You have committed to the investment of digital menu technology. You have menu boards installed and running in your restaurants. You have poured all of your creativity and resources into your content. Now it’s time to see if all your effort was worth it. How can you track and measure the effectiveness of your digital menu campaigns?
Luckily, there are several ways to gauge the success of a campaign with WAND’s digital menu boards. Use these tips to tweak your marketing strategy and make sure your business decisions are bringing you the boost in revenue that you’re looking for.
1. Compare digital vs. static campaigns.
Track the results from your digital menu boards and compare them to your previous traditional marketing strategies. In what ways do your customers respond differently to interactive color monitors versus paper signage? Digital menu technology can also help you achieve sales lift and significant increases in ticket size while simultaneously reducing marketing costs. When you can update any part of a campaign from your computer or mobile device, you don’t need to spend money on printing, shipping, or other expenses. This cost savings helps you focus your attention where it needs to be. It only takes 12-18 months to reach a return on investment for digital menu technology. Test it yourself: Look back at the sales data from your point-of-sale system from your pre-digital menu board days. Targeting the same day of the week and daypart, compare the average ticket size of your customers. If you haven’t purchased digital menu boards yet, or are considering switching providers, be sure to ask the right questions upfront. Learning what kind of ROI you can expect, on top of what customer service and support is available is an important step in the qualifying process. For example, WAND’s ROI is crystal clear: All Enterprise customers are guaranteed a 3-6% sales lift when they work with our Digital Agency on menu design.
2. Schedule two different promotions at the same time.
With digital menu boards, it’s easy to swap out content for new menu items. With the click of your mouse, you can vary your promotions by location or daypart. Does one campaign do better in urban areas, or during the lunch rush? Test it yourself: Create video and static images of an asset and test them for a certain amount of time. Then compare data from your POS system to determine the winner and roll out that asset to all stores within minutes.
3. Make slower dayparts more effective.
Have you ever wondered what to do about the slower, sluggish dayparts that occur in between main mealtime rushes? Digital menu technology can help you turn quiet dayparts into targeted marketing opportunities that can attract customers and drive sales. Try it yourself: Create a specialized daypart menu like “snack time” or “happy hour” that highlights specific menu items or features a promotion. Compare the POS sales data from before the creation of the specialized daypart menu and make note of the average ticket size and mix of products sold.
By using the features available in WAND’s digital menu technology software in addition to the data in your POS system, it’s easy to test your campaigns and measure your results for maximum success. When you see how your content is performing, you can respond and make changes more quickly, which translates to a boost in revenue and a more satisfying customer experience.
Want help creating your next digital menu board campaign? Check out the WAND Digital Agency page to see our work in action.