24 Jan I’LL HAVE FRIES WITH THAT!” – DIGITAL SIGNAGE HELPS ”FAST CASUAL” DINER SPEND UP BIG – Part II
Stay a little longer
Customers who enter a fast food restaurant— if they even go in, instead of using the drive-thru — tend to get food to go or eat quickly and then leave without lingering, because the nature of these brands inspires in-and-out business. The less rushed, less chaotic feel of fast-casual chains encourages customers to stay longer, relax and spend more money — and their dwell time can be increased through digital signage.
You can use digital displays to run promotions that get customers to stay longer and spend more — for example, a table-service restaurant can show seasonal drink specials or a counter-service restaurant can advertise a deal in which a customer shows her lunch receipt to get $1 off a cookie purchase.
And although your customers are staying longer, digital signage helps ensure that they feel less pressed for time.
You can employ different kinds of display technologies for entertainment, including LCDs, video walls and even projectors. Some brands use projectors for interactive entertainment broadcast right onto a table surface or wall, while others might run games, infotainment or sports on digital displays and video walls.
The more relaxed, fun atmosphere this creates means your customers are less likely to eat and quickly leave. When families dine out, children are transfixed by the digital entertainment, while parents can relax and eat their food in peace — and maybe order coffee or dessert because the kids aren’t eager to go home.
You can deepen the connection by running games on dining-area displays and allowing customers to use their mobile devices to play, with winners scoring free food items or coupons. The more a customer interacts with the game — and the longer he or she stays — increases the odds of winning.
You also can engage by letting customers take photos of their food or themselves and post them to the brand’s social media page. The content then scrolls in near-real time on the location’s video wall or display. (The caveat here is that you must have an airtight vetting mechanism to ensure that any content stays on message and that customers are not posting inappropriate messages or photos.)
Customers in line to order can view promos, news or infotainment on displays as they wait, watch an interactive menu cycle through offerings (imagine a burger sizzling on a grill, or steam rising off a latte), or even enter their own order via self-service kiosk. Adding interaction via digital displays means the customer isn’t thinking, “I should have just gotten fast food,” as he or she waits to order and receive food that may be of better quality, but will take a little longer.
By encouraging longer dwell times and shorter perceived dwell/wait times through digital signage, your chain can increase the overall spend per guest and amplify engagement — ensuring the customer will be back.
Speak to one of the Yap!digital team today about your digital signage needs in restaurants, or any other retail outlet by calling + 61 8 9274 5151 or email: email@example.com.
Source: Digital Signage Today