The success of a café, bar or restaurant primarily depends on the kitchen. No less important are the level of service, staff professionalism, the venue’s product range and pricing policy, speed of service and other components. You have considered each of these points. But what if you add innovative solutions to the mix?
- Dynamic digital menu boards (digital menu board);
- Pre‑checkout monitors;
- External displays;
- Ambiance monitors;
- Touch monitors;
- Video walls and interactive panels.
Effective use of Digital Signage solutions will help you improve service level, speed of service and overall guest loyalty, as well as enhance the venue’s atmosphere and positively affect business profitability. What is needed to implement advanced technologies in your restaurant? How should they be used and managed? We explain in this article.
Results of using Digital Signage
Using touch monitors and terminals improves the restaurant’s image and creates a welcoming impression for visitors. Automating processes significantly eases and optimizes interactions between guests and staff.
Until recently, the cost of implementing Digital Signage technologies was prohibitively high. But every year technologies become more accessible and investments in business automation quickly pay off thanks to increases in:
- average check value;
- number of transactions;
- sales of special offers, etc.
Digital technologies also help reduce costs. For example, you can update an electronic menu with a few clicks, whereas with a printed menu you’d need to order a new batch of flyers and printed materials.
POS Systems
The primary element of restaurant automation is the POS system. It’s a hardware‑software complex required to automate checkout operations. It includes a touchscreen for the cashier, a guest display, a barcode scanner, a magnetic card reader, a receipt printer, a cash drawer and other devices.
Equipment parameters are selected based on the specifics of the venue. For instance, a monitor can be:
- from 7 to 70 inches;
- framed or frameless;
- resistive or projected capacitive;
- square or widescreen;
- with MultiTouch functionality and other options.
Interactive monitors and digital signage
A separate topic in Digital Signage is electronic menus (on a tablet). This provides the opportunity:
- for the restaurant owner — to quickly change menu items or prices and optimize restaurant operations;
- for the guest — to study the menu in detail, visually assess dishes and place orders independently without tiresome waiting for servers.
We have already described electronic menus in more detail in the article “Electronic menu on a tablet — implementing advanced technologies in the restaurant business”.
Digital signage allows you to:
- effectively advertise new dishes and special offers;
- announce discounts and promotions;
- show the cooking process and more.
Bright, appetizing and dynamic content attracts visitors’ attention three times more effectively and encourages them to order right then and there. It’s better to see once than read a dry line on a menu. Even better — to try it! And now your customer places an order for a new menu item.
Digital Signage helps a guest decide when they’re unsure, unfamiliar with your menu, or want to try something new.
To learn how beautiful food is created, read the article “Secrets of creating ‘beautiful’ food for digital menu boards and digital signage”.
Digital Signage solutions shape mood, atmosphere and emotions
Think built‑in wall screens and monitors at the checkout can’t surprise anyone? If they broadcast TV programs, that’s true — it’s uninteresting for visitors. But if they show unique branded content created specifically for your venue, your guests will definitely notice and appreciate it, and the restaurant will see deserved profit growth.
You can make content (video, animation, photos) work for the success and reputation of your restaurant. Specialists from Innovative DMC’s creative division will advise what is needed based on your concept and format. Content management is centralized, which is very convenient for chain restaurants. It’s also fast, simple and profitable.
Digital Signage and Interactive Technologies have proven themselves well in fast‑food outlets. With proper implementation, digital signs and touch monitors fit equally well into upscale gourmet restaurants and mid‑range establishments. It’s very important to ensure correct placement of the digital surface in the dining area. Content should not be intrusive but must match the venue’s atmosphere and the time of day: morning, lunch or evening.
Return on investment (ROI) from implementing digital menus is on average about one year.
Digital Signage — solutions that can increase your restaurant’s profitability by 10–20% or more.
