Menus Going in the Digital Direction

08/08/13 8:41 am | Comments Off on Menus Going in the Digital Direction | Posted By: DigiEngage

Menus Going in the Digital Direction


You may have noticed something different in the past year at one of your favorite restaurants. While in-line ordering at a fast casual restaurant, menus are starting to look more entertaining to the eye? That’s because many chains are in the process of developing and adding digital menu boards to all of their units!

What is a digital menu board?

Digital menu boards are LCD, Plasma, TV or LED screens that take the place of static menu boards in restaurant venues. Content is delivered to the menu board through a central content manager and changes are displayed to the menu dynamically based on the requirements of the venue.

Restaurant companies like its ability to make changes to menu pricing, food images, and promotional messaging on the fly. The industry seems to enjoy the features of presenting attractive moving HD images of product or commercial clips. These crisp components are simplifying their operations, better engaging customers and even changing their point of sale. It is also helping them to manage their overstocked inventory by pushing those specific items that are over-supplied.

What does a digital menu board look like? We’re glad you asked. Here’s a youtube video of one at McDonald’s displaying its amazing graphics and mouth-watering shots and clips of their McCafe items like their new Chocolate Chip Frappe.

This past year, Burger King unveiled an entire line of digital menu boards to nearly all of their locations making it the first and leader among the larger chains. Months ago, Burger King pushed a brownie sundae animation that had such an impact that they ran out of product. But since then, others have caught up and are joining the digital party.

Tim Horton’s Café plans to have digital menu boards at more than 3,000 of their Canadian locations by the end of next year. Additional chains like Dairy Queen and Subway are slowly coming around to testing it in their restaurants as well.

While there isn’t enough data to support the change in sales in the digital menu boards, some chains such as McAlister’s Deli (307 unit deli of Ridgeland, Mississippi) according to their data, have cited a 12 month break-even point for the technology in their stores. More data will come out in the next year but for now, most chains have not shared any details about how the technology has impacted their sales.

More and more companies will be using digital signage in the next few years, and it’s going to encompass all industries not just in the restaurant business. At DigiEngage, we have the experience to be your vendor on all your digital signage needs and can work with you on creating ideas and delivering results.

For even more information read the following article from Nation’s Restaurant News or contact our DigiEngage team.

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