What are some restaurant buzzwords we can’t escape? Delivery. Mobile. Integration. Ghost kitchens. Maybe some combination of all those things, with plant-based meat tossed into the fold. Yet are restaurant marketers skipping something dine-in and drive-thru guests literally can’t ignore? Research shows 56 percent of customers are influenced by high brightness lcd menuboards, and 74 percent said an easy-to-read setup is a top priority.
Operators talk to length about streamlining the ordering process. And one of the quickest routes to a positive ROI might just be where diners do the vast majority of their purchasing.
Fengshi said it improved sales and made service leaders more effective by simplifying the look and feel of lcd digital menuboards. And added the change propelled line and speed of service.
The big flip, though, came with guest-facing metrics. Consumers simply had too many options before. Pick a burger. What bun, cheese, protein would you like? The back and forth started to frustrate customers and employees alike. Now, high brightness digital menu board offers top-to-bottom curated offers that can still be customized, but simply make a better first impression. Additionally, it allows the chain to nudge new users where it wants them to go.
In both cases, sunlight readable lcd menuboard optimization provided a chance to simplify without focusing solely on what was being cut. In fact, the change made room for future lcd digital menu innovation. It didn’t limit it. Improving speed of service wasn’t a bad kicker, either.
Last quarter it produced best period in term of speed of service in five years. It boosted drive-thru times 17 seconds. Sounds small, but it led to some three million more cars rolling through.
Many company rolled out a broad refresh, too, this past year intended to bring attention to expansive changes.Recently brought its center panel from 55 price points to 18 and introduced two new sections—make a meal and pick your pair. In Q3, menu optimization helped hike average check 5.8 percent.
The findings did not look into the use of digital menuboards, as only 30 percent of the brands in the study deployed them inside their four walls. None of them had digital displays at the drive thru.
At each venue, the mystery shopper made a statistical evaluation of both the drive thru and interior menuboards and then took photos of each. This took place in the spring of 2019.Satisfaction, but room to grow.
Two-thirds of the evaluators (66 percent) reported positive opinions of ordering from the menuboards, with 41 percent expressing top-box (liked it a lot) results. Drive thru and interior menuboards measured about the same. However, when asked what stood out, the shopper ratings varied significantly.