Pizza Today - July 2019 - 26

FRONT OF THE HOUSE

DIGITAL BOARDS CAN SERVE UP YOUR
RESTAURANT'S FIRST GREAT IMPRESSION
WHEN EQUIPPED WITH STRATEGICALLYCURATED CONTENT.

TECH

Let's Get Digital
Digital menu boards can keep customers
engaged with all that's happening at your restaurant
S TORY DEANN OWE NS

P H OTO J O S H KE O WN

M

enu boards supply
invaluable information
to your customers. From
the slice of the day and the chef 's
signature dish to happy hour specials,
menu boards are designed to get your
customers' stomachs growling. But,
menu boards can do so much more,
especially when you upgrade their
status to digital.
Digital menu boards will show off
your signature creations as boldly or
as simply as you want while helping to keep customers engaged with
everything happening in and out of
your kitchen. From events, promotions
and specials to nutritional informa-

2 6 / P I Z Z AT O D AY. C O M / J U LY 2 0 1 9

tion, entertaining videos and colorful
pictures, digital menu boards provide
limitless opportunities to connect with
your customers. Plus, there's minimal
downtime when you want to add,
change or delete content.
"Digital menus are a great opportunity for companies to toot their own
horn and let customers know about
upcoming promotions and events,"
says Stacy Caprio, founder of Growth
Marketing in Chicago. "Since the
menu is not static, stores are able to
rotate screens so customers can see
both the menu and anything else the
company wants to display."

"Videos or animations greatly
impact the customer, especially before
they reach the point of order. A digital
board will drive product awareness and
deliver a compelling message," says
Matthew Forsman, sales and marketing representative at ITS Enclosures in
Mt. Pleasant, Pennsylvania.
Digital boards can make quite the
statement if your restaurant offers a
counter order area or "to-go" section,
notes Allison Reinert, senior marketing
partner at Cardinal Digital Marketing in Atlanta, Georgia. With a digital
board, "real-time" marketing is possible,
too. This capability can translate into
more sales, better customer engagement and a more exciting atmosphere.
"We had a client who ran a pizza
special promotion anytime the Atlanta
Falcons scored a touchdown during
football season," she says. "We've
also had clients run promotions on
rainy days. These types of marketing
campaigns can be easily 'switched on'
the digital menu to help boost sales
and customer engagement on social
media."
Digital menu boards provide a platform to help keep you compliant with
specific regulations, too. With the ease
and timeliness in which digital boards
can be altered, you won't have to worry
about suffering unpleasant consequences from breaking rules.
"Another great benefit is the ability to easily comply with healthcare
regulations, such as displaying calorie
counts if you're part of a restaurant
chain with 20 or more locations. This
saves you from having to reprint menus
every time your calorie count or menu
items change," says Reinert.
DIGITAL BOARDS MAKE ADDING AND
DELETING INFORMATION EASY, which

is key if you need to take nonperforming menu items out of your
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Pizza Today - July 2019

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