Donut King takes in-store marketing to the next digital level

Quick service food chain is rolling out digital menu panels to all 315 Australian stores

A Donut King store interior.
A Donut King store interior.

Digital menu panels designed to capture a patron’s attention are being rolled out by Donut King to all 315 of its franchisee-owned stores in Australia.

The in-store marketing panels feature animated drink and food offers which can be altered by the Donut King franchisee to attract certain patrons at different times of the day. So far, the digital menus have been introduced at 60 outlets.

Marketing and innovations manager at Donut King’s parent company, Retail Food Group (RFG), Sheridan Burke, told CMO Australia the franchisee could offer breakfast menu promotions and then alter the digital menu to a milkshake and donut offer to attract teenagers on the way home from school.

“We all understand the restrictions involved with using print materials for promotion whereas the digital technology helps us customise our messaging down to store level,” she commented. “We have local store marketing activities that our franchisees do now that are dependent on artwork being created, printing and then distribution to store. This [digital] menu will allow us to upload offers for that store if the franchisee requests this.”

Donut King’s digital menu implementation is part of a long-term digital strategy for the 33-year-old brand, as well as for RFG. The brand was re-launched in September 2013 with the intent of making it more relevant to today’s consumer with a `Donut Island’ smartphone app, providing food and drink offers to consumers.

“We’re looking at the entire Donut King digital strategy which includes the loyalty program, website and mobile apps,” commented Burke.

To facilitate the digital transformation and drive its digital marketing agenda, RCG announced plans last May to build an in-house digital team and social media command centre. As well as Donut King, RCG also owns Michel’s Patisserie, Crust, The Coffee Guy, BB’s, Brumby’s Bakery, Pizza Capers and Esquires Coffee.

Read more: IAB: Mobile and video the growth engines behind online advertising rise

The xchangemedia animated panels for digital signage were supplied by Task Retail Technology (TASK). Designed by Donut King’s internal marketing/digital, the rollout is being managed by TASK’s professional services team.

Going forward, all new Donut King stores will only have digital menu panels. However, there will be instances in existing stores where digital menu panels will be used to complement static menus.

“A key objective was how this could benefit our franchisees,” added Burke. “Consultation with experts in the field and working with the right partners on the technology was pivotal to the project.”

Follow Hamish Barwick on Twitter: @HamishBarwick

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Thanks, Nadia. It was so interesting blog for me because it helps me able to understand well on the basics of business and marketing conc...

MichaelBGreen

3 ways marketers can raise their executive influence

Read more

Having been to the AO on Wednesday for the first time in a number of years I was very impressed with the new branding. The event has evol...

Naomi

Tennis Australia unwraps new brand identity for Australian Open

Read more

This was amazing and so inspiring. Thanks for sharing.

Vijay Kumar

Design thinking: Leading with experience

Read more

Great read, thanks for posting. MR should be seen as the holy grail for marketers and brands, as it offers an unprecedented capability to...

Barney

Interview: The business case for mixed reality in marketing

Read more

what a load of shit, and what a major stuff up... the new brand device is sterile, boring and just plain bad. Would be better suited to a...

James Yoi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Latest Podcast

More podcasts

Sign in