So you’ve made the plunge and decided to switch to a digital menu board in your drive-through, fast food restaurant, or coffee shop. What can you do to make sure that you’re using it to its greatest potential?
During your opening phases for preparation to implement digital menu boards, make sure to think about the full scope of your design and it should fit in seamlessly with your brand’s current design features and brand messaging. Don’t forget who you’re targeting!
1. Focus on pre-bundled combos or meals. Customers, whether in a drive-through or in line indoors, tend to get nervous when asked what they want to order. Devoting enough space to combo meals helps the customer make a decision fast, and can help you to up-sell products.
2. Make it readable. Customers often report that either menu boards are too high up, or the writing on them is too small. Nothing’s more frustrating than not being able to see the menu when you’re hungry-except maybe spending money on digital signage only to have nobody read it. Place your menu board in a visible location, and make your font large enough to read, even for someone who just walked in without their glasses.
3. Be smart with pictures. Our eyes are drawn to pictures, so make them count. Especially in food service, it’s important to have images of your products available-particularly the products you want to be selling more of. Want to sell more desserts? Combos? Drinks? Devote more pictures to them. Consumers will take notice.
4. Change it up. With the rise of digital signage, menu boards are now more dynamic than ever before. Changes on electronic boards can be made much more quickly and at a lower cost than they can with traditional boards-take advantage of this opportunity, and devote some space to changeable options! Don’t change your whole display regularly or people will get confused, but leave some space to make use of your dynamic menu board: use it to showcase specials, promotions, or seasonal messages. (Know your Audience) Think about the placement of your digital menu board. Are visitors walking by quickly, on a staircase or waiting in a workplace? How will this affect your skill to promoting to them? Keep in mind what the most suitable font size will be for the conditions provided along with how quickly the text and items should move or scroll.
Many customers stop to look at the menu each time they come in. Putting time and thought into how your restaurant or drive-through menu board is organized really can make a difference!