restaurant development + design is a user-driven resource for restaurant professionals charged with building new locations and remodeling existing units.
Issue link: http://rddmag.epubxp.com/i/595518
5 2 • r e s t a u r a n t d e v e l o p m e n t + d e s i g n • N O V E M B E R / D E C E M B E R 2 0 1 5 SIGNAGE AND MENU BOARDS P art art, part science, menu boards and signage serve as important communication tools in a restaurant — QSR and fast-casual operations, in particular. Exterior signage helps to draw guests in, and, once inside or at the drive-thru, menu boards and promotional signage play multiple roles: They spell out the menu offerings and convey basic ingredient information; through smart menu engineering, they can help drive up check averages; they contribute to a brand's graphic identity; and they can add extra merchandising sizzle for special LTOs and deals. From the materials used to the fonts, photos and graphics they carry, carefully consider and craft every aspect of these tools to align with the total brand experience. At the same time, the signage and menu boards must be clear and easy to read to keep the order- placement line moving quickly. Common mistakes to avoid when purchasing and installing menu boards, according to Adam Limbach, vice presi- dent of brand communications at Chute Gerdeman, Columbus, Ohio, include: • Failing to consider placement. Customers should be able to read signage without having to lift their heads outside of a normal "cone of vision." • Making it hard to read by cramming too much in, not considering fow and/or choosing a font that's tough for many guests to read. • Selecting an option that's not fexible enough, that doesn't accommodate multiple dayparts well or that is too complicated for franchisees to operate. Technology, of course, continues to change the game. The fexibility and enhanced customer experiences they can provide make digital menu boards an exciting option. But restaurants should carefully research their options before going digital, Limbach suggests. 2015 PRODUCT ISSUE Integrated Drive-Thru Solutions Studies have measured that as much as 60 percent of the average QSR's business could come from the drive-thru, so why not extend the brand experience outdoors? Maximize marketing real estate, in a small footprint, with cost-effective VGS integrated drive-thru solutions. Changeable brand graphics, digital menu boards, add-on messaging components and unique speaker posts allow operators to increase trial instance, build average checks and secure repeat business while creating an engaging customer experience. www.menuboardexperts.com Bright, Engaging LED Lightboxes EvenGlow LED Lightboxes from Rose Displays help generate visual impact in bright, evenly lit LED frames that are available in one- and two-sided confgurations. The one-sided confguration features springless snap rails for easy front graphic loading. This allows restaurants to integrate the displays as surface-mount, recessed or side- by-side mounted confgurations. Cables provide fexible hanging options for the two-sided confgura- tion. The lifespan is 50,000 hours of continuous service, and color temperature options include 6500K cool white and 4100K warm white. www.rosedisplays.com