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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in