Digital Menu Boards – An Introduction for Restaurant Owners

Digital Menu Boards An Introduction for Restaurant Owners

Of all the industries View TV serves, the food service industry is one that is poised to benefit the most from digital signage.

Think about it - since food is perishable, there is more turnover in the foodservice industry than just about anywhere else. Sure, taste is everything, but the way the food looks is just as important, both in affecting the buying decision and making customers happy. There are even experts in the foodservice industry known as "food stylists," whose only job is to make sure the dishes look pretty.

But the visual appeal of restaurant digital signage is only one benefit that technology can offer. More importantly, it brings a level of efficiency to the industry that is unprecedented. And as anyone in the restaurant business will tell you, it's all about efficiency.

This guide will introduce to you what role digital signage should play in your business, plus the specific benefits not only you and your staff, but ultimately the customer as well.

Strictly speaking, digital media in the restaurant environment is nothing new.

For years, wall-mounted television sets have been staples in certain types of restaurants, usually tuned to a news or sports station. Sports bars, in particular, often boast about the number of screens they have in an effort to attract customers.

As digital signage evolves, this phenomenon is expanding far beyond breaking news and rugby games. Digital media has become a pervasive part of the customer experience and is being used not only to entertain diners, but also as an integral building block of the store design.

As always, customer expectations are a major factor, and they change drastically over time. Any consumer-facing establishment; be it a store, bank, restaurant or any place where people make purchases, needs to be reassessed from a customer experience standpoint every few years.

And at this juncture, the audience is one whose members have grown accustomed to digital media in almost every aspect of their lives. For a restaurateur, the question is not what customers expect, but rather what will maximize their experience.

Having a TV screen gathering dust and showing a rugby game or the news will keep the attention of some customers and may or may not generate more revenue for the time that customer has occupied that very valuable piece of real estate in the restaurant that is the table they are sitting at.

Digital "Narrowcasting" engages all customers with information they need and want, while they are making their purchasing decision. That allows the restaurateur to maximize the valued real estate.

The key for digital signage in restaurants is the content. If you have hungry customers in line, the best thing you can do is make everything look appetizing. In some cases, you could have a new product that no one knows what it looks like and therefore won't try it. Here you have the opportunity now to reinforce the message by giving them a look at exactly what they'll get if they purchase it.

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