Burger King's Digital Menus

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Burger King customers across the UK can now get a taste of digital signage with their flame-grilled Whopper.
 
SSP, operator of more than 700 food outlets, has been replacing static light-box display menus in its Burger King restaurants with digital menu boards powered by Scala.
 
Working closely with Signature Digital Menus (SDM), a company dedicated to bringing digital signage to fast food 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 it manages prices, day-parts and promotions.
 

“We found Signature Digital Menus to be a better solution because they offer more than just the hardware. They offer a content solution,” said Ian Hetherington, Brand Manager of SSP. “They can analyze things like demographics, day parting and site trends — all of those things that we really need in our business.”
 
The new digital menu board system was introduced at restaurants at Victoria Train Station in London and at Birmingham Airport. The London site has two 46-inch Samsung LCD screens, and the Birmingham site has six 32-inch Samsung LCD screens. Each screen uses an embedded PC for content playback, running on Scala 5 software.
 
The digital menu board system uses high-definition graphics and text that specifically targets customer demographics. A team of content editors and technicians continue to create customised branded content for the digital menu boards and remotely manages the screens at all the sites.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.”