Digital signage in quick service restaurants (QSRs) has become increasingly prevalent. Whether it is for digital menu boards, touch screen kiosks or outdoor at the drive-thru, it is well documented that content management systems allow operators to make quick and easy changes and allows them to leverage several strategies to increase their average receipt. But while the benefits of digital menu boards are great for many, they simply are not a fit for everyone. Today we’ll look at four reasons as to why traditional menu boards may be better suited than their digital counterparts.
1. Upfront Costs
Perhaps the most obvious reason is the upfront cost for a digital menu board system. Even if one is to go the residential / consumer route for the screens, mounts, etc., there is still no comparison to a white board or chalkboard and an acquaintance with nice printing. Couple the hardware, which also includes a media player, with the software and design, scheduling and setup services and the meter runs well past the cost of a simple, non-illuminated static menu. That said, you can achieve a “digital menu board” for a comparable cost of a static backlit menu board system if you take a USB approach.
2. Potential Downtime
No screen will last forever. Nor will the media player. If you adapt to a digital signage system in your restaurant it should come with the expectation that at some point you’ll experience some sort of downtime. A screen may fail. A power surge could throw your media player and its contents (design, scheduling, etc.) out of whack. Any of which will leave you with blank screen(s) and quite often at the mercy of IT tech support to troubleshoot the issue. And if or when this isn’t successful, it is the coordination and the waiting game for on-site support. Conversely, static menu boards have no exposure in these regards.
3. Simply No Need
The benefits of digital signage have been well documented on blogs like this one, white papers, and by headline speakers at tradeshows but what if your location doesn’t benefit from most of, if not all of that? You have a basic menu, it doesn’t change by the day, you do very little to no LTO’s or specials and you’ve been at it so long that you’ve got your inventory dialed in. Thus, there is very little functional upside. Yes, you can always squeeze value out of a digital system but if you find yourself looking for reasons, then it probably isn’t the solution for you. At worst, it’ll add a level of complexity and visual noise that deters from the impact a simple menu board could have.
4. Doesn’t Match the Vibe
When you add screens, animations and visual effects it presents a certain look and feel that just doesn’t coincide with the atmosphere of some locations. Consider a rustic or nostalgic feel and then add screens to it. It simply doesn’t jibe. The result, a disconnect for your customer. The toned down, authentic feel is visually complicated by the tech which could adversely impact your customer’s experience.
Summary
Don’t get it twisted, for most locations, digital menu boards not only enhance the visual appeal of restaurants, but they offer capabilities that can add tremendous value to your location making the ROI a relative no brainer. That said, for reasons noted above, every location should pause to consider the financial impact along with the value they will derive from a digital menu board versus their static siblings.
Do you need help making these determinations for your business? 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.
