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How is digital technology driving the Canadian food service chain industry?



By: Mary Peterson, Vice President, IT and Business Solutions, Samsung Electronics Canada

Ordering for a burger and milkshake at your local fast food restaurant has come a long way.

 

Digital signage technology has become a key tool to drive sales and improve the customer experience in the restaurant industry, with screens attracting customers, showcasing promotions and helping to inform business decisions. ‘food. Digital displays are not only widespread at order counters, but also throughout the restaurant as well as on drive-thru lanes, a critical area for large industry chains. Today, digital signage technology is evolving rapidly alongside a constantly evolving restaurant industry. Self-service orders, mobile pickup, and home delivery have changed sales habits, the number of customers in stores, and the way stores operate.

To remain relevant, operators must rely on technologies such as digital and interactive signage, both in front of customers and behind the counter. Digital displays provide flexibility and drive efficiencies In recent years, Canadian foodservice industry operators have adopted digital signage management systems and display technologies to communicate menus, new products and promotions on the digital bulletin boards above and behind the counter. They also set up digital screens for preliminary sales and to promote special products, as well as to better publicize the community contributions of the company and recruit new full- time and part-time employees. The most common use of digital signage is the range of menus behind the control counters. Digital menu boards, such as Samsung’s INTELLIGENT QBR / QMR billboards, allow menus to be edited without having them printed and delivered several times a year.

With digital signage technology, menu changes are planned and automated, and can even be linked to restaurant management systems, so out of stock menu items can automatically disappear from menu screens. As customers now expect to see what they order, with Samsung INTELLIGENT display, operators can scroll through realistic images with ultra high definition resolution. Fast food restaurants want to offer their customers a living and unique experience with immersive and lively video wall content while providing the necessary information about their menus and ingredients. With Samsung’s VMR- U video wall series, operators can display dynamic content with visual impact to grab customers’ attention and provide them with key information. The video wall integrated into an efficient system on a chip (SoC), capable of easily transforming screens with autonomous content display into a coherent unit without requiring additional equipment.

Digital signage works in any environment The recent wave of digital signage adoption has affected drive-thru service areas, daylight-readable screens replacing printed pre-sales signs and posters menus. With the digital outdoor display, such as the Samsung OHF series outdoor display, the changes take only a few minutes, as the messages are fine-tuned and the promotions are aimed at consumers passing by on the driving lanes. Samsung’s outdoor displays are characterized by their shallow depth (85mm) and the added convenience of an integrated power supply. They also stand out for their durability, flexibility and performance 24 hours a day, 7 days a week, even at extreme temperatures. In addition, in a study conducted by Forrester.

Consulting on behalf of Samsung [1], the digital display in the driving lanes reduces driving time, reduces food waste thanks to the increased accuracy of orders and reduced labour costs for printing, shipping and installing new posters.

Ultimately, between increasing sales and improving the customer experience, outdoor digital menus will gradually become as common in drive-thru services as in quick-service restaurants. Operators are no longer talking about trying digital, they are talking about deployment. With the improvement and customization of digital menus, restaurants are able to improve their old screens and start to reap significant financial benefits from these new digital screens. Interactive digital marketing solutions for store windows work indoors and outdoors Almost all storefront businesses have the ability to use storefront marketing to drive sales and their communications strategy. Installing a bright digital display in a store window can be an effective way to market the product to passers-by and attract pedestrians.

However, the use of this technology has tended to be accompanied by a compromise: the screens look good from the outside, but staff and visitors can see the back of a screen or its casing from inside. This is where Samsung’s double-sided LCD screens meet a need. Samsung’s OMN-D series is a dual-screen with screens on both sides, allowing restaurants to maximize the message. The screen-oriented towards the window presents bright visuals and prominent positioning, which motivates passers-by to enter the restaurant. Once inside, the interior- oriented displays enhance the dining experience with relevant content, such as menus or promotions.

This single-screen reduces equipment and installation costs, which increases operational efficiency compared to installing two separate screens. Plus, when it comes to watching the big game, the big restaurant chains in the restaurant industry continue to offer incredible entertainment options. Sports and entertainment restaurants are evolving from the use of a single TV suspended from the ceiling to the installation of giant video walls that can show the big game, or be segmented to show several games at once. With Samsung’s UHF-E / UMH-E series of extremely narrow bezel video walls, customers can enjoy an immersive, almost seamless viewing experience so they don’t miss any part of the game. an extremely narrow frame (1.7 mm) which produces an almost seamless image on multiple screens without interruption, generating countless possibilities to captivate customers.

Another option is direct display LED screens that neutralize direct sunlight and glare, making them better suited for places where there is plenty of natural sunlight. Display Technology and the Evolution of Restaurants As the Canadian foodservice industry continues to undergo radical changes, operators are adapting their technology investments to meet increased consumer demand for a more personalized dining experience. Delivering the right experience is essential because consumers have so many options and because technology offers restaurateurs a key opportunity to differentiate and compete in the mobile ordering and delivery industry. Indeed, the future of fast-food restaurants rests on a technology-driven experience that is reflected in digital screens, both indoors and outdoors.

For more information on Samsung digital signage solutions, see www.samsung.com/ca/smartsignage. ** [1] Source: The Total Economic Impact Of Samsung Outdoor Digital Menu Boards (Forrester Consulting, February 2017)

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