Product News | October 11, 2021

How digital restaurant signage can serve up better content and experiences for diners

In 1955, restaurants represented approximately 25% of US spending on food. By 2019, that number had risen to 51%.

Why? Explanations vary, but it seems to be partly convenience, partly the fun of dining out. There’s also the greater access afforded by food delivery services from foodora, Uber, DoorDash, and many others. It also helps that the range of options today hits a huge variety of price points and dietary options.

Appealing to such a diversity of preferences means the “restaurant industry” represents enormous variety, many unique approaches taken to meet customer demand. What unites all players in the space is a need to communicate effectively with diners and establish the atmosphere they are looking for.

Here’s how digital signage makes that easier.

Sell more (and smarter) with dynamic digital menus

The old way of using static menus has quickly been overtaken, at least by most major players in the QSR and fast casual spaces, by digital menu boards. Brighter, with more vivid color, and capable of displaying moving imagery, digital menus are more attractive on a visceral level. The research bears that out, with a study by Ocean Outdoor finding that moving content on signage is 2.5 times as effective at driving an emotional reaction as static content.

A man standing at a counter. Digital menu boards hang overhead — The enhanced visuals of digital menu boards are more effective at selling to diners

This improvement is just the baseline, though. With intelligent software powering menu displays, it’s possible to add dynamism and automation for better sales and a more fluid customer experience.

Sell upgrades and combos with flashier advertising

It’s easier to sell more to an existing customer than to sell to a new customer, so doing a good job of upselling is a key task restaurants should take on. With digital menu boards, it’s easy to create animated videos that showcase different combos or upsell options and demonstrate the value that they offer.

Highlight the day’s deals for a little extra enticement

Special time-limited products are a big draw (#szechuansauce, anyone?) and there’s no better way to draw attention to special menu items than to give them prominent placement on a bright, beautiful display.

Automatically stop promoting items that have sold out

It’s bad enough when regular menu items sell out, but when time-limited specials with cult followings and fever-pitch excitement sell out, you can have something of a PR crisis on your hands (#szechuansauce, anyone?)

Modern digital menu solutions can integrate the digital menu system with point-of-sale software to track the status of items being sold and remove sold-out foods from being displayed on menus. It’s a way to help manage guest expectations and prevent disappointment from spiralling into a newsworthy story.

Put your guests in control with touchscreens

Digital screens aren’t just a passive medium through which to deliver menus and other content, or at least they don’t have to be. Interactive displays have made major inroads in the restaurant industry in the past several years, and in multiple different forms.

The McDonald’s touchscreen kiosks are a prominent example, and have boosted sales from 3-9 % in many of the regions in which they have been deployed, but they aren’t the only example. Many sushi restaurants, for instance, handle ordering with screens installed or otherwise attached to tables. Information screens in all manner of restaurants, meanwhile, can be used to provide a more self-directed and informative avenue toward discovering more detailed ingredient lists or allergen warnings.

A man at a McDonald's self-serve touchscreen — Interactive displays have helped McDonald’s boost sales in many regions

Best of all, when touch screens are not in use, they can also be used to deliver informational or promotional content to people who are in the vicinity, just like regular screens do.

Deliver informative or attractive content to your customers

Digital displays can be used for purposes other than just menus and advertising. Audiences in many restaurants appreciate having ambient content to accompany their coffee, lunch, or after work meal.

For QSRs, coffee shops, and other casual locales, things like news headlines, weather, and general diversions are likely to grab guests’ attention and entertain them for the duration of their stay. For sports pubs, screens could be used to run interesting stats or trivia about teams playing in that day’s game. But even more upscale environments can make use of digital signage. Digital signage can be used to display modern artwork that creates a unique ambiance and provokes conversation among patrons.

Example: While this media wall is not from a restaurant, it provides a striking demonstration of the artistic potential offered by digital signage.

It’s worth noting that this content and the screens it appears on can all be run through the same digital signage platform as any other menu boards, advertising displays, or interactive screens on your network.

Use screens to flaunt your cred and get social

Restaurant-goers are highly self-directed nowadays, with many spending a fair amount of time researching their options before ever setting foot in the door. According to Trip Advisor’s “Influences on Diner Decision-making” report, about 94% of US diners claim to be influenced by reviews when going to a restaurant, with ratings websites like Trip Advisor, Yelp, Google Maps. and others taking the top spot for most influential.

Achieving a great rating takes hard work, a good product, dedication to customer service, and a bit of luck. If you’re proud of your score on one or more of these services, why not put them up for all to see inside of your restaurant? It’s a little extra proof that your establishment has become a destination to return to for continued enjoyment.

As a bonus, the reviews can be accompanied by appeals to diners inside of the restaurant to take the time to leave their own reviews – a good way to keep growing your online influence.

It bears mentioning, too, that social media posts about your brand can do a lot of good inside of your establishment, not just inside of an app. It’s like unleashing an endless team of great amateur photographers to bring your menu to life. Showcase selected posts tagged at your restaurant, or that display a particular hashtag, and you can create a sense of community while simultaneously marketing your offerings more creatively and compellingly than you likely could otherwise.

A woman photographing her food with a smartphone. She's going to make a social media post about her experience in the restaurant she's eating in — Digital signage can be a great prompt to get people to write reviews or create social media posts about your restaurant

Show off your loyalty program to bring more customers in

Loyalty programs are good for business. According to research by Bond Brand, 70% of loyalty program members say that the program makes them more likely to recommend the brand to others. About 77% say that the program makes it more likely for them to do business with the brand, and 63% say that they plan their spending around loyalty program benefits.

With digital displays inside of a restaurant, the brand can easily promote the steps necessary to achieve membership, or advertise special promotions uniquely available to members. Taking this a step further, with displays that can be interacted with through touch, NFC, or QR codes, is another good way to boost engagement with your guests and create more tailored, memorable experiences.

Do you want to drove more profits and create better restaurant experiences?

Get your free Broadsign demo to see how digital signage can help!

Product News | October 11, 2021

Digital out-of-home for retail: Strategies to reach consumers along the path-to-purchase

As of early 2025, consumers were spending over $555 billion each month on retail, but only 18.9% of that happened online. Despite ongoing digital growth, 45% of shoppers still prefer brick-and-mortar stores as their primary channel, and 72% visit physical locations weekly, according to Capital One Shopping.

These habits reflect a fluid decision-making process. With 82% of purchases made in-store—and 62% driven by impulse—advertisers have a powerful opportunity to influence shoppers at the point of decision.
Digital out-of-home (DOOH) advertising is key to capturing that moment. It grabs attention, builds awareness, and connects online engagement to in-store action, creating a more seamless and impactful customer journey.

Turning retail challenges into opportunities with DOOH

Retail is evolving fast, with fragmented journeys, higher shopper expectations, and growing pressure to turn online engagement into store traffic. Traditional digital ads often miss the mark—skipped, blocked, or ignored at key moments.

Digital OOH offers a powerful alternative, reaching consumers during daily routines like commuting, shopping, or socializing. These unavoidable brand moments drive both awareness and action. According to OAAA and Morning Consult, 42% of consumers say OOH ads impact their in-person shopping decisions, and once inside a store, 75% still notice those ads. Meanwhile, a global study reveals 56% of shoppers purchased an item featured in a DOOH display, with most of those purchases (65%) being unplanned.

As brands adapt to shifting consumer habits, OOH bridges the gap between online and offline, delivering meaningful, measurable results right where buying decisions happen. Here’s how to make it work.

Drive foot traffic to purchase locations

As digital noise intensifies, brands are turning to OOH to drive real-world results. It’s a high-impact, last-mile tool that reaches consumers at key moments with location-relevant prompts. In fact, research from Talon Outdoor shows 59% of shoppers are likely to buy within 30 minutes of seeing an OOH ad, highlighting its power as a last-mile driver.

Smart OOH strategies leverage proximity, timing, and context to turn awareness into action. For instance, proximity-based targeting helps reduce friction along the path-to-purchase by delivering messages when and where shoppers are ready to act, whether that’s during a commute, while running errands, or browsing in a high-traffic retail zone.

To maximize impact, marketers can:

Appeal to price-sensitive consumers by highlighting promotions, limited-time deals, or exclusive in-store offers. With 41% of shoppers willing to switch stores or brands to save money, these cues can be powerful motivators.
Use high-visibility screens in key pedestrian zones (like digital billboards and urban panels) to build upper-funnel brand awareness and capture attention early in the customer journey.
Incorporate interactive or time-sensitive messaging in long-dwell environments, like transit hubs where people spend between 5-15 minutes on average, offices, and casual dining venues. These venues are ideal for more detailed storytelling or promotional offers.
Drive urgency with last-mile tactics by promoting local store locations, curbside pickup options, or real-time stock availability, prompting immediate visits.
Align messaging with seasonal moments, like back-to-school or the holidays, when audiences are already in a buying mindset.

Success story: Holt Renfrew’s strategic DOOH campaign

Holt Renfrew, Canada’s largest fashion and lifestyle retailer, offers a strong example of strategic digital OOH execution. When Nordstrom exited the Canadian market, Holt Renfrew moved quickly to capture market share among key demographics.

Leveraging geofencing to target areas surrounding closing Nordstrom locations, the campaign activated ads across high-traffic formats like billboards, bus shelters, and urban office buildings within close reach of its core audience. In total, 200 ads ran across seven Holt Renfrew markets, including residential neighbourhoods strategically selected through consumer mapping. Over ten weeks, the campaign drove more than 400,000 store visits, showcasing how smart placement, audience insights, and well-timed messaging can deliver real-world results.

Integrate online and offline journeys

Boosting online sales and engagement starts with smarter, more personalized OOH. By leveraging first-party data, like loyalty program activity or past purchase behaviour, brands can deliver targeted creative that speaks directly to individual shoppers. Interactive elements like QR codes, touchscreens, or social media prompts embedded in DOOH campaigns make those messages instantly actionable.

Viewers can scan a QR code with their phone, triggering an immediate redirect to a microsite, product page, or mobile wallet offer. Saved deals can then prompt timely reminders based on location or expiration, keeping the brand top of mind. Every interaction—from the scan itself to timing and location—is tracked and analyzed, turning passive impressions into valuable insights.

This closed-loop approach bridges physical and digital touchpoints while enabling continuous optimization. And with 76% of consumers taking mobile action after seeing a digital OOH ad, the opportunity for meaningful engagement—and measurable results—has never been greater. From website visits and app downloads to conversions and social shares, interactive DOOH empowers brands to connect, convert, and learn in real time.

Boehringer Ingelheim’s DOOH campaign for Frontpro featured dynamic QR codes that invited passersby to engage with the ad, driving awareness and contributing to a 254% lift in positive brand perception.

Target the right audience with smarter segmentation

Not every shopper engages with the same message or environment. Luxury buyers, for instance, respond to exclusivity and aspirational messaging. Target them in premium urban areas with sleek visuals, minimal copy, and high-end lifestyle cues. Digital billboards and urban panels near luxury retailers or in high-income neighbourhoods help reinforce brand prestige. Value-driven shoppers, on the other hand, are motivated by savings and practicality.

To maximize OOH impact, brands must tailor their creative and placement to their audience and context Some examples include:

Bargain Shoppers (ages 55–64) and Department Store Shoppers (primarily women in the same age group) are often found browsing malls and retail corridors in search of deals. Use OOH screens in malls, transit stations, and shopping areas to promote limited-time offers or loyalty incentives.
Daily Deal Consumers, who span all age groups and skew female, respond well to time-sensitive promotions. Highlight coupon codes, mobile savings, or QR-driven discounts using interactive formats in long-dwell venues like casual dining spots, grocery stores, or point-of-care locations.
Holiday Shoppers, who emerge seasonally and lean slightly female, are driven by urgency and convenience. In the lead-up to peak retail periods, focus OOH messaging on gift guides, holiday exclusives, and extended store hours.
Gen Z and Millennials are drawn to bold visuals, interactivity, and values-driven messaging. Use QR codes or social prompts to drive mobile engagement and connect them to exclusive content or offers. Prioritize placements in transit hubs, urban panels, and social venues, with messaging tied to causes like sustainability or inclusivity.

Measure success and optimize campaigns

With DOOH, retail marketers can go beyond basic awareness metrics to track high-value actions—like in-store visits, footfall traffic, online purchases, and app interactions—offering a clearer view of how OOH drives shopper behaviour from discovery to conversion. Attribution connects these insights to broader media performance, revealing how OOH works alongside digital, social, and in-store efforts to boost engagement and sales.

Modern OOH campaigns come equipped with robust measurement tools, including:

Mobile location data: Understand how shoppers engage with OOH ads and whether they visit a store or interact online afterward.
Footfall analysis: Measure physical store traffic tied directly to campaign exposure.
Sales lift studies: Track the revenue impact of targeted OOH campaigns across specific products or categories.
Brand lift studies: Assess how OOH influences brand recall, purchase intent, and favorability during key shopping moments.

The future of retail isn’t purely digital or physical—it’s a blend of both. Out-of-home advertising connects these worlds, guiding shoppers from screens to storefronts with relevance, impact, and intent. By combining smart targeting, engaging creative, and measurable outcomes, OOH turns moments of attention into moments of action—bridging the gap between awareness and conversion in a way few other channels can.

Month: November 2019