The Answer Is Easy: Make the Most of Your Business Tax Deduction by Purchasing New Digital Menu Equipment Before the End of the Year. Owning, operating, or managing a business such as a quick-service restaurant (QSR), café, fast casual restaurant, or dining service is no easy feat and is something to be proud of. This year in 2023, the Tax Cuts and Jobs Act has made it a bit easier to own or operate such a business, at least as far as expenditures go, like equipment and hardware upgrades. By purchasing new equipment before the end of the year (December 31, 2023), like digital menu boards and accompanying hardware accessories, you’re not only investing in your business for increased revenue next year, you’re also making the most of your business tax deduction.

Under the new law, businesses can expense more. According to the Official website of Section 179:

“The Section 179 deduction for 2023 is $1,160,000 (this is up from $1,080,000 in 2022). This is a full $80,000 increase from last year. This means U.S. companies can deduct the full purchase price of ALL qualified equipment purchases, up to the limit of $1,160,000. In addition, the “total equipment purchase” limit has been raised to $2,890,000 (up from $2.7 million in 2022). The deduction can include both new and used qualified equipment.

In addition, businesses can take advantage of 80% bonus depreciation on both new and used equipment for the entirety of 2023. Remember to keep supply chain issues and delivery times in mind when making your Section 179 purchases for 2023, as equipment must be purchased and put into service by midnight 12/31”

Typically, capital expenditures (purchased assets whose usefulness or value to a company exceeds one year) are deducted over a number of years through a process of depreciation, amortization or depletion, rather than being deducted in the year the assets were purchased. 

As the end of 2023 is nearly upon us, we wanted to remind you (franchisees, franchisors, QSR owners and operators, and dining service managers) that now, before January 1, 2024, might be a good time to purchase that much needed new equipment or update your old tech, like digital menu hardware – monitors, digital menu accessories, computers, media players and even whole upgrades like installation of digital menus that replace static menus. (Need help deciding what equipment works well for your locations? WAND experts can help you tailor your set up and procure upgraded hardware.)

Of course, check with your tax accountant first to ensure your purchase will qualify before you go on a spending spree. There are several qualifying factors and stipulations.

Just because you purchase capital equipment, doesn’t mean you automatically get the deduction; you must elect it. To elect to take the deduction, you’ll need to fill out Part 1 of IRS form 4562 and attach to your tax return.

Make the most of this deduction and savings by connecting with us for more information and asking us about specials on new products including Smart Stanchions, Smart Tags and more.

You have committed to the investment of digital menu technology. You have your restaurant menu boards installed and running engaging digital menus. You have poured all of your creativity and resources into your menu design and content. Now it’s time to see if all your effort was worth it. Understanding the impact of your video menus isn’t as simple as noting a few positive comments from customers (though that would be nice). So, how can you track and measure the effectiveness of your digital menu campaigns?

Luckily, there are several ways to gauge the success of a campaign with WAND’s digital menu boards. Use these tips to tweak your marketing strategy, optimize your displays, and make sure your business decisions are bringing you the boost in revenue that you’re looking for.

1. Compare Digital Vs. Static Campaigns

Track the results from your digital menu boards and compare them with your previous traditional marketing strategies. In what ways do your customers respond differently to interactive color monitors versus paper signage? What’s the general mood in the restaurant? Do you notice more impulse purchases of menu items highlighted with a slick image or moving graphic? In order to get a clear comparison, you’ll have to pull some data from the your static days, e.g., the month prior to implementing a digital strategy. Alongside improving non-tangible factors like ambience and energy,  digital menu technology also helps you achieve sales lift and significant increases in ticket size while simultaneously reducing marketing costs.

When you can update any part of a campaign from your computer or mobile device, you don’t need to spend money or time on printing, shipping, and other expenses. This cost savings helps you focus your attention where it needs to be. It only takes 12–18 months to reach a return on investment for digital menu technology. 

Test it yourself: Look back at the sales data from your point-of-sale (POS) system from your pre-digital menu board days. Targeting the same day of the week and daypart, compare the average ticket size of your customers. If you haven’t purchased digital menu boards yet, or if you’re considering switching providers, be sure to ask the right questions upfront. Learning what kind of ROI you can expect, on top of what customer service and support is available, is an important step in the qualifying process. For example, WAND’s ROI is crystal clear: All Enterprise customers are guaranteed a 3–6% sales lift when they work with award-winning designers to create engaging and tempting menus.

2. Test Two Different Promotions in the Same Conditions

With digital menu boards, it’s easy to swap out content for new menu items. With the click of your mouse, you can vary your promotions by location or daypart. Does one campaign do better in urban areas? How about during the lunch rush? What if a heatwave suddenly drops on a region (and an icy lemonade is too tempting not to add to an order)? 

The ease of changing out a static image on a menu display for one with movement or prominence makes testing simple. When you can take A/B testing into your own hands as conditions change in a moment’s notice, you can gather more data and insights. The more data you have, the more you can lean on and infer when making decisions down the line. 

Test it yourself: Create video and static images of an asset, like that icy glass of lemonade, and test them for a certain amount of time. Then compare data from your POS system to determine the winner and roll out that asset to all stores within minutes.

3. Make Slower Dayparts More Effective

Have you ever wondered what to do about the slower, sluggish dayparts that occur between main mealtime rushes? Digital menu technology can help you turn quiet dayparts into targeted marketing opportunities that can attract customers and drive sales.

Try it yourself: Create a specialized daypart menu, like “snack time” or “happy hour,” that highlights specific menu items or features a promotion. Compare the POS sales data from before the creation of the specialized daypart menu and make note of the average ticket size and mix of products sold.

By using the features available in WAND’s digital menu technology software in addition to the data in your POS system, it’s easy to test your campaigns and measure your results for maximum success. When you see how your content is performing, you can respond and make changes more quickly, which translates to a boost in revenue and a more satisfying customer experience.

Want help creating your next digital menu board campaign? Check out the WAND Digital Agency page to see our work in action.

Are you thinking about upgrading your static restaurant menu boards to digital menu displays? Not only can this switch add a modern look and feel to your restaurant, but it’s also been proven to drive increased revenue and success for your restaurant. Upgrading your restaurant technology isn’t all about the screen and player, though—in some ways, that’s the easy part. Even if you only have a few stores, managing menu content across multiple locations can be the biggest challenge.

Rich media, such as videos and animated graphics, is what makes digital menu technology compelling and helps boost revenue through flexible offerings, enticing animations, and engaging customer experiences. Creating rich media, though, requires attention from the creative side, an easy interface to support operations, and adaptable technology to support the unique needs of each location. As you evaluate digital menu technology options for your restaurant, make sure you are asking the right questions.

Like most strategic initiatives inherent in running a restaurant or franchise, these must-ask questions are combined business and technology decisions. From inception to completion of your signage upgrade, you can decide the amount of work done by your internal team versus work that can be accomplished by partners. Be sure to involve marketing, operations, and technology teams so everyone can work together to determine the best way to take advantage of digital menu technology and choose the options that fit your store and your customers best. 

WAND Digital always considers the unique challenges and needs of each restaurant we team with. For a clearer idea of the features we value and standard we believe you deserve, the chart below compares some of perks to the other digital menu providers. Take a gander and learn what’s possible as you think about upgrading your tech and experiences. 

The Ultimate Guide to Designing the Best Digital Restaurant Menu

If your kitchen creates mouthwatering dishes but no one ever orders them, does your restaurant even stand a chance? In short, not so much. Static images, nondescript menu items, hidden promotions—all of these impact what and how people order. Digital restaurant menus, on the other hand, showcase your cuisine in the best light while giving customers the details they need. 

Menus are an introduction, a guide, a selling tool, and a promise. How you design and construct your digital menu matters. Put your best format forward using these expert tips.

Diners read menus the same way they read books: left to right, top to bottom. Design your menu accordingly — with crucial information in the upper left-hand corner and loss leaders toward the bottom right. It’s also not a bad idea to glean information from other restaurant menus. For example, if the majority of restaurants stick their side dishes in the bottom right-hand corner, it makes sense to place your sides there, too, and dodge confusion or frustration.

Also remember that solid blocks of text are difficult to read. Instead, use categories, columns, and rows to give your menu structure and flow. Boxes are ideal for highlighting high-margin items or signature dishes, while lines come in handy when you want to make a clear demarcation between course offerings or emphasize a header.

People like to order the same way they eat — appetizers first, salads and soups second, entrees third, etc. Lay out your menu similarly so guests can find what they want without getting frustrated. The more you can reduce friction while ordering, the better. Not only will a thoughtfully planned menu mean quicker service for all you customers, but it’ll eliminate any stress that could otherwise crop up. After all, you don’t want to be remembered as the restaurant that stressed someone out so much that they’ll never come back.

Photographs are optional, but if you’re going to include pictures on your menu, they must be used strategically. Unless you’re opening an eatery serving exotic dishes few locals would easily recognize, providing a photo for every item is overkill. Focus on a few dishes — perhaps one in each category or dishes with presentations guests have to see to believe — and rely on your servers and menu descriptions to sell the rest.

Invest in a professional photographer, no exceptions. Forget about smartphone shots or shaky videos; bold, skillfully staged pictures work best and showcase your food in the best light (literally).

Much in the same way that the smell of cinnamon might remind you of the holidays or the taste of Champagne makes you want to celebrate, certain colors have major sensory impact:

Those are just a few examples of how colors can shape guest perception, but there is an endless array of shades within each of those color categories. Finding the right combination is a process, but the results could help you influence consumer buying patterns and boost sales. When using digital restaurant menus, it’s also easy to test colors. Easily adjust and update your menu design, gather data, and make informed decisions based on your own in-house testing.

Above all, your digital menu should look like it belongs to your restaurant. Match the vibe, color scheme, font, voice, and other key attributes to the rest of your establishment and your marketing materials. Cohesion is the foundation of effective branding. When each element seems like it’s part of a bigger whole, guests develop a sense of familiarity that helps them feel more comfortable. Comfortable guests are also more likely to stay longer, order more, and return frequently. 

You already know that digital menu boards are an attractive way to showcase your products, motivate your customers, and streamline the management of your business. However, if you don’t have content that is fresh, modern, and interactive, you run the risk of losing out on the full benefits associated with digital menu technology. So, how do you get your hands on digital assets like high-quality images and videos to complete your menu board design (without breaking the bank)?

Before you invest your time and money, which could add up to thousands, in hiring a professional photographer or videographer, here are three more cost-effective ways to find digital menu board photos and videos:

Believe it or not, there are great photo resources out there that won’t cost you a dime. Although you won’t find exact photo representations of your products, generic pictures of food items, fresh vegetables, or the individual ingredients are often available. In some instances, these types of generic images can work well in conveying your products or their ingredients.

Start by searching through the image archives offered by the software programs you already own. If this strategy doesn’t meet your needs, try searching the internet for keywords more specific to your restaurant. Unsplash is a good one for starters.

If you have a little room in your budget, purchasing the rights to stock photos can give you more flexibility. Years ago, photos were expensive and limited on how you could use them. Today, you can find image resources all over the internet, which has made stock photos and videos more affordable. Look for paid images that resemble what you offer in your restaurant and buy the rights to use them. Websites like iStock and Shutterstock are just two of the many available.

Utilize WAND Digital’s award-winning menu board design team and their archive of available images and videos. Or even better, let a WAND Digital designer turn a photo into a video for your digital menu board. The WAND Digital design team is experienced in sourcing and creating digital menu board content that’s proven to be successful.

How successful you might ask? We guarantee all enterprise-level customers a 3-6% sales increase when they hire our team for menu board design. With the right colors, motion, and quality, customers stay engaged and hungry for more. 

No matter the budget of your organization, high-quality image and video files are readily available that can help you take your digital menu boards to the next level.

Millennials go out to eat more than any other generation, so many restaurants are looking for ways to engage and delight this growing demographic. With millennials soon topping the list of those with buying power, many very successful franchises are capitalizing on this group’s eating habits. Luckily, there are ways to appeal to and convert millennials without blowing your budget or exhausting your time.

Understanding this generation is the first step to attracting them to your restaurant. Almost 60% of these consumers will pay more if they know buying the product will help support a cause. This philanthropic spirit is obvious in many aspects of their lives, but it’s especially apparent in the realm of food. They want to be part of a progressive community, a group of friends who have common interests and ideals.

Millennials want to know where their food comes from and that it’s fresh, ethically grown, and locally harvested. They also want simple ingredients or whole foods. In the past, value was based on price, convenience, and taste. However, this generation’s positions on value are much more complex. Uniqueness, the restaurant’s ethical practices, the experience provided, and nutritional information all play a big part in their fast-food brand loyalty.

Responding to this research has proven beneficial for many companies. For example, Naf Naf Grill, a budding local restaurant dishing up middle eastern cuisine, has welcomed and adapted to these facts. The team at Naf Naf has harnessed what they know to their advantage by designing their locations with features such as customer-directed orders and food preparation, open kitchens, and marketing campaigns revolving around how the food is grown, harvested, shipped, and prepared.

The digital menu boards in this type of environment have to follow suit to describe a unique dining experience in which the customers feel in control and confident in their decisions. Tapping into the fluid lifestyle of millennials who often don’t eat traditional meals, many restaurants have made “breakfast all day” and added more “snackable” items to their menus. These adaptations also create the sense of a more personalized dining experience—one that not only converts millennials but keeps them coming back for more.

So, what does all of this mean to you when designing your digital menu boards?

1. Reduce Friction while Ordering
   Make sure your menu is as streamlined and intuitive as possible. Ordering should be easy, not frustrating or time-consuming. Luckily, video and digital menus help clarify details and have the power to relay timely and accurate information.
2. Tap into the Power of Words
   Use descriptive words like “local,” “handcrafted,” “cage-free,” “organic,” or “GMO-free” if appropriate. Information like this appeals to the environmentally and socially conscious customer, and they’re especially useful when trying to convert millennials. Also toss in emotive adjectives that almost make the customer smell or taste what’s in store. “Buttery,” “gooey,” “melty,” “zesty,” and “caramelized” are just few that entice hungry customers.
3.  Align Your Brand Messaging Across Channels
   If you promote anything on social media, follow through with that message somewhere at the point of purchase through a promo board or signage. Your menu is an untapped channel for branding and experience. With video and digital signage, it finally becomes a dynamic and engaging channel that fits snugly into the rest of your marketing strategy. This consistency enforces your brand and offers from Facebook to email marketing to in-store signage.
4.  Add a Millennial-friendly Snack Section
   Have “snackable” items available, and have popular items available a large part of the day. Restricting choices or adhering to decades-old menu offerings might not align with modern consumers and their changing behaviors. Converting millennials, or any target audience for that matter, is about offering items that fit into their life with ease.
5. Menu Color Is Still Important
   The use of colors like greens and reds are effective when you want to show freshness for items on your menu. However, choosing colors will likely hinge on several factors, like your branding. When vying for the time and attention of millennials, also consider colors that will help your brand stand out. Differentiation will make your store more memorable, so choose wisely.
6.  Modern Consumers Are Drawn to Personalization
   If possible, there should be ways for the customers to customize their orders. Changing diets, such as gluten- or dairy-free, plant-based, and more, are common amongst millennials (and even more so with Gen Z). Finding options to accommodate these changing tastes and needs will surely make your restaurant a staple go-to for millennials that need the option to customize to their taste or diet. 

Millennials are changing the way we eat and dine. Food isn’t just about sustenance and three square meals a day anymore. Food has a story and millennials want to hear it. They want to be a part of something larger than themselves. This generation is connected at all times, so if you want the ultimate word-of-mouth advertising for your establishment, give millennials a satisfying dining experience to encourage those precious online five-star reviews.

Looking for more design tips for your digital menu boards?  Talk to the team at WAND. We offer world-class digital menu solutions that cater to millennial and the rest of your customer base.

Many restaurants are making the switch from static menu boards to digital menu technology to establish menu clarity, amplify the customer experience, and increase sales. During this transition, it’s likely that restaurant owners may seek the help of an external design agency to create and manage their digital menu board content. If you’re a restaurant owner switching to digital menu boards and have found yourself in this situation, you’re in luck!

Digital menu boards are a robust point-of-purchase marketing tool with a magnitude of capabilities designed to support your unique business goals, and we’re here to share some tips for standout design when switching to digital menu boards.

One great thing about digital marketing is that your content can be stretched, diced, and sliced to meet more goals and channels. Repurposing the assets you’ve already pumped resources into is key to stretching your dollars and upholding consistent branding and messaging across channels.

Use your current campaigns or brand assets (static imagery, broadcast files, online videos, etc.) to create dynamic in-store experiences for your customers via digital menu boards. If you’re working on a 30-second TV spot for a limited-time offer, consider creating a companion promotion that runs in the restaurant on your digital menu boards. Cut that clip even more for the perfect social media ad campaign. With very little design and editing effort, you now have an additional touch point driving clients to conversion.

Did you know the human eye is up to 10 times more attracted to moving graphics than static content? Motion graphics can be a powerful stimulus that attracts attention to individual products or zones of the digital menu board. When you’re designing content for digital menu boards, be sure to identify key products or desired behaviors, and put an added emphasis on those items and spaces via animated content.

Switching from static menus opens up an entire new world of dynamic possibilities that shouldn’t go to waste. These animated add-ons, when focused on daily specials, promotions, or combo upgrades, can really grab customer attention, change buying habits, and increase the average check size. Moving to digital menus is a huge opportunity to explore motion and discover its impact.

If you have a large number of screens and an exciting promotion on deck, consider executing a full digital menu board takeover. During a takeover, you have the ability to run one promo in unison across all screens, creating a big branded impact. You also have the option to utilize each screen individually, using an approach that slowly builds on a big message while captivating and engaging customers along the way.

As always, understanding the target demographic and the delicate timing balance between showcasing products and pricing versus promotional messages is key. Understanding this “sweet spot” will ensure that customers get the big idea without interrupting their ordering process. With the right digital menu board provider, the sky is the limit in terms of what you can do!

The use of video walls is a rapidly growing concept, and incorporating a full video wall can be a huge opportunity for brands to look and feel fresh and modern. Video walls are a great delivery mechanism for brand and product messaging and they also upgrade the entire experience of the restaurant environment. 

The FDA caloric menu-labeling requirement may have been extended, but it’s really only a matter of time before restaurants will be required to include this information on digital menu boards. Be sure you’re keeping caloric fields in mind as you design your digital menu boards. Proactive efforts like these will help your team stay ahead of the curve and stand out when switching to digital menus. 

Not all digital menu board providers are created equal.

If done correctly, you could have a powerful menu board solution that positions your brand professionally, gives you the ability to make instant updates, and increases your sales. If done incorrectly, it can simply be a waste of money and difficult to manage. These are a few hot insider tips to help you find the right digital menu board provider for your restaurant goals.

1. Cheap Solutions Could Mean Missing out on Sales

If you go with a lower tier digital menu solution, you’re risking missing out on thousands of dollars in sales each year. On the flip side, a high-grade digital menu solution can increase your sales by up to 6%.

2. Low Prices Convey Low Quality

Some digital menu providers might draw you in with low prices, but consider the trade-off. Low quality solutions will require more frequent replacement, and commonly result in black screens during business hours and lost sales potential.

3. Experience Is Priceless

Many digital menu providers are start-ups and don’t have much experience nor expertise. You’ll want to make sure the provider you’re considering has been in the industry for a long time with a track record of success.

4. Check for a Menu Board Warranty

Many providers don’t list anything on their website about a warranty. Make sure your investment is protected and only consider a provider that offers a warranty.

5. Ensure Support Is Readily Available

As a restaurant owner, your time is extremely valuable. You need a digital menu solutions provider that has an experienced and readily available support team that will be there for you right when you need it. Some providers offer very limited or offshore support.

6. Vet for User-friendly Features

Many low-cost providers give you a confusing platform that makes it extremely difficult and time-intensive to make menu changes. To save you time and headache, you should only consider providers who have user-friendly software that can be used by people without design or coding experience.

7. Quality Could Reflect Your Food

Put your best foot forward with a digital menu solution that properly represents your brand. Low-quality or even malfunctioning hardware could negatively reflect your business and lower your credibility to your consumers.

8. Check the Provider’s Client Roster

Research who the digital menu provider is currently working with. Are they brands you want to align your restaurant with? If the provider doesn’t share this information, or doesn’t have any case studies, it’s probably a red flag.

Your menu communicates more than just item names and prices to your customer. To reap all the benefits of digital menu boards, careful consideration and planning must go into their design and utilization. Consider our favorite menu best practices as point of reference when building your own digital board strategies.

Moving from static to digital is a whole new ball game. With a digital medium, the possibilities for how you communicate your message are nearly limitless for your restaurant and goals.

Digital Menus Shouldn’t Be Replicas of Static Ones

As always, your menu design must be well thought out and strategic to align with your business goals. Layout, colors, fonts, animations, and video all play an important role.

This best practices guide will equip you with a list of items your restaurant should consider when striving to capitalize on digital menu benefits. When used properly, digital menu boards make things easier for management, your customer, and creative teams.

Menu Photography & Videography

Great photography and videography are key when designing your digital menu boards, which are an extension of your advertising. The close-up shot of a burger dripping with cheese makes people crave it and more apt to buy; make sure to showcase effectively.

Here are some tips for using photography and videography on your digital menu boards:

1. Use what you have first. 

Build a library of all images and videos to pull from. While there is no rule on how many photos can be showcased on your menu board, good photography is a critical factor in determining how well something might sell. If you find yourself lacking high-quality imagery, the internet offers a plethora of free images for use.

2. Enhance still photography with animation.

Adding subtle animations, such as steam rising off a cup of coffee or panning left to right over your signature dish, enliven your photography and draw attention to your boards with movement.

3. Animate your menus with video when you can.

Nothing is more captivating than video. It draws attention and creates a memorable experience while influencing buyer behavior. Did you know that content in motion is 10x more eye-catching than static content?

Color & Layout Best Practices

Your digital menu boards are an extension of your overall brand. The use of color and layout on your digital menu boards is vital to maintaining your brand’s look and feel while making your boards legible. Make sure you are using the same colors as your brand to ensure consistency.

Things you want to consider:

1. Keep readability in mind.

Your boards should be easy to read from 10-15 feet away. Choosing colors that contrast well help with readability.

2. Compete or compliment.

There are two common approaches to adding animation to digital menu boards:

• Complementing the menu or competing with the menu for attention. Animation that draws the viewers’ attention away from the standard menu and towards a high-margin or limited-time offer would compete for the viewers’ focus.

• Photography that pans and includes a subtle menu item caption animation would complement the standard menu. The strategy you select should reflect your overall goals.

3. Consistency is key to experience.

Your photography should have a consistent look throughout your menu boards. If your budget allows, have your photographer take multiple shots of each item from different angles. If your budget is smaller, consider using placeholder photography while designing your layout; that way, you can tell the photographer exactly which angles you would like your photos taken from.

Font Size & Style

Your menu boards should be easy to read and understand from a distance. Using a font size of 30pt or larger is recommended, but the smaller type can be used if you choose to have larger screens or have a shorter average distance from your screens.

Tips for choosing a typeface:

1. Typefaces matter.

Choose a typeface that is easy to read and fits your brand. Serif typefaces are commonly used for headers, larger text items, and menu item names. Sans serif typefaces work best for description text and pricing.

2. Contrast your menu colors.

Dark text on a light background is best for menus with lots of content to read. Most consumers experience less eye strain with this combination, which makes it easier to read all the information. Light text on a dark background is best for scanning menus. This works well for highlighting menu items, as it calls out info the user can scan over, navigating them toward a desired menu section/item with ease.

3. Readibility can make or break sales.

Test your content. Menus can read differently from computer screen to digital menu board. While your menu may look great and be easy to read on your computer screen, it may not be once it’s on a digital menu board, read from 15 feet away. Make sure to test your content in-house before go-live to ensure all content is easily read.

Keep the Customer in Mind

Your digital menu boards can have an amazing impact.

Keep your goals and motivators for moving to digital at the forefront of your menu design. Are you looking to influence buyer behavior? Are you looking to decrease the amount of time customers spend in line?

Utilizing board space for promotions can help the consumer arrive at a decision quickly and give them the perception of a shorter wait time. Using animations will draw a customer’s attention to those items.

Moving to digital allows for the opportunity to re-evaluate the message your menu boards are delivering, and increase flexibility for all your locations.

1. Showcase dayparts.

Utilizing dayparts is one of the easiest ways to add new life to your digital menu boards. Adjusting your menu based on the time of day can offer significant value to your business, allowing you to highlight different items throughout the day. Common dayparts are breakfast, lunch, and dinner, while some companies also utilize happy hour and late night dayparts.

Restaurants with digital menu boards can quickly and easily move from one mealtime to the next, incorporating new products or promotions during a mid-day or dinner rush.

Motivation for utilizing dayparts vary between brands, but common reasons include:

2. Don’t forget transitions.

Promotions to help transition from one mealtime to another

3. Leverage the time between meals.

Incorporating snack options for customers between meals

4. Promotions work.

Promoting easily made or high-margin products during busy time periods. Promoting surplus or soon-to-expire items on a restaurant-to-restaurant basis.

Plan Ahead

One of the biggest advantages of digital menu boards is the ease in which you can roll out new menu offerings and/or limited-time offers. It’s crucial to plan for any possible menu changes when setting up your digital menu boards for maximum flexibility. Consider frequency of menu item changes, LTOs, daily and weekly specials, etc., when designing your boards.

Setting up LTOs and promotions in advance allows for the best use of them in your marketing strategy.

Creating a library of the promotional material allows sites to easily customize their boards to influence buyer behavior based on business needs.

Utilizing dynamic text allows for customization on prices or certain menu items at a single site, region or company-wide.

Testing & Flexibility

1. Comparing apples to apples and oranges to oranges.

Keep notes about your digital menu board goals and how your boards perform (e.g. overall food sales, key menu item sales, average ticket size increase). Designating certain areas of your menus for product testing can help test new products prior to site-wide rollout or permanent menu addition.

Use A/B testing to test different layouts, promotions, menu mixes, etc. Running a test for 30-60 days allows you to see the full impact. Once your tests are complete, use the collected data to make necessary changes that maximize positive outcomes in your restaurants. Using data to guide your strategy is the key to achieving the results you seek.

Partner with WAND for Guaranteed Menu Design Best Practices

We are an agency inside of a business. Our diverse team is comprised of creative project managers, designers, animators, and deployment specialists. Each member of our team provides specific areas of expertise throughout our creative process. We create custom, award-winning digital menus, and promotional advertising. It is what we do. It is all we do.

Chat with us today and see what’s possible. 

Wondering “How Many Digital Menu Boards Do I Need?”

We sat down with WAND project manager Garon Rowland, and we got the inside scoop on how she gets clients best set up for success with new or existing digital menu boards (DMBs). We first addressed the most popular question: “How many digital menu boards do I actually need?”

“The short answer is, there’s no magic number,” Rowland says. “That idea of ‘such-and-such a store or menu needs X number of DMBs’ is outdated information. Like most everything else, customization is the only way to go. Our goal is your success. We look at the space available, number of menu items, promotions, quarterly limited-time offers (LTOs), marketing, and of course budget requirements. Then I can help determine the best use this digital menu investment to for the greatest ROI, immediately and over the long-term.”

Some other factors Rowland always includes in an evaluation for best digital menu solutions include:
1) What your strategy tactics are or strive to be.
2) Ensuring your static sign replacement doesn’t look like a shabby retrofit but a purposeful use of space.
3) What customer purchasing habits you want to drive throughout day-parting, the week, or other time frames.

On that third point, Rowland expanded, “We can use animation and video across all the boards or use them limitedly, but we’ll never do anything just for the sake of doing it. We always have a purpose behind the design & layout advice.”

Even just switching the orientation of your DMB from horizontal to vertical (Rowland admits she prefers vertical as it mirrors natural reading habits and feels “cleaner”) can have a drastic impact. This is especially noticeable when adding a solo register lane apart from your main customer service lines and further promotes that uniformly professional look. The digital menu board not only serves as an effective and efficient tool in selecting items to purchase, but also builds brand equity with customers by decreasing perceived wait times.

Ultimately, the point of any item in your restaurant is increased sales. That sacred bottom line. Digital menu boards can help achieve financial goals, while giving your customers that improved satisfaction experience, cut out almost all labor of static boards, and help drive customer behavior to match your overall strategy from one location to several.

Plus, all DMBs are easily and remotely manageable anytime you need to check what’s running or make any updates at any location in real time. WAND Digital’s menu solution enables you to do a lot from increasing revenue to cutting operating costs, all while being on the cutting edge of the restaurant industry.

Learn more about digital menu strategies that will drive sales.