Hungry Lion will implement the new in-store digital media platform in its new stores as well as include it as part of the upgrade of its existing stores. The solution was provided by Moving Tactics, who implemented an HTML5-based, X2O digital menu board system via 4 x 55" LG large format displays that are positioned above the point-of-sale counter in each store. Chris Day, Managing Director at Moving Tactics, explains, "Menu boards are no longer just a simple list of food items available for sale. Digital menu boards are changing the way in which consumers perceive value, affects what they order and generates an immediate response to an in-store promotion at the point-of-sale."
The X2O digital menu boards provide franchise organisations with the ability to effectively manage the uniformity of design across all their stores, whilst maintaining integrity of brand and product information at any of their stores. "Our digital menu board system can be managed from any secure web device in the world, which in effect means that any menu item can be updated or a new promotion uploaded at any store, in any region, in any country, at any time, at the click of a button," says Day. Moving Tactics is implementing this system at 49 of Hungry Lion's stores in South Africa and at all 22 Hungry Lion stores across Africa, with the first four stores in Zambia due for completion in November 2013.
Hungry Lion undertook a vigorous selection process to select a system that would provide them with the flexibility and integration to change that they required. Shalendra Singh, Systems Manager at Hungry Lion, explains, "In order to find the best digital menu board solution for our business, we placed four major digital signage players in South Africa head-to-head and ran four individual pilot sites putting each through its paces. For us the most vital components in choosing a partner for our revamp and roll-out were installation quality, technical support both on- and off-site, control and management and, of course, pricing.
"The X2O Platform has proven to be exactly what we need in a corporate-owned and managed business. It is able to separate every individual component on the screen and manage each object as its own entity. We are able to group stores based on their individual sales mixes, regional location and day parting, and in addition, we're able to adapt the menu to provide a personal experience for the customer," adds Singh.
Research conducted on the use of digital media in the QSR sector has confirmed the positive impact of this technology. "Research shows that customers look at the digital screens on average four times per visit with an average of 14 seconds per view and that 45% of customers are influenced to buy a different product from the one they usually purchase as a direct result of what has been advertised on the in-store digital screens. The research provides compelling reasons why digital menu boards are the future in retail," says Kevin Bierman, Head of Digital Signage Solutions at Moving Tactics.
Moving Tactics is the leading South African digital signage solutions company and has sole rights to the internationally acclaimed real-time visual communications software, X2O Media, within Africa. Moving Tactics develops customised digital signage technologies and is constantly creating innovative communication solutions.