By Daniel Waldron, Head of Content for Armagard.
Drive Thru Digital Menu Boards are a hotly debated topic across UK restaurant industry forums. In fact, I was reading a recent article published by screen giants, Samsung, which pointed out that most QSR owners in the UK are reluctant to invest in outdoor digital signage because of return on investment (ROI) fears.
The initial cost of Drive Thru Digital Menu Boards is another major concern. However, those restaurant owners who have taken the plunge regarded the installation of outdoor digital menu boards as a wise investment. Those still wrestling with idea say that ‘making their money back’ is the blocker.
The Benefit of Digital Menu Boards for the UK Restaurant Industry
Research carried out by Forrester Consulting Ltd – on behalf of Samsung – revealed that QSRs installing an outdoor digital menu network at the drive thru lane actually experienced significant cost savings and improvements in operational efficiency.
As part of the research, two QSR chains actively using outdoor digital menus at the drive thru, along with 150 stakeholders, were interviewed. The study reported ‘huge benefits, based on the typical five-year operating life of outdoor screens, including a 196 percent ROI, the recouping of their initial investment within 11 months and a 2.5 percent increase in average order value.’
According to Samsung’s research, a pilot drive thru digital signage network resulted in a £1.1 million profit increase, while savings on labour, administration and printing costs exceeded £800,000.
Where hundreds or even thousands of pounds are spent by QSRs on changing or adding food and beverage items to menu posters, incurring print run costs, digital menus can be manually or automatically updated with no extra expense.
Operational Perks of Drive Thru Digital Menu Boards
Increase Fast Food Sales
The drive thru window generates 70 percent of QSR fast food sales. The addition of digital drive thru menu boards can increase sales by as much as 8 percent. However, industry research shows that just 27.3% of drive-thru facilities have installed digital menus, meaning there is plenty of scope for QSRs to improve sales and profits.
For more information about drive thru digital menu boards, visit www.armagard.co.uk
Looking to install a drive thru digital signage network? Click here.
Photo credit: Wikimedia Commons
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