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Restaurants, digital signage and the menu board opportunity

Mar 23, 2015

Restaurants, digital signage and the menu board opportunity

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One display that every single visitor to a restaurant or fast food outlet will unfailingly consult is the menu board. Most retailers have to attract customers' attention to their in-store displays, but restaurateurs have a guaranteed audience.

The restaurant menu board offers a truly amazing branding and sales window for the store. It's no wonder that more and more restaurants are moving away from static signage and introducing digital screens.

The menu board must of course be up to date, accurate and compliant with relevant local and national law. To this end, digital signage content management systems can now be easily integrated into restaurant point-of-sale solutions, ensuring that changes to the menu and pricing are instantly reflected in both. These updates can be handled through an iOS or Android app or a Web browser interface, ensuring that any member of staff can quickly remove a dish that’s sold out, and introduce a new one as it becomes available. Meeting food labelling regulations is also a snap with this technology. One update is immediately reflected in every screen in the restaurant or chain of restaurants.

What really sets digital menu boards apart from fixed signage, however, is the way in which they can enhance the customer experience. Rockbot, for example, is a digital jukebox that can be integrated into the menu board system, allowing customers to choose songs when they choose their meal or drink. Sports results, news or even entire sporting events can be delivered to customers alongside the menu, enhancing their dining experience and encouraging them to stay longer and consume more.

The operational efficiencies achieved with an integrated digital menu board and point-of-sale system are often used to justify the installation cost by providing an easily measurable return on investment. But the real benefit is the opportunity to take the restaurant's customer and staff experience to a whole new level. VIP Room Theater, one of the most famous Paris nightclubs, allows customers to message each other using screens set into each table. The Cheesecake Factory is using its screens to display staff training videos during off hours. Truly, the only limit to your digital menu board is your imagination.