FSR March 2023

SmartChainDigitalSignage

Signs of Change The usage and capabilities of digital signage are transforming.

J ust a few short years ago, digital sig nage was considered a relatively straightforward way to create appeal ing visuals and to ensure consistent mes saging across multiple locations. Brands who adopted any form of digital signage at all could rest assured customers would see them as modern and technologically savvy. The world of digital displays was still in its infancy, however. “In the begin ning, digital signage was often looked at as an alternative to static displays,” says Jay Burdette, senior director at Panasonic Connect of North America . “It had a ‘techy’ appeal to operators, demonstrating to their customers that they were innovative. Now digital signage has progressed to be a tool that allows operators to have total control of their messaging, data, and cus tomer experience.” Today, more and more quick-service and fast-casual brands see digital signage as a necessity. Their presence at the drive thru, in the dining room, and at the coun ter has exploded since the onset of the COVID-19 pandemic. “It’s hardly some thing you can ignore when walking out in public,” says Brian Kim, chief commer cial officer for DSA Signage . “We’re espe cially seeing in real time the increase of digital signage throughout many differ ent quick-service restaurants across the United States.” Brands faced severe labor shortages, supply chain issues, increased costs, and decreased revenue during COVID-19 lock downs, and a large number still struggle with similar issues today. Many turned to digital signage to upsell, change menu items and prices faster, compensate for the lack of an indoor dining experience, and otherwise help solve the problems of a volatile marketplace.

Acrelec

2022. That uptick is expected to continue— consumer behavior has shifted, and quick service brands are adapting to better serve them. “Many quick-service restaurants are now adjusting their procedures and even their physical structures to meet the needs of a modern customer base that, gener ally, desires less interaction, faster ser “ A growing percentage of sales happenwithout the customer setting foot inside the building.”

While drive thrus made up as much as 70 percent of sales before COVID, many restaurants saw 100 percent of their sales move to the drive-thru window when dining rooms closed. “Some brands were not ready to process 100 percent of their orders through the drive thru and strug gled with high-volume orders and slow speed during rush hour,” says Chloé Bisiaux, director of products at Acrelec . “Digital signage helped to fill the void.” That trend has leveled off somewhat since lockdowns lifted, but it seems the preference for drive-thru ordering is here to stay. According to The NPD Group, drive-thru orders increased by 20 percent from February 2020 through February

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SPONSORED CONTENT / MARCH 2023