Noventri recently came across this particular entry at QSRWeb.com titled, “Where are the traditional menu board companies?”’
We must say, “Kudos, Scott Sharon.” He is right on when he presents several thought-provoking questions in the second paragraph. His statement, “ …most of the digital menu boards are sold by companies outside the menu board industry” is an interesting observation.
We agree wholeheartedly that IT and AV companies are popping up everywhere with the idea that they can jump on the digital menu board bandwagon and mount some video screens using standard digital signage mentality and call them digital menu boards. But they don’t always work.
Scott’s article confirmed what we have always known…just because you can, doesn’t mean you should. There is more to digital menu boards than just screens, software and hardware and this is where IT and AV companies drop the ball many times.
Likewise, for menu board companies to begin offering digital menu boards there would be a stupendous learning curve to overcome. They are far removed from the technology know-how needed to launch digital menu boards and would soon find themselves needing to partner with companies that understand the technology, ergo, IT and AV.
Ideally the solution would be to develop a symbiotic relationship with both…someone who knows the technology as well as the needs of QSRs and menu board usage. After all, traditional menu boards work, it’s just that they are cumbersome to update and compliance is sporadic throughout franchises. Digital menu boards must provide a solution to the aforementioned, but also understand the design elements of a menu and bring to the table a stable, low-cost, easy-to-use technology.
Having worked closely with QSR’s for years, we, by all means do not know everything there is to know about the menu board industry, but we have developed essential relationships and gained inside knowledge along the way. As a company, we can confidently say, there is definitely more to digital menu boards then meets the eye.
Thanks again, Mr. Sharon and QSRWeb.com for sharing this fundamental insight