most regions with an increasing number of competitors fighting for a stagnant market. That doesn’t mean the QSR industry has gone stale. There are major changes and opportunities driven by changing consumer tastes and industry innovation. Every year, new food trends, new efficiencies, and new innovations change the landscape of QSR. Just look at the way fast casual has taken a major bite out of fast food.
Fast food revenue in the United States increased by only $3 billion between 2015 and 2016, though there are signs the industry has been picking up. That’s a drop in the ocean in an industry that employs over 4 million people.
In a landscape where new revenues are hard to come by, many franchises are setting their sights on conquering new dayparts in order to succeed. A traditional QSR model in the past involved dominating one or two dayparts. Today, more restaurants are trying to dominate in all three traditional dayparts (or moving into non-traditional day parts like late night and happy hour to diversify options and move beyond the three meals a day).
Breakfast has by far been the top target in this shift to capture greater revenues as Millennials, many of whom say they don’t have time to eat a bowl of cereal in the morning, come to dominate the working world. They’re hitting drive-thrus and food counters on their way into the office every morning instead of stopping to watch the weather before they get out the door.
If you’re looking to tackle breakfast, the fastest growing daypart in QSR, where do you start? There’s a reason breakfast was long neglected. Lower customer checks and longer prep times are major hurdles to get over, but so is getting your customers’ attention. Introducing a new daypart is no easy task.
However, there is at least one successful strategy for attracting customers to new dayparts. Fast food and fast casual restaurants can use digital menu boards to bring attention to new menu items, new promotions, and new dayparts.
Automatic dayparting is only the beginning of what’s possible with digital menu boards. Video advertising on digital menu boards seizes your customers’ attention with quick, appealing messages that show off your new promotions and menu items. One digital signage company in Toronto is also making it easier to tease new dayparts. Digital menu boards from Netvisual are designed to let you advertise promotions or upcoming dayparts without compromising the layout of your menu. Your layout, including hot spots and cold spots on a digital menu,is too important to compromise. Even if one of the screens on a Netvisual digital menu board goes offline, the integrity of your menu remains in place. You can also use video walls and signs located strategically at the PoS to advertise new dayparts and menu items separately.
As new revenues become harder to come by in QSR, it’s time to conquer new dayparts. Use digital menu boards to make sure everyone knows what you have to offer.