Transforming the customer experience in quick-service restaurants with digital signage

Drive-thru communications systems can integrate high-brightness digital signage—adequately ruggedized to resist weather damage and vandalism—with order processing and point-of-sale (POS) systems.

Drive-thru communications systems can integrate high-brightness digital signage—adequately ruggedized to resist weather damage and vandalism—with order processing and point-of-sale (POS) systems.

Signal transmission

Beyond touch screens, there are other forms of interactive digital signage mediums. LinkRay technology, by way of example, uses the light-emitting diodes (LEDs) in backlit LCDs to emit special identification (ID) signals. The LEDs flicker on and off at a speed that cannot be detected by the human eye, but can be detected by smartphones’ camera sensors, similar to the scanning of Quick Response (QR) codes.

The signals transmitted in this way, which are tied to the digital signage content, allow a smartphone to access the LinkRay app and call up relevant product details, coupons, or other promotional information.

As LEDs are small, this technology can be integrated into everything from drive-thru menu boards to tabletop displays and the content that appears on the phone is based on the user’s language settings.

For QSRs, this functionality provides an opportunity to follow up on their digital signage’s ‘call to action’ with incentives for purchases, to facilitate online ordering and to expand their customer relationship management (CRM) efforts.

It enables businesses to deliver useful information to consumers when they want it and to gain insight into their level of engagement.

The connected restaurant

In these ways, digital signage has become part of an overall ongoing trend, whereby QSRs are deploying data-driven technologies to provide a more personalized customer experience (CX). Other examples include mobile apps that allow users to order beforehand and then pick up their food when they arrive.

In the near future, computer vision may join the mix to recognize customers’ faces or, at the drive-thru, their licence plates, then ask if they would like to place their usual order, as is already standard practice with online and phone orders for pizza delivery.

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