White papers and position papers on the ROI from QSR menu boards represent pretty well-covered ground, but the digital signage software firm ComQi has a pretty exhaustive piece out that goes into an area that’s received far less attention – the stuff on the other side of the menu boards.
The paper – called More Than Menus: How Digital Signage is Making a Difference Behind the Counter – gets into some of the ways digital signage and interactive screens can help restaurant operators improve their business operations and bottom lines.
From the paper (which, by the way, is a free download and (yay) doesn’t make you jump through registration hoops to see it):
Working at a QSR is a job for most, and not a career. A typical QSR will turnover its full staffing complement annually, and that creates an ongoing need to get critical messages in front of staff who cycle in and out all day, every day.
Digital screens serve four important jobs that are usually out of the diners’ view:
1 – Equipment and safety training – Kitchens are full of ovens, dryers, sharp utensils and slippery surfaces. Digital screens can powerfully reinforce workplace safety and food safety tips, and reduce liability and lost workday risks.
2 – Product knowledge – Operators in the hyper-competitive QSR business thrive or suffer based on the quality of customer service and customer engagement. Messaging that keeps staff informed on new offers and how to engage and speak effectively with customers is critical.
3 – Company communications – Typical QSR staff aren’t issued desktop PCs or devices, or given email addresses, so the most effective way to ensure important HR messages reach employees are screens that staff invariably see throughout shifts.
4 – Performance metrics – Screens tied to management systems can display in real-time how the team is performing on key metrics, like service drive-through order and delivery time.
The paper also, if this is new ground, goes deep on the more common ROI arguments behind things like menu boards and order stations, and also takes a crack at how all the data and sensors of the Internet of Things will soon shape restaurant messaging.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.