Menu boards have always been the backbone of restaurants. For without seeing the menu board a customer cannot place his order. Before the advent of digital signage, the printed menu board or chalk board menus have been prevalent the world over. Although they still co-exist, digital signage technology in recent years have taken menu board display and customer engagement to the next level.
In addition to creating live interaction between a restaurant and its customers, menu boards also create real opportunities to build brand awareness while influencing customer behavior. And yet, we rarely consider their impact on the bottom line. Does the type of menu board really matter? Are consumers swayed one way or another by digital technology versus nostalgic chalkboard art? How important is imagery and graphics?
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