Restaurants
Driving restaurant ticket averages with digital signage
Restaurants come in all shapes and sizes, from big-name QSRs to mom-and-pop shops and franchise owners, so it is critical to implement flexible technology that fits your restaurant's needs.
July 1, 2024 by Courtney Smith , Jackson Hamilton
When it comes to marketing materials, today's consumers are much like the T-Rex from Jurassic Park: if you don't move, they can't see you!
Even with a well-designed static menu board, regular customers are unlikely to look at anything but their regular order — if they look at the menu board at all — and first-timers will more than likely look at the entrees and nowhere else.
A well-designed digital menu board is like a good waiter at a restaurant: calling out specials and high-margin items in a way that can't be ignored without being pushy or demanding. Subtle animations, rotating graphics, and dedicated marketing sections on a digital menu board all draw attention to items of the restaurant owner's choosing without the frustration of hiding the menu.
Digital signage offers a simple, cost-effective way for restaurants of all sizes to enhance customer experience, increase sales, streamline menu management and increase efficiency for diners and staff. Digital signage also enables restaurant owners and operators to manage all digital menus (online, QR codes, status boards, etc.) from a single platform and make modifications in real-time – with just the click of a button. This eliminates the need painstakingly to update static/plastic signs or redesign/reprint paper menus and frees employees to tackle other duties.
According to one study, digital signage can net 400% more views than static ones. So, if your restaurant isn't using them, now's the time to reconsider. Another study reports that over half of customer orders can be influenced by what is communicated to them on a digital menu board (also known as a DMB). Even something as simple as reminding consumers they add an egg to their burger for a dollar can net real revenues, and the possibilities only get more exciting from there!
Restaurants of all sizes can benefit
The cost of entry into the digital signage space has never been lower. With system-on-a-chip DMB solutions becoming more viable every day, smaller restaurants can enjoy the many benefits of one-to-many digital marketing with lower-cost indoor signs before moving to the even richer one-to-one marketing opportunities presented by a more robust outdoor solution. Atlanta-based Gusto!, for example, incorporates digital signage into its approximately 12 restaurants located throughout the metro area.
With POS (Point of Sale) integrations, ongoing menu maintenance can be simplified even further by implementing a single touch point for pricing changes while also enabling live item availability updates on the digital menu board and live updates on orders from the kitchen with order status information. What successful restaurant wouldn't benefit from customers already knowing what's out of stock instead of being disappointed while placing their order, or being able to direct swarms of impatient delivery drivers to a screen instead of having to dedicate an employee to keeping them updated?
Connect with guests for a differentiated brand experience
A common restaurant misconception is that personalization is out of reach. Digital signage enables restaurants to connect with each guest to create a memorable experience. Restaurants can leverage technology to offer diners a personalized view of the menu based on camera vision or loyalty apps — thus connecting with guests one-on-one and creating a memorable experience.
Smart data can provide personalized suggested upsell offers across digital signage that will drive up revenues while creating unique brand experiences and eliminating the need to rely on employees to upsell. Tailoring the restaurant experience to each of your guest's needs will make them feel as if the brand truly understands them and their preferences.
Digital signage can also be used to create an interactive, visual identity to entice diners with special offers or discounts — making customers' decisions easier while boosting ticket volume and value. With value and experience top-of-mind, 37% of consumers said less expensive options and increased promotions and discounts would encourage them to frequent more restaurants. For instance, a locally owned restaurant or pub near a baseball stadium can expect an influx of fans pre-game and post-game and then curate promotions that will appeal to the baseball fans the most. Menu boards could be adjusted on the fly depending on whether the home team won or lost.
Differentiated experiences go beyond menu personalization — digital signage can also serve as an effective storytelling tool to showcase your brand story, spotlight employees, explain your history and set your eatery apart from the competition.
Streamline communication for order accuracy
Poor order accuracy can deteriorate restaurants' revenue stream. One study found that 66% of consumers blame the restaurant when orders are incorrect and 20% of drive-thru customers wouldn't return to a restaurant that got their meal wrong. Digital signage enables customers to see their orders appear on the menu board's screen in real-time, giving them time to confirm or adjust their selection before heading to the pickup window.
For example, when you ask for a cheeseburger without pickles, tomatoes and onions, you are more likely to receive that exact order when the correct exclusions are displayed on the menu board. This real-time display ensures seamless communication between employees and guests and ensures the right customer gets the right order — leaving minimal room for error, a better guest experience and an increase in revisits.
Release staff strain and drive operational efficiency
A record-high 1 million restaurant workers quit their jobs at the end of 2022. In the fast-paced restaurant industry, it can be difficult to provide 100% employee satisfaction, but a complete digital guest experience can help restaurants reduce strain on staff to make their work experience more enjoyable.
A complete digital guest experience, including digital signage, effectively communicates more information to the consumer without pulling staff away from their roles and reduces complexity in configuration and ongoing management of their tools. This gives staff and management the flexibility to perform more focused customer-facing activities — like following up on orders, refilling drinks, or just asking about their day — which can all improve the customer experience. As more of these interactions occur, the overall customer experience and frequency of visits will likely increase.
Leveraging the right technology
Restaurants come in all shapes and sizes, from big-name QSRs to mom-and-pop shops and franchise owners, so it is critical to implement flexible technology that fits your restaurant's needs.
With the right digital signage technology, your restaurant can increase sales, improve customer satisfaction and streamline menu management — all in one platform.
Related:
Three ways digital signage elevates drive-thru experiences
How to maximize the ROI of your hospitality touchscreen solutions
9 strategies for boosting revenue with digital menu boards
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