This is even weirder than the McCafe label thing …
A Toronto reader snapped a shot at Yorkdale Mall in Toronto – arguably Canada’s ritziest shopping centre – that had a food court WSR vendor using a whole printed menu sign OVER the digital menu display. This was from about six weeks ago.
Cheaper, I suppose, than replacing a dead screen/player, but really???
One of the ways smart QSRs plan for outages is having a plan and designs in place that get the critical items from a player that goes out on to the surviving players/screens – maybe images get smaller, a promo drops off, or whatever.
To the defence of the operator, the print piece has more visual pop than the displays – which seems to be losing the brightness battle with ambient light.
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.