Restaurants

Use of digital signage in the restaurant space worldwide has been growing rapidly as operators and restaurant owners realize the flexibility, marketing and branding opportunities it provides. But aside of those three obvious reasons there is another important reason to deploy digital signage: It increases dwell times and encourages increased spending while in the restaurant.

How to Apply digital signage in the restaurants

There are four main areas to use digital signage in a restaurant’s customer-facing applications:

 1.Outdoor.  Drive-thru locations employ digital menu boards, but even restaurants without a drive-thru may use outdoor LCD and LED displays for branding, or to display the menu or promotions to foot traffic.

2. Indoor queue line. While customers wait, digital displays show promotions, events or catering service information. Catering is an important part of many restaurants, especially because of workplaces ordering in lunch for a group, and promoting this service while customers wait is a prime marketing opportunity.

3. Menu boards. Many counter-service restaurants switched to digital menu boards, and some restaurants also use displays to show order status for pickup and call ahead orders.

4. Dining area. Restaurants can run branding videos or entertainment, or show specials for high-margin products like beverages and desserts for a visual upsell while customers dine.

All of the above use cases help inform your customers and can increase their dwell time and spend.

Inspire them to Stay a little longer

Customers who tend to get food to go, or eat quickly and then leave without lingering, are doing so because the nature of these brands inspires in-and-out business. The less rushed, less chaotic feel of fast-casual chains encourages customers to stay longer, relax and spend more money — and that can be achieved through digital signage.

You can use digital displays to run promotions that get customers to stay longer and spend more – for example, a table-service restaurant can show seasonal drink specials, or a counter-service restaurant can advertise a deal in which a customer shows her lunch receipt to get $1 off a desert purchase.

The more relaxed, fun atmosphere this creates means your customers are less likely to eat and quickly leave. When families dine out, children are transfixed by the digital entertainment, while parents can relax and eat their food in peace – and maybe order coffee or dessert because the kids aren’t eager to go home.

You also can engage by letting customers take photos of their food or themselves and post them to the brand’s social media page. The content then scrolls in near-real time on the location’s video wall or display.

Customers in line to order can view promos, news or infotainment on displays as they wait, watch an interactive menu cycle through offerings (imagine a burger sizzling on a grill, or steam rising off a latte). Adding interaction via digital displays means you are encouraging longer dwell times and shorter perceived dwell/wait times, your restaurant can increase the overall spend per guest at the same time ensuring the customer will be back.