Case Study: How a NYC Fast Food Chain Increased Sales with Targeted Digital Signage Strategies

Imagine walking through the bustling streets of NYC, where every fast food joint is vying for your attention. Now, picture one that stands out, drawing crowds and boosting sales, all thanks to innovative digital signage strategies. Intrigued? This case study unveils how targeted digital signage can transform a fast food chain’s fortunes, even in the most competitive markets.

In this article, we’ll dive into:

• Strategies: The digital signage tactics that set this NYC chain apart.
• Case Studies: Real-life success stories of digital signage in action.
• Best Practices: How to apply these insights to your business for maximum impact.

So, let’s delve into the details.

The Digital Signage Tactics That Set These NYC Chains Apart

In the heart of New York City, where competition is fierce and every customer counts, one fast food chain has cracked the code to standing out. It’s not just about serving great food anymore; it’s about creating an experience that draws people in and keeps them coming back. The secret ingredient? A strategic approach to digital signage.

• Embracing Location-Specific Content: The chain understood that each neighborhood in NYC has its own vibe and tailored their digital signage content accordingly. From showcasing local events to highlighting community achievements, their screens became more than just menus—they became a local hub of information and engagement.
• Interactive Experiences: Gone are the days of static displays. The chain introduced interactive digital signage, allowing customers to engage with the content, be it through social media integrations or choosing the music that plays in the venue. This interactivity not only entertained customers but also increased the time they spent in the store, leading to higher sales.
• Data-Driven Customization: By harnessing data analytics, the chain could display targeted promotions and menu items based on the time of day, weather, and even trending items. This level of customization ensured that the content was always relevant and appealing, encouraging impulse purchases and repeat visits.
  • Utilizing CrownTV’s dashboard, many chains implemented targeted promotions and menu suggestions based on real-time data, enhancing customer experience and boosting sales.
• Training and Empowering Staff: Digital signage isn’t just a tool for customers; it’s also a boon for staff. This chain used their screens to display real-time updates, training tips, and motivational messages to staff, fostering a positive work environment and improving service speed and quality.
• Seasonal Promotions and Localized Offers: The chain capitalized on the changing seasons and local festivities by showcasing seasonal promotions and localized offers on their digital displays. Whether it was a summer special or a discount tied to a local event, these timely promotions resonated with customers, driving up sales and fostering a sense of community connection.
  • In some case studies, the chains took advantage of CrownTV’s extensive app and integration features, incorporating a variety of applications to provide a rich, interactive experience for customers.
• Customer-Generated Content: Encouraging customers to share their experiences on social media and featuring this user-generated content on their screens turned patrons into brand ambassadors. This not only provided authentic social proof but also created a more engaging and personalized atmosphere in the stores.
• Sustainability and Transparency: In an era where consumers are increasingly conscious of their environmental impact, this chain used digital signage to highlight their sustainability efforts and the quality of their ingredients. This transparency built trust and loyalty among customers, aligning with the brand values of a socially conscious clientele.
• Emergency Messaging and Community Support: Recognizing the importance of being a responsible community member, the chain utilized their digital signage for emergency messaging and to support local causes. This not only reinforced their commitment to the community’s well-being but also positioned them as a reliable and caring brand in the eyes of their customers.

By integrating these innovative digital signage tactics, the NYC fast food chain didn’t just survive the urban jungle; it thrived, setting a new standard for what’s possible with a bit of creativity and a lot of screens.

Case Study: Shake Shack’s Innovative Digital Signage and Self-Service Kiosks

Shake Shack, a renowned U.S. burger chain, is revolutionizing the fast-food industry with its significant investment in digital signage and self-service kiosks. This strategic move is not just about modernizing the customer experience but also about addressing the evolving consumer expectations and the ongoing challenges in staff recruitment and retention.

• Innovative Self-Service Kiosks: Shake Shack is in the process of retrofitting all its locations with self-service kiosks. Currently, about half of the Shake Shacks offer kiosks, and the plan is to equip every store by the end of 2024. These kiosks are not only the chain’s most profitable channel but also generate the highest in-store checks, demonstrating their effectiveness in enhancing customer spending.
• Enhanced Labor Utilization: The introduction of kiosks has allowed Shake Shack to optimize labor utilization. Stores with kiosks show better labor efficiency compared to those without. This optimization enables the chain to allocate staff to more value-added tasks, improving overall service quality and customer satisfaction.
• Drive-Thru Innovation: Shake Shack is also expanding its footprint in the drive-thru sector. With a handful of stores already operating drive-thrus and more planned, the chain is exploring how to optimize this service model. This includes learning about space requirements for cars, peak hour management, order-taking processes, and menu board design to maximize sales and efficiency.
• Customer Engagement and Menu Exploration: The kiosks offer customers the flexibility to explore the menu at their own pace, leading to increased engagement and higher chances of adding premium items to their orders. This level of interaction ensures that customers are more likely to make satisfying choices, enhancing their overall experience.

Shake Shack’s forward-thinking approach to integrating digital signage and self-service kiosks demonstrates a commitment to innovation and customer satisfaction, setting a benchmark for the fast-food industry.

Case Study: BurgerFi’s Self-Service Kiosks Elevate Order Values

BurgerFi, a burger chain, embarked on a transformative journey with self-service kiosks, resulting in a remarkable increase in average order sizes by 18.5%. This pilot, powered by Samsung’s all-in-one digital menu boards, not only enhanced customer experience but also significantly boosted sales.

• Impressive Pilot Results: During the pilot phase, BurgerFi witnessed a substantial lift in sales, with the kiosks accounting for 75% of total orders and 78% of net sales in the store. The average ticket size soared by 18.5%, and a striking 52% of customers engaged with upsell opportunities presented by the kiosks.
• Operational Efficiency: The kiosks demonstrated their ability to handle up to 133 orders per day, showcasing a robust solution to streamline operations and reduce dependency on labor. This efficiency allowed BurgerFi to reallocate resources and focus on enhancing other aspects of the customer experience.
• Strategic Rollout: Encouraged by the pilot’s success, BurgerFi is now deploying these kiosks across all its corporate locations, with franchises also having the option to adopt this technology. This move signifies a strategic shift towards integrating digital solutions to stay ahead in the competitive fast-casual dining sector.
• Technological Synergy: The collaboration between Samsung’s hardware exemplifies how technological synergy can lead to tangible business results. This partnership has set a new standard for quick-service restaurants (QSRs) aiming to innovate and adapt to the digital age.

BurgerFi’s case study is a testament to the power of digital transformation in the restaurant industry, demonstrating how strategic investments in technology can lead to significant gains in efficiency, sales, and customer satisfaction.

Case Study: Enhancing QSR Operations with Back-of-House Digital Signage

In a strategic move to improve internal communication and operational efficiency, Supreme Foods, a multi-brand franchise operator, implemented back-of-house digital signage products across its portfolio of fast-food restaurants. This initiative led to significant improvements in employee engagement, operational metrics, and overall business performance.

• Targeted Communication: The CEO of Supreme Foods, Kevin Newell, noticed a gap in communication with line workers, particularly in conveying information about limited-time offers. By installing digital screens in locations including 36 Burger Kings, 34 Popeyes, and 3 Taco Johns, the company enhanced team member engagement and streamlined communication.
• Operational Improvements: Post-implementation, Supreme Foods observed notable enhancements in the speed of service and a reduction in guest complaints. The digital signs facilitated a better understanding and execution of new menu items, company benefits, and operational metrics among employees.
• Employee Engagement and Retention: The digital signage system not only informed employees about company benefits, like early pay options, but also fostered a sense of community and competition. Real-time data and speed-of-service competitions among stores spurred a healthy competitive environment, boosting morale and team cohesion.
• Two-Way Communication: The digital signage solutions also enabled employees to communicate with management via QR codes displayed on the screens, fostering a more connected and responsive workplace culture.

This case study demonstrates the transformative potential of back-of-house digital signage in enhancing internal communications, operational efficiency, and employee satisfaction in the fast-paced QSR industry.

Case Study: Revolutionizing Retail Sales with Triggered Digital Signage Messaging

In an innovative retail experiment set in a vibrant store, a controlled test unveiled the transformative power of triggered digital signage messaging on sales. The study, conducted in a unique retail environment known as the Living Retail Lab, aimed to isolate and measure the impact of digital signage in a real-world setting, free from external marketing influences.

• Transition from Analog to Digital: The initial switch from an analog letterboard to a digital menu board presented unexpected results. While the digital upgrade streamlined content updates, it initially led to a decrease in sales when the digital visuals merely replicated the analog content. This highlighted the importance of not just digitalizing content, but also enhancing it to leverage the digital platform fully.
• Enhancing Visual Appeal: The introduction of high-quality, static images of cocktails, referred to as “cocktail porn,” marked the beginning of a positive shift in sales. The impact was further amplified when subtle motion was added to the visuals, demonstrating that dynamic content could more effectively capture customer attention and influence purchasing decisions.
• Real-Time Content Triggering: The most groundbreaking outcome emerged from integrating real-time video analytics with the digital signage content management system. This quick-service restaurant technology enabled the signage to adapt its messaging based on the viewer’s demographics. When the system detected a female viewer, it displayed a glass of rosé, leading to increased sales in that category. However, the most striking result was observed when a male viewer was detected, and the signage promoted an old-fashioned cocktail, resulting in an astonishing sales increase of over 800%.
• Implications and Insights: This case study not only showcases the potential of digital signage to boost sales but also emphasizes the value of personalized, context-aware content in engaging customers. The use of real-time analytics to trigger specific content based on the audience demonstrates a sophisticated approach to digital signage, moving beyond one-size-fits-all messaging to create more relevant, impactful customer interactions.

The Living Retail Lab’s experiment offers valuable insights for retailers and quick-service restaurants, illustrating that with the right strategy, digital signage can be a powerful tool to enhance customer experience, tailor marketing efforts, and significantly increase sales.

Survey: Digital Signage’s Impact on Sales in Bars and Restaurants

A survey conducted by the CMS software firm reveals compelling evidence that digital signage in bars, restaurants, and cafés significantly boosts sales and enhances customer satisfaction. The research, which gathered 100 responses from industry professionals across the U.S., underscores the multifaceted benefits of digital signage, from improving customer-facing content to streamlining internal operations.

Key Findings:

• Sales Increase: A striking 80% of business owners reported that digital signage has increased the percentage of customers who place an order. Specifically, 77% of respondents who displayed practical information (like opening hours and menu changes) and 82% who showed product information (such as supplier content or calorie counts) saw an increase in sales.
• Customer Engagement: The survey highlights that digital signage is not just a tool for sales; it’s also a medium for enhancing the customer experience. About 75% of respondents noted an improvement in customer experience when screens displayed engaging content like news tickers, YouTube videos, or TV shows, which also helped in reducing perceived wait times.
• Operational Efficiency: On the operational front, 25% of respondents adopted digital signage to streamline business operations, demonstrating its utility beyond just marketing and sales.

This survey underscores the significant role digital signage plays in the food and beverage industry, not only as a driver of sales but also as a tool for improving customer engagement, brand identity, customer loyalty, and operational efficiency.

How to Apply These Insights to Your Business for Maximum Impact

Leveraging digital signage can transform your business, but it’s not just about installing screens; it’s about strategic implementation. Here’s how you can apply the marketing strategies from the case studies and survey to maximize the impact of digital signage in your business:

• Tailor Content to Your Audience: Understand your customer preferences and tailor your digital signage content accordingly. Whether it’s showcasing menu items, promoting special offers, or providing entertainment, ensure the content resonates with your target audience and adds value to their experience.
  • Many chains have leveraged CrownTV’s versatile dashboard to tailor content to each location, ensuring relevance and engagement with the local audience.
• Utilize Digital Menus and Product Information: As seen in the survey, displaying practical information like menu changes and product details can significantly boost sales. Use digital menus to showcase your offerings dynamically and include enticing visuals and descriptions to encourage customers to purchase.
• Engage Customers with Interactive Content: Create an engaging environment by incorporating interactive elements into your digital signage. From social media feeds to interactive menus, give your customers a reason to interact with your brand, enhancing their overall experience and potentially increasing their dwell time.
  • The CrownTV digital signage player has transformed customer interactions, offering dynamic, responsive content that captivates and engages visitors.
• Streamline Operations: Beyond customer-facing benefits, use digital signage to improve your internal operations. Display real-time information for staff, streamline communication, and use digital signage for training purposes to enhance efficiency and service quality.
• Measure and Adapt: Implement metrics to track the effectiveness of your digital signage. Analyze customer engagement, sales data, customer data, customer feedback, and operational efficiency to understand what’s working and what’s not. Be prepared to adapt your strategy based on these insights to continually optimize the impact of your digital signage.
• Foster a Competitive and Collaborative Environment: Inspired by the case study, use digital signage to create a sense of competition and camaraderie among your staff. Highlighting performance metrics and celebrating achievements can motivate your team and improve service quality.

By thoughtfully integrating digital advertising strategies in NYC into your business, you can enhance customer satisfaction, boost sales, and improve operational efficiency, ensuring your business stays ahead in the competitive landscape.

Conclusion: Elevate Your Business with the Right Digital Signage Solution

You’ve just unlocked the secrets to boosting your business with digital signage. Whether it’s enhancing customer experience, increasing sales, or streamlining operations, the power of digital signage is undeniable. Here’s a quick recap:

• Tailor content to engage your audience.
• Use digital menus for real-time updates and promotions.
• Enhance internal communication and operational efficiency.
• Measure, adapt, and thrive.

Ready to take your digital signage game to the next level? CrownTV is your go-to partner, offering intuitive solutions that bring your content to life. Whether you’re aiming to captivate customers or empower your team, CrownTV seamlessly integrates with your business, ensuring you’re always a step ahead.

Ready to revolutionize your digital signage experience without the hassle? CrownTV’s White Glove service offers a comprehensive solution, from personalized consultation to expert installation. Our team ensures your digital signage journey is seamless, handling every detail to align with your unique business needs. With CrownTV, you’re not just getting a service; you’re investing in a partnership that prioritizes your success. Elevate your brand with CrownTV’s White Glove service and watch your business transform.

Are you a local NYC business needing assistance with your digital signage? We offer same-day technician dispatch for a complimentary estimate. Contact us here.