Two 42-inch LCD screens were installed on pivoting wall mounts in the foodcourt of the Merchandise Mart in Chicago, Illinois. IDS Menus was called upon by Foodstuffs to provide a mix of digital content such as menu pricing, combination meal offerings, and instructional graphics illustrating how customers can create their own beverages. Foodstuffs enlisted IDS Menus’ marketing expertise with the choice and placement of different menu items. The profit potential for Foodstuffs was maximized by strategic placement of their more profitable items.
“Foodstuffs is located in such a fast-paced environment, it was imperative that the design stand out and capture customer attention," explains Linda DiMarco, creative director at IDS Menus. "We incorporated large, appetizing food footage and a very clean menu design so that customers didn't get confused. We were also able to maximize screen real estate by having menu items transition in and out--this would never have been possible with static menuboards.”