News

UK Burger Kings serving a side of digital signage with their Whoppers

November 29, 2010

A U.K. Burger King franchisee has been replacing the static light-box display menus in its Burger King restaurants with digital menu boards powered by Scala, according to a joint announcement made today.

SSP, which operates more than 700 food outlets, worked closely with Signature Digital Menus Ltd. (SDM), a company focused on bringing digital signage to quick-service restaurants. SSP has been introducing digital menu boards to its Burger King outlets as an operational tool to help increase the value of sales, lower the ongoing costs for signage and improve the way SSP manage prices, day-parts and promotions, according to the release.

"We found Signature Digital Menus to be a better solution because they offer more than just the hardware. They offer a content solution," said Ian Hetherington, brand manager of SSP. "They can analyze things like demographics, day-parting and site trends — all of those things that we really need in our business."

SSP's new digital menu board system was introduced at Burger King restaurants at Victoria Train Station in London and at Birmingham Airport. The London site has two 46-inch Samsung LCD screens, and the Birmingham site has six 32-inch Samsung LCD screens. Each screen uses an embedded PC for content playback, and they run on Scala5 software

The digital menu-board system that SDM developed uses high-definition graphics and text that specifically targets customer demographics. A team of content editors and technicians from SDM continues to create customized branded content for the digital menu boards and remotely manage the screens at all the sites.

Since installing its first menu boards in 2009, SSP has seen as much as a 63-percent sales increase for some Burger King items.