Digital menu boards boost burger chain's sales by 50%
As digital menu board technology continues to improve, more restaurants are moving to installing digital menu boards to grab customers' attention and increase sales. That was the case when Eclipse Digital Media and U.K.-based hamburger chain Prime Burger joined to install digital menu boards in several Prime Burger stores.
Eclipse Digital Media provided its cloud-based digital menu board software to Prime Burger, resulting in an increase in like-for-like sales of 50 percent, according to a company press release. The solution included a variety of Samsung Smart Signage Platform displays and the cloud-based Embed digital signage software.
Prime Burger has outlets in St. Pancras International Station, Euston Railway Station and ExCel London International Conference Centre. It started serving burgers at events and festivals such as Lords Cricket, Glastonbury, The Chelsea Flower Show and the London 2012 Olympic Games. Its focus is now on retail outlets rather than events, the release stated.
"After consulting with Eclipse Digital, we put in five 48-inch displays at St. Pancras, which we arranged in portrait orientation. We also put in three 48-inch displays at ExCel, but in a landscape arrangement, while we put in four 32-inch displays at Euston," said Sam Steele, director of Prime Burger
Eclipse Digital Media developed the templates for Prime Burger using a combination of graphics and menu data updated via an Excel spreadsheet. Changes can be made remotely to any of the screens and schedules are configured to automatically switch menus at specific times of the day.
"The displays have really great image quality and bring our beautiful food imagery to life and do justice to our images. Eclipse Digital remotely update the content on the displays in each of our stores... it's a really painless process, and all we have to worry about is updating the artwork," Steele said.
The menu-board solution installed has made an impact on the business. Customers are drawn in by the imagery and sales have increased as a result, Steele said.
"Our store at ExCel has been in the same position in the boulevard since 2009. Last year we reconfigured it a little. Out went our flat, white, static printed boards that weren't eye catching, and in came the new displays, which have proved a great investment. Since we have installed the screens at ExCeL, we've seen an increase in like-for-like sales of 50 percent and a lot of that is to do with the screens, without a doubt," Steele said.
Travis Wagoner spent nearly 18 years in education as an alumni relations and communications director, coordinating numerous annual events and writing, editing and producing a quarterly, 72-plus-page magazine. Travis also was a ghostwriter for an insurance firm, writing about the Affordable Care Act. He holds a BA degree in communications/public relations from Xavier University.