The implementation of digital menus and Digital Signage technology continues to gain ground in the HoReCa sector. It demonstrates high effectiveness and improved financial performance for restaurants after adopting digital menus. A striking confirmation is the project implemented by Innovative DMC. The results of the implementation exceeded all expectations by at least twofold. In the restaurant business, the average increase in sales comparing BEFORE implementing a digital menu board and AFTER implementing a digital menu is 10–15%. The Baggi’z bistro chain shows impressive results from using digital menu boards — a 23% sales increase in the first week!
When Digital Signage helps improve performance
And it all began with the owner’s desire to keep up with the times and grow the business using innovative solutions. Simply replacing static images of classic “city‑light” posters with digital menus proved insufficient. The best way to strengthen a leading position in the highly competitive HoReCa market is to implement real tools that improve operational metrics. This is possible through:
- Dynamic content;
- Centralized management and administration of price updates across the entire network and in individual restaurants;
- Centralized control of background and advertising audio content.
Thus, at the end of April 2018 Innovative DMC began implementing the “Baggi’z – upgrade” project.
Main stage of Digital Signage — implementation
As a result of four months of work, the company received a full suite of consulting services, redesigned content and a professional hardware‑software Digital Signage solution. It includes:
- assessment of the network’s financial performance;
- building a centralized content management system across the restaurant network;
- professional displays for digital signage and menus;
- iDS media players developed by Innovative DMC to perform a wide range of Digital Signage tasks;
- software that enables system control from any gadget anywhere in the world;
- development of a content concept and broadcasting strategy.
A menu redesign was completed for the Baggi’z bistro chain. Other successfully completed tasks include identifying and segmenting high‑demand product groups for effective presentation to guests at quick‑service establishments.
Digital Signage — a tool for customer engagement
Emphasizing the most in‑demand menu items according to time of day motivates customers to take advantage of a special offer here and now. For example, the “Burger of the Day + Coffee” promotion was developed. A simple mechanism — demonstrable result:
- 7:00–10:00 — breakfast hours. During this period the digital menus display the special offer: burger of the day + coffee = 10% discount. Simple? No — effective!
- 10:00–closing — the main menu is displayed in a logical sequence for ordering. The guest sees monitor 1, then 2, 3 and 4. The content playback logic is sequential: main menu, salads/starters, desserts and drinks.
Implementing this solution increased burger sales in the morning and raised the average check throughout the day. The results of using Digital Signage technology showed a 23% sales increase during the first 10 days after comprehensive implementation of the above solutions, following the developed content broadcasting strategy across the Baggi’z network.
P.S. The autumn season will start very soon, which means menu updates, assortment changes and the introduction of seasonal novelties. The collaboration between Innovative DMC and the Baggi’z project continues.
