One of the biggest challenges for quick-service restaurants is managing the operational disciplines of speed and accuracy. According to the 2022 QSR Drive-Thru Report, speed of service was second only to convenience in terms of drive-thru-diner priorities—yet many chains implement upsell programs that run counter to the goal of speed.
Technology has helped operators implement tools to tackle all of these challenges at once. Digital menuboards, for example, help maintain fast, accurate orders—with the added benefit of seamless upselling.
In fact, the 2022 QSR Drive-Thru Report found that, on average, drive thrus with digital menuboards completed orders 9.2 percent faster than those with printed, static menuboards. “Customers love the realistic imagery of modern digital menuboards,” says David Boerlin, B2B Retail and QSR sales at LG Electronics, U.S.
Modern drive-thru displays show an order confirmation screen (OCS) to the guest in real-time as they order, which increases order accuracy, reduces food waste, and decreases wait times due to remakes. Digital menu screens can also display upsell images and text based on algorithms that identify “missing” drinks, deserts, or complementary items based on a guest’s current order.
“Our digital menuboards are not only the industry’s brightest with the widest viewing angle (178º), they also have field-replaceable glass,” Boerlin says.
Previous iterations of digital signage required an external media player, which takes up space, can be unsightly, and is the single biggest point-of-failure for digital signage. LG’s line of digital signage uses the latest system-on-a-chip technology, which mitigates this risk of failure by eliminating the need for an external media player.
“Our digital menuboards are not only the industry’s brightest with the widest viewing angle (178º), they also have field-replaceable glass,” Boerlin says.
LG recommends operators deploy the company’s proprietary, on-board managed network software called LG ConnectedCare™ (LGCC), which allows operators and their agencies to monitor the health of their displays—including heat and maintenance warnings, real-time screen captures, and remote diagnosis. An added benefit of LGCC: store employees don’t have to go out in the elements to see if an outside digital menuboard is working properly. Instead, they can simply make a call to the help desk, where a technician can remotely check the display in real-time and make changes or reboot as needed. Moving forward, this streamlined operation will be critical as more features and capabilities are integrated into digital displays and menuboards.
“There is no doubt we will see AI tested heavily in the near-term and ‘perfected’ over the long term,” Boerlin says. “The industry will likely start in silos—without sharing test activities and results—then standardize over time as third-party consultants collect data, write white papers and share best practices based on data compiled across multiple brands.”
For more on digital menuboards and their effectiveness, visit the LG Business Solutions website.
