Digital Signage and Restaurants: A Perfect Union By Frank Lucer At Isnare.com Ezine Articles

Thousands of restaurants have deployed digital signage throughout their establishments over the last decade. Many more are following their example. From the mega-chains to the "mom and pops," few question the value of a DOOH platform that diners can watch as they enjoy their meals. In fact, having out-of-home media screens has become a bragging right for many sports bars and QSRs.

The problem is, most of these places are not using their digital signage networks to their full potential. Some venues stream news items while others stream sports. The broadcasts may be entertaining to diners, but the screens can be put to much better use.

Below, I'll explain how you can use a signage network within a restaurant. Whether you're operating a QSR or sit-down casual environment, you'll discover how the right strategy can lift sales, support your brand, put control into your customers' hands, and reduce the wait time.

How To Spur Immediate Food Sales

Customers buy when they are motivated to do so. Prompting diners is often a simple case of informing them about meals and combos your establishment offers. For example, you can use digital media to advertise the day's specials. Or, you can promote carefully selected items that complement certain meals. A tantalizing image of a sweating glass of cola can lift sales if the weather is warm. Similarly, an image of a steaming cup of coffee can motivate customers when the weather is cold.

One of the benefits of using digital signage to promote food specials is that your clips can be changed at a moment's notice. If your restaurant is open in the afternoon, you can advertise lunch specials. During the evening, remove the lunch clip from the rotation and replace it with a clip promoting dinner specials. Today's media players can easily handle the task.

Building Your Brand

Using your digital signage network to support your restaurant's brand can yield long-term advantages. Include branding spots in your content rotation that show happy, smiling customers enjoying their meals in a clean, friendly environment. This type of branding creative can play a major role in diners' willingness to return. Even if they receive a meal at the wrong temperature, or they were forced to wait longer than they expected, a strong brand message will bring them back in the future.

Putting Customers Into The Driver's Seat

A growing number of restaurants are leveraging digital media technology to allow their customers to order their meals directly through the screens. While quick-serve establishments can take immediate advantage of DOOH for this type of functionality, even casual restaurants can implement it. Doing so relieves the pressure on employees who are taking orders (especially true during a lunch rush) while making the process more convenient for diners.

The key is to make the signage ordering system intuitive. Customers must be able to navigate your menu easily and make their selections quickly.

Reducing The Wait Time

Have you ever wondered why publications such as The National Enquirer are positioned at grocery checkout lanes? Aside from generating impulse-buy profits, they distract people from the wait. Banks have done the same thing by placing screens that distract those who are waiting in line for a teller. Your digital signage network can have the same effect on diners. Customers who are distracted by your creatives will have the impression of a shorter wait time. That lowers their frustration level, which can be especially valuable for your employees during busy periods.

A digital signage network can be integrated seamlessly into any type of restaurant. Regardless of whether you operate a QSR, small bistro, or a large multi-location chain, DOOH media can deliver unique value to you, your employees, and your customers.

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