Display Technology
Challenges and Opportunities in Digital Signage and the Drive Thru
The ever-changing landscape of the QSR industry presents unprecedented challenges for brands, but a data-driven CMS and digital signage in the drive thru and restaurant can transform these challenges into customer experience opportunities. Read Coates' blog to learn how brands can thrive and make the most of their digital signage investment.
May 28, 2025
Think beyond the screen. The true power of the drive thru lies in a connected, data-driven ecosystem.
Contributed by Jeff Miller, Chief Product Officer, Coates and Jeffrey Steres, Chief Information Officer, Coates
Identifying Challenges With and Around Digital Signage
Quick service restaurant brands face challenges and opportunities when it comes to integrating digital signage technology in-restaurant and in the drive thru. These can include outdated technology, unreliable service, and managing frequent content updates, all of which require ongoing investment amid rising costs. Further, evolving customer expectations are driving the need for content personalization at scale and the integration of technology across systems, to leverage multiple platforms and increase ROI.
Driving connection between the needs and priorities of different profiles in the restaurant — including marketing, operations, customer-facing teams, and technology — is also a challenge brands face, so finding a digital signage partner with experience and expertise is essential.
When brands fail to correctly assess priorities, it can lead to fragmented customer experiences, and in turn, negatively impact customer satisfaction and loyalty. As cost pressures continue, QSR brands must balance competing priorities, with the ability to provide valuable, effective solutions to support seamless customer experiences.
Misconceptions About Digital Signage Technology and Mistakes to Avoid During Implementation
Understandably, restaurant operators may have the misconception that digital signage in the drive thru is just a one-time investment in hardware. Digital signage requires a capital and operational investment strategy across multiple years for robust content management, maintenance, messaging and delivery.
It’s a dynamic tool that, when powered by a reliable CMS and real-time analytics, evolves with customer behavior and business needs. Operators who view it as a growth engine – enhancing order flow, personalization, and revenue optimization – see significant long-term value over traditional static menu boards. Scalability isn’t about more screens; it’s about smarter, more strategic content delivery.
Increasing Sales and Customer Awareness with an Effective CMS and Content Strategy
Underestimating an effective content strategy and neglecting data-driven insights can ultimately lead to the loss of potential sales otherwise enabled by an efficient content management system.
Having a data-driven CMS and digital signage in the drive thru and in-restaurant is transforming how QSR brands engage with customers. Beyond improving order accuracy and driving upsell opportunities, brands can create highly personalized experiences by integrating loyalty data. Real-time content adjustments optimize promotions, menu efficiency, and strategic segmentation, ultimately increasing average check sizes and delivering measurable ROI. This isn’t just about displaying content; it’s about simplifying complexity to create seamless, data-powered experiences.
Operators that implement and take advantage of this technology are moving in the right direction, but if the customer isn’t aware of improvements, it can be all for naught. During order placement, customers want to know their order is being received correctly and are receptive to tailored suggestions if they are craving more. Using digital signage as an on-premise proof point, operators can communicate order accuracy and identify up-sell suggestions, as well as create further personalization via loyalty integration.
Think beyond the screen. The true power of the drive thru lies in a connected, data-driven ecosystem. A future-ready CMS, AI-powered insights, and real-time analytics transform digital signage from a static display into a dynamic growth engine.
A Trusted Partner is Integral to Digital Signage Integration and Evolution
The QSR landscape is evolving at an unprecedented pace, with increasing pressure on efficiency, customer experience, and technology integration.
The right partner brings more than just solutions – they bring accountability, scalability, and forward-thinking innovation to meet the objectives unique to each brand.
At Coates we don’t just deliver technology; we simplify complexity. We ensure brands can confidently navigate change and elevate their customer experience over time, leveraging our deep industry expertise to turn the drive thru into a competitive advantage with minimal operational burden.
Reliable technology, proactive monitoring, and intuitive content management free brands to focus on what matters most – delivering seamless, engaging customer experiences that strengthen loyalty. We believe the drive thru is more than a transaction – it’s a high-impact brand moment. Through innovation, strategic partnership, and unparalleled service, Coates helps QSR brands unlock their full potential.
Included In This Story
Coates Group
Coates Group empowers millions of customer interactions every day for the world's leading QSR brands, providing tailored technology and end-to-end services that enable brands to turn complex restaurant ecosystems into seamless experiences for their guests.
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