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Digital signage is evolving and the technology has begun to seep into a number of consumer-driven industries. Movie theaters, shopping malls, financial services firms, and grocery stores have been using the technology for years. Today, an increasing number of restaurants have started to use digital signage. From small bistros to nationwide chains, they’re deploying networks in order to support their brand, boost sales, and offer added convenience to improve their customers’ experience.

In truth, the trend began years ago and continues to gain momentum. Owners are becoming more aware regarding the advantages that a network can offer. Today, we’re going to explore how a signage initiative can be deployed within a restaurant. I’ll provide an overview of the effects that a well-designed deployment can yield.

Product Information

Most customers won’t be intimately familiar with a restaurant’s entire menu. If they’re repeat visitors, they may have a favorite dish or meal, but choose to ignore other offerings. Digital signs can be used to educate people about meals they wouldn’t otherwise be compelled to order. As long as the owner is able to track sales levels, he or she can subtly motivate sales for particular items. Also, it’s not uncommon for restaurants to introduce new food products, combination meals, and specials. Digital signage can be used to increase the level of exposure these new offerings need.

Keep in mind that food purchases are often emotional transactions. That is, few of us actually believe that we need the steaming, succulent chicken burrito in front of us to survive. We buy it because we’re seduced by the flavor it promises. That’s an emotional impulse. Content can be designed to appeal to those impulses, thereby motivating sales.

Branding

The foodservice industry has become adept at creating and promoting brands. Not only do those brands build awareness, but they increase customer loyalty. Nationwide chains, such as Applebee’s, Chili’s, and Hard Rock Cafe have gone to great lengths to create a “top of mind” awareness in consumers. Digital signs provide an ideal vehicle for supporting those brands as customers enjoy their meals. Because consumers’ purchase decisions tend to be driven by their loyalty to specific companies, restaurants can increase their repeat business by continuously exposing visitors to their respective brands.

Provoking An Impulse

As noted above, restaurant meals are primarily purchased through an emotional impulse. When people arrive, they’re typically hungry. The hungrier they are, the less objective their purchase decisions will be. This dynamic opens the door for owners to motivate a particular buying response.

For example, digital signage content deployed throughout a cafe or bistro might show attractive images of steaming meals or specials. Fast food desserts, such as piping hot cinnamon buns or frozen ice cream, can be shown depending upon the weather. Owners can tap into those impulses in order to increase sales in certain areas, move inventory before it goes bad, or raise revenue during slow periods.

A Better Experience

In the end, an investment in a digital signage network can provide restaurant customers with a better overall experience. They’ll be exposed to meals and food items that they may not otherwise know about. They’ll learn about attractive specials that are not included on the regular menu. A signage network can also be used to stream news items or other informative content. By doing so, the time that customers are required to wait for their food will seem shorter because their attention is directed to the screens.

As signage technology expands, restaurant owners will be able to further influence the experience their customers have. In the near future, that may include personalization, increased tracking capability, and other features that will help them grow their businesses.