Many of today’s drive-thrus are no longer just a backlit menu board with a speaker enclosure. As generations age up the expectation for technology to impact their experience has supplanted many of the “old school” ways of doing things – and rightfully so! From operational efficiency to real-time marketing, the shift to digital brings a bevy of benefits that help QSRs stay competitive in a fast-moving industry.
1. Dynamic Content
The most obvious benefit to digital vs. static is the ability to make real time adjustments to your items and pricing. No printing, packaging or shipping required. In addition, whether it is on a whim or a well-developed concept, LTOs, promotions and specials can be added within minutes.
Benefits:
- Schedule LTOs (Limited Time Offers) to appear as much as you’d like
- Flex pricing. This could be determined by the time of day, market you’re in or event you’re partaking in
- Inventory control. Remove items that have sold out
- Create specials based on season, your aforementioned inventory, or highly profitable items.
2. Increased Sales and Upselling Opportunities
Data collection can influence your digital menus to suggest add-ons and upgrades to orders given one’s history. This will create a better experience for the customer and increase the average ticked size.
Benefits:
- Upselling based on past orders will match your customer with what they’ve tried in the past
- A steaming coffee, toppings being put on a Sundae, a flame broiled burger getting flipped on a grill – all these visual aids can increase impulse purchasing decisions
- Cross sell apparel, promote your social media platforms and show announcements or give shoutouts during slow periods
3. Streamline Your Operation
With remote access and scheduled content, digital menu boards minimize the need for the “person with nice handwriting” and other labor and processes that are involved with the upkeep of a traditional menu board.
Benefits:
- No more layout revisions > approval > print > ship and the costs associated with them
- Initiate individual, geographical or sweeping changes all at once
- Make it easier for your employees – when prices stay up-to-date and the items shown are available, the focus remains on service and nothing else
4. Enhance Your Customer’s Experience
A cleaner, brighter, and more interactive experience leads to shorter ordering times and higher satisfaction.
Benefits:
- High-resolution displays are easier to read day or night
- Enhanced readability in poor weather conditions
- Integrate with order confirmation screens for improved accuracy
5. Sustainability and Brand Image
Digital menus align with eco-conscious initiatives by reducing waste from plastic and paper signage. They also give brands a modern, tech-forward appearance.
Benefits:
- In the digital world, there is no waste. Updates are sent electronically which eliminates trash which is better for the environment
- Digital signage drives home the forward-thinking approach which will leave an impression on your customers and reinforce your brand
- Easier to comply with calorie labeling and regulatory changes
6. Integration For The Future
More and more digital drive-thrus are integrating with online ordering, POS systems, websites, order confirmation playback, loyalty programs and the emerging license plate reader and AI world. Static menus integrate with exactly zero of these technologies.
Benefits:
- Suggestive selling for returning customers
- Smart queue management that can distribute expected wait times
- CMS, app and loyalty program integration putting everything at the tip of your fingers
Final Thoughts: Adapt when you can
As consumer expectations evolve and competition grows, digital drive-thrus position yourself in the best position to succeed. Of course, there is a noticeable price difference between static and digital but the ROI can be captured within months if the strategies and benefits outlined above are put into action. The question isn’t if digital drive-thrus are worth the investment — it’s how soon can QSRs make the switch. While static backlit menus had their time, today’s digital drive-thrus offer flexibility, agility, and profitability that traditional signage simply can’t match.
Whether you’re a franchise owner, operator, or brand executive, embracing digital now positions your business to thrive in the drive-thru of tomorrow.
