The food and beverage market increasingly improves the customer experience by deploying POS digital signage, typically provided in the form of dynamic menu boards. Unless you live in a cave and hunt dinosaurs for your daily nourishment, you likely have been mesmerized by a dynamic menu board at some point in your search for food this week. However, this is just the beginning of the improved customer experience for restaurants — the possibilities are endless.
Let’s first consider the low-hanging fruit that makes dynamic menu boards so effective for restaurants. According to Nielsen’s third-quarter (2013) “Digital Place-Based Video Report,” ad recall for POS-type digital signage is typically in the 60-percent range, which is more than twice the average recall of static signs — menus or otherwise.
This is the reason you can so easily recall the rich color of a creamy latte topped with cinnamon spice at your local coffee shop. Or, depending on where you dine, maybe you can easily recall dynamic advertising for the most awesome, juiciest pub burger that can fit in the mouth of man. I saw such an ad not long ago, and it just keeps playing in my memory like a favorite song.
Such recall makes it a natural choice for promoting those more seasonable and profitable food items at the right time and place. According to a Networld Media Group report, “Digital Menu Boards and ROI,” the average sales lift of any digitally promoted item on menu boards averages around 3-5 percent, which means that payoff for such a system most often occurs in one year or less.. Read more