Digital Signage at the Diner

One area that really highlights digital signage’s versatility is its use in fast food restaurants and diners. As most fast food chains pride themselves on modern facilities, digital signage fits right in with the aesthetic of the typical diner.

The versatility of digital signage provides several applications for eateries and diners. Digital signage can both improve the dining experience for customers and make service run more smoothly, but the use of digital signage doesn’t start inside the restaurant.

Outdoor digital signage

Picture: Outdoor digital signage can draw in custom

Traditional menu boards outside fast food eateries, and along drive thru lanes, have two major drawbacks. Firstly, with promotions and new lines continually added to menus, printed menu boards needs continual updating. A digital menu board is easily updated, and new items and promotions are easily changed and uploaded.

Secondly, outside is the first point of contact a fast food restaurant has with potential customers. With so much competition in the fast food market, providing appeal can often mean the difference of a customer coming inside for something to eat, or going next door to a rival chain. With modern HD screens, an outdoor digital sign provides that engagement factor that turns heads, and with the right content, can make all the difference for drawing in custom.

Finally, outdoor digital menu boards have one distinct advantage over static menus—the ability to schedule content. In the restaurant business, particularly fast food restaurants, there are three distinct times of day, breakfast, lunch and dinner, each with distinct menu items. By scheduling different menus at different times, restaurants are able to appeal to people’s appetites at different times of the day.

Instore and Point of Entry

There are three other locations where digital signage can reach and manipulate customers. The first, and often an overlooked location is point of entry. Providing promotional information as soon as somebody walks into a restraint may help steer a customer’s choice. Often, if a customer has intended to visit the restaurant, they may not have paid any attention to the outdoor displays, so reinforcing promotions at point of entry maximises the potential for an audience to read the promotions.

The next location for digital signage is at the sale point. Screen used as menus above where food is ordered, not only looks better but also adds an extra location for pushing promotional items before the final sale is made.

Finally, when a customer sits down and eats their meal, they in essence become a captive audience. Providing screens for both their entertainment and for further marketing opportunities around seating areas is really effective, as the likelihood customers will view the content is very high. While the sale is already made, screens reinforcing branding and future promotions can increase the likelihood of getting a return visit to the restaurant.