Quick Service Restaurants (QSRs) are fast-paced environments that rely on signage to draw the attention of customers whose attention spans can be fleeting at times. Signage can be used for a variety of purposes, 1- reinforce a brand, 2- guide traffic, 3- identify your business outside, 4- display your offerings, etc. It is important to note that in all these scenarios, you can influence your customers and steer their journey and purchasing decisions. Today, we’ll look at several signage touchpoints where QSRs can drive real impact.
1. Exterior Signage
Your exterior signage is your brand’s handshake. Making it clear, attractive, and instantly recognizable goes a long way.
- Channel Letters: The legibility is crucial. When someone is trying to find your business for the first time, you should do your best to make it stand out from a distance. Some property managers or towns may limit your creativity.
- Monument or Pylon Signs: These signs are typically erected roadside and get the most “bang-for-the-buck” in high traffic areas.
- Window Clings or Graphics: windows provide prime real estate for passers-by to display mouthwatering food pictures, LTOs, specials, etc.
2. Digital Menu Boards / Signage
Digital signage, whether for menu boards or around the location are silver bullets in your arsenal. Digital signage can be used to execute many objectives. For example:
- Dayparting: the ability to schedule content changes that occur automatically based on the time of day (breakfast, lunch, dinner) allows you to highlight time appropriate items but also streamlines your menu to make purchasing decisions easier and quicker.
- Upselling: Adapt your pricing or promotions to sell more items nearing their shelf life or as events are winding down. In addition, feature combo meals, add-ons, and high-margin items dynamically.
- Animation and Motion: At its core, digital signage is used to catch the eye and guide attention to high-profit items or promotions for your customers.
3. Drive-Thru Menu Boards
Drive-thrus continue to take over the QRS world with sales of 60-70% pulling through the average drive-thru lane. That statistic alone tells you how essential the optimization of the setup is.
- Presell Boards: Display LTOs, specials or time specific menu offerings to increase your average ticket and/or increase the speed through the drive-thru
- Main Menu Boards: Clean, organized menu graphics/screens that make it easy for your customers to navigate to place their order. Strategic picture placement assists in this effort and can drive the more specific sales you desire.
- Digital Drive-Thrus: Integrate your drive-thru with your POS system to display the order back and tie it into AI to suggest certain items based on previous purchasing behaviors.
4. Wayfinding Signage
Using wayfinding signage both inside and outside lessens the angst of customers who are trying to find their way to the drive-thru or to the bathroom or to the counter, etc.
- Parking Directionals: Use these signs to direct traffic clearly to the drive-thru lane, identify order pickup areas and where to exit the premises. All these signs should have your logo on them to reinforce your brand.
- In-Store Directionals: Guide guests to restrooms, ordering kiosks and your pick-up counter for mobile or call in orders.
5. In-Store Promotional Signage
As soon as someone walks through your door, use ancillary signage to influence purchasing decisions. Signage becomes your silent sales tool.
- Countertop Displays: These can be on the tables or forward-facing on the POS counter to promote desserts, upsizes, new items, etc.
- Wall Posters & Hanging Banners: Reinforce social media sites, seasonal items, rewards programs, or mobile app downloads.
- Kiosk Screens: If self-ordering kiosks being used, they should be tailored to offer upselling through the ordering process.
6. Additional Digital Screens
Menu boards should not be your only consideration for digital signage inside your location. Like the uses outline above, interior digital signage can continue selling when customers are waiting or eating.
- Brand Storytelling: Share your story, mission, or community involvement to build brand loyalty.
- Cross-Promotion: Highlight app benefits, delivery partners, or gift card options.
- Let Your Food Do the Talking: show video of your fresh ingredients being prepared, cooked and plated to get customers thinking about their “next time.”
Signs Sell When You Are Busy… Even When You’re Not!
Every sign is an opportunity to inform, entice, and convert. The most successful QSRs treat signage as a strategic investment, not just a requirement. By aligning messaging, placement, and design with business goals, signage can significantly influence customer behavior and increase overall ticket sizes.
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.
