Whether you are in the throws of opening a new restaurant or your current setup needs a facelift, the most critical piece of signage you have at your disposal is your menu board. Menu boards, whether indoor or outdoor drive-thrus, present you with the single-most captive of audiences. When done right, they enhance the experience, influence purchasing decisions, reinforce your brand, increase efficiencies, and increase your average ticket amount. Today, we’ll share a breakdown of different options and offer some considerations before buying your system.
Menu Board Types
1. Outdoor Menu Boards
These systems are most often seen at quick service and fast casual restaurants. Typically, drive-thru menu boards are what first come to mind, however, many locations have walk up windows that need signage as well.
Printed Boards: These types of menu boards would be considered the most economical. Coroplast, Sintra and corrugated cardboard are all examples of substrates that your menu can be printed on. While cheap, these are the least flexible. With any change, you’ll have to get the entire sign reprinted.
Digital Menu Boards: Commercial grade screens that can withstand the extreme cold and heat that any geographical region can pose. These are self-contained and are rated for outdoor use. Using a Content Management System (CMS) like the “Origin Elite” platform allows for dayparts, dynamic playback, remote access and control, etc.
LED lit Menu Boards: This is a combination between static and printed boards. Yes, the graphics are static but rather than having to replace the entire sign or menu board, you simply must reprint the applicable graphic you’re looking to make changes to.
2. Indoor Menu Boards
For the customers who prefer to dine-in or grab-and-go, these are the signs that greet them at the ordering counter or touch screen. Like their outdoor counterparts, printed boards, digital menu boards, illuminated boards can be considered here as well.
Chalkboards/Whiteboards: Old-school approach that does provide a level of flexibility. These become reliant on a person with good printing or it can become a sloppy, disjointed mess at times. The hand-crafted look and feel seem to be more appropriate for bistros and cafes.
Magnetic Menu Boards: Sleek, professional, and replaceable. These boards nestle nicely pricewise between illuminated and printing options. The fixture remains but you reprint the graphic as needed.
Kiosks: nowadays, a lot of people bypass the traditional menu boards and go straight for the ordering kiosk. These have the menu items listed but also utilize pathways to suggest upsells and add-ons to your customer’s order.
What Should Influence Your Decision?
1. Your Type of Restaurant
QSRs can look to digital menu boards for tremendous flexibility and upselling opportunities. However, if you have a sit down or fast casual location you may lean towards a toned-down static option to match the aesthetic.
2. Budget
This is often a driving factor. Especially for small start ups and/or “Mom and Pop” locations, it doesn’t make business sense to invest in a digital menu board system. However, as business grows and it becomes more palatable, it would be wise to upgrade to a system that will ultimately cost you less in the long run.
3. Flexibility Needs
Some locations see daily or seasonal changes. If this is the case, you’ll want to utilize a system that accommodates this need. This doesn’t mean you have to break the bank. Beyond digital system, chalkboards or whiteboards can get the job done, albeit, not as professionally.
4. Branding and Ambiance
I’ve had plenty of people tell me “digital menu boards just don’t fit our look.” This comment is more than fair. The interior and branding of your restaurant are important factors when deciding which route you go. Rustic bistros would probably be better served by a stainless-steel panel or wood trimmed look.
5. Geographical Climate (Outdoor Menu Boards)
When buying signage in Arizona or in Minnesota (winter), you need to make certain you’re working with the correct materials and inks to withstand any sort of time. For more permanent solutions, they must be weatherproof, legible in direct sunlight and built to stand up to high winds, and any other elements that Mother Nature throws your way.
Summary:
Your investment into your menu board systems indoors and out at the drive-thru can span from hundreds to thousands. You should start by creating a wish list, want list and need list. From there, take what we’ve outlined into consideration, and you should land on a setup that will either get you by, or knock it out of the ballpark.
Give us a call today at 888-235-2579, email us at info@origindisplays.com or contact us here to speak with a solutions specialist.
