Why Restaurants Are Investing In Narrowcasting By Barry Byers At Isnare.com Ezine Articles

The benefits of digital merchandising - upselling, cross-selling, entertaining and informing customers – appeal to a wide range of industries. The restaurant industry is no exception. In this article, we will use the restaurant sector as the basis of a discussion of the ways retailers of all kinds can use digital narrowcasting for marketing.

How Restaurants Use Digital Displays

Restaurants have just as much need as any retailer to upsell customers and promote higher-margin items. Televisions have been a fixture in many kinds of restaurants for some time, but restaurateurs have begun to realize that news and sports, while contributing to the customer experience, may not do much to increase sales.

Digital signage, or narrowcasting, takes the entertainment component of TV and enhances it by presenting targeted marketing messages among the entertainment and information segments. Customers still enjoy the display, but they also view subtle advertising messages.

Narrowcasting is ideally suited to the restaurant industry. Images of food are guaranteed to turn heads. And with day-parting technology, restaurateurs can change the focus of their digital ads for different meals, promoting breakfast items in the morning, a featured entrée in the evening and so on.

How Restaurant Customers Benefit from Digital Displays

Digital signage in a restaurant can inform and entertain, help promote items, and reduce perceived waiting times between ordering and delivery of a meal.

• Information – Digital media makes it easy for restaurants to promote their specials. Because content can be refreshed and changed quickly, restaurants can offer a wider range of specials and promotions without worry about the cost of printing new marketing materials.

• Virtual Open Kitchen – A new trend reported by Digital Signage Today in its examination of restaurant digital signage is the use of narrowcasting to show customers how their food is prepared. When a real open kitchen is not possible, video can reassure customers that a restaurant employs safe food handling practices.

• Branding – Digital media makes it easy for restaurateurs to create a “feeling” about their restaurant that translates into a positive image of the restaurant’s brand.

• Wait Times – When done right, digital signage can entertain viewers, a critical benefit in any industry where wait times can be a factor. Banks also use digital displays to reduce perceived wait times.

How Restaurants Benefit from Digital Displays

Restaurants can realize significant benefits from digital displays.

• Emotional Connection – Images of people enjoying food make viewers feel good. This happy feeling boosts the reputation of the restaurant.

• Upselling – Quick service restaurants have had great success using digital menu boards to encourage customers to add to their orders or try higher-margin offerings.

• Lower Marketing Costs – Digital displays can be managed centrally, allowing consistent and correct marketing messages to be easily distributed electronically. With digital content, printing costs drop significantly.

• Staff Training – In another trend reported by Digital Signage Today, many restaurants are using their digital media to train staff and keep them informed about new product offerings.

Retailers of all kinds can gain many valuable insights from the narrowcasting experience of the restaurant industry.

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