A handcrafted hamburger chain with shops around London, England has found that changing its order boards from static posters to smart menu boards on digital signage displays boosted sales by as much as 50 percent.
Prime Burger converted the printed menu boards at its three sites to smart menu boards in hopes that digital displays would be more attractive to customers waiting in order queues.
“We didn’t want paper or card menus,” says Sam Steele, director of Prime Burger. “We had previously used big printed boards that were above head height and were difficult to swap round every day, when changing from breakfast to lunch menus. They also didn’t have the visual impact necessary to really grab people’s attention.”
The fast food chain worked with solutions provider Eclipse Digital Media to develop a digital menu board solution that used a range of Samsung’s Smart Signage displays, which have built-in media players and minimize the cabling and equipment footprint above the order counters. There are now five 48-inch displays at the St. Pancras location, four 32-inch displays at the Euston shop and three 48-inch smart displays at the ExCel London conference and exhibition center.
“Our store at ExCel has been in the same position in the boulevard since 2009,” explains Steele. “Out went our flat, white, static printed boards that weren’t eye-catching, and in came the new displays, which have proved a great investment. Since we have installed the screens at ExCel, we’ve seen an increase in like-for-like sales of 50 percent, and a lot of that is to do with the screens, without a doubt.”
The burger stands run a set of custom templates that combine graphics and menu data, including selections and pricing. Using the cloud-based content management system embed signage, the media processors in the Samsung Smart Signage displays simply query a cloud-located spreadsheet for any updates. When a menu item or price is changed in the spreadsheet, it’s almost instantly changed at the venue, without the local operators needing to learn to use any specialty software.
The smart displays are also configured to change menu presentations based on time of day, rolling over, for example, from breakfast to lunch items.
“Eclipse Digital remotely updates the content on the displays in each of our stores,” explains Steele. “It’s a really painless process, and all we have to worry about is updating the artwork.”
The store refresh also emphasized the importance of great visuals. Prime Burger wanted the new menus to be image-led, so it commissioned professional photography to make its showcased items more appealing to customers. “The displays have really great image quality,” says Steele, “and bring our beautiful food imagery to life and do justice to our images.”
Digital signage can improve the customer experience in other industries as well. Learn how digital signage can streamline the DMV experience for both workers and visitors.
