In an effort to deliver a more personalized, customized experience for their customers, quick-serve-restaurant (QSR) owners are leading the drive to bring digital signage technology into their respective market segment.
And with good cause. Whether digital menu boards take the form of digital displays at the drive-through or as tabletop kiosks, digital menu boards are a major hit with QSR diners so far.
Need further proof? Consider that:
- At many QSRs, more than 70 percent of purchases happen at the drive-through.
- 88 percent of all diners would prefer self-service menu boards at the table.
- 47 percent of QSR diners prefer self-service technology to customize orders.
An added appeal of digital menu boards is that they can be controlled remotely using any Internet-connected device, so content can be changed at any time in order to meet specific demand. That’s a tremendous advantage in flexibility that QSR operators can offer customers to increase personalization while driving revenue.
With wage increases looming on the QSR horizon, operators are facing new challenges and pressures to improve profitability while ensuring customer satisfaction even as workforce reductions will likely come into play.
Resources like adaptive digital menu boards are one tool restaurant owners can use to deliver excellence and profitability at the same time.
Related: Drive Revenue with Digital Menu Boards
Here are some other benefits of using adaptive digital menu boards:
When adaptive digital menu boards are deployed at the drive-through, customers can order more quickly, because they are only being shown what menu options are available at certain times of the day.
If breakfast time is over, why keep those offerings on the menu if they are not available? That’s one big advantage that adaptive menu boards have over static boards?there’s less clutter, and there’s less information that has to be poured over, helping customers choose menu items faster.
Digital menu boards also speed up order transmission to food preparers, ensuring that food is ready to go as soon as patrons arrive at the next window.
Personalized Experience Driven by Specialized Content
Adaptive digital menu boards are capable of personalizing content based on a wide range of information that QSR operators have access to, such as local events, restaurant traffic and inventory that needs to be moved.
With this type of information at hand, QSRs can connect digital menu boards to consumers via their mobile devices or other opt-in services and then start offering personalization based on frequently ordered items. They can also offer specialized coupons or deals that reflect what customers are actually interested in, based on their current or past ordering patterns. Another big plus: QSRs can also offer menu items that are season- or holiday-based.
Improved Order Accuracy
Another major advantage of digital menu boards is that they can help improve order accuracy. Digital menu boards allow employees to convey order choices back to consumers as they speak so that they can confirm their selections before moving along. This can also help keep the line moving quickly and ensure customer satisfaction by reducing order errors across the board.
With so many QSRs to choose from, a smooth ordering process goes a long way in attracting repeat business. According to one statistic, 82.6 percent of U.S. consumers visited a QSR at least once a week.
Drive Sales Using Analytics
If drive-through business accounts for almost three quarters of all QSR sales, it’s easy to see why digital menu boards have such a huge impact on profits. But when they are combined with some sort of analytics solution that produces good data on specials and price changes, adaptive digital menu boards better serve QSRs, providing direction as to what items do well when and where and with what kinds of customer demographic.
Adaptive digital menu boards can be an important digital signage solution to QSRs when all the important variables of good management, good analytics, quality product offerings and a loyal customer base come into play.
When QSR patrons sense that restaurant operators are paying attention to the kinds of menu offerings that are relevant to them, everyone comes out a winner.