Ask the Board – December 12, 2016 | JORGE DE LA PARRA

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Do you find that impact of large-format digital signage is usually proportionate to its size? Why or why not?


The impact of large-format digital signage depends on what aspect is being evaluated. ROI has consistently been disproportionately low, but guest feedback and perception is on the higher side.

For ROI, there should be thoughtful consideration to what products are being advertised and how they are being advertised so as to positively impact sales, margins or (hopefully) both. Not all teams expend the needed amounts of resources to get to a place where the DMBs will generate a positive ROI.

For guest perception, the impact is usually immediate. The guest walks in and immediately knows that the boards are new. The brightness, image clarity and newness generally impress guests – at least initially. Sometimes, a halo effect happens and the guests feel that the restaurant is cleaner or newer just because of the DMBs. These feelings may be transitory and may not impact spending habits though…

 

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Director, Business Consulting Services
Jack In The Box

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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