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- Digital Signage і кава
- Digital signage in action
- Innovation in everything: from coffee beans to the cup of coffee in the hands of Costa guests
The Costa coffee shop chain has over 9,000 automated outlets worldwide. To maintain and expand its customer base, the company actively invests in innovation, focusing on the latest and most effective solutions. After Costa Coffee Store was acquired by Coca-Cola, the question of rebranding the outlets arose.
The goal is to bring to life the brand’s central idea, which is “Inspire the world to love great coffee.” To do this, it is necessary to improve:
- the physical space of restaurants;
- interaction with customers;
- consumer experience when ordering a cup of coffee.
Digital signage technology more than meets each of these goals. The first innovative design concept was implemented at Costa Coffee in Wandsworth, South London. Its developers wanted innovation to become a distinctive feature of the coffee shop chain. They are confident that technology is not soulless. On the contrary, new solutions help to establish communication with customers and make the interior of the establishment more comfortable, intimate, and cozy for every guest.
After several months of analysis and observation, the results pleased developers, marketers, and owners—sales went up! The coffee shop was recognized by consumers as a reliable, friendly, and welcoming brand. Therefore, the company continued its reorganization by automating and implementing digital technologies in nine more points of sale. Over the next two years, the new format will be integrated into 1,000 branches of the chain. Large digital signs have been installed in the bar area. They are located behind the barista and facilitate and improve their interaction with customers. In addition, such digital menu boards encourage customers to choose special offers, order related products (desserts, cookies with coffee, etc.) and thus increase the coffee shop’s profit by at least 20%.
Digital signage technology specialists ensured the correct placement of digital signs and monitors.
- First, they emphasize the brand’s values.
- Secondly, they are designed to avoid visual clutter inside the premises and attract potential customers from outside.
The unique feature of Costa Coffee cafes is that they are always located on main streets. Thus, locations with high foot traffic attract even more guests thanks to Digital Signage solutions.
Previously, the technology was implemented in 50 Costa Coffee establishments in Dubai. The system includes 49-inch horizontal monitors and a BrightSignXD232 media player. Dynamic content is broadcast on the central digital sign, while the side signs display the current menu and price list. Digital solutions are impressive in their results — progressive residents and visitors to the city confirm their fondness for technology with large checks.
Digital signage technology helps:
- optimize work processes in restaurants and cafes;
- attract new customers and increase their loyalty;
- increase the average check and the number of special offers sold.
As a progressive company, Costa Coffee chooses these solutions not only to improve the quality of its operations and care for its employees and guests. Even the coffee machines in the chain’s establishments are innovative.
Each machine allows you to adjust the grinding and extraction time, the amount of coffee and milk, and other parameters. The control center, located in Oxford (UK), monitors the operation of equipment at every coffee outlet in the world. This telemetry solution allows you to optimize and control the operation of all the company’s establishments.
The implementation of Digital Signage is the right path to business development, relevant for everyone: from coffee shops to haute cuisine restaurants.
