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QSR digital signage 'do's' to deepen the customer experience

Digital signage can be a QSR's best friend by offering a growing array of sales, customer experience and marketing benefits otherwise unavailable. But just acquiring and activating the technology won't accomplish much. Instead, try these seven tactics to maximize the use of your digital signage.

Photo: iStock

December 31, 2019

By Moving Tactics

QSRs have long been ahead of the restaurant pack in implementing digital technology that furthers customer interaction, service and overall dining experience. In fact, in this realm, new tech is enabling everything from self-ordering and order customization, to rapid pay options and even entertainment and education, if brands so desire.  

One QSR that's championing this tech and maximizing its benefits is Chicago-based McDonald's, which has globally aligned their systems to lead the industry in the brand's use of digital signage to get closer to its customers. As McDonald's South Africa IT Director Nishal Ragoobeer puts it, "Traditional information technology has broadened to include digital technology, customer technology and supply chain technology, and their adoption and integration has evolved the business."

But maximizing the effects of digital signage is not the sole domain of mega-brands like McDonald's. The following tactics give all sizes and kinds of QSRs some relatively easy ways to update and refresh digital signage and related technological systems.

System-on-chip technology

Digital signage networks should use system-on-chip (SOC) technology because it facilitates the use of media players that are actually built into the screens. As a result, brands experience less downtime and fewer technical issues which helps to streamline installation and save operators cash. SOC is also an integrated system that allows screens to link to POS pricing and, in turn, automatically update digital menu boards.

Day-parting

Through day-parting, QSRs can take advantage of the ways consumers order at different times of the business day by posting the most appropriate content on promotional screens and digital menu boards as it relates to consumer preferences at specific times of day. 

"Famous brands (have) successfully employed this strategy where breakfast or lunch options are specifically scheduled as screen takeovers at those times of day," Moving Tactics Managing Director Chris Day said from the digital signage company's South African headquarters. "It provides restaurateurs with a lot more flexibility and allows for speed to market."

Weather-based content

Many external aspects determine people’s buying habits, from time of day to an individual QSR's specific geographic location and surrounding weather conditions. Content that is customized, based on location data, is proving more popular and can be built into the planned marketing strategy months ahead of time. This technology is extremely useful to QSRs because it enables brands to do things like upsell warm drinks with customers' meal on chilly days, instead of automatically suggesting frostier beverages less fit to the weather conditions. 

Drive-thrus

Increasingly, digital QSR drive-thrus are serving as portals for brands to effectively promote weather- and day-part-related content. Drive-thru digital signage also is serving as a great way for brands to integrate offers and products being promoted in-store. McDonald's South Africa Chief Marketing Communication and IT Officer Daniel Padiachy said as McDonald's looks into the future, brand leadership is excited to investigate how artificial intelligence could also change the drive-thru experience.

"With AI-powered number plate or facial recognition, we could recognize returning customers and offer them their 'usual' to cut the fuss out of ordering," Padiachy said by way of example.

In-store music

Digital audio and music systems not only enhance the dine-in experience, but can now do so with less time and effort required from operators. The systems now can save operators hours of time previously spent selecting, downloading, licensing and maintaining music selections for their store or stores. In fact, playlists can now be regularly created and updated, while the type of music being played can be controlled and tailored specifically to the restaurant’s audience demographics.

Wi-Fi 

QSRs that offer free Wi-Fi for diners have been shown to benefit from the enhanced customer and ordering experience benefits the capability provides. Free Wi-Fi also gives brands a better opportunity to get to know customers, while cutting wait times and even boosting sales with personalized digitally sent offers and brand loyalty rewards. Finally, free Wi-Fi is a customer courtesy that can also help customers promote the brand more easily through social media sharing.

Staff training

An integrated digital signage system can be used to provide staff training and other company information locally, regionally or nationally, via in-restaurant digital screens. 

"With the quick-service restaurant business being so highly competitive, players need to employ the latest technologies," Day said. "I would encourage franchisees to look at what is being used in the industry and implement those innovative digital signage solutions that will improve the way they engage with their customers, promote their products and increase their bottom line."

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