U.K. Burger King Operator Finds Sales Generator in Digital Menu Boards

Burger King customers across the United Kingdom can now get a taste of digital signage with their flame-broiled Whopper. SSP, operator of more than 700 food outlets, has been replacing static light-box display menus in their Burger King restaurants with digital menu boards powered by Scala.
Working closely with Signature Digital Menus Ltd. (SDM), a company dedicated to bringing digital signage to quick-service restaurants, SSP has been introducing digital menu boards to its Burger King outlets as an operational tool to help increase the value of sales, lower the ongoing costs for signage and improve the way SSP manage prices, day-parts and promotions.
“We found Signature Digital Menus to be a better solution because they offer more than just the hardware. They offer a content solution,” says Ian Hetherington, brand manager of SSP. “They can analyze things like demographics, day parting and site trends -- all of those things that we really need in our business.”
SSP’s new digital menu board system was introduced at Burger King restaurants at Victoria Train Station in London and at Birmingham Airport. The London site has two 46-inch Samsung LCD screens, and the Birmingham site has six 32-inch Samsung LCD screens. Each screen uses an embedded PC for content playback, and they run on Scala5 software
The digital menu board system that SDM developed uses high-definition graphics and text that specifically targets customer demographics. A team of content editors and technicians from SDM continues to create customized branded content for the digital menu boards and remotely manages the screens at all the sites.
With this Scala-based solution from SDM at the Burger King restaurants, the digital menus are able to deliver real results to the bottom line, improving sales and providing a valuable return on investment. Since installing its first menu boards in 2009, SSP has seen as much as a 63-percent sales increase for some Burger King items.
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