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Dynamic Digital Menu Boards
Fast food, modern quick-service restaurants are reaping the benefits of digital signage by using the latest screen technology. Digital menu boards are dynamic, versatile and elegant way to display important messaging as well as making a positive impression on the customers.
What are the benefits of digital menu boards?
1. Flexibility
While enhanced aesthetic are beneficial, the flexibility offered by digital menu boards allows the operators to be nimble. Marketing messages can be updated, altered, uploaded and displayed very quickly. This is performed via a web-based program.
2. Information
Detailed information equates to better choices for the operator. With digital menu boards, integrated POS data can tie to price; for example, a manager can lower the prices on popular items at certain times of the day. The compliance with menu labelling laws for calorie counts of food, can now be more easily maintained and adjusted due to automatic updates that digital menu boards have installed.
3. Marketing
Due to the simplicity of updating digital menu boards, menus can be altered based on the time of day or demographic customer cycles. There are limitless creative options and the up sell capability can be measured in real time, which allows operators with a variety of options in their marketing and sales strategies. The use of eye-catching videos, photos and animations allows the operator to showcase and promote specific products in a dynamic and highly effective way.
By implementing the above, all this can lead to increased sales as long as all are combined and marketed correctly. However, it is essential to understand how to maintain these screens to maximise the effectiveness and keep them fully functional.
The initial outlay for digital menu boards is not cheap, so it is essential to know how to prolong the life of them. Extending the life of the digital menu boards increases the ROI, and deployers need to be aware that digital menu boards are not the same as static signage.
Digital menu boards have a lifespan of 4 to 6 years, taking into account for degradation. This type of display does not just stop working one day. Over a period of time, the brightness becomes less effective and can dwindle by 50% to 60% if run time and output are not maintained correctly. With the right operation plan and display type, it is possible to get 8 to 10 years from the hardware.
How can a digital menu board’s life be prolonged?
1. Commercial Grade Displays
Digital screens are designed to work 24/7 and have been developed using more efficient components and power supplies. Consumer-grade displays maybe lower in price and cheaper in the short-term, but long-term this grade of display is not suitable to handle lengthy, heavy duty usage, and will therefore require to be replaced more frequently. Such screens do not have built-in cooling systems and thermal monitoring to discourage deterioration of the display, and their power supplies have not been built for constant, long-term usage. Consumer-grade screens therefore cost the deployer more money. Not only is it the initial outlay for the hardware, but operators must manage downtime as the screen malfunctions due to overuse.
2. Brightness
Higher end, quality digital screens come equipped with a brightness control which helps preserve the screens lifespan. Users should not operate a screen to its limit constantly, as it increases the amount of wear and tear on the light source and forces premature degradation.
3. Quality
The environment, in which the digital menu board is to be displayed in, can affect the quality and reduced the lifespan of this product. Many fast food establishments often operate in harsh environments, i.e. fluctuating temperatures.
4. Power
The running costs compared to a static backlit menu board, may not be as expensive as deployers fear. If a commercial-grade screen is utilised, the power supplies are very efficient and offer 50% less than a consumer-grade unit.
Power management allows deployers to conserve energy and extend the lifespan of the digital menu board by operating lower power and brightness. Higher quality screens have a built-in content management software system, which allows you to make scheduled content changes throughout the day, therefore saving power and extending the displays life expectancy.
5. Refresh
Image retention used to be problematic with digital screens, but modern screens can avoid this if users are careful. By refreshing the screen with new information and images from day to night, or during certain parts of the day, this will help prolong the screens life.
Anyone can sell you a screen! But at JHDD, we like to understand the customer’s requirement, the environment into which the display is to be installed, and the customer’s key business objectives before providing our recommendation.
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Tedhead
Dam fine blog! Very informative! Would love to see this rolled out at McDonalds.