Industry tests and Case studies contain valuable lessons, shared here, about the powerful impact that the introduction and tactical positioning of electronic indicators and the arrays of plasma-screen digital signage and narrowcasting products and attributes can have on the time it takes customers to make their purchase decisions in the fast-food or quick service restaurant QSR industry.
The Character of the QSR Business
We have all been to quick Fast-food restaurants and other similar food outlets, like snack bars and concession stands at sporting events, which are intended to digital menu board software us food in a hurry so we could get on with our lives or return to the occasion. To understand the effect that introducing electronic indicators and display screens may have in order to expedite this process and decrease the time it takes for us to order and pay for our meals, we can examine the essence of the QSR business and expertise from the perspectives of the retailer and customer.
A customer approaches the counter at the local coffee shop, fast-food restaurant or concession stand and is greeted with a lengthy list of things on a normal menu board. The type is small and runs together, which makes it hard for the client to see all of the options available. The wide array of options can be overwhelming. While this client takes time to ponder their purchase, other clients are connecting the line or idling their cars from drive-through lane awaiting their opportunity to place an order. Particularly during peak hours impatience mounts. Some customers or prospective customers may opt not to endure the wait it can sometimes because others make their purchase decisions and place orders – especially when time appears to be at a premium. At a minimum the client’s QSR experience is diminished, meaning he or she will be less apt to be a repeat customer – not to mention the injury prolonged idling in the drive-through lane will not both the environment and the client’s nerves and wallet, given the price of gas nowadays.
Indecisive clients slow down the support line. Long lines cause frustration among other clients, turn potential customers off and may have a negative effect on customer experience inside the restaurant, impacting future patronage and both current and future earnings. To the extent that client impatience boils over, more staff and time resources and possibly management resources and time are spent dealing with defusing customer connection hassles.