Between lockdowns, shifts in consumer habits, and disrupted supply chains, quick service restaurants (QSRs) and other businesses have had to make dramatic adjustments as to how they operate—and digital signage technology has played a huge role in enabling positive change. As businesses continue adapting to the new normal, they need to communicate in meaningful ways with their customers. Digital signage solutions allow for real-time updates so businesses can arm customers with the most up-to-date messaging. Thanks to the latest innovations in technology, today’s businesses can inform customers about social distancing measures, business hours, and other relevant updates, while at the same time keeping staff safe.

The benefits of digital displays are well-established, with their impact seen across a variety of businesses, including retail and QSRs. In the restaurant space, digital displays can deliver improved visibility and an elevated customer experience compared to static displays, in addition to reducing costs for businesses.

To remain relevant and meet consumer expectations, operators in the food service industry will need to increasingly rely on technologies like digital and interactive signage. In recent years, QSRs have adopted digital signage management systems and display technology to:

• Communicate menu items, new products, and promotions;
• Provide nutritional information;
• Pre-sell and promote specials;
• Highlight customer rewards programs;
• Raise awareness of the business’ community contributions and philanthropy; and
• Recruit new staff members.

Going digital at the drive-thru

Bright, vivid outdoor digital displays are increasingly common in QSR drive-thrus because they attract customers, promote offers, speed up orders, and boost sales. Drive-thru sales represent a major portion of many restaurants’ business. Operators who were previously focused on walk-in traffic are now adjusting, where possible, to drive-thru options. While customers move through the drive-thru lane, marketing and upselling opportunities are passing them by. As outdoor signage continues to evolve, restaurants are seeking digital technology to engage this captive audience and capitalize on new opportunities to increase customer loyalty.

Positioned along the drive-thru lane, outdoor digital displays for pre-selling can raise greater awareness of new items on the menu that might otherwise be lost among a variety of options at the order station. Moreover, with many QSRs operating late into the night or 24-7, having the ability to easily update menus by time of day ensures customers are viewing the most up-to-date menu options when ordering.

With more and more people taking out rather than dining in, tools that influence and speed up ordering are big wins for QSRs. That said, digital signs in the outdoor environment must be bright enough to handle the glare of the sun as they can both inform and pre-sell to customers as they approach the ordering position. Beyond drive-thru digital menu boards, outdoor signage also offers an effective, hard-to-miss way to communicate business changes, such as operating hours, dine-in reopening, or other topical messaging. Optimal outdoor displays for drive-thrus are those that have a slim-depth design with the added convenience of an embedded power box. They should also be ruggedized to withstand elements from weather to vandalism, and be durable, flexible, and offer 24-7 performance—even in extreme temperatures. By effectively protecting outdoor displays, QSRs can reduce repair costs and avoid risking lost sales opportunities resulting from inclement weather or environmental conditions.

Display solutions are a key driver for accelerating the digitalization of today’s businesses. QSRs need to improve how to present and highlight their menu and services to stand out from the competition as well as create an enriching customer experience. With digital signage solutions, businesses can meet these needs with vivid imagery and accurate information.

Driving positive business impact

When comparing the use of static and digital menu boards at restaurants, it becomes clear how using digital signage provides a significant advantage over the use of static menus. While installing digital signage causes companies to initially incur slightly higher upfront costs, businesses are likely to receive a higher return on investment (ROI). The use of digital menu boards immediately eliminates maintenance costs as well as the expenses related to creating new printouts for static menus.

Further, digital displays can provide other measurable financial benefits by providing engaging promotional content, driving increased sales. In an industry like QSRs, most purchase decisions are made on the spot, as customers are looking at the menu. Digital signage allows for dynamic effects, providing additional bundling opportunities, such as take-over images that show graphics across multiple screens, driving focus to seasonal and the most valuable promotions.

Delivering a versatile solution

QSRs have faced several challenges where outdoor digital signage has helped this market overcome. This signage will also play a pivotal role in how consumers engage with these businesses moving forward.

Digital signage can deliver a variety of content from images to dynamic videos, all in vivid, vibrant colours. It is engineered to operate 24-7, providing night and day visibility that is unmatched by static displays and ensuring customers are deeply engaged with the content. Increased flexibility allows businesses to quickly and conveniently update promotions, offerings, and messages to reflect consumer trends and important events, alleviating the slowdowns and missed sales opportunities these businesses may face by having its static assets made and delivered.

Bright window displays also drive awareness of order-ahead options as operators are opting for double-sided displays, which allow restaurants to maximize messaging. The outward-facing screen handles ordering, while the inward-facing screen promotes special offers and helps recruit new staff members. A digital screen with a brightness rating of 3000 nits that faces the street will be bright enough to win any battle against ambient or direct sunlight to ensure messages are visible to viewers even on the brightest day. The reverse side, facing into the store, does not need the same level of brightness; however, a brightness rating of 1000 nits will certainly overpower any potential glare from restaurant lighting.

Elevating the customer experience

The benefits of digital signage go far beyond just savings and stylish menus. Digital displays equip a business to evolve and create opportunities that are not possible with static alternatives. Consumers are constantly looking for the most up-to-date information and promotions, and the ability of digital menu boards to be updated in real-time to reflect demand, trends, and unexpected events allows businesses to act quickly and efficiently.

Additionally, the time required to update menus and other forms of content is drastically reduced with digital signage. The time between starting design planning for content and actually seeing it displayed to customers can realistically be as short as two weeks, while simpler modifications such as updating product information or complying with new calorie count posting requirements can be made in as little as two hours. Once these changes are finalized, they can be distributed across the entire signage network instantaneously.

This dynamic approach provides more engaging experiences for customers and drives both satisfaction and sales. For QSRs, purchasing decisions are often made on the spot; therefore, customers in this environment must be equipped with the most up-to-date and accurate information to ensure they make purchasing decisions they are happy with. Digital signage allows them to do just this.

The benefits of digital displays go far beyond better looking signage. By harnessing the ability to relay information in a creative manner than is both easy-to-read and current, outdoor digital displays are adding customer engagement and operator ease into the drive-thru equation. Overall, digital signage is an efficient and effective solution when it comes to saving on costs, introducing versatility into signage, and fostering genuine and mutually beneficial relationships with consumers.

To help mark this special day, Samsung Electronics Canada interviewed Mary Peterson, Vice President, IT and Enterprise Solutions at Samsung Electronics Canada. Beyond her role as Vice President, Mary Peterson is the Executive Sponsor of W+, an employee-drive resource group that supports the success of women across the organization. Mary also spends her time mentoring a number of young women and business professionals, uplifting the next generation of Canadian leaders.

Using examples from inside or outside of work, what do you think helps keep you motivated and inspired?

I am encouraged by the people around me at Samsung Electronics Canada who are taking action to support diversity, inclusion and women empowerment. This is an important cause and they are willing to spend parts of their already busy day to make a difference in this area. They have formed the “W+ Group” an employee resource group that supports the success of women at SECA through three key pillars:

1) Empowerment for women to achieve success

2) Connections across SECA to provide support to women

3) Building a Culture at SECA where women can be successful

This is a powerful mission and this group of women and men have already moved the dial in achieving these aims. As Executive Sponsor of this group, I’m inspired daily by these individuals, who continue to do the heavy lifting and bring great energy and ideas on how to move the W+ mission forward.

Outside of work, I am inspired by the volunteer work I do as a member of a Board of Directors for a non-profit organization, Safehaven, that supports individuals with intellectual disabilities and complex illness. There is so much to be done in this world to support vulnerable people, especially during the pandemic. Diversity and inclusion are not only about women’s rights. They include other under-represented populations also. Safehaven’s tagline is #WeBelong because it is important to remind each other that we all have the right to live life to our fullest potential. These same words can be used to support women in business – every woman has the right to build their career to their fullest potential, and we must continue to fight for and support these rights!

Can you share some of your personal experiences with diversity and inclusion?

I have been in the technology business for over 30 years. In the beginning, I knew that I was facing biases and unfair treatment, but I thought I just had to “suck it up”.  I knew I wanted to move into senior leadership roles and, therefore, I convinced myself that if I worked a little harder, I would overcome these obstacles and achieve my goals. It wasn’t easy and while I didn’t notice it then, I made sacrifices in both my personal and professional lives in order to make it happen.

In hindsight, I now realize that I was often treated differently than my male counterparts and I faced biases and discrimination.  But, without understanding what it was, I just put my head down and worked a little harder. Unfortunately, even today, biases and bad behaviour exist in some organizations. There is still a significant gender pay gap, women are still underrepresented in senior business leadership roles, on Corporate Boards of Directors, and in senior Government positions. I am discouraged that we haven’t made more progress in 30 years and that is why I am personally committed to helping close some of these gaps.

How do you encourage and inspire your colleagues when it comes to diversity and inclusion?

Beyond being the Executive Sponsor for the W+, I mentor young women who are starting out in their careers. I think it is so important to reach out and support future leaders. Being a sounding board, giving advice, and encouraging others to follow their career goals is a small thing that I can do that will hopefully help these individuals take the next steps in their careers.

I also like to encourage others to embrace opportunities to develop.  My career has not been a straight upward line – it’s been a continuous zigzagged path to where I am now.  But I can look back at all those ups, downs and sideways moves and know that I have learned important career lessons at every step, and that’s what’s helped get me to where I am today.

How would you describe your career at Samsung in one sentence?

I have been at Samsung for five years and  I am encouraged that women make up approximately 40% of the Samsung Electronics Canada Executive Team – a team that is respectful and supportive of women. I am also inspired by the work that Samsung’s W+ employee resources group does to empower women within our organization to achieve success at work, at home and in their communities.

What are three things you want others to know about Samsung from a diversity and inclusion perspective?

W+, as mentioned above, is a grassroots organization at Samsung Electronics Canada driving women empowerment, connection and culture. It is made up of an incredible group of men and women committed to building the success of women across the business.

I believe that all Samsung Electronics Canada members are respectful and supportive of women in business and women in leadership.

And finally, I believe that we are free to have conversations with our colleagues to help everyone understand how to better support women. I think that most people’s intentions are good, but when mistakes are made, mostly because of unconscious biases, they are open to having a conversation on how to ensure it doesn’t happen again.

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You have an opportunity to make an impact for women’s history month. Here are a few ways you can help celebrate and support the cause:

• Visit the IWD website to learn more about the mission and this year’s theme
• Spread awareness for women’s history month by posting on social media with the hashtags #ChooseToChallenge and #IWD2021

You can also participate in the following virtual volunteer opportunities related to women’s history, gender rights, women’s rights in Canada:

• Lean In Canada (community of professional women empowering each other to build purposeful and fulfilling careers) https://leanincanada.com/volunteers
• Canadian Women (dedicated to building a gender equal Canada) https://canadianwomen.org/get-involved/volunteer-canadian-womens-foundation/
• Women of Influence (Empowering women to advance today —to create a more inclusive tomorrow) https://www.womenofinfluence.ca/get-involved/volunteer/

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^[1] Definition provided by the Government of Canada: https://cfc-swc.gc.ca/commemoration/iwd-jif/theme-en.html