Signage — the kind that projects a concept's brand, tells you what's on the menu, when the café is open and how much the pizza costs — is functional, essential and, many would have said, “mature” in terms of its use as a marketing tool. But just as digital technology has transformed most other forms of communication, it is also rapidly giving signage new power, impact and potential.

In onsite environments today, where menus and pricing change all the time, the use of printed menu flyers, plastic lettering pushed into grooved boards or even much professionally-designed brand identity signage is increasingly being re-considered. Returning in their place is a new generation of digital signage that comes with multi-media, animation and programmable capabilities that promise real benefits for operators and for customers and host institutions as well.

Among other benefits, digital signage allows operators to respond quickly to changes in menu selections and pricing. It reduces printing, paper and maintenance costs, as well as the waste created by daily disposal of out-of-date materials.

“You see the results of your efforts immediately,” says Mary Pat Wais, Food Service Director at Central Dupage Hospital in Winfield, IL. “You can correct mistakes on the fly and there are no more unpleasant surprises when you receive items back from the printer.”

It also makes it practical — even easy — to highlight new specials and promotional offers at a moment's notice, providing additional marketing opportunities.

Consider Aramark's Digital Signage Network, a network model contract giant Aramark was able to create to serve clients in multiple segments and help them communicate menu variety as well as provide a richer consumer dining experience.

“It gives us a new communications channel,” says George Yunis, Senior Director of Creative Services for the company. “In addition to supporting a variety of menu strategies, it forms the backbone for multiple uses and applications.”

One of the most pragmatic advantages the system offers is a flexible means to display nutritional information, he says, especially given the current climate in which governmental mandates of such information are coming down the pike. This is reason alone for many operators to consider digital signage in lieu of traditional techniques for communicating nutritionals at points of service.

Further, “The ability to communicate promotional and other information directly to customers on a real time basis is priceless,” Yunis adds.

The benefits don't stop there. Unlike printed signs, digital signage is not static. It's relatively easy to add motion and even audio to menu boards, depending on the software that's employed to manage them. Such interactivity provides a level of engagement that can't be matched, Yunis says.

“We are able to bring live cooking displays to life with streaming video from on site cameras that add to the customer's perception and enjoyment of our cafés, food courts, and other environments,” says Yunis.

Try that with print.

“Combo” messaging

BlueCross BlueShield of Florida in Jacksonville provides foodservice to a population of approximately 8,000 employees and contractors from five café locations, a conference center, full and quick service catering, as well as various c-store and vending locations throughout the State of Florida.

“We currently use the menu boards in the two full service cafés located on our main campus in Jacksonville, as well as in our conference center,” says Damian Monticello, FMP, Corporate Foodservice Liaison for BlueCross BlueShield. “For café operations, the primary purpose is to show the items that are available at our different stations. In the conference center, it's an important tool in managing traffic movement and helping visitors navigate the physical space.”

(l.) A menu board at BlueCross BlueShield of Florida uses marketing materials from foodservice provider Sodexo. (r.) The boards in Case Western University’s Fribley Dining Hall displays not only the cafe menu but sustainability messages and promotions from mangement company Bon Appetit.

The material for the café menu boards comes primarily from marketing materials Monticello receives from Sodexo, the foodservice provider for BlueCross BlueShield's Jacksonville location.

“We import the graphics and menus into our design software,” he says. “From there, we control its distribution to individual points of display.”

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