When McDonald’s launched its “Experience of the Future” campaign and started installing digital menu boards in its restaurants, its sales and margins skyrocketed.

That was no coincidence!

Digital menu boards can drive orders for cafes and restaurants. The crisp images and videos of the menu displayed on the digital screens significantly enhance the appeal of the food. 

The appetising visuals of food can evoke feelings of hunger, excitement, and anticipation, prompting customers to place orders to satisfy their cravings.

So, how do you create digital menus that boost sales when implementing digital signage in your cafe, restaurant, or fast-food business? 

Here are 15 ways to create mouth-watering digital menu boards that drive orders:

1. Use high-quality images

Use digital menu boards that feature high-resolution images of your menu items. High-quality images stimulate the visual senses. Thus, digital menus with high-quality images of your food entice customers. 

This can trigger their cravings, increasing their likelihood of ordering the featured food.

Imagine this! The digital signage screen showcasing your menu items captures someone’s attention. With the crisp images on the display, they can see the finer details of the food, such as the juiciness of a burger or the freshness of salad ingredients.

That level of detail enhances the perceived quality of the food and makes it more appealing. The individual will be more likely to place an order.

So, you should consider investing in professional, high-quality food photography to capture great images of your food items for your digital menu. 

Pro tip: Ensure the images accurately represent the presentation of the dishes. 

This helps manage expectations and reduce the likelihood of negative experiences. Know that when customers see images of dishes on a menu, they form expectations about how their food will look when served. 

If the actual presentation of the food differs significantly from the image, it can lead to disappointment and dissatisfaction.

2. Embrace video or animated content

To use digital menu boards to drive orders, consider moving beyond static visuals and include video or animated content. As we like to say, “If a picture is worth a thousand words, a video is worth a thousand pictures.” Moving visuals are more engaging than static images.

Videos and animation can showcase food in a dynamic and visually appealing way, allowing you to highlight the finer details of food to make it more enticing to customers.

For example, video content lets customers see a dish from different angles and perspectives. 

Videos can zoom in on specific elements of the dish to show finer details that may be difficult to capture in still images (such as intricate garnishing, the texture of individual ingredients, etc).

Also, videos can capture movement and interaction with food to create a more immersive experience for viewers. 

Consider clips showing the bubbling of cheese on a pizza, steam rising from a hot dish, or a fork cutting into a tender piece of meat. This level of movement can make the food appear more enticing, increasing the likelihood of placing orders.

3. Keep the digital menu design clean and minimalistic

One principle of digital signage content is “less is more.” This phrase means that a design with just the essential elements is more effective than one that has too much of superfluous things.

When creating digital menus, keep the design clean and minimalistic. This reduces clutter and distractions and allows important information (like menu items and descriptions) to stand out more prominently, making it easier for customers to read the menu, leading to a smoother ordering process.

You should consider doing the following:

• Avoid overcrowding the menu with text or images.

• Embrace ample white space around the menu items and section to create a sense of balance and reduce visual clutter.

• Avoid overly stylised fonts that can distract from the content. Use one or two easy-to-read fonts for menu headings and descriptions.

• Keep visual effects (like gradients, shadows, and decorative borders) to a minimum so as not to distract from the content.

4. Write clear and concise descriptions

If you have only images, customers may wonder what the food item is or what makes it special. Not knowing may dissuade them from placing an order for it.

This is where descriptions of menu items come in!  

Descriptions of the menu items allow you to communicate important information about the dishes and highlight their unique features and selling points.

Using clear and concise descriptions, you can inform customers about key ingredients, flavours, and cooking methods of the pictured food. This draws attention to what sets the dish apart, making it more appealing.

Pro tip: When writing descriptions for menu items, use descriptive language that evokes sensory experiences. 

Descriptions that evoke sensory experiences invite customers to imagine the flavours and sensations they will experience when enjoying the dishes. This can make the food more enticing, increasing the likelihood of placing orders.

Imagine the description: “Zesty salmon Lemon Herb Salmon: Fresh salmon fillet marinated in a zesty blend of lemon, garlic, and aromatic herbs.” Customers can almost begin imagining the depth of flavours with every succulent bite.

Also read: 13 Revolutionary Ways Digital Signage Transforms Restaurant Experiences.

5. Use appropriate colour themes

Colours play a crucial role in creating a visually appealing digital menu that captures attention.

The right colour scheme can enhance the overall aesthetics of the menu, making it more attractive and inviting to customers. So, use the appropriate colour schemes to create mouth-watering digital menu boards that drive sales.

Assign specific colours to different types of dishes or sections of the menu. Within each section, use contrasting colours to make items stand out from the background. 

This helps customers navigate the menu more efficiently. And quickly noticing menu items increases the likelihood of ordering them.

6. Highlight specials or bestsellers

Items that stand out are more likely to attract attention and consideration from customers, leading to increased orders. Therefore, one way to create mouth-watering digital menus that drive orders is to prominently feature specials and bestsellers on the menus.

Highlighting specials and bestsellers can also influence customers’ decision-making processes. When customers see popular items, they may feel compelled to order them, reasoning that the items are popular for a reason.

So, use digital screens in your restaurant or fast-food location to always beam seasonal specials, popular dishes, or chef’s recommendations to customers. 

Use design elements such as colours, borders, or icons to draw attention to these specials.

7. Use taglines to intrigue

The text on your digital menu boards should not be limited to item descriptions, prices, or promotional content.

Taglines can pique curiosity and create interest in specific menu items or promotions. When you incorporate catchy taglines into your digital menu boards, you can make customers curious about experiencing the food, thereby increasing sales.

Examples of taglines to make customers explore menu items include:

• Taste the unexpected: This tagline can pique curiosity and encourage customers to explore unique or innovative menu offerings.

• Indulge in pure bliss: This tagline creates a sense of indulgence and luxury, enticing customers to try indulgent menu items.

• Savour every bite: This tagline emphasises the enjoyment of the dining experience and encourages customers to try the dishes. 

• Elevate your palate: This tagline suggests the menu offers elevated and refined flavours that will tantalise the palate and satisfy discerning tastes.

8. Organise your menu into categories

Restaurants typically offer different menus. Making customers scan through all the menu items to find what they want can make the ordering process more difficult. 

This is where organising your menu into categories comes in!

Organising your menu into categories makes it easy for customers to find what they are looking for. Use clear headings and subheadings to categorise items in your digital menu boards.

For example, you can organise your menu into categories such as appetisers, entrees, desserts, etc.

The appetiser category would feature starter food to whet the appetite before the main dishes (such as salads, dips, finger foods, etc.). 

The entrees would feature your main dishes, while the desserts category may include sweet treats (such as cake, pies, pastries, etc.).

Presenting your menu items in logical groupings like that streamlines the ordering process. An individual can easily scan the menu, focus on a relevant section, and quickly identify items of interest without feeling overwhelmed by all your restaurant menu options.

9. Incorporate interactive features

Another way to use digital menus to drive orders is to incorporate interactive elements.

Interactive digital screens allow customers to interact directly with the display. Interactivity increases customer engagement and allows customisation, enhancing the overall customer experience. And a happier customer is more likely to place an order.

You can add interactivity to digital menus using touchscreens, where customers can click elements to view additional descriptions or nutritional information. 

Such screens are usually more engaging. And when customers spend more time exploring the menu and discovering new things, they’re more likely to place an order.

You may also include interactivity using self-ordering kiosks, where customers can customise their orders with add-ons, substitutions, or special requests. Empowering customers to tailor their orders based on preferences or dietary restrictions increases their satisfaction and usually translates to more orders.

10. Implement dynamic pricing

One superiority of digital signage over traditional options is that it allows real-time updates. That is, it’s super easy to change the content of digital signs. With digital signage, you don’t need to print new materials to change content—you only need a few clicks on your computer buttons.

The ease of adjusting content makes digital signage excellent for implementing dynamic pricing in restaurant menus. Restaurant owners can use signage screens to show dynamic pricing by leveraging real-time data, demand fluctuations, and consumer behaviour. This optimises your pricing strategy to drive orders.

You can adjust menu prices based on factors like time of day, day of week, seasonality, and demand fluctuations. 

For example, during peak hours, you may adjust prices upwards to capitalise on increased demands and maximise revenue, and during off-peak hours, you may adjust prices downwards to attract customers and stimulate sales.

You can also use the digital displays to showcase your promotions, discounts, and other incentives to attract new customers and boost sales. 

11. Include social proof

In marketing, nothing drives sales like user-generated content. People usually trust statements from fellow customers more than those from brands, which is why they look up reviews before buying from a brand.

Thus, one good way to create digital menu boards that drive sales is to include social proof (positive reviews, ratings, or testimonials from satisfied clients). Showcase photos or videos (and short statements) of happy customers enjoying the food.

Sometimes, appetising and visually appealing images of menu items may not be enough to convince your target audience. Showing them what customers like themselves feel about your food may do the trick. 

For example, if you have a digital sign advertising a tasty sandwich, you can place another screen next to it. The screen will show different slides with satisfied customers munching on the sandwich and expressing their feelings about it. Imagine showcasing statements like “Nothing like it,” “Best sandwich I’ve ever had,” etc.

Pro tip: Use real customers’ reviews and include the customers’ names.

12. Add Call-to-Action

Call-to-Actions (CTAs) provide clear direction to customers, guiding them on the action they should take. So, feature persuasive CTAs (such as “Order Now” or “Try Our Specials Today”) prominently on your digital menu boards to encourage customers to place an order.

True, customers who enter your restaurant are likely there to make a purchase. However, including a Call-to-Action in your menus can drive more sales.

A CTA can encourage customers to consider additional menu items, upgrades, or add-ons. For example, a CTA may prompt customers to go for a premium beverage or add a side dish, thereby increasing the average order value.

Pro tip: Make the CTA one of the most prominent elements of the menu board.

Adding a CTA to your most profitable dishes and making it very prominent can increase sales for your profitable menu items.

You may also like: 9 Digital Display Tactics for Effective Cross-Selling.

13. Regularly update menu items

Factors like seasonal availability of ingredients and evolving customer preferences mean that certain dishes sell better at specific times of the year. 

For example, while warm soups and desserts are perfect for cold winter days, frozen treats will do better in hot summer days.

Regularly updating your menu ensures that your offerings stay relevant and appealing to customers. Offering items that customers are interested in at a specific time increases the likelihood of making sales. Therefore, take advantage of digital signage’s flexibility to update menus regularly based on trends.

Updating your menu also keeps it fresh and exciting for customers. Customers may find your menu boring if it features the same items all the time. But by introducing new items or rotating seasonal menus/ specials, you can encourage customers to explore different offerings. This increases overall customer satisfaction and ultimately drives sales.

14. Place the digital menu board strategically

Even if you create an eye-catching menu design, it can only be impactful if customers can see it. Strategically placing digital menu boards in restaurants enhances their visibility, maximising their effectiveness in driving sales.

Place your digital signage menus in highly visible locations so customers cannot miss them. Strategic places to put digital menu boards include:

• Near entrances

• Above the ordering counter 

• Queue lines and waiting areas

Pro tip: Install multiple digital menu boards in strategic locations throughout the restaurant.

Installing multiple menu boards helps you cater to the needs of different customer segments and ensures that menu content is visible from various vantage points.

15. Use appropriately sized digital menu boards

Another factor that affects the visibility of digital menu boards is the size of the screens. Choosing appropriately sized screens ensures your menu items are clearly visible and easily readable. This increases the likelihood of attracting customers’ attention and increasing sales. 

Thus, it is not enough to place digital menu boards in prominent locations within your restaurants. It’s also important that they are big enough so customers can easily read the content from their viewing location.

Some factors to consider when deciding the size of digital menu boards include:

• Viewing distance: Consider where customers will be viewing the screens from. Since they may not be very close to the screens, choose a screen big enough for content to be visible from reasonable distances.

• Content density: Consider the amount of content that will be displayed on the menu board. The screen should be large enough to display your menu item, along with its image, description, and pricing information, without overcrowding it.

Also read: How Does Digital Signage Work? A Business Owner’s Guide To Leveraging Electronic Displays.

Takeaway: Create appetising digital menus that drive orders with Luna Screens 

McDonald’s has been using digital menu boards to shoot up sales in its restaurants. You also can!

If you run a cafe, bar, restaurant, or fast food centre, using digital screens to showcase your menu items can make the food more enticing. This can trigger cravings and increase the likelihood of customers ordering the featured food.

Installing digital menu boards starts with choosing a high-quality and reliable digital signage solution. This is where Luna Sceens comes in!

Luna Screens is one of the best digital signage solutions in the market. It is a cloud-based solution with a simple, easy-to-use interface that makes it easy to turn digital screens into visually appealing digital signs. 

Even with zero or minimal technical knowledge, Luna Screens allows you to quickly drag and drop elements to create appetising digital menus that drive orders.

Luna Screens offers optimum uptime, ensuring your digital menus will be live and running whenever you want them to.

Ready to start using digital menus to drive sales and elevate your cafe, bar, or restaurant? Get Started with Luna Screens today!