Quick service food chain is rolling out digital menu panels to all 315 Australian stores
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
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
