The two burning questions that keep a restaurant owner awake at night are:
- How do I enhance the customer experience that results in increased sales?
- How do I keep my costs lower?
Most often than not, when you try to enhance the customer experience, the costs go up and when you want to keep the costs lower, the customer experience goes down. How do you handle this challenge?
These challenges can be handled by adopting digital practices. Though, the digital transformation of your operations would result in increased expenses, the revenues from it pays for itself typically in a 12-month timeframe. Digital menu boards according to industry reports increases revenue by 5% on an average.
How do you choose?
Having decided to go with digital menu boards, how do you go about implementing it. It is mainly horses-for-courses and it has to be appropriate for your needs. However, the three things that you would anyway have to choose are the display units, signage software and the media players. The considerations for choosing them is what we are going to cover in the rest of the article
Avoid going for consumer-grade display units as they are not meant to be displayed for 16 to 24 hours on a daily basis. On top of it, they wouldn’t support all the resolutions that you may want to have your display content in. Hence, go for a commercial grade display unit that can withstand the rugged commercial environment. Commercial display units can be oriented horizontally as well as vertically.
When you have to choose between Plasma, LED or LCD displays, avoid Plasma as it has image burn-in issues. LED is right though a tad bit expensive and you can go with LCD, if you are cost-conscious.
Choose a signage software that is easy-to-use and helps with your needs. Being a restaurant, you may want to automatically change your displays depending upon time of day and you may want to have multiple display styles. Ensure that the signage software allows you to schedule the content, and provides multple templated options for your display. It should also support multiple media formats like images, videos, text, integration with billing system for displaying offer-of-the-day.
Make sure that you play around with it before you actually sign up to buy the software. Ensure that all of your needs are met or at least you have a workaround that you are comfortable using. You shouldn’t ideally be investing on a person to manage this software from your side.
Media players are available for anywhere between $40 to $3000 and the features of it vary according to the costs that you invest. Don’t go for the really cheap ones, for it may hang frequently and would affect your business. Something in the range of $250 should be ideal for a restaurant environment, which will be a good combination of features and reliability.
Ensure that it support multiple media formats and varying resolutions with the ability to connect to diverse networks.