IS Russia 2014

Generating Sales uplift with Digital Menu Boards

- Italian restaurant chain Sbarro, the Quick Service concept Yamkee or Donut experts Krispy Kreme. All three operate very different F&B concepts but they share their preference for an effective use of digital signage. Digital Menu Boards generate additional sales and have proven to be very efficient communication tool for restaurant operators Planet Hospitality and Krispy Kreme Russia. von Florian Rotberg

Sbarro and Yamkee at Vladivostok Airport / Vegas Mall Moscow (Photos: Planet Hospitality)

Sbarro and Yamkee at Vladivostok Airport / Vegas Mall Moscow (Photos: Planet Hospitality)

At first look it seems surprising that a more traditional a la carte restaurant like Sbarro on one hand and a donut and coffee shop like Krispy Kreme achieved similar benefits. While digital menu boards in self-service or quick service restaurants have a proven track record, hospitality concepts like Sbarro are usually more reluctant to use digital signage. But the Russian franchisee of the US-Restaurant chain focuses since 2010 on digital signage at the ePOS systems. Large customer facing screens display promotions of the day and complementing menu items enabling Sbarro to achieve consistently better revenues than restaurants without digital signage. In addition large format displays are used as digital menu boards in Sbarro’s self service outlets at airports or shopping malls.

The donut experts of Krispy Kreme use a mix of digital and static menu boards. By using identical sized displays it is easy to mix and match dynamic digital and back-lit static menu boards while keeping investments in line. A sales uplift of more than 20% has been achieved with targeted promotions on digital menu boards. The digital signage solution and content is so successful that even the US headquarter is looking at how the Russian franchisee is managing digital promotion at the POS.

Motion View is specialized in retail and hospitality digital signage solutions and uses the Swedish DISE software. Russia is a very large country and logistics to cities in the Far East are time consuming and expensive. So especially restaurant concepts with a more dynamic menu profit from the instant delivery of new contents through digital signage platforms.

 

Digital Signage Show Reel Motionview (Photo: screenshot)

Digital Signage Show Reel Motionview (Photo: screenshot)

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