Static menu boards were once the typical form of promotion in restaurants and fast food outlets due to their easy implementation and maintenance. However, we are seeing an increasing trend towards using digital menu boards – and for good reason. Digital menu board designs allow the freedom of updating menu items when needed, increasing engagement and up-sell rates, reducing perceived wait times, and offering flexible content management either locally or by head office.
But then the question remains: how do you pull off a successful digital menu design strategy?
Displaying your menu items and having an aesthetically pleasing layout aren’t enough to successfully influence and engage your customers anymore. Today’s consumers are deeply connected to technology and expect the same high level of digital interaction in restaurants.
Research shows that purchasing behaviours can be influenced by restaurant menu board ideas, making it essential to have a comprehensive strategy in place.
So with that in mind, here are nine strategies to help you optimise your digital menu board ideas to their full potential.
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Make the Most of Digital Screen “Hot Spots”
A “hot spot” is the area on your digital menu board design where customers focus their attention first and revisit frequently. Identifying these hot spots requires testing to see where people look most often on your screens.
For instance, if you’re promoting a limited-time item, try displaying it in different screen locations over time. If sales increase significantly when the item is placed in a certain area, you’ve found your hot spot.
These hot spot areas may vary depending on the location of your screens. Are they inside near the counter, near the entrance, or outside? Different locations will yield different engagement patterns. For example:
- Entrance placement: Customers glance at it briefly while walking in.
- Counter placement: Customers spend more time reading while waiting in line.
- Drive-through placement: Customers need to make quick decisions, so best-selling items must be prominently displayed in the hot spot.
To maximise the effectiveness of your digital menu board ideas, test and measure engagement, thinking from the customer’s point of view and their buyer journey.
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Ensure Your Menu Boards are Easy to Update
Digital menu board designs should be dynamic, allowing for seamless updates. Unlike static boards that remain unchanged for months, digital signage can be updated within minutes to reflect price changes, promotions, or seasonal items.
The flexibility of digital menu design ensures you can respond quickly to market trends, seasonal demand, and special offers.
With smart software linked to POS systems, you can track real-time sales data, link promotions to actual sales, and monitor whether certain video menu design elements drive more engagement.
This insight allows businesses to make data-driven decisions about what works best on their screens.
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Brand Your Boards for Maximum Impact
Your digital menu board design should reflect your brand beyond just logos. A cohesive brand experience includes colours, fonts, messaging, and visual elements that align with your restaurant’s identity.
A strong brand presence fosters customer trust and enhances their perception of your business, ultimately leading to increased sales.
However, while branding is important, avoid cluttering your video menu design with excessive graphics. Overloading the screen can overwhelm customers and reduce clarity. Instead, prioritise readability and visual hierarchy to create a smooth, intuitive experience.
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Measure Performance and Optimise Regularly
Once your restaurant menu board ideas are implemented, it’s crucial to track their effectiveness. Measure individual product sales, customer engagement, and overall brand perception to determine what’s working.
One way to assess the impact of your digital menu design is by offering exclusive discounts or promotions displayed only on digital screens.
If these promotions drive significant sales, you can be confident that your video menu design is capturing attention and influencing purchase decisions.
On top of this, if your digital menu board designs include rotating messages, testing optimal screen time for each message is essential. If messages change too quickly, customers won’t have time to process them.
If they linger too long, they may lose interest. Regular testing and adjustments will help fine-tune timing for maximum impact.
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Utilise High-Quality Visuals
Incorporate high-resolution images and videos of your menu items to entice customers; visual content can significantly influence purchasing decisions by showcasing the appeal of your dishes. Ensure that the visuals are well-lit, appetising, and accurately represent the actual products to build trust and set proper expectations.
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Implement Dayparting
Adjust your digital menu content based on the time of day to highlight relevant offerings – such as breakfast, lunch, dinner, or late-night specials. This strategy ensures that customers see timely options, potentially increasing sales during specific periods.
Dayparting allows for targeted promotions and can enhance the customer experience by presenting appropriate choices throughout the day.
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Incorporate Motion Graphics
Adding subtle animations or motion graphics can draw attention to specific menu items or promotions. Movement naturally attracts the eye, making it an effective tool to highlight new or high-margin products. However, it’s essential to use motion sparingly to avoid overwhelming customers or distracting them from making decisions.
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Ensure Readability and Accessibility
Design your digital menu boards with clear typography, appropriate font sizes, and contrasting colours to ensure readability from various distances and under different lighting conditions.
You might also want to consider accessibility by using simple language and including symbols or icons to indicate dietary information, such as vegan or gluten-free options – this approach makes your menu more user-friendly and inclusive.
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Leverage Social Proof
Display customer reviews, testimonials, or user-generated content on your digital menu boards to build credibility and influence potential buyers. Highlighting popular or highly rated items can guide customers toward choices they are likely to enjoy, enhancing their overall experience and encouraging repeat visits.
By implementing these strategies, you can further optimise your digital menu boards to engage customers effectively, promote key items, and ultimately drive sales.
Ready to get started?
Employing these nine strategies will help you create a successful digital menu board design campaign.
By positioning high-margin items in the screen’s hot spot, utilising dynamic and easy-to-update content, reinforcing branding, and continuously measuring performance, your digital menu board ideas will effectively drive sales and enhance customer experience.
At SignManager, we specialise in sign management solutions to ensure your brand is seen by the right audience, in the right place, at the right time. From digital menu boards to window signage, we can assist with the design, installation and ongoing maintenance of your branded assets. For more info, don’t hesitate to get in touch.
