Blue Fish Restaurant and Oyster Bar elevates the guest experience with a Samsung display powered by VXT

Before adopting Samsung technology, Blue Fish relied on a handwritten chalkboard to display its oyster bar menu. While charming, this approach was time-consuming. Once a week, a staff member had to take down the chalkboard from the center of the bar to write out the new week’s oyster selections.

Thanks to the restaurant’s growing popularity, staff were often juggling a packed dining room, but the clunky, manual system made it difficult to keep menus updated accurately during the rush. When oysters sold out, updates were often missed. Sometimes items were erased from the board, other times crossed out, ultimately creating a messy appearance. As a result, staff members often had to verbally inform customers of unavailable items, taking time that could be spent shucking, serving and promoting other specials.

“This approach didn’t present well, especially given how often our inventory changes,” said Blue Fish manager Samuel Green. “We needed a more streamlined and consistent way to update the oyster menu.”

The chalkboard format also made it difficult to highlight details like oyster sources, flavor profiles and specials, limiting the menu’s promotional potential. It also meant missed opportunities to upsell — for instance, suggesting wine pairings or other complementary items.

“Information is key. In the past, we typically had an employee walk guests through the oyster menu individually — however, this could be time-consuming, especially during peak service times,” said Green.

Green saw modern digital signage as the ideal solution and immediately gravitated toward Samsung because of his positive personal experiences with the brand.

“I use Samsung for everything in my personal life,” Green said. “I have a Galaxy mobile device; every television in my house is Samsung, and we have some Samsung appliances.”

For the restaurant, Green installed a Samsung 43″ 4K UHD Pro TV where the chalkboard used to be, now making the menu visible to all customers and staff members with. He then brought it to life with Samsung VXT, a powerful CMS with a suite of digital tools for content creation and deployment.

Using the intuitive VXT Canvas feature Green created a visually-engaging template that presented and promoted each oyster variety. More importantly, he could do it from almost anywhere.

“Since VXT is cloud-based, I can update directly from my phone or from our back office. I can grab a computer anywhere and update it in real time as opposed to being out in the front updating the board manually.”

The content cycles through the week’s choices, complete with sourcing details, tasting notes and wine pairings. Now, all diners can get a full and clear picture of everything on the menu and peruse at their leisure.

That’s particularly good for staff, Green noted. “They appreciate having a quick reference tool that frees them to focus on service.”

Beyond menus, the display highlights kitchen features, employee profiles, birthdays and other entertaining video content that enriches the dining atmosphere.

“I’ve used it to show caricatures of my staff that I created with AI,” Green says. “Guests get a kick out of that, especially those who sit in that area and interact with the staff on a daily basis.”