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Should You Go Big and Go Digital with Your Menu? All Signs Point to Yes By Mindy Kolof
Laminated paper menus…so 2000s. Today’s eyes are increasingly drawn to the artistry of digital menu screens that connect diners and forward-thinking restaurateurs. With the promise of targeted marketing, sales boosts, environmental savings, and an immersive dining experience, it may well be digital’s time to shine at your operation. We checked out some basics to consider with Rich Ventura, vice chairman of the Digital Signage Federation and vice president of business development and solutions at NEC Display Solutions, and Ben Hardy, NEC product manager.
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106 RFSDELIVERS.COM ISSUE 2, 2016
What are the benefits of digital menu boards? “Most important is the ability to remotely control and update content on the fly,” says Hardy. “That’s a huge advantage when you think about promoting new items on your menu, or kickstarting a lackluster seller.” The new FDA regulations mandating accessible displays of nutritionals and ingredients for consumers can also be complied with immediately instead of waiting for printed details. Switching up menus by daypart is easily accomplished and can be scheduled within the screen itself. Hardy has also seen digital menu boards used for emergency messaging and employee training. “Things change rapidly in the restaurant industry, and digital capabilities let you keep up,” says Hardy. What is required to set them up? A typical setup would includes three to four 42- to 46-inch commercial screens, mounting, tabling and a POS system. Commercial screens protect the investment, says Hardy, because if one signal goes down, another source will immediately take over.
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