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当前位置:首页 > 杂志 > 2020年7月杂志-大有可“味”:数字标牌促进快餐行业升级转型

2020年7月杂志-大有可“味”:数字标牌促进快餐行业升级转型

2020-08-04

One of the fastest-growing markets for digital signage is the quick-service restaurant (QSR) industry, where customer-facing dynamic menus, touch-screen kiosks, drive-thru boards, window displays, and infotainment screens can all communicate with back-office software for managing inventory, finances, scheduling, and labour, so as to enable on-the-fly updates and richer data collection.

快餐店行业是数字标牌覆盖最快的市场之一,面向顾客的动态灯箱菜单、触摸屏信息终端、直通面板、窗口显示和多媒体屏幕都可以与常规的办公软件无缝衔接,用这些设备进行库存管理工作和财务工作,能大量减少人工操作,且具有更高的效率,甚至实现实时更新和更丰富的数据收集。

Not since the computerized point-of-sale (POS) system started replacing the cash register in the 1970s has there been a significant change in how orders are taken, processed, and served.

1970年计算机终端(POS)逐渐取代收银机,从那以后以电脑为中心处理接单、处理订单以及运送任务,就已经成为一套完整的体系,直到现在都没有发生重大变化。

Indoor displays

室内数字标牌

One of the advantages of digital signage is the technology’s ability to unify a QSR’s in-store graphics through a single platform, for more seamless operations. High-definition liquid crystal displays (LCDs) have proven ideal for a range of digital menu boards and infotainment screens.

数字标牌的优势之一,是该技术能够在一个平台上统一快餐店内所需的所有图文显示,从而达到无缝操作,广泛使用的LCD屏幕已被证明是一系列电子菜单和多媒体屏幕的理想选择。

The benefit of linking digital menu boards to POS systems is the opportunity to update the displayed food items throughout the day for different mealtimes and to remove or minimize them when there are shortages. Besides, they are also a great way to promote limited-time offers.

将电子菜单链接到POS系统的好处是,在不同的用餐时间可以及时更新显示的食品,并在某个商品短缺时将其隐藏,此外在推广限时优惠时也可以起到很好效果。

Studies show items promoted on indoor digital menu boards experience an average sales lift of three to five per cent.

专项研究结果显示,室内的电子菜单上所展示的促销商品,其平均销售增长率为3-5%。

Another digital signage technology that can prove useful is projection, which can work with special films to transform a QSR’s windows into dynamic screens, visible from outside. For this type of application, a digital projector—usually ceiling-mounted—throws the images onto an ultra-thin, semi-transparent window film.

另一种已有广泛使用经验并实测有效的数字标牌技术是投影,可以结合特殊的电影一起使用,将快餐店的窗口转换成从外部可见的动态屏幕,对于这种类型的应用通常是将数字投影仪(通常安装在天花板上)的图像投射到超薄且半透明的窗户贴膜上。

Some shop windows even integrate a high-contrast light-control film between two sheets of glass, which changes to rear-projection screen mode with the application of voltage. Multiple adjacent windows can form a video wall.

一些店铺甚至专门在窗户的两块玻璃之间集成高对比度的光控膜,通电并增加电压后,即可转换为背投屏幕,多个窗户结合在一起就形成了一面视频墙。

Drive-thru screens

直通式屏幕

Outdoors, meanwhile, drive-thru communications systems can integrate high-brightness digital signage—adequately ruggedized to resist weather damage and vandalism—with order processing and POS systems. This way, promotions can be modified in real time and errors reduced while customers are in audio contact with QSR employees.

在户外,汽车穿梭窗口系统与订单处理和POS系统集成为高亮度数字标牌——前提是足够坚固可以抵抗天气破坏及人为损坏,这样当顾客与快餐店服务员进行音频联系时,可以实时修改促销活动,减少错误。

Also, studies show digital menus move drive-thru customers along faster. The vivid images on a screen help people choose and place their orders more quickly.

专项研究的另一个结果是,数字标牌以及菜单正在推动自助服务,屏幕上生动的图像可以帮助消费者更快地选择与下订单。

This speed is imperative, particularly for QSRs where 60 to 70 per cent of their business takes place at a drive-thru window where only one customer can be served at a time.

数字标牌在快餐店行业的快速发展属于势在必行,原因是快餐店的大量业务都来自于汽车穿梭窗口,而这样的窗口一次只能为一位顾客提供服务,提高效率尤为重要。

Ordering kiosks

触摸屏终端

Touch-screen kiosks, such as those in McDonald’s Canada restaurants, require an intuitive graphical user interface (GUI) to enable customers to browse through product categories and options for customizing their meals. After finalizing their orders on-screen, McDonald’s customers can pay at the kiosk and then proceed to the counter for takeout or to a table for dining in.

触摸屏终端(例如麦当劳里的点餐终端)中需要直观的图形用户界面,帮助客户更快浏览产品类别和自定义点餐,在屏幕上确定订单后,顾客可以自助付款,然后前往柜台选择外带或堂食。

By interfacing with the POS system, the kiosks only display what is in stock and can indicate when an item is not. The use of food images helps break down language barriers, allowing many people to order more easily than they could in-person at the cash counter. Studies also show customers tend to place bigger orders when using touch screens than when ordering from a cashier.

通过与POS系统的连接,终端上可以只显示现有的商品,并且清晰地显示商品供应时间、数量等信息,而且直接显示食物图片更有助于打破语言障碍,比在收银台亲自订购更容易,研究表明:与传统的柜台点餐相比,在终端上进行自助点餐时,顾客倾向于下更大的订单。

Again, dayparting enables the menus to be adjusted as needed. When McDonald’s Canada introduced all-day breakfast selections, for example, the kiosks made it easier to dictate which of the morning menu’s items would still be made available throughout the afternoon and evening (e.g. hash browns) and which would not (e.g. pancakes).

而根据需要调整菜单时,POS控制的终端划分时段也更为容易,举例来说,麦当劳餐厅推出的早餐供应,人们在点餐机上更容易确定哪些早餐选项在下午和晚上仍然可用,而哪些则不能购买。

Similar kiosks can also be seen at Subway outlets as well as an increasing number of coffee chains. Many restaurants have implemented touch-screen ordering at their drive-thrus, too.

现在,在地铁出口处以及越来越多的咖啡连锁店中也可以看到类似的点餐机,许多传统参观也为自己的汽车穿梭窗口增加了触摸屏点单。

Table-mounted screens

交互式菜单

Another option for serving dine-in customers is to place interactive digital menus right at their tables by using tablet-sized touch screens.

服务就餐客户的另一种选择是使用类似平板电脑的电子菜单,让顾客坐在餐桌上像传统模式一样点单,但是却增添更多的交互性。

For example, at Toronto’s Pearson International Airport table-mounted tablets allow departing passengers to place food and drink orders while also checking their flight status.

例如,在多伦多的皮尔逊国际机场,桌上安装的平板电脑允许旅客下达食物和饮料订单,同时还会自动检查其航班状态。

The interactive dining table with an embedded display, where the entire surface is an ordering screen, such as the Surface Hub multi-touch coffee tables that were introduced by Microsoft 10 years ago, later rebranded as PixelSense and was eventually discontinued. That technology may have been ahead of its time. Today’s younger customers actively want this kind of interactivity, along with games to entertain them while they wait for their food. And with super-directional speakers, the audio component of digital signage content at one table need not be heard at the next table over.

带有嵌入式显示器的交互式餐桌,整个表面都是点餐屏幕,例如微软在10年前就推出的Surface Hub多点触控咖啡桌,后来更名为PixelSense,可惜的是最终还是停产了,因为在当时来说,这项技术可能过于超前,但如今,年轻的用户们积极地希望这种互动性,以及在等待食物时可以娱乐的游戏,而超定向扬声器,保证让标牌内容中的音频不会被别人听到。

Signal transmission

信号传输

Beyond touch screens, there are other forms of interactive digital signage mediums. LinkRay technology, by way of example, uses the light-emitting diodes (LEDs) in backlit LCDs to emit special identification (ID) signals. The LEDs flicker on and off at a speed that cannot be detected by the human eye, but can be detected by smartphones’ camera sensors, similar to the scanning of Quick Response (QR) codes.

除了触摸屏以外,还有其他形式的交互式数字标牌媒体,例如:LinkRay技术使用背光LCD中的LED管发出特殊的标识信号,LED以人眼无法检测但可以被智能手机摄像头传感器检测到的速度快速闪烁,这类似于扫描二维码。

The signals transmitted in this way, which are tied to the digital signage content, allow a smartphone to access the LinkRay app and call up relevant product details, coupons, or other promotional information.

以这种方式发送的信号与数字标牌上的内容相关联,使智能手机可以访问LinkRay应用并调用相关的产品详细信息、优惠券或其他促销情报。

As LEDs are small, this technology can be integrated into everything from drive-thru menu boards to tabletop displays and the content that appears on the phone is based on the user’s language settings.

由于LED很小,因此该技术可以集成到从驱动式菜单板到桌面显示器的所有内容中,并且手机上显示的内容取决于用户自己的语言设置。

For QSRs, this functionality provides an opportunity to follow up on their digital signage’s ‘call to action’ with incentives for purchases, to facilitate online ordering and to expand their customer relationship management (CRM) efforts.

对于快餐店而言,此功能提供了一个机会让其数字标牌与电子菜单更为快捷,且有助于实施购买激励措施,以促进在线订购并扩大消费者关系管理的工作量。

It enables businesses to deliver useful information to consumers when they want it and to gain insight into their level of engagement.

信号传输使企业能够在需要时向消费者提供有用的信息,并深入了解其参与程度。

The connected restaurant

连通餐厅

In these ways, digital signage has become part of an overall ongoing trend, whereby QSRs are deploying data-driven technologies to provide a more personalized customer experience (CX). Other examples include mobile apps that allow users to order beforehand and then pick up their food when they arrive.

通过上述这些方式,数字标牌的整体发展趋势可以说是非常乐观,因此很多快餐店正在部署数据驱动技术,依托数字标牌提供更个性化的服务,提高客户体验,包括手机App,允许顾客提前订购,到店后可以立即取走。

In the near future, computer vision may join the mix to recognize customers’ faces or, at the drive-thru, their licence plates, then ask if they would like to place their usual order, as is already standard practice with online and phone orders for pizza delivery.

在不久的将来,计算机视觉可能会加入到识别客户面部或车牌的组合中,然后询问他们是否要下订单,接替之前在线和电话订单的工作,让美味的食物到达顾客手中。

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