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Advanced Digital Menu Boards
- 1. ADVANCED DIGITAL MENU BOARDS May 21, 2016 National Restaurant Association 2016
- 2. 2 Agenda 01 Introductions 04 Advanced Techniques 02 Background 05 Success Stories 03 Hardware & Software 06 Panel Discussion 07 Q&A
- 5. VISIT US AT BOOTH 6972 No two industries are alike. At WAND Corporation we are focused exclusively on QSR and Fast Casual restaurants, developing Digital Menu Boards, Point of Sale systems, and Back Office solutions that achieve results. Increase order size and incite last-minute purchases. Update prices instantaneously. Easily add calorie counts. Increase check-out speed. Improve order accuracy. Heighten customer satisfaction. Reduce labor cost. Manage inventory levels. Shrink food cost. Access data anytime, anywhere.
- 6. 6 Panelists Jessica Osborne Senior Brand Marketing Manager McAlister’s Deli Gilbert Torres Senior Digital Media Director Texas Dairy Queen
- 7. 7 Digital Menus WHY ARE RESTAURANTS EMBRACING DIGITAL MENUS? Tell a Story Create an Experience Sell = ROI
- 8. experience. It’s all about the
- 9. Hardware & Software03 Performance, reliability, security and management
- 10. 10 Screens
- 11. 11 Media Players High Performance media players
- 12. 12 Software
- 13. “Always deliver more than expected. - Larry Page ”
- 14. Advanced Techniques04 Customer Engagement Product Mix Change Upsell Speed of Service Surge Pricing
- 15. 15 Digital menu pic – preferably people looking up at videos on the screen – Texas DQ one. Engagement
- 16. 16 Menu photo of Auntie Anne’s lemonade on digital menus. Product Mix
- 17. 17 Pic of Cinnabon digital menus. Upsell
- 18. 18 Photo of speedy restaurant – STONEFIRE. Speed of Service
- 19. 19 Surge Pricing
- 20. 20 Success Stories LTO’s Brand Messaging New Products Changing Content High Margin Items Order Efficiency
- 23. 23 How we work with WAND Brand Marketing FOCUS Retail Technology
- 24. 24 Franchise Partnership McAlister’s largest franchisee with 67 locations Promotions deployed in-house Continued partnership for improvements in digital platform 67
- 25. 25 Why we work with WAND Knowledge of the digital space Ability to be nimble Brand integrity
- 26. 26 Texas Dairy Queen Gilbert Torres
- 28. 28 Self-Administered Digital Menus All marketing is handled in-house Store icon by Aaron K. Kim from The Noun Project 40+ DQ stores 4 DQ stores WAND DMB x10 more stores after adopting WAND DMB
- 29. 29 Keys to Success Quick creative turnaround Great support Brand Consistency Allows local store personnel focus on other duties Quick implementation of day parts
- 31. 31 Questions
- 33. 33 EBook
Editor's Notes
- HELLO! My name is Chuck Gehman I am here because I love technology and enjoy making very real contributions to our customers continuing success. You can find me at chuck.gehman@wandcorp.com
- Chuck About WAND – very brief – top tech, 100% restaurant.
- Jessica Osborne is the Senior Brand Marketing Manager at McAlister’s Corporation of FOCUS Brands, Inc. She is responsible for determining and executing national marketing promotions and activations for the McAlister’s Deli brand. She has been the liaison between McAlister’s and WAND Corporation for the past five years, overseeing the growth of the brand’s digital menu board presence from three in 2013 to 70+ today. She has been at the franchisor level since October 2010. Prior to McAlister’s Corporation, Jessica served for two years as the Financial Assistant for The Saxton Group, McAlister’s Deli’s largest franchisee. Gilbert Torres is the Senior Digital Media Director at Red Spoon TX, the in-house marketing agency for Texas Dairy Queen. Gilbert is instrumental in coordinating with Texas DQ Operators’ digital menu board installation in their restaurants. He is also responsible for creating and managing the Texas DQ digital menu board display creative. Gilbert’s 22+ years of experience in marketing and graphic design has been key in the success of Texas DQ’s digital menu board expansion.
- Commercial grade – anything new with screens to share?
- Experimented with, and evaluated many devices Impressed by Chromebox performance Began working on a Chrome version of our WANDPlayerJS software in Q3 Officially shipped Chrome, after extensive testing and pilots in restaurants, on February 15, 2016 We could play six videos at a time on a Celeron-based unit We previously spent a lot of time developing things that come with Chrome We don’t want to physically touch the hardware, ever Great support from Google
- Started out using Flash, running on Windows/Intel hardware Need strong hardware for visually rich motion graphics and video Built out support for HTML5 last year Shipped new WandPlayer initially on our installed base of Wintel devices
- Tell your story…
- Return on investment (ROI) is a measure of the profit earned from an investment.
- In a recent survey, Arbitron determined that Digital Menu Boards measurably influence customer behavior. Nearly one in five (19%) of those who have seen a digital video said they made an unplanned purchase after seeing that item featured on the screen. 68% of customers agreed that digital video would “influence their decision to buy the shown product in the future.” 44% agreed it would “influence them to buy the product instead of one they planned to buy.” WAND Digital Menu Boards feature product videos. If you serve 150 patrons during lunch, 30 of them will buy the featured burger. Since it is priced at $1.97 more, you’ve made almost $60.00 in additional profit.
- Kids love Soda. But they love Blue and Red Lemonade better. Especially if they see a picture of it in the middle of a 49” Digital screen, with subtle motion towards them and bubbles floating to the top. The soda sells for $1.50, but the Lemonade goes for $1.75. And as we all know, the lemonade has a lower cost for the restaurant. On a hot summer day during which you serve 300 people, 60 kids ask their parents for Lemonade instead of Soda The additional $15.00 is all margin
- If two Cinnamon Rolls are good, 5 are a lot better. Jane is planning to buy one for herself, and one for her friend Patty at work. When she sees the 5 Pack in the middle of the menu board, moving toward her, she realizes she can get three more rolls for the price of only one more. She decides to buy the 5 pack, and you make an additional $3.00 profit. This happens five more times during breakfast, and you’ve reaped an additional $15 profit.
- Static menus with too many items degrade speed of service Let’s say you serve 150 people during lunch A typical order takes 1 minute to take and ring in If every 10 people take an additional 30 seconds, you’ve added 15 minutes of waiting time Digital menus featuring moving graphics of popular items improve speed of service What this means is that you can serve an additional 15 people in the same lunch daypart, and make an additional $70-90.
- With static menus, you are stuck with what’s on the menu. You can’t react to what’s going on in and around your store. You are a mall restaurant. The hot movie of the year, “Deadpool”, is playing next door at the AMC theaters. There is a long line. People need refreshment. You increase the price of a few very popular items in the current daypart by .25-.35 cents. You make an extra $50.
- Introduction. Success story of using digital – what problem/pain point it solved, how it’s been used, key findings/learnings, success moments/stories/
- McAlister’s brand overview. Explain parent company FOCUS Brands and our relationship with WAND / McAlister’s history with digital and WAND.
- How we work with WAND today. Brand liaison (me): most specifically national promotions, local store promotions, new store openings and anything content related on the POP or Menu Boards. FOCUS Retail Technology team: liaison for equipment, technical issues, pricing updates.
- Franchise Partnership The Saxton Group Deploy their own promotions Partner to continually improve overall digital platform for our brand
- Why we work with WAND. Knowledge and expertise in the digital space Ability to be more nimble and strategic #1 and most important is brand integrity
- Introduction. Success story of using digital – what problem/pain point it solved, how it’s been used, key findings/learnings, success moments/stories/
- Division of Dairy Queen 600 stores Busiest times are lunches and evenings Full meals and quick snacks Texas flavors – unique to region
- Texas Dairy Queen Brought all marketing in-house 2 years ago. Started with 4 stores having DMBs, has now increased to 40+ Due to operator needs we quickly decided to bring all creative for DMBs in-house. Great partnership with WAND = hardware support and Texas Dairy Queen = creative and deployment
- Quick creative turnaround Great support Brand Consistency Let’s local store personnel focus on other duties instead of swamping out POP Quick implementation of day parts