Everyone knows that speed and accuracy are the most important ingredients of a successful drive-thru lane and in the last few years there has been a surge in digital drive-thrus versus the more “old school” backlit ones. Today, there remains a significant difference in cost between the two. Is the cost justified? To find out, you’ll have to internalize the benefits vs. the potential challenges and project the use you’d put the signage to.
The Advantages
Naturally, the primary advantage of digital signage is your flexibility to change content. Beyond simple price and menu changes, digital signage that is complimented by a content management system can assist in promoting items and inventory control as well. The ability to do this at your fingertips while being remote is a much more effective way than waiting for graphic prints to arrive in the mail.
Combining your ability to create and change content with scheduling its playback is the next stage of the benefits of digital signage. The most common example of this is day-parting your content from breakfast > lunch > dinner. Once this is scheduled, there is no other need for human interaction until you want to tweak the timing in the future. Taken a step further, you can create and schedule holiday announcements, employee kudos, specials, promotions, etc. to be displayed in real time, periodically, a week from now or a year from now.
These instant updates can offer you a leg up to pivot to actual availability if you’re faced with inventory shortages, supply chain issues or market conditions. Knowing that your customers will not be ordering something you don’t have will avoid frustration on their part and bashfulness on yours.
From the beginning it was the dynamic playback that sold people on digital menu boards. The ability to create and display high quality imagery to engage customers is digital signage at its core. Menu boards offer some of the most captive audiences you’ll find for signage. Digital signage is a vehicle to drive decision making while keeping the message fresh.
The (potential) Negatives
You must look a little bit harder for the downside to digital signage, however the obvious factor is the upfront cost, specifically for outdoor drive-thrus. In a true digital signage solution, the hardware (screens, mounts, cables, etc.) is only one consideration. There are the software side, content creation, installation, annual subscription fees and other costs that can add up. Add to that, the upkeep of the equipment and technology over the years that will ding you where traditional signage would not.
With digital signage you are also more susceptible to technical issues. Internet outages, connectivity issues, varying cable qualities and software glitches can all wreak havoc from time to time. On the flipside, static signage is there, displaying your menu no matter what.
Another factor one must consider is the learning curve for the system. While some systems, like Origin Elite, are incredibly user friendly and intuitive, others make you feel like you need to have a minor in computer programming. Add to that the “Murphey’s Law” of the matter where the skilled and trained employee moves on to another job and you’re left trying to learn or re-learn the system.
Summary
Is digital signage for everyone? While wearing a “Sales” hat, one might say “yes.” However, the answer is “no.” While the difference in people’s budget is the main reason why this is the answer, there are other ones as well. For instance, digital signage simply doesn’t fit the look or feel that some people are going for. In addition, it essentially adds another job if your intentions are to utilize it to your full advantage. Designing, scheduling, updating, creating LTO’s, these all take time that some owner/operators just don’t have.
Now, with all things being equal, digital signage is clearly the way to go. There is no static sign that can garner the same engagement or offer the flexibility that can propel your business to its optimal performance.
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.
