Spending money to make money is a fact of life for businesses large and small. Getting customers through the door is the first step in growing a business, but giving them a good impression once inside is even more important. Research has shown that a customer’s overall experience of a particular restaurant matters more than the food itself. One way to foster a more positive experience for your customers is to take the plunge and invest in digital signage.

The benefits and ROI of installing digital signage are real and significant and provide unique marketing and promotional opportunities. But for a digital signage upgrade to be effective, it must be well integrated with several metrics of your business, such as pricing, promotion and customer demographics. For instance, the demographics of a particular store location can be taken into account when choosing which items to promote on menu screens in different locations. For slow-moving but more profitable items, promote them prominently on your digital menu board to boost sales and achieve ROI faster. 

The following will attempt to delve into the nitty gritty of the process — and narrow the scope a bit — by offering five tips for mounting a digital menu board in your restaurant. 

Once you’ve made the decision to upgrade to a digital menu board, the first step — installation of the screen — can seem daunting. There are three main ways to get your board up and running, and a good place to begin is to consider which is more important to you, your time or your money.

Tip #1 
The most cost conscious option is to install the screen yourself. This option will save you money, but keep in mind you will need materials and tools and one to two hours out of your day to do it. When choosing where to mount the board, select a position that has high visibility, a sturdy mounting surface and is at most six ft. away from a power source. 

Tip #2 
Alternatively, you can hire a contractor to do the installation. Trying to find a qualified technician, however, can be problematic. To solve this, it is recommended that you go through Field Nation, a website that links highly trained and vetted technicians with businesses for this type of work. Also, contractors hired through Field Nation are required to accept a certificate of liability for your screen, meaning they take legal responsibility for any issues or problems caused by mistakes with the installation. 

Tip #3 
For the above two options, it is necessary for you to pick out which brand and type of screen you want. In general, the best option is an LED. They operate on less power and are lighter and thinner than LCD screens. However, LCDs are cheaper and work adequately for the purpose. Plasma screens should never be used for digital signage. 

Tip #4 
For the smoothest, most stress-free and time-saving installation process, it is possible to hire a company that specializes in installing digital menu boards. These specialists will handle all the aspects of the job, from selecting the appropriate screen to any liabilities. 

When sourcing the installation work to any third party, it is vital to get affirmation from them that they carry at least $1,000,000.00 of general liability insurance. 

Tip #5 
EnPlug is a software licensing company that specializes in offering comprehensive solutions for making your digital menus really pop, with subscriptions at $160 a year. For multiple locations, their software also allows you to manage and customize your different location’s menus — doing so from your mobile device if you prefer — which can allow you to experiment with menu styles and offerings to see what works best.

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