When it comes to menus, digital signage allows dining establishments to accomplish things that cannot be done with static signs alone. Static signs can only display so much information at one time, and the content is fixed unless the entire sign is changed. However, digital signage makes it possible for restaurants to show a wider variety of menu content, giving customers a bigger selection to choose from and giving the restaurant the chance to boost sales.
We've discussed previously how digital signage helps dining establishments display more menu items. Not only does this expose customers to a wider range of choices, but it also allows them to experience more dynamic content. A recent article from Digital Signage Today discusses how Sonic Drive-In, a quick service restaurant chain, piloted a digital signage system that ended up leading to an increase in their average sales.
According to the article, the restaurant deployed signage including touchscreens and digital menu boards, that were able to give customers a glimpse at an increased number of menu options in addition to content and offers they would not have been able to see on static signs alone.
"As customers look at products, we've seen an increase in average check as opposed to a static board," Claudia San Pedro, Sonic's vice president of investor relations told Digital Signage Today. San Pedro went on to explain that eventually the system will allow Sonic to increase their levels of personalized targeting.
Additionally, the functionality of the system could also expand to include a mobile app that will allow for further tailored messaging. By using digital signage, Sonic was able to improve sales by providing a better experience for its customers, a trend it may be able to see continue with further implementation of signage in the future.