14 DAY TRIAL // Every company that wants to keep itself in the spotlight has to adapt to the evolution of modern technology, and that also seems to be the case with Burger King, who has decided to make a fairly bold move and adopt digital signage solutions on a very wide scale, throughout many of its food outlets.
And that's because SSP, operator of more than 700 food outlets across the UK, has been replacing static light-box display menus in their Burger King restaurants with digital menu boards powered by Scala. Working closely with Signature Digital Menus Ltd. (SDM), a company dedicated to bringing digital signage to quick-service restaurants, SSP has been introducing digital menu boards to its Burger King outlets as an operational tool to help increase the value of sales, lower the ongoing costs for signage and improve the way SSP manage prices, day-parts and promotions. The digital menu board system that SDM developed uses high-definition graphics (provided by Full HD displays, typically coming from Samsung) and text that specifically targets customer demographics. A team of content editors and technicians from SDM continues to create customized branded content for the digital menu boards and remotely manages the screens at all the sites. With this Scala-based solution from SDM at the Burger King restaurants, the digital menus are able to deliver real results to the bottom line, improving sales and providing a valuable return on investment. Thus, it seems that since installing its first menu boards in 2009, SSP has seen as much as a 63-percent sales increase for some Burger King items. “Burger King’s new digital menu board system has set new standards for the quick service restaurant industry. This system is fully flexible, truly customer focused, reliable and scalable,” said Oscar Elizaga, Vice President of Scala, EMEA and Emerging Markets. “The synergy between Scala and Signature Digital Menus has opened new commercial doors for SSP in its communication on the restaurant floor.”