Let’s first consider the low-hanging fruit which makes dynamic menu boards so powerful for restaurants. Based on Nielsen’s third-quarter 2013 Digital Place-Based Video Report, ad recall for POS-type digital signage is typically in the 60 percent range, which is more than double the average recall of static signs-menus or otherwise. This is why you can so easily remember the rich color of a creamed latte topped with cinnamon spice in the neighborhood coffee shop. Or, depending on where you dine, perhaps it is easy to recall dynamic advertising for the most awesome, juiciest pub burger that can fit in the mouth of man. Saw this advertisement not long ago and it just keeps playing in my memory like a favorite song.
Such recall makes it a Natural selection for encouraging those more seasonable and profitable food items at the ideal time and place. According to a Net world Media Group report, Digital Menu Boards and ROI, the typical sales lift of any digitally advertised item on menu boards averages approximately 3-5 percent, meaning that payoff for such a system most often occurs in 1 year or less. The restaurant market definitely benefits from electronic signage, even though the chances only begin with ROI and grow from there. Improving the customer experience is also about a return on goals ROO. Case in point: Medicine Eat Station at San Francisco.
This upscale downtown tofu store is using cloud based digital signage for ambience. The incorporated sign system generates the atmospherics of living in harmony with nature which is highlighted by 4 vertically rotated 42 plasma panels built into the walls of the eating gallery. To achieve this, high-definition movie footage of the Rocky Mountain landscape is utilized for real time imagery. The programming lasts for approximately an hour before it reproduces. At first glance, it seems to be a still picture. But wait, this is real time vision, meaning that the clouds gradually cross the screen. A 4,000-year-old Bristle Cone Pine sometimes wavers from the Rocky wind. Light and shadows change continuously, like you are really there.
This is a great Instance of ROO, but sadly digital signage used as a canvas for art really has not caught on yet. It is by no accident that Medicine Eat Station constructed this to seem like one giant window. It is extremely cool to experience, meaning that it increases the purpose of customer satisfaction, exactly like ambient music, lighting, colors, etc.