There is no question that the world we live in is a lot different than even 5 years ago. The freewheeling, big spending days are long gone. Add to that, resources are more available than ever so that, when it comes to buying something, you can quickly and easily get a lot of options.  Needless to say, the salesman’s idea that “they are buying me and not the product” has taken a bit of a hit. Not that this statement is entirely untrue, because the person on the opposite side of the table/phone has a lot to do with what you ultimately decide to do, but there are so many more factors to consider.

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We all know that when it comes to buying anything in life, certain people fall in to certain buckets. There are some that can afford the Mercedes, whereas some have to go the used Sedan route. The car industry doesn’t discriminate and in most cases one (car) finds another (buyer). The saying, “there is some-thing/one for everyone” rings true in this scenario and in many others in life. The same goes for menu boards, however there seems to be an issue identifying the sedan – the practical and functional solution – of the industry. Most companies go to market with their standard product line that highlights various backlit, front-lit, or non-illuminated options. What most people don’t realize is that a lot of these companies have professional looking, economical menu board systems that may be tucked in different areas of their website or catalog.  Put another way, they could be found in categories such as, accessories, display fixtures, POP signs, etc.

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Having been involved in the menu board industry for as long as I have, you get to know the questions that are going to be asked well before they actually are.  “What sizes do you have?  Do you do the design work?  How long will it take for me to get the menu boards? (and obviously) How much do they cost?”  However, the question that I want to address and what comes up more often than not is, “Do your menu boards have strips and digits?”  The way in which this question gets asked differs from time to time but the underlying reason is always the same, they want to know if they will be able to change their menu board items and pricing whenever they want.  However, is this the best way to go about it? Would using full graphics make more sense?  There are compelling arguments to each side.

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Christa Hoyland noted in a recent article for QSRWeb that “50% of consumers polled by QSRWeb say that menu boards have become harder to read and that speed of service is taking a hit as a result.”  This is the last thing you want when operating a fast food – quick service restaurant.  It is a pretty easy formula, a quicker turnaround means greater efficiency → more patrons served → more dollars in your pocket. Unfortunately, menu board development and its execution are often afterthoughts when looking at a restaurant’s branding as a whole, when in fact they should be at the forefront.  There is no other area of any restaurant where you have the onlookers at your fingertips, fixated by their need for information.  This notion of “captive audience” is at the 101 level of running a restaurant.  However, trying to capitalize on this knowledge is where many get themselves in to trouble… many times without even realizing it.

Although there are several areas that people can shore up their menu boards, we are going to touch on the 3 main issues that seem to keep rearing their ugly heads.

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