The ROI of Smart Signage: How AI-Powered Drive-Thrus Drive Revenue Growth

With the rise of off-premises dining, the quick-service restaurant (QSR) segment is seeing a significant shift in revenue generation. This trend has brought state-of-the-art signage to the forefront, transforming drive-thrus and pickup areas. Effective signage not only addresses common challenges like poor traffic flow and inconsistent branding but also enhances the overall customer experience.

Investing in Drive-Thrus and Off-Premises Dining

In 2024, QSR operators are actively investing in upgrading or adding drive-thrus, walk-up windows, and technology to streamline off-premises dining. The emphasis on speed and efficiency has led to a new mantra in the industry: "Seconds matter." According to Robert Creasy, vice president of business development for DSA Signage, managing high volumes of drive-thru, online, and delivery orders requires a constant focus on balancing throughput, speed, efficiency, customer service, and communication.

Adapting to Change with Digital Signage

Drive-thru renovations are now occurring every three to five years due to advancements in technology and the need for more lanes. This has spurred the demand for both static and digital signage solutions to accommodate multiple lanes and separate pickup areas.  Digital menuboards, in particular, have become increasingly important as menu prices fluctuate. Their ability to quickly and easily update food offerings and prices makes them invaluable for QSRs facing a dynamic market.

Balancing Cost and Functionality

The choice between static and digital menus is a key consideration for QSR operators. While digital signage offers flexibility and dynamic pricing updates, static signage often comes with a lower upfront cost. Large, backlit static and digital menuboards enhance visibility in various lighting conditions and can be used strategically to promote high-margin items and encourage impulse sales.

Future Trends: Automation and Digitalization

The industry is expected to see continued growth in automation and digitalization to address challenges like inflation and rising labor costs. Self-service kiosks and AI-powered menu boards, already popular in some European markets, are anticipated to gain traction in the US. These technologies promise to further optimize traffic flow, improve customer service, and reduce operational expenses for QSRs.