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DIGITAL
TRANSFORMATION
MEANS BUSINESS
Digital'technologies'are'helping'leading'
QSR'and'fast'casual'brands'engage'their'
customers'in'new'and'innovative'ways'
improving'the'customer'experience
while'gaining'productivity'and'efficiency.

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 V isit any'restaurant'brands'corporate''''
boardroom'following'a'strategic'planning
session'and'there'is'a'good'chance'you'will'find'two'
words'written'on'the'whiteboard:'digital'
transformation.'Forbes'Magazine'reported'that'
67%'of'Global'2000'enterprises'will'have'digital'
transformation'at'the'center'of'their'corporate'
strategy'by'2018,'and'according'to'Gartners'
research,'CEOs'expect'their'digital'revenue'to'
increase'by'more'than'80%'by'2020.'In'the'
restaurant'industry,'almost'all'of'the'major'chains'
have'implemented'digital'strategies'and'solutions'
over'the'last'decade.'Some,'like'Subway,'have'even'
created'entire'divisions'tasked'with'the'
assignment.'Other'brands'have'large'innovation'
centers'and'labs'that'are'testing'products'and'
refining'their'plans.
CEOs expect their digital
revenue to increase by
more than 80% by 2020.
Forrester
acrelec.com
DIGITAL/TRANSFORMATION/DEFINED
While'numerous'definitions'of'digital'transformation'can'be'
found'on'the'Web,'its'meaning'never'strays'very'far'from'a'
core'concept:'to'utilize'digital'technology'to'create'a'
better'customer'experience,'improve'products'and'services'
and'streamline'business'processes.'The'field'is'abuzz'with'
buzzwords'like'customer'journey,'omnichannel,'digital'
disruption'and'the'Internet'of'things.'SoRloRmo (social'
location' mobile)'is'how'companies'provide'a'digital'
experience'at'every'touchpoint'and'phygital'combines'
physical'devices'with'digital'software.'Regardless'of'where'
a'brand'may'be'along'their'own'journey'to'enhance'
customer'engagement,'digital'transformation'is'business'
transformation'and'business'transformation'IS'digital'
transformation.
Digital'transformation'is'about'finding'new'ways'to'provide'
speed'of'service,'convenience'and'exceptional'customer'
care.'If'theres'a'problem'RR lets'call'it'a'pothole'on'the'
road'to'customer'satisfaction'RR it'is'now'referred'to'as'
friction.''Friction'is'anything'that'happens'during'a'
customer'interaction'that'might'cause'dissatisfaction,'and'
becoming'frictionless'is'at'the'top'of'the'digital'
transformation'checklist.
 CONNECTING/WITH/CUSTOMERS
The'Internet,'smart'phones'and'mobile'apps,'social'
media'and'digital'signage'have'created'a'highly'
informed,'empowered,'connected'and'confident'
customer'and'innovative'restaurant'brands'are'
responding'with'solutions'that'resonate'with'
customers'while'increasing'revenue'and'lowering'
costs'for'the'chain'and/or'franchisee.

Digital'solutions'were'first'used'to'help'put'more'
quick'in'the'quick'service'driveRthru,'smoothing'
out'many'of'the'bumps'that'were'slowing'down'
outdoor'service.'Drive=thrus have/come/a/long/way/
since/a/muffled/voice/crackled/through/a/speaker/
asking/a/frustrated/customer/to/repeat/their/order./
With'the'advent'of'digital'order'confirmation'
screens,'customers'can'view'their'menu'selections'
on'the'display'as'each'item'is'added'to'their'tab.'
The'result'is'less'customer'angst'and'less'time'
spent'at'both'the'menu'and'payment'window'as'
customers'have'the'confidence'to'drive'away'
without'checking'inside'the'bag.'Everyone'in'the'
driveRthru,'brand'and'buyer,'benefits'as'more'cars'
move'productively'through'the'line.

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 NOT YOUR GRANDMOTHERS DRIVE-THRU
The'outdoor'menu'board'of'a'leader'in'QSR'innovation'is'no' Sales can be as much as
longer'a'hodgeRpodge'of'old'posters'and'flyers'taped'to'a'glareR 20% higher with digital
filled'glass'enclosure.''WellRdesigned'outdoor'digital'menus'with'
high'resolution'moving'images'are'helping'brands'to'highlight' displays. FEDEX
high'ticket'items,'promote'the'sale'of'addRons'and'entice'
customers'to'upsize.'The'technology'is'delivering'a'powerful'ROI.''
Reports'indicate'that'sales'can'be'as'much'as'20'percent'higher'
when'a'digital'menu'is'employed.'Today,'digital'driveRthru'
enclosures'can'stream'live'video'so'customers'can'see'the'inside'
orderRtaker,'creating'a'more'personal'connection'between'the'
brand'and'its'customers.''

Innovative'brands'arent'waiting'until'customers'reach'the'menu'
to'grab'their'attention.''New'digital'presell'and'promotional'
displays'greet'QSR'patrons'as'they'arrive'on'the'property'
presenting'fullRmotion'promotions'and'reducing'perceived'wait'
time'as'a'captive'audience'is'captivated'with'brand'messaging.'
Promotional'displays'can'conceal'beacon'technology'that'can'
identify'the'customer.'Once'the'science'fiction'only'imagined'in'
the'film,'Minority'Report,'this'technology'would'have'been'
considered'an'invasion'of'privacy'just'a'few'years'ago.'

acrelec.com
 Now'consumers,'from'millions'of'millennials'to'
techRsavvy'seniors,'expect'companies'to'know'who'
they'are.'Digital'technology'can'display'previous'
order'history,'customer'loyalty'information'and'
deliver'marketing'content'targeted'to'their'dietary'
preferences.
acrelec.com
NO DRIVE-THRU? NO PROBLEM
Integrating'beacon'and'Bluetooth'with'digital'
technology'also'affords'brands'without'the'
real'estate'for'a'driveRthru'window'the'ability'
to'offer'customers'curbside'convenience.'
That'means'fast'casual'concepts'can'enhance'
their'business'model'to'compete'with'their'
neighborhood'QSRs'where'70%'of'fast'food'
revenue'comes'through'the'driveRthru.'Using'
curbside'displays,'fast'casual'customers'
arriving'to'pick'up'a'mobile'order'can'be'
directed'to'a'digitallyRmonitored'parking'
space'that'alerts'the'kitchen'crew'to'deliver'
the'meal'outside.'Already'popular'in'the'U.K.,'
digital'clickRandRcollect'outdoor'technology'
can'handle'cash,'credit'or'mobileRpay'
functions'and'even'suggest'that'the'guest'
add'additional'items'to'their'order'before'its'
delivered.
 THE INSIDE SCOOP
With'fast'casuals'now'offering'outdoor'service,'
QSRs'are'stepping'up'their'inside'game'by'
enhancing'their'interiors'with'more'comfortable'
seating,'music,'WIFI'and'even'table'service'
delivery.'But'its'new'interactive'digital'kiosks'that'
are'making'the'biggest'difference'to'limited'service'
restaurants'hoping'to'deliver'faster'indoor'service.'
By'offering'kiosk'selfRservice'thats'as'fast'as'the'
driveRthru,'many'customers'will'choose'to'go'inside'
rather'than'sit'in'the'parking'lot,'bring'their'food'to'
another'location'or'eat'behind'the'wheel.'Bringing'
customers'inside'allows'the'brand'to'build'a'
deeper'and'richer'brand'experience' and'indoor'
kiosk'orders'tend'to'be'25%'higher'than'the'driveR
thru.
First'introduced'in'France'by'McDonalds,'
selfRservice'kiosks'and'tabletop'touchscreen'
displays'allow'customers'to'avoid'the'service'
counter.'They'can'view'the'menu,'order'their'
meal'and'pay'with'cash'or'credit'cards.'In'
Paris,'90'percent'of'a'Paris'locations'indoor'
patrons'choose'to'use'the'kiosks.

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 THE/SECRET/TO/HIGHER/SALES Early adopters of digital solutions are
Many'brands'initially'thought'that'kiosks'would' seeing a 9% increase in top line
lower'customer'satisfaction'by'eliminating'the' revenue and are 26 % more profitable
personal'touch'of'counter'service.'They'feared'that' than their competitors. Cap Gemini
kiosks'would'reduce'the'opportunity'for'wellRtrained'
employees'to'suggest'combos,'side'dishes'and'
desserts.'Early/adopters/quickly/found/that/an/
increasingly/digitally=savvy/society/preferred/to/
interact/with/touch/screens/rather/than/people,/
particularly'true'among'the'Snapchat'crowd.'Left'to'
their'own'(digital)'devices,'guests'found'themselves'
less'inhibited'about'upsizing'their'drink'or'fry'size'or'
adding'sweets.''And'all'those'privatelyRordered'pies'
and'shakes'are'adding'up'to'sales'that'are'double,'
triple'and'even'four'times'what'they'were'at'the'
counter.''According'to'research'by'MIT'and'
Capgemini,'early'adopters'of'digital'solutions'are'
seeing'a'9%'increase'in'top'line'revenue'and'are'26'
%'more'profitable'than'their'competitors.'Whats'
more,'selfRservice'kiosks'have'the'unique'advantage'
of'being'able'to'offer'service'in'multiple'languages,'a' enterprise.'In'the'last'few'years,'McDonalds'has'
benefit'to'many'multiRcultural'neighborhoods.' deployed'kiosks'in'half'of'their'7,900'restaurants'in'
Multiple'language'menus'also'make'it'easier'for' Europe'and'based'on'their'reported'success,'rollR
brands'to'deploy'menus'across'an'international outs'around'the'globe'are'inevitable.

acrelec.com
 SERVING/UP/BETTER/SERVICES
Kiosks'are'also'making'it'easier'for'QSR'and'fast'casual'brands'to'deliver'food'to'dineRin'patrons.'Table'
location'systems'connect'a'dispenser'to'the'kiosk'that'provides'the'customer'with'a'locator/tracking'
token'that'they'can'take'with'them'to'any'seat'in'the'restaurant.'When'the'order'is'ready,'there'is'no'
buzzer'or'lightRup'pager'calling'customers'back'to'the'crowded'counter'to'hunt'for'their'tray.'The'
order'number'and'the'location'of'the'token'are'relayed'to'the'kitchen'and'displayed'on'a'digital'
restaurant'map.'Team'members'can'quickly'find'the'guest'and'deliver'their'(happy)'meal.'

THINGS/ARE/LOOKING/UP
Digital'driveRthrus and'cuttingRedge'
kiosks'are'a'great'idea,'but'a'brand'that'
is'planning'to'deploy'new'digital'
technology'must'not'overlook'the'
opportunity'to'enhance'the'experience'
of'those'customers'who'wish'to'stay'
with'traditional'counter'service.'More'
and'more'brands'are'replacing'static'
overhead'menus'with'an'impressive'
wall'of'digital'menu'displays'that'
present'cuisine'in'a'vivid'display'of'
mouthwatering'moving'imagery.'

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 These'displays'deliver'plenty'of'benefits'to'the'
brand,'like'the'ability'to'change'the'menu'based'
on'dayRpart,'to'promote'a'seasonal'item,'or'create'
a'special'promotion'for'a'surplus'entre'that'might'
otherwise'end'up'as'waste.'Guests'are'finding'that'
digital'displays'make'it'easier'to'see'and'
understand'menu'options,'ingredients'and'calorie'
counts.
NUMBER/23?/NUMBER/23???
Digital'technology'is'also'eliminating'the'need'for'
counter'staff'to'repeatedly'call'out'customer'order'
numbers'or'names'when'meals'arrive'from'the'
kitchen.''A'prominently'placed'digital'order'ready'
display'integrates'with'the'kitchen'management'
system'to'light'up'and'identify'that'a'customers'
order'has'reached'the'counter.'By'using'digital'
order'ready'boards,'counter'service'staff'can'focus'
on'taking'orders'and'customers'dont'have'to'try'
and'hear'their'name'over'the'noisy'lunchtime'or'
dinner'crowd.'When'you'combine'digital'overhead'
menus'and'order'ready'displays,'its'easy'to'see'
why'things'are'looking'up'for'counter'customers.
acrelec.com
DO/IT/RIGHT/THE/FIRST/TIME
There'are'more'opportunities'than'ever'for'brands'
to'turn'to'digital'technology'to'transform'their'
business'and'reap'huge'financial'benefits.'But'
proceed'with'caution.'It/might/be/a/worn=out/
clich,/but/when/it/comes/to/introducing/digital/
solutions,/you/never/get/a/second/chance/to/make/
a/first/impression./Introduce'a'video'driveRthru'
that'goes'dark'in'the'middle'of'a'conversation'and'
that'customer'is'on'a'oneRway'trip'to'another'
brand.'Promise'table'service'and'then'not'deliver'
on'the'promise'of'a'hot,'happy'meal,'and'theres'
another'burger'place'on'the'corner'thats'ready'to'
take'your'place.'With'the'right'solutions'in'the'
right'place,'supported'by'the'right'technology'
platform,'content'management'tools,'training'and'
support,'brands'will'discover'that'true'
transformation'is'possible'through'digital'
technology.
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