According to Bradley Cooper from Digital Signage Today, when it comes to quick service restaurants (QSR), the biggest problem is simply getting customers to try the item, as some might either be hesitant or they simply do not see the appeal of the item at that particular QSR.
There are three types of customers at quick-serve restaurants: those that only want the tried and true, the ones who always want something new and everyone else who falls somewhere in-between these extremes. This is where QSRs take a risk when they introduce a new menu item. It could be a big hit or a huge flop.
One McDonald’s I visited recently found a simple and effective way to push a new item with its menu board. This McDonald’s featured an outdoor menu board with two content areas. Most of the board’s content was taken up by the menu itself but in the lower left corner there was an order confirmation section, which displayed the customer’s order back to them along with any customisations and the final price. However, this particular confirmation section also featured a different message before the customer even began their order.
It said, ‘If we don’t ask you about our chicken sandwiches, it’s free on your next visit’. This is a reference to the food outlet’s new crispy and spicy chicken sandwiches. At this McDonald’s, the employees seemed to be on script as the employee immediately asked me if I wanted to try the item.
There is a certain genius to this advertising tactic. First of all, the menu board does obviously feature the chicken sandwiches front and centre, but some customers may not even look at the menu if they already know what they are getting. The only thing they will be looking at is the menu confirmation screen since it is straight ahead from their car’s window, so this acts as a secondary reinforcement for the item.
Secondly, the menu board presents an opportunity for free food, which few customers will turn down. Customers have to actively listen to hear whether employees mention it or not. Thirdly, this acts as a good training programme for employees since customers themselves will remind the employees if they forget.
Finally, this menu board presents a clear call to action, to either come back for a free chicken sandwich or to try the sandwich for themselves.
McDonald’s accomplished all of this with one single sentence in the lower left-hand corner of its menu board. This is proof that digital signage content does not have to be fancy or complicated to be effective. It just has to grab a viewer’s attention and have a clear call to action. Do these two things and your signage is far more likely to succeed.
This article appears in Digital Signage Today.
