Digital menu boards have been shown to significantly impact sales, upselling, and customer dwell time in quick-service restaurants (QSRs). Here's an overview based on recent findings:
1. Sales Impact
- Restaurants using digital menu boards reported up to a 10% increase in sales due to improved visibility, dynamic content, and the ability to promote high-margin items and seasonal offerings. About 91% of respondents in a survey attributed sales growth to the adoption of digital boards【10】【12】.
- Features like dayparting (adjusting menus for breakfast, lunch, or dinner) also streamline customer choices, enhancing order volume during peak times【12】.
2. Upselling
- Digital menu boards drive impulsive purchases and upsells, with studies indicating a 12% increase in the sale of promoted or high-value items. These boards allow dynamic adjustments, highlighting combos or add-ons based on customer preferences【10】【12】.
- AI-enhanced displays, such as those used by Wendy's, further increase upsell opportunities by tailoring suggestions based on historical customer behavior【12】.
3. Dwell Time
- Digital menu boards reduce decision-making time, which directly impacts dwell time in drive-thrus and indoor ordering areas. For example, customers take 23% less time to place orders, and queue times drop by 20% due to streamlined displays【10】【12】.
- Faster decision-making helps improve throughput, enabling restaurants to serve more customers during busy periods【12】.
Here are the sources used for the statistics on the impact of digital menu boards in QSRs:
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DotSignage: This article highlights how digital menu boards contribute to sales increases, better upselling, and reduced decision-making time. It offers insights into the operational advantages of digital signage in the QSR sector.
- Link: DotSignage Article
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Samsung Insights: This resource provides detailed examples of how QSRs like Wendy’s use digital menu boards to enhance customer engagement, increase sales, and streamline service through AI and dayparting features.
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Digital Signage Today: Discusses the importance of digital menu boards post-pandemic, including their role in increasing revenues, reducing dwell time, and improving customer communication in fast food settings.
- Link: Digital Signage Today
These sources provide comprehensive insights into the measurable impacts of digital menu boards on key performance metrics in the fast-food industry.
