Selling with Screen Time: Best Practices for Utilizing Digital Displays

In today's digitally driven world, restaurants are increasingly leveraging technology to enhance their operations and provide an immersive dining experience for their customers. One such technological innovation that has gained prominence is the use of digital displays. More restaurants are turning to digital displays  because they offer restaurants a versatile platform to showcase menus, promotions, signage, facilitate self-ordering, and provide entertainment during meals.

Here are the top reasons why restaurants should utilize digital menu boards and displays:

1. Dynamic and Flexible Content: One of the significant advantages of digital menu boards and displays is their ability to showcase dynamic and flexible content. Unlike traditional static menu boards, digital displays allow restaurants to update and modify their menus in real-time. This flexibility enables them to respond swiftly to changes in inventory, seasonal offerings, or pricing. It also opens up opportunities to promote daily specials, limited-time offers, and upsell high-margin items. With digital displays, restaurants can easily customize and optimize their menus to cater to evolving customer preferences and business needs.
2. Enhanced Visual Appeal: Digital menu boards and displays provide a visually captivating and engaging experience for customers. By leveraging vibrant colors, high-quality images, and eye-catching animations, restaurants can effectively showcase their food and drink offerings. The dynamic nature of digital displays attracts attention and entices customers to explore the menu further. Studies have shown that visually appealing menus can lead to increased customer satisfaction, improved perception of food quality, and even higher sales.
3. Improved Customer Experience: Digital menu boards and displays contribute to an enhanced overall dining experience for customers. These displays can provide more than just menus; they can also serve as a source of entertainment and information. Restaurants can utilize digital displays to showcase promotional videos, slideshows, or interactive content that engages and entertains customers during their visit. This not only reduces perceived wait times but also creates a positive and memorable impression of the restaurant.
4. Cost and Time Efficiency: Digital menu boards and displays offer significant cost and time savings compared to traditional printed menus. With digital displays, restaurants eliminate the need for frequent printing and distribution of physical menus. Updates and modifications can be made instantly and at a fraction of the cost, reducing waste and streamlining operations. Additionally, digital displays can be centrally managed, allowing restaurants to control content across multiple locations effortlessly.
5. Upselling and Cross-Selling Opportunities: Digital menu boards and displays provide a powerful platform for upselling and cross-selling. By strategically placing enticing visuals and highlighting high-margin items, restaurants can influence customers' purchasing decisions. Incorporating suggestive selling techniques, such as pairing recommendations or add-on options, can further boost average check sizes and revenue.
6. Analytics and Insights: Digital menu boards and displays offer valuable analytics and insights that help restaurants make data-driven decisions. By tracking customer interactions, click-through rates, and menu item popularity, restaurants can gain a deeper understanding of customer preferences, identify trends, and optimize their offerings accordingly. These insights can inform menu engineering, marketing strategies, and operational improvements to drive business growth.

• Why More Restaurants Are Turning to Digital Displays

Here are some of the best practices for designing, setting upand utilizing digital displays effectively.

Purposeful Design

When utilizing digital displays in restaurants, it is crucial to focus on purposeful design to create a visually appealing and engaging experience for customers. Consider the following best practices:

a) Cohesive Branding: Ensure that the design elements, such as color schemes, fonts, and images, align with your restaurant's brand identity. Consistency in branding helps create a memorable experience and reinforces brand recognition.

b) Simplicity and Clarity: Keep the content on the digital displays concise and easy to understand. Use legible fonts and prioritize essential information to avoid overwhelming customers.

c) High-Quality Imagery: Opt for high-resolution images that showcase your food and drinks in an enticing manner. Vivid visuals can stimulate appetite and encourage customers to explore the menu further.

d) Dynamic Content: Incorporate motion graphics or animations to capture attention and convey information effectively. However, be cautious not to overuse animations, as they can become distracting if not implemented thoughtfully. Professional-looking graphics matter.   If you can’t afford to hire a graphic designer,  check out DIY design services where you can easily create digital displays with thousands of customizable templates.

Strategic Placement

Proper placement of digital displays is crucial to ensure optimal visibility and impact. Consider the following best practices:

a) Point of Sale Areas: Position displays near the point of sale to attract attention and entice customers with promotional offers or new menu items. These displays can effectively influence purchase decisions.

b) Waiting Areas: Utilize digital displays in waiting areas to entertain guests with engaging content, such as videos, slideshows, or even interactive games. This helps to create a positive first impression and alleviate perceived wait times.

c) Menu Boards: Replace traditional static menu boards with digital displays to easily update and modify offerings. Digital menus can facilitate upselling, showcase special dishes, and accommodate changing dietary preferences or seasonal offerings.

d) Self-Ordering Kiosks: Implement interactive digital displays for self-ordering, providing customers with a seamless and efficient ordering experience. Intuitive navigation, clear instructions, and appealing visuals can enhance customer satisfaction and reduce staff workload.

In conclusion, digital menu boards and displays provide numerous benefits for restaurants, including dynamic content updates, enhanced visual appeal, improved customer experience, cost and time efficiency, upselling opportunities, and access to valuable analytics. By leveraging these digital tools, restaurants can stay ahead in a competitive industry, drive customer engagement, and ultimately increase revenue and profitability.

About the Author 

Mark Plumlee is a copywriter who has helped restaurants and small businesses grow and define their brands.