Why Franchisors Shouldn't Overlook the Importance of Menuboards

While franchisors have been doing everything they can to streamline the ordering process, including AI voice ordering, pick-up cubbies and dual-lanes, the answer may have been right in front of them all along. New research done by QSR Magazine shows that 56% of customers are influenced by menuboards, and 74% said an easy-to-read setup is a top priority.

According to this research, Panda Express took the crown when it came to the customer’s favorite menuboards. Consumers rated each of the brands based on favorable menu qualities such as: “easy to understand”; making you “feel good about the brand’; “easy to read”; “offering good value”; “high-quality food”; and “healthy alternatives”.

This year, several franchisors have been looking for ways to upgrade their menuboard offerings. In September, Taco Bell decided to follow the trend of menu trimmings and cut combos in half by removing some items and updating displays to feature best-sellers and refreshed choices. Noodles & Company rolled out a menuboard refresh earlier this year and Potbelly recently brought its center panel from 55 price points to 18. B.GOOD, the counter-serve chain featuring health-conscious versions of fast-food, improved sales and made service leaders more effective by simplifying the look and feel of its menuboards. 

In order to keep up with demand, franchisors need to develop a menu strategy that prioritizes items based on their contribution to business objectives. Focusing on core menu items can help QSRs improve food costs, which have been on the rise in recent years, as well as decrease drive-thru wait times and reduce labor costs. 

Overall, it looks like one of the easiest ways to promote positive ROI might just be to focus on where diners look first—the menu.