• Logistics
• End-user friendliness
• Customer experience

Logistics

First, companies must consider both the hardware and software that are planning to be used. Both must work cohesively and seamlessly to be worth the investment.

In order to verify that the hardware and software work well together is to conduct many pilot tests to work out any issues that may arise prior to deployment. Jann Rider, director of digital merchandising for Dairy Queen, recommended running pilot tests at the oldest locations to identify key problems early.

End-user friendliness

Restaurant managers being able to use the digital signage is vital to its’ success. If a manager cannot figure out how to change local specials – the technology ultimately causes more issues rather than solve them.

Chris Blatz, director of marketing at Margaritaville, said his restaurant was looking for a simple solution to showcase marketing materials on TVs in addition to music videos and sports programming. He emphasized that “simple installation and easy content switching” were key for this purpose.

There must be clear communication on how to work the system and responsibilities should be allocated to all parties involved.

Customer experience

Finally, the customer’s experience with the technology must be taken into consideration. If the customer is unable to figure out how to use the technology, then it was a wasted investment. To make the best use of a restaurant’s investment, the content and signage should engage customers in a way that they will feel important and likely to come back. Restaurants can use games to help entertain guests while they wait for their food. McDonald’s is one of several large companies that is already using touch tables with interactive games.