Location, Location, Location

Went to a Fast Food (or Fast Casual) Restaurant over the weekend. They had a Digital Signage deployment. My clue was video on the drive thru.

Yes - Video on the Drive Thru! The Digital Menu Board had dynamic content and was upselling items. (Question: Do you think they were low margin or high margin items?)

We went in there - My wife and my two kids and I was the most excited going into fast food restaurant - and was I disappointed. Yes - let down.

Video on the drive thru is high end. No question about it. A Digital Menu Board not only has the ability to upsell and cross sell - but changes in the menu can be done quickly - and pricing can be adjusted daily. And if you are a franchise operator you can control all your Digital Menu Boards from one location. Imagine that - 10 locations - all the same menu - or all different - but under one control - no worry about print and distribution or errors. Great forethought by the leadership of this operator who installed this DMB outside.

Then I had to go inside. A flat screen promoting the latest product mix right inside the door, and a flat screen in the sitting area promoting as well. When it came time to order - the menu board was the same-old same-old. You could see the plastic channels and the print ads.

Nothing at the point of sale to sell me. Product promotion in the the dinning room is too late, at the front door it is too early - need to get me at the Point of Purchase.

If you need to get information about this - contact CTI Solutions today.

http://www.cti-kc.com/