Article

The Mies van der Rohe approach and other restaurant digital signage trends

Digital signage display expert says the 'less-is-more' approach is coming to digital signage in restaurants.

May 16, 2014

By Richard Ventura

Vice President of Product Marketing and Solutions, NEC Display Solutions of America Inc.

With the 2014 National Restaurant Association’s annual conference coming up, it’s an opportune time to examine some of the key digital signage trends for the industry. The main objectives for digital signage  in restaurants remain the same: To utilize digital screens to build stronger relationships with customers, drive additional sales and increase the return on investment.

However, the approach to digital signage continues to evolve and change as needs and strategies develop. Consider these trends:

• Less focus on screen quantity and more focus on content quality
• Omnichannel communications from a holistic perspective
• Return on objectives first

Less focus on screen quantity and more focus on content quality

Architect Mies van der Rohe used the phrase “less is more” to describe his minimalist approach to designing buildings. That sentiment has now come to digital signage in restaurants.

When digital menu boards came to the fore and gained popularity, QSRs and fast casual establishments tried to cram as many of these digital signs in their stores as was possibly consumable — along with their burgers, salads and desserts.

Now the approach is more strategic and subtle. Through experience, they are no longer trying to overwhelm customers. From a content perspective, the same holds true.

While a lot of words, pictures and information comprised the early content of these digital signage installations, the emphasis is now on quality and impact. What will have the greatest impact on my customers, and how can we drive certain behaviors and decision-making? The strategic approach is improving the upselling capabilities of brands and giving digital signs a new lease on life.

 It is no longer a focus on as many screens as possible in the store but rather what content will drive upticks in sales as well as increase efficiencies at the point of order. Too many things going on the screen can create delay and confusion. Simplicity, efficiency and enhancement are all keys for successful content deployments. The content truly needs to reflect your brand and your brand message. It is no longer the norm to just show the menu items. Quality content will drive the mental taste buds of the consumer; it will drive their purchasing decisions; and it will drive their impressions of the brand.

Delivering a consistent brand approach through the new omnichannel landscape

The omnichannel distribution phenomenon is something that has shaken supply chains from Bangkok to Winnipeg to Beijing. It refers to the ability to deliver products to consumers whether they purchase them in brick-and-mortar stores, online, through catalogs or via mobile apps — all with the same experience.

But the phrase “omnichannel” also can be applied to the communication vehicles available to brands to communicate with their constituents. These tools include digital menu boards, digital promotion boards, social media channels, mobile devices, interactive kiosks, Bluetooth apps and the like.

The integration of digital signs with social media, mobile apps and mobile devices is also coming to fruition.

While some brands in the past were content with texting messages to customers for free drinks, they are trying to engage those customers and potential brand ambassadors now in more meaningful ways. 

“How did you like your meal?”

“Would you recommend us to a family member or friend?”

“Would you tweet about your experience?”

We have a generation of millennials that was born to socialize and collaborate, and that expects instant gratification from, and interaction with, brands they like. This is the generation that communicates without talking to one another, that disseminates “selfies.” The phenomenon has not been lost on brands. 

Restaurants want in on the action through social messaging, in-dining room signage and digital menu boards. They want to engage with these customers more and promote interaction with their brands.

Some restaurants, for example, are deploying iBeacon, Apple’s low-frequency Bluetooth technology. When their app is engaged on one’s phone, brand ads and other pertinent information are pushed to those consumers throughout the restaurant.  Instead of requiring patrons to use Near Field Communication to tap their devices to other devices, the action occurs seamlessly through their mobile devices.

Major League Baseball stadiums recently deployed iBeacon to deliver meal and beverage options to fans — with specific locations in the venues themselves — all in an effort to drive stronger interaction between brands and consumers.

How does a brand drive greater interaction with consumers?

• Passively with digital menu boards;
• Actively with self-service kiosks;
• Suggestively with promotional boards;
• Inclusively with technologies like iBeacon; and
• Consistently by communicating across all channels.

All the communication vehicles need to be working in concert — a holistic approach to increase dwell times and drive sales. Restaurants are starting to catch up to what retailers have known for a while: One-way communication no longer cuts it.

Brands starting with ROO discussion

At the start of the digital signage revolution, brands placed all the emphasis on ROI without thinking through the broader return on objectives, or ROO, required to deliver the ROI.

Now they are realizing that “soft” objectives can deliver meaningful non-financial results.

Dunkin Donuts, for example, makes it a point to regularly update consumers and keep customers engaged. That’s not a financial goal, but one that has ramifications for how it does financially. The longer customers remain engaged, the more time they spend in the store and the more money they spend. It’s all about maintaining customer focus.

Once the objectives are achieved, the ROI falls into place. Without a strong understanding of the objectives for a digital signage deployment, there is no way to measure and understand the financial impact this new asset will bring to the organization.

Looking forward to seeing many of you at NRA Show 2014 in Chicago!

Richard Ventura is vice president of product marketing and solutions at commercial LCD display and projector solutions provider NEC Display Solutions of America Inc. (www.necdisplay.com). He can be reached at rventura@necdisplay.com.