Here’s an interesting take on using digital signage in the restaurant business – make the displays the dominant visual marketing element, and change the restaurant brand, menu and operator on demand.
That’s what the specialist agency Beaver Group has developed for London Excel, an exhibition and conference center in London, UK.
They have kitted out a fast food stand as a white label operator, with 16-screen video wall as the header, and a 4-screen menu board solution behind and above the order counter.
Says Beaver on its website:
This new installation allows ExCeL to be flexible on what Food and Beverage offer they serve from event to event. One of four different brands will eventually be available at the unit, using our CMS the offering on the video wall and menu boards can be changed to best match the visitor profile of the exhibition taking place.
Beaver Group installed and fully support the solution, as well as creating the content running for each brand. Working within each brand’s guidelines, we designed a menu board solution, allowing the team at ExCeL to change products and prices and create new promotions based on templates we have created.
This is than supplemented by our content running on the overhead video wall (using a combination of footage, 3D animation and motion graphics).
I’m not sure how often this demand would come up, other than at convention and conference centres, and in a lot of cities, on many days the big halls of their convention centers sit empty.
But you could imagine how in shopping malls and on high streets of cities how this could be applied to pop-up stores for brands that want buzz through temporary shops, or don’t have the budget and revenues just yet to start signing long-term leases and fully designing out stores.
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.