Positioned along the drive-thru lane, outdoor digital displays for pre-selling can raise greater awareness of new items on the menu that might otherwise be lost among a variety of options at the order station.
Going digital at the drive-thru
Bright, vivid outdoor digital displays are increasingly common in QSR drive-thrus because they attract customers, promote offers, speed up orders, and boost sales. Drive-thru sales represent a major portion of many restaurants’ business. Operators who were previously focused on walk-in traffic are now adjusting, where possible, to drive-thru options. While customers move through the drive-thru lane, marketing and upselling opportunities are passing them by. As outdoor signage continues to evolve, restaurants are seeking digital technology to engage this captive audience and capitalize on new opportunities to increase customer loyalty.
Positioned along the drive-thru lane, outdoor digital displays for pre-selling can raise greater awareness of new items on the menu that might otherwise be lost among a variety of options at the order station. Moreover, with many QSRs operating late into the night or 24-7, having the ability to easily update menus by time of day ensures customers are viewing the most up-to-date menu options when ordering.
With more and more people taking out rather than dining in, tools that influence and speed up ordering are big wins for QSRs. That said, digital signs in the outdoor environment must be bright enough to handle the glare of the sun as they can both inform and pre-sell to customers as they approach the ordering position. Beyond drive-thru digital menu boards, outdoor signage also offers an effective, hard-to-miss way to communicate business changes, such as operating hours, dine-in reopening, or other topical messaging. Optimal outdoor displays for drive-thrus are those that have a slim-depth design with the added convenience of an embedded power box. They should also be ruggedized to withstand elements from weather to vandalism, and be durable, flexible, and offer 24-7 performance—even in extreme temperatures. By effectively protecting outdoor displays, QSRs can reduce repair costs and avoid risking lost sales opportunities resulting from inclement weather or environmental conditions.
Display solutions are a key driver for accelerating the digitalization of today’s businesses. QSRs need to improve how to present and highlight their menu and services to stand out from the competition as well as create an enriching customer experience. With digital signage solutions, businesses can meet these needs with vivid imagery and accurate information.
Driving positive business impact
When comparing the use of static and digital menu boards at restaurants, it becomes clear how using digital signage provides a significant advantage over the use of static menus. While installing digital signage causes companies to initially incur slightly higher upfront costs, businesses are likely to receive a higher return on investment (ROI). The use of digital menu boards immediately eliminates maintenance costs as well as the expenses related to creating new printouts for static menus.
Further, digital displays can provide other measurable financial benefits by providing engaging promotional content, driving increased sales. In an industry like QSRs, most purchase decisions are made on the spot, as customers are looking at the menu. Digital signage allows for dynamic effects, providing additional bundling opportunities, such as take-over images that show graphics across multiple screens, driving focus to seasonal and the most valuable promotions.
