McDonald’s Cook to Present “2016: A McDonald’s Digital Menu Retrospective” at Digital Signage Expo 2017


AtlantaDigital Signage Expo (DSE), the world’s largest international trade show and educational conference dedicated to digital displays, interactive technology and digital communications networks, announced today that Rick Cook, US IT Restaurant Solutions for McDonald’s, will present a session at DSE 2017 entitled, “2016: A McDonald’s Digital Menu Retrospective.”

This general conference session is part of the Seminar Program at DSE 2017 designed specifically for End Users in the Restaurant Sector.

To be presented Wednesday, March 29 at 2 p.m., this session will cover what went right, what went wrong, and what could have been done better. Attendees will:

  • Learn what it takes to deploy digital menu boards at the scale of McDonald’s.
  • Discover the challenges of managing content for the largest QSR digital signage platform in the world.
  • Learn from our mistakes: What we would have done differently knowing what we know today.

“As the digital landscape continues to change, McDonald’s strives to be a modern and progressive technological leader in the QSR space,” said Cook. “A primary focus in 2016 was upgrading from classic back-lit front counter menus, to more sleek indoor digital menu boards. The platform allows McDonald’s to highlight our food quality and promotional offerings in an appealing and modern way. Deploying to over 10,000 locations over the course of one year had a significant positive impact on our customers and our brand, but deploying at the scale of McDonald’s also presented some interesting challenges.”

Registration for DSE’s Wednesday Restaurant sector session “2016: A McDonald’s Digital Menu Retrospective,” or any of the DSE 2017 educational conference seminars, which are sponsored by BroadSign International and are eligible for Digital Signage Expert Group (DSEG) certification renewal credits, is available online at

Mark your calendar now: DSE® 2017 is scheduled for March 28-31, 2017, with access to the Exhibit Hall March 29-30 at the Las Vegas Convention Center in Las Vegas. To reserve exhibit space, contact Andrea Varrone at (770) 817-5905. For more information, visit

You can follow DSE on Twitter (@DSExpo) or Facebook ( For all DSE 2017 updates, use #dse2017. For year-round news and information on digital signage, visit DSE’s Digital Signage Connection web portal at


About DSE

DSE, produced by Exponation LLC, is co-located with the Digital Content Show, and will be held at the Las Vegas Convention Center March 28-31, 2017 with access to the Exhibit Hall March 29-30. DSE is the world’s largest and longest-running conference and trade show exclusively dedicated to showcasing innovative digital communications and interactive technology solutions for customer- and employee-facing organizations. Launched in 2004, DSE was the first event for the digital signage market and has been a significant contributor to the growth of this fast-paced industry. Professional end-user attendance represents decision-makers from key industry categories such as retail, restaurant, healthcare, education, hospitality and transportation, as well as other key stakeholders, including advertising executives, brand marketers and systems integrators.

More than 200 exhibitors feature technology and services including hardware, software, network, delivery and content from around the globe. DSE also offers the largest and most diversified digital signage and digital out-of-home educational program anywhere in the world, with more than 125 educators and the largest variety of educational opportunities, including a live installation tour and structured curriculum leading to professional recertification in eight educational tracks. The 2017 program will be comprised of pre- and post-show educational events, general conference seminars, as well as targeted industry roundtable discussion groups and free presentations staged in on-floor theaters.


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