More and more customers are going through the drive-thru. While it varies on the concept, the number continues to rise to 70+% of the revenue stream. However, owners and operators continue to focus on the indoor experience, quality of product and technology for an overall efficient speed-of-service, they often overlook an important aspect of the overall operation; high impact drive-thru signage.
In many cases, these menu boards are no longer static, they are dynamic marketing tools.
The Drive-thru is Your Front Door
As a result of the volume of people choosing the convenience of a drive-thru, less people are walking through the door. What this means is as someone enters your drive-thru lane, they are passing through your “front door”, making the menu board your “storefront.” From the drive-thru menu board to the last pick-up window, you can impact and influence purchasing decisions.
If your signage is any one of dilapidated, dim, or cluttered with unclear offerings and faded pictures you won’t gain any trust with your customers. On the flip side, clean, upkept professional signage with clear messaging, crisp and clean pictures and colors draw people in. Ask yourself, are you more likely to trust the quality and safety of the food while ordering from a sign being held up by duct tape or a mini billboard, built for any condition that engages your positive senses?
Cohesive Branding Establishes and Retains Trust
Website, employee outfits, social media, signage, etc. The consistency of the colors, logos, fonts, and messaging through all these efforts reinforces your brand into the mind’s eye. While this trust is established it further develops your customers recall when they might see another one of your locations in a neighboring town.
To set yourself a part in the uber busy drive-thru space, your ability to promote a consistent message is critical. A drive-thru that serves your business well accomplished the following:
- Draws on your recall through brand identity
- Makes the ordering process more seamless
- Creates and anxiety free ordering experience
- Further strengthens the location / customer bond and trust
Go to the Next Level with Digital Signage
With the “big guys” moving to digital signage for their menu boards, customer expectations have increased. They expect clear messaging, eye catching imagery, easy-to-navigate layouts and more. With this is accomplish through backend software it’s the design that lands with the customer.
If the content is disjointed from other branding efforts, your customer will have a difficult time connecting with your message. Focus should be given to all individual marketing efforts while maintaining a cohesive message through them all.
Set Yourself Apart from the Competition
Every business is fighting for your attention. QSRs are no different and with numerous options smattered throughout a busy street you must do whatever you can to stand out. The brand consistency that we continue to drive home is incredibly important. Over time, it provides eye-catching recognition that is necessary to drive traffic in. The drive-thru and ancillary signage is critical for the operational efficiency by guiding and informing customers through the lane(s).
Enhance the Overall Experience
Your drive-thru is more than a sign that lists menu items and pricing. Again, with 70+% of your customers going through the drive-thru it is the beginning of your brand journey for the customer. What you do with your drive-thru and its look and experience will quickly shape perceptions that can have lasting positive, or negative, impact. It depends on how you implement it!
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.
