Walking into a quick-service restaurant these days often means seeing a row of digital signage displays behind the counter, as LCD screens rapidly replace static back-lit posters.
With an estimated 50 to 70 percent of QSR sales occurring in the drive-thru, taking digital menu boards outdoors is the next logical evolution for the industry. A report by Futuresource Consulting in 2014 suggested that only 1 percent of the potential market for outdoor displays had so far been tapped.
As a reminder of why the drive-thru is important, much of Australia’s eastern seaboard recently copped an unseasonal lashing from the weather gods. As the rain pelted down, the number of drive-thru QSR customers surged as they avoided the drenching that comes from the 100-meter parking lot dash.
The drive-thru customer experience is all about speed and convenience. Having the right menu and message at the right time is important. In the past, business owners had two choices: Display all menu items — breakfast, lunch and dinner — on the one menu board all day long, or use two-sided menu boards that could be flipped during the day. Talk about overwhelming the customer.
The National Restaurant Association’s 2015 Industry Forecast showed 41 percent of the critical 18- to 34-year-old target demographic says technology is an important factor when they choose a restaurant, and the next age bracket — 35 to 44 years — wasn’t far behind at 39 percent. The NRA’s research found that technology improves speed and convenience for consumers.The restaurant is filled with digital signage advertising machine – playing your product more able to attract your customers.