display often signals that the kitchen is well-maintained and the food is fresh — just as an outdated board can suggest the opposite. First impressions matter, and in QSR, the menu board is often the first point of contact. But what if that menu could adjust itself instantly — reflecting what's in stock, what's selling well and even what customers in that neighborhood prefer? Now imagine if that same board could also recognize returning customers and suggest their favorite items first — delivering the right offer, at the right moment, in the right location.
From static boards to real-time adaptation
The traditional "one-menu-fits-all" approach is giving way to systems that respond instantly to real-world conditions. Inventory levels, time of day, local events and even kitchen prep speed can all influence what a customer sees. The goal isn't just personalization for its own sake — it's aligning the offer with what's operationally possible, profitable and relevant.
Localization at the point of execution
Most QSR brands already localize their offerings through sales analysis and campaign planning. The digital menu board is the execution layer — where months of strategy meet the customer in real time.
In a complex QSR environment, the magic happens when strategy, operations, and technology work together. The digital menu board is where months of planning meet the customer in real time — it's the execution point for everything a brand has designed upstream.
With connected systems, a plant-based burger that performs strongly in one city can be featured prominently there while quietly stepping back in markets where it underperforms — all without waiting for the next quarterly menu refresh.
Making personalization practical
Environmental triggers can be powerful demand signals. On a rainy morning, promote hot breakfast items; on a sunny afternoon, highlight smoothies and lighter fare. A 2023 survey found that 91% of customers are more likely to shop with brands that provide relevant offers and recommendations. Yet 63% of marketing executives say delivering personalization at scale remains a challenge. Real-time digital menus bridge that gap by automatically aligning what's on screen with what's most likely to resonate in that moment.
Connecting the customer to the ecosystem
Dynamic menus can also follow the rhythm of the day. Morning commuters expect speed and familiarity, lunchtime diners look for value, and evening guests often seek indulgence. When the menu reflects those shifts — and aligns with real-time inventory — brands can meet customer expectations without straining operations.
Great menu execution isn't just about what's on the screen — it's about connecting that screen to the systems, teams and data that keep offers relevant and operations efficient. That's where having a partner who can integrate into complex ecosystems makes all the difference.
Menus as strategic assets
Menus aren't just the output of a strategy — they're one of the most visible and measurable tools a brand has to drive efficiency, loyalty, and profitability. When the screen in front of a guest is informed by live data and operational realities, it becomes a competitive advantage.
Digital transformation isn't something a QSR can tackle in isolation. The most successful brands work with partners who understand the nuances of their operation and can replicate complex configurations reliably across hundreds or thousands of sites.
Balancing global consistency with local relevance
Large QSRs face a constant balancing act: maintain a consistent brand experience while reflecting local tastes. Personalized digital menus make that possible — offering a spicy variant in one market, promoting warm comfort food in another, or showcasing seasonal favorites without breaking brand consistency.
Balancing global brand identity with local relevance takes precision. The right technology — in the hands of the right partner — ensures that local adaptations feel authentic while staying true to the brand's core promise.
This is the future of the QSR menu: not just digital, but intelligent. Not just a display, but a real-time operational tool. And for brands ready to make the shift, the right partner can make that transformation seamless, scalable and profitable.
About Thibaud Denolle
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