With thousands of drive-thrus across the US, ensuring your drive-thru menu board stands out is essential.  Your menu board is the heartbeat of your restaurant. A properly designed and optimized menu board can increase sales, reduce wait times, and improve customer satisfaction. Drive-thru menu board optimization can increase profitability and customer loyalty.

But how do you achieve an attractive, engaging menu board that generates sales? We have identified five key tactics to help you do just this.

• A Well-Balanced Menu Board

Menu boards should have a uniform design so customers understand inconsistencies between boards. More information can be overwhelming, so keep your menu boards simple and concise. The most essential items should be in the top left corner. Why? People tend to read from left to right and top to bottom. By placing your most profitable items first, you are more likely to generate more sales from those items.

Use large and clear fonts so that customers can easily see the text and images. Clearly label each item on the menu with its name, price, and size. It will help customers and support your staff in taking orders accurately and efficiently.

• Use High-Quality Graphics and Images

Customers will likely be more engaged if they see well-designed visuals clearly illustrating the restaurant’s offerings. Additionally, professional graphics will add an element of sophistication and trustworthiness to your menu. It may be tempting to reuse images from other places or use low-quality stock photos, but customers often judge the quality of your food by the visuals you present on your menu board.

Restaurant software solution provider Limetray noted that restaurants moving from text-based menus to image-based menus achieved higher sales and were able to promote high-profit food items better. According to Grubhub’s report, putting photos on a menu app or restaurant website increases the sales of menu items by as much as 30%. (Soocial 2023)

• Offer Limited-Time Deals

Are you struggling to sell a particular item? Offer it as a limited-time deal. Everyone loves a good deal. Use language that creates a sense of urgency – “Offer expires soon!” or ” For a limited time only!” It can create a buzz around that item and may even bring customers back for more.  Studies show that 31% of restaurateurs update their menu monthly, and 24% do it seasonally. (Van Duyne , Toast Tab)

Grouping meals by type or including a ” discounted item” or ” featured item” section will make it easier for customers to know what your restaurant offers. Try offering seasonal items or weekly specials. It will keep your loyal customers returning for more and attract new customers who are curious about your offerings. 

• Go Digital 

In a fast-paced world, customers demand quick service and speedy ordering times. Digital menu boards can increase speed and accuracy while reducing wait times in drive-thru and dine-in restaurants. With digital menu boards, you can easily change menu offerings, prices, or promotions without the expense of reprinting and redesigning traditional menu boards. Digital menu boards also allow dynamic videos and graphics that grab your customer’s attention.

Business Sound & Communications is tuned into the changing needs of the restaurant industry across Texas. Especially in the last few years, we have provided a full range of cost-effective digital signage solutions, including promo boards, Mood TV for QSR, Satellite TV, and video walls.

Quick-service restaurant chains with digital menu boards as their primary menu board at drive-thrus in the United States as of July 2022

Image Source – (Research Department, Statista 2023)

• Review and Measure

Once you have implemented the optimization tips, it is crucial to monitor your performance closely. After all, what good is an optimized menu board if customers don’t order from it? Use metrics like sales, margins, and customer satisfaction to determine the success of your efforts.

As technology evolves, so do menus – and it is vital to stay on top of the latest trends to remain competitive. With some careful research and experimentation, you should be able to keep your menu boards performing with predictive information to aid in planning and buying, reducing waste and cost, among other key indicators for profit.

Stay on Top of The Changing Trends 

Optimizing your menu board can increase profitability, improve customer service, and create a unique dining experience. By prioritizing and organizing items, keeping your board simple, offering limited-time deals, rotating items, and going digital, you can take your menu board to the next level. Remember, your menu board is more than just a list of things – it represents your brand and a critical part of your customer’s dining experience and UX (user experience) with your technology.

Maybe it’s time for your restaurant to turn to new technological advancements. We are here to assist you in installing, programming, and managing menu board technology for maximum effectiveness. For more information, visit our website or contact us at (281) 590-3400.

Works Cited

Research Department, Statista. “Restaurant Chains with DMBS at Their Drive-Thrus US 2022.” Statista, 1 Feb. 2023, www.statista.com/statistics/1285115/drive-thrus-with-dmbs-in-selected-restaurant-chains-us/.

Soocial, Team. “18 Food Photography Statistics to Dominate the Industry 2023.” Soocial, 13 May 2023, www.soocial.com/food-photography-statistics/#google_vignette.

Van Duyne, Allie. “60 Restaurant Industry Statistics and Trends for 2023 – Toast.” Toast Tab, 2023, pos.toasttab.com/blog/on-the-line/restaurant-management-statistics.