New signs save labor costs and spur sales according to owners
San Francisco, CA -- (SBWIRE) -- 09/28/2012 -- Burger King locations across the United States are getting a facelift in many locations in the form of new digital menu boards. The flat screen LCD displays, which are fed “digital product images, descriptions, prices and promotional information,” and are “saving hours of labor and have spurred sales of promoted items.”
Although some restaurants within the McDonald’s chain of restaurants received digital signs earlier in the year, the roll out of signage for Burger King was much larger and was for the full menu. Unlike McDonalds, which featured the “McCafe line of beverages” in some of their locations, the Burger King boards have been a part of a reimaging campaign that was further intensified when the chain was purchased by 3G Capital Partners Ltd. of New York in 2010.
On a whole, the company reports that the signs have been “good for sales” and customers love the signage. Myrna Schultz, Vice President of Marketing and Development for Strategic Restaurants Company, says that the signs are “beautiful and it is definitely clean. Schultz also said that the effect on sales is apparent in the restaurants. “It has a good effect [on sales], particularly related to add-on type items,” for the locations they own she stated. Employee’s are also expressing that they like the new signage as much as customers.
While there is no data at this time that can show formal changes in sales trends, Schultz was quick to point out that a recent feature on the boards for a brownie sundae went very well. “Burger King decided to push down a brownie sundae animation, and it had such a huge impact that we didn’t have enough product,” said Schultz. She also stated that the signage is wonderful for each of the locations because, “…You can easily change promotional items as you need to.”
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