Let’s Talk Digital: 6 Big Questions About Digital Signage

1. How has the world of digital signage changed in the past year? 

It’s certainly become more prevalent. While digital signage was already trending upwards well before COVID, the need to reduce touch points within the restaurant space has certainly helped that grow even quicker. The need to transition out of multiple use menus has made digital signage a more attractive option than ever before. And it's become more advanced, you see this with any emerging technology and digital signage is no different. Even within the past year, it's easier than ever before to manage a digital setup, and the initial investment necessary has continued to become more and more affordable.

2. Why should operators consider making the switch to Digital? 

A multitude of reasons really. The cost savings over static menu prints, the aforementioned change to a no-touch menu option, ease of product and pricing updates, the list goes on. Aside from certain specialty stores, there’s really not much reason not to have a digital signage component, in our humble opinion.

3. How does digital signage lead to profitability? 

The initial spend on a digital signage set up can seem daunting, especially in the food service industry where margins are already razor thin. However the cost savings over time (not having to reprint costly menu boards, reprinting handheld menus every time there’s a pricing or product change) generally lead to the system paying for itself within 6 months to a year, if not sooner. As long as you’re investing in a quality setup, with a fair pricing structure, you’re going to see the cost savings on that investment almost immediately.

4. How does digital signage help a brand establish customer loyalty? 

Consistency, quality, and a more immersive brand experience. With printed materials, unless you’re a single location outfit, or have all of your materials coming from the same place on the same schedule, you run the risk of differing print quality, worn out materials in your units, or outdated graphics being displayed far longer than they should be. With a digital setup, you’re able to guarantee that all of your locations are showing the correct materials in a consistent manner. And that’s something that customers definitely notice. Not to mention the ability to showcase more in-depth brand materials, i.e., animations, specialty content, video, etc. as opposed to limited static graphics on a print piece.

5. What role does digital signage play in suggestive selling? 

A rather large one. With a menu or menu board, I might get to showcase one or two items really heavily, and I’m stuck with those items until I’m ready to do another menu print. With digital, I can dial in what items sell best during certain time periods, and adjust my images and graphics to more prominently display those items at a given time. movement also helps. A customer’s eye is always going to be drawn more to something moving across a screen than it is a static image. It’s hardwired into our brains, we’re automatically drawn to movement, and that’s something that a static display can’t offer.

6. What does the future of digital signage look like? 

A lot more of them, for one. But We think you’ll also see more and more technologically advanced setups; immersive video walls, functional setups where unit walls Double as order and pay areas, and a heavier connection between putting what’s on main displays through to consumers’ smart phones. It’s a growing industry. We haven’t seen even a fraction of what it’s going to be capable of in the next few years. We don’t see the majority of consumers transitioning easily back into heavy touch items, like menus, even after COVID starts to fade. Having a solid, easy to manage, no-touch option for service is going to be more and more important, and that’s something digital signage definitely provides.