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More grocery stores and c-stores are seeing the benefits of installing
digital menu boards and other signs in their prepared foods, deli and
bakery departments to get shoppers' attention, inform them and stimulate their taste buds.
Real Digital Media, a division of Dayton, Ohio-based Stratacache,
specializes in boards for restaurant giants like McDonald's and Taco
Bell. But Ken Goldberg, Real Digital Media's CEO, says the company's
retail foodservice portfolio is growing.
"Our biggest areas of growth are in QSR and fast casual, but it's become
apparent that there are many opportunities in grocery stores and
c-stores," Goldberg says. "It's a super-exciting space. Pronouncements
about the downfall of retail are very premature."
buying prepared foods in a grocery store usually aren't in as much of
a rush," Goldberg says. "(Compared to QSR), the balance swings from
throughput to promotion and content. It's a matter of how you manage
that content. The size, the location and the content has to be tailored to
"Digital menu boards are canvases
that let retailers talk about brands,
Ken Goldberg, Real Digital Media
With grocery, however, speed is not the main objective. "People are
50 * MAY 2018 * instore
With digital menu boards, retail foodservice operators have more
flexibility and can share more information with their customers,
Goldberg says. "A lot of people go into grocery stores looking for
ideas," he says. "Digital menu boards are canvases that let retailers
talk about brands, lifestyles, ideas. It creates a rewarding experience
Restaurants and retailers use Real Digital Media's menu boards in
different ways, Goldberg says. In fast-food restaurants, for example, the
signs' primary functions are to speed the ordering process and to boost
the ring by drawing attention to things like meal deals and add-ons.
That's also largely the case with many c-store settings, he says.