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.
