As a former digital marketing executive, I’m always exploring innovative ways to upsell and promote products. With a plethora of technology-based solutions available, it’s easy to get caught up in the “wow factor” – using flashy, immersive tactics to grab attention. While this approach has its place, I urge marketers and digital signage operators to adopt a different strategy when it comes to Digital Menu Boards (DMBs) in restaurants and quick-service restaurants (QSRs).

Here’s why simplicity is key.

My Recent Experience

One warm summer night, after a lengthy golf game, I found myself debating whether to whip up a late dinner at home or stop by my favorite fast-food restaurant’s drive-through. Opting for the latter, I anticipated a quick and satisfying meal. However, my experience was far from pleasant.

At the drive-thru ordering area, instead of seeing the full menu, I was greeted by a promotional video for a product I wasn’t interested in. When I asked for a moment to decide, the digital menu board switched to a limited item layout. Confused, I hurriedly ordered something familiar, feeling rushed and frustrated.

This experience highlighted a common mistake: prioritizing the “wow factor” over functionality.

Lessons Learned

The key takeaway is simple: digital signage must prioritize its primary goal. For digital menu boards, that goal is to display the menu clearly and help customers order quickly and efficiently. Here are some crucial points to remember:

• Visual Appeal with Simplicity: Ensure the content is visually appealing but not overwhelming.
• Clarity and Accessibility: Digital displays should clearly show the menu, enabling customers to see all options easily.
• Efficiency in Ordering: In QSRs, the ordering process must be quick and straightforward.
• Avoid Full-Screen Takeovers: Don’t let videos obscure the menu for more than a few seconds. Instead, incorporate video advertising in a section of the screen, allowing both to be visible simultaneously.
• Purpose-Driven Content: Remember, digital menu boards are for existing customers to make their choices, not to attract new ones.

This lesson extends beyond fast-food restaurants. For instance, flight status boards at airports should focus on providing essential information rather than running full-screen ads that frustrate hurried travelers.

Conclusion

Ultimately, we must respect the primary goal of any digital signage deployment: to provide clear and concise information quickly. While there’s a place for visually appealing advertising, it should never overshadow the fundamental purpose of the digital signage. By keeping digital menu boards simple and focused, we can enhance the customer experience, increase efficiency, and ensure satisfaction.

Remember, in the world of digital signage, less is often more.

For professional advice from an experienced digital signage consultant, please feel free to reach out to me directly.