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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey WhatsApp chatbots need to be added to a business’ tool belt to engage with the always-on customers. Easy to build in literally 5 step...

Unnit Dedhia

How chatbot marketing brought a supernatural exhibition to digital life

Read more

We’re seeing an increase in customer loyalty after businesses began implementing Live Chat. Here’s your one-stop guide on Live Chat suppo...

Fiza Syed

Customer loyalty in the time of COVID-19

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

Blog Posts

Innovate or die

It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.

Michael Valos

Senior Lecturer, Department of Marketing, Deakin University

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Sign in