Aside from creating a more visually appealing experience for your diners and increasing your revenue when used properly, digital menu boards can also save you money. What follows are some tips on how to capitalize on the best savings when using digital menus in your restaurant.
As a restaurant operator, all investments should be carefully evaluated to determine maximum impact, but digital menus are picking up speed in the market because they have the potential to drive costs down and capitalize on a revenue boost, something ideal for any restaurant owner.
Reduce Printing, Shipping and Staff Labor Costs
When you’re considering making the switch from a static menu to a digital menu, you need to think of this in terms of an investment that has short-term benefits, as well as long-term savings offerings.
Updating content digitally during any of your promotional periods empowers you with the ability to save on promotional translites and shipping costs to get the kits out to each restaurant.
Over time, the cost savings for minimizing or eliminating previous shipping costs may be substantial, not just in printing and shipping (and high rush shipping fees), but also in staff time.
For example, shipping out a new set of translites to 20 stores requires each store to designate a store employee to get out a ladder, climb up on it to switch the sign, repeat it four to five times depending on the number of boards in the restaurant, and put the ladder away. But with digital menus, the same process could be done across 20 stores within 15 minutes, with one person at the controls to instantly push out new menu items and promotions.
Immediately Capitalize on Market Shifts
Restaurant owners know customer demands change fast. From season to season (and sometimes week to week) things can change on a dime. With digital menus new LTOs, special promotional items, and new menu items are updated instantly across menu boards. But with static menus it takes weeks to develop, print, ship and install new translites. By that time, the market opportunity may have disappeared.
For example, when the Pokemon Go craze hit it was practically overnight. The app launched one day, and two days later it was everywhere. Agile corporate marketing teams raced to update menus and promotional offers to take advantage of this, but a mere two months later the craze died down. With digital menus you could instantly capitalize on this market shift by displaying the Pokemon Go promo instantly in your store. Static would not give you this option.
In addition, non-winning promotions or menu items that are not working can be exchanged out right away. If a promo was launched for a hot new menu item, for example, but it was quickly apparent it wasn’t in line with market demand, that product could be instantly swapped out for a better selling item with digital menus. With static boards, that process could take weeks.
Ultimately, the central management platform for a digital menu is all-powerful. It allows you to reduce revenue and time loss associated with campaign, seasonal, and daily menu changes. From a central office, you can do more with less by deploying changes across multiple stores faster than ever before.
Clear Out Surplus Stock or Remove Items You Don’t Have
A static menu has a major drawback in the form of promoting items the actual franchise might not have in-house at any given time. Likewise, if there’s too much stock or stock expiring soon, there’s no way to use visuals to promote this. This could lead to revenue loss when relying on a static menu (and customer frustration) where a restaurant can’t deliver what they are promoting or are unable to promote anything they need to clear out.
However, a digital menu allows you to promote items in surplus or to pull back advertising on a promotion or offering currently out of stock. Once again, the quick change opportunities available with digital allows for adaptable and flexible decision-making that can drive revenue while also keeping costs down.
In the fast-paced business of restaurants today, speed and profitability are critical concerns. Evaluating campaigns and being able to respond instantaneously has numerous advantages for QSRs and fast casual restaurants. Franchisees can benefit from time savings as well by having a new promotion deployed to their location quickly and easily. Additionally, customers are more likely to have a better and more engaging experience with digital menus, meaning that everyone comes away a winner with the shift from a static to a digital menu board.