Almo Pro AV
Almo Pro AV

Best Practices for Menu Board System Design

by | Sep 13, 2019 | Digital Menu Boards, Digital Signage, Pro Displays

Alan Brawn, an AV industry veteran with experience spanning over 3 decades including management of a Pro AV systems integration company for 7 years, and one of the founding members of Hughes-JVC back in the early 1990s knows something about QSRs and Menu Boards. He is a recognized author for leading AV industry magazines such as Systems Contractor News, AV Technology, Digital Signage Magazine, and Rental & Staging, and we’re excited to share his take on the current state of the industry.  Read on to see his latest contribution to Commercial Integrator Magazine, where he did a deep dive with Almo’s own Jim Nista on content creation and what works and what doesn’t.

Integrators should recognize the significant demand for digital menu boards – and then acknowledge there’s a lot to learn to deliver them effectively.

by Alan Brawn

IN THE EVER-EXPANDING REACH of digital signage, retail- and food-related enterprises dominate in market share. Both retail and food services take special advantage of the major benefits of digital signage. They use variations of digital signage communication to enhance the viewing experience, modify viewer behavior, and promote their proprietary calls to action.

The intended consequence of this is to promote customer loyalty and repeat business and show differentiation in a concerted effort to stem the flow of commoditization and the appearance of sameness. Nowhere is this more evident than in quick serve restaurants (QSR) and convenience stores. One of the most popular “go-to” solutions in those niches is the incorporation of digital menu boards.

As with most digital signage, menu boards appear quite simple on the surface. It seems that all you need to do is put up a display and a list of menu items and call that job complete. Well, not so fast. There is much more involved in the area of menu boards than first meets the eye. With the expanding competition in the food industry and especially in quick serve restaurants, this whole menu board “thing” can be an existential issue.

A report by the prepared food industry shows that 60% of restaurants do not make it past the first year and 80% go under in five years. Did you know that the average person makes more than 200 decisions about food every day, many for them unconsciously? Research shows that 74% of customers say an easy to read menu is a top priority and 30% of customers say digital signage influenced an unplanned purchase. Statistics also show viewers spend 30% more time looking at digital signage compared to static signs.

Image by LG via LG Website

Gauntlet Is Thrown: Maximize Digital Menu Board Experience

We have all seen digital menu boards but what stands out is their varying degree of success. A group of subject matter experts out of the QSR industry estimates that more than 60% of today’s digital menu boards are done wrong. Here are some of the most common mistakes:

  • Poor design, use of space, and too much information on screen
  • Poor legibility
  • Using a monotonous static image
  • Excessive animation where items disappear before viewer can decide › Text-only menus that are easy to ignore
  • Looking continuously the same with little attempt at a refresh
  • Poor salesmanship on best sellers

All this being said, I want to share more about digital menu boards beyond statistics and bullet points. I wanted to explore best practices, so I went to Jim Nista, the senior director of content services for Almo. He is recognized as one of the best of the best in this area and teaches extensively on the topic. Since Nista co-teaches the Digital Content and Media Expert (DCME) certification for the industry it came as no surprise that he said, “It all starts with a content creation strategy.” Of course, if we fail to plan then we plan to fail… but Nista pointed out a key question that sets the tone for what is to come. How often will the content need to be updated? The answer will impact the design, how the content will be created, by whom and in what format, and ultimately the budget.

Depending upon the frequency of updating, Nista suggests, “If there are frequent changes you may want to use an HTML platform like Google Sheets. This is fast and inexpensive but can be limiting in design choices. The other choice is referred to as free form. This utilizes a graphic designer and offers true design flexibility but is more costly. Think of this as a template versus custom graphics consideration.”

Nista notes that where budgets permit, the trend is for free form where menu real estate is not constrained by a grid or a template.

This can provide a unique approach and stand out with consumers, and be more interesting and engaging. Both approaches, templated or free form, can be done in-house or outsourced.

Most often the size of the company, how often the content needs to be updated, and budget will dictate what path to take.

Understanding Digital Menu Board Objectives

The digital menu board should be designed to enhance the viewing experience as well as modify viewer behavior as they respond to a call to action but there are two other objectives that relate directly to QSRs and food services. The content needs to help the viewer decide and make a choice and do so in a more expeditious manner. If done properly this improves customer flow. In sit-down restaurants they call this “turning over the tables more quickly.”

Nista provided his short list of design elements to keep in mind:

  • Know the viewer and design for them.
  • Keep it simple; too many items and options end up being confusing.
  • Legibility is key. Font choice and size determine readability.
  • Beware of distractions. Focus on what you want the viewer to decide upon.
  • Too many zones can distract, but doing “specials” can be helpful to the company and the viewer.
  • If it is a fixed menu don’t scroll or animate. People take time to decide and if the menu scrolls too quickly, then they don’t have that time.
  • Video if done right can lead the viewer’s eye. It can give subtle clues and help make decisions fast. But if not done right it can be a distraction.
  • Locate menu boards carefully and be easily visible but avoid impeding traffic flow.

We all know that the retail and restaurant industry is highly competitive, and unless you have a unique selling proposition, chances are you will have trouble standing out from the crowd. The current state of the industry is driving restaurant owners to look for ways to set themselves apart from the fierce competition. Many are implementing digital menu boards, which is a step in the right direction,but as one expert told me, “some of these menu boards suck!”

What we know is that simply upgrading from static menu boards to digital menu boards is not enough on its own. More effort needs to be put into the content strategy and design of these menu boards in order to drive sales, engage with customers, and enhance their in-venue experience. If properly planned, designed, and implemented, digital menu boards can tip the scale in a restaurant’s favor.

ALAN C. BRAWN CTS, ISF, ISF-C, DSCE, DSDE. DCME, is the principal of Brawn Consulting.

To work with Jim’s team on creating content for your QSR and menu board projects reach out to our Content Services Business Development Manager Todd Heberlein today.

Fresh Air. Good for You. Great for Driving F&B Revenue.

by | Jul 30, 2019 | Hospitality, Uncategorized

This year, Almo Hospitality is debuting its first ever outdoor collection; the Cape Soleil Contract Collection of outdoor hospitality furniture, made by Agio. The collection is designed to help hoteliers create better outdoor customer experiences for guests, while giving operators great designs that are affordable yet durable. Oh yeah, it also sets the stage for more food & beverage sales too.

Why? Outdoor living is now essential to many travelers, both on balconies and in outdoor areas around the hotel. In fact, getting closer to nature is a major consumer demand driver for hotels. Take the idea of biophilic deign in hotels. That’s the idea of bringing the outside, inside hotels.

In residential, outdoor living has become increasingly important to the consumer. According to Global Market Insights,  The Outdoor Furniture Market will cross US$23 billion by 2024 as “rapid socializing trends, including dining at gardens, rooftop restaurants, grilling & barbeque events in the garden, or in the backyard area are the factors propelling the product demand.”

So, it’s no surprise hoteliers are seeing increased demand for more outdoor experiences from customers. In fact, the hotel business is seeing increased demand for nature related elements inside too! According to a report from Terrapin Bright Green, guests will spend on average 36% more time in hotel lobbies that have biophilic elements such as living walls and water elements. Also, guests will pay up to 18% more for rooms with a great view.

Now imagine taking that philosophy outdoors by creating an outdoor living experience through partnering with Almo Hospitality to help you create memorable outdoor experiences that drive sales food and beverage while simultaneously setting the stage for increased loyalty.

Hospitality.net notes that properties utilizing rooftops for F&B experiences saw a whopping $13 increase in revenue-per-seat to $68.20. In comparison, other properties saw an average of only $55.22. And that’s just one area within the hotel ripe for possible transformation.

Almo Hospitality has partnered with Agio to expand into the hotel business after finding success in the residential outdoor residential furniture market for more than 25 years.

“Hotels, restaurants and resorts rely on outdoor furniture to provide the best experience for guests by creating a calming, relaxing and inviting space that they can enjoy and remember,” said Apryl Lamberti, director of business development, who also noted this creates an additional revenue opportunity for Almo affiliated resellers.

Created specifically for hoteliers and their guests, the Cape Soleil Contract Collection is designed to be indoor or outdoor and can be mixed and matched as desired. It features what Almo says is comfortable furniture that requires minimal maintenance and is constructed from lightweight materials that provide strength, weather and rust-resistance for long-term durability. In addition, Cape Soleil furniture uses UV-resistant contract fabrics from Sunbrella and Phifer to protect against fading and stand up to rigorous use in commercial environments.

The Cape Soleil Furniture Collection is available in a wide range of styles, finishes and materials that can be stand alone or be paired together. The Cape Soleil line includes tables, dining chairs, lounge seating, sofas and side tables and a variety of complimentary outdoor living essentials like fire pits, umbrellas, patio heaters, outdoor fans, misters, combined with outdoor TVs, mounts and sound bars from Peerless-AV.

To view the complete collection, click here

Three Observations From My First InfoComm as an Almo Pro A/V Business Development Manager

by | Jul 16, 2019 | Uncategorized

By John Borns

In June 2019 the AV world descended upon Orlando, FL for AVIXA’s annual InfoComm Show.  This year, Almo Pro A/V celebrated its 10th birthday as an AV distributor.  I was there for the celebration as the newest member of Almo’s Business Development Team, experiencing my first InfoComm in Almo Blue.  This was my 6th time attending Infocomm, but the previous five had been on the manufacturing side.  Here are some of my observations from this year’s show:

1. What’s a Display Anymore?

The first thing I noticed was that my understanding of a “display” needs to be readjusted.  Video walls and panoramic projector surfaces aren’t brand new ideas, but I had never seen so many creative ways to turn a wall into a stunning visual experience.  As bezels disappear and pixels become more and more impossible to discern, pretty much any surface can be re-imagined as a way of delivering content, in ways that I wouldn’t have thought possible only five years ago.

2. It’s Hard Not to Be Impressed with Almo Pro AV’s History

While on the manufacturing side, I had taken Almo for granted as a constant staple of the industry.  I’d always known Almo as one of my biggest customers and a vital part of the AV channel.  At the 10-year anniversary cake-cutting event, I listened to Sam Taylor tell the story of Almo’s humble beginnings in the industry.  To hear him fondly recall walking around the show trying to convince some of the biggest players in AV to let them carry their products as an upstart was very moving.  Almo was just awarded the title of “2019 rAVe Reader’s Choice Best AV Distributor” again this year – for the eighth year in a row!  To think that Almo Pro A/V went from nothing to a $500M global distribution business in just a decade is hard to believe.  I’m proud to be a part of this team!

3. The Biggest Booth at the Show Was… Legrand?

Legrand, a relatively new player in the AV world, has been slowly and quietly building an impressive portfolio of leading brands in the AV infrastructure world.  It was pretty  much the first booth you saw when you walked in the door and its size and scope were impossible to ignore.  It’s difficult not to look at their presence at this year’s show as a bit of a statement of their arrival as a new player in the market, and; some sort of evolution from their background as a collection of individual independent brands.

So, that’s my take on this year’s InfoComm Show.  What did you think?  Post a comment below and have an Almo Pro A/V 10-year anniversary gift sent to you!

WIRELESS. IT’S ABOUT TO BE UBIQUITIOUS

by | Jun 26, 2019 | Hospitality

Though wireless electrical charging has been around since the days of Nikola Tesla, it hasn’t been widely adopted until recent years. Now that mobile phones are ubiquitous, both Samsung and Apple (the two leading phone manufacturers) are putting their considerable muscle behind this technology.

And last year, when the wireless charging standard Powermat joined the Wireless Power Consortium, well, it appeared as if the technology business finally has an industry wide standard supercharging adoption of this exciting new customer friendly technology. Now the Qi standard (pronounced chee) is quickly becoming ubiquitous.

For the hotel industry, this means the end of days worrying about significant cash outlays to buy a new charging technology that’s quickly outdated. For example, when traveling around the country we sometimes still see alarm clocks with 30pin connectors. Does anyone still have gear for those? This subtlety warns guests the hotel they’re staying in potentially cuts corners when servicing customers. That’s not the message any hotelier wants to send customers.

Plus, rooms with only Apple lightning connectors tell nearly 40% of room guests, the hotel is not looking after their device charging needs.

Fortunately, wireless charging is the last stop on a technological journey unifying all mobile cellphone users behind a single charging technology. According to TechNative, more than 500 million wireless charging enabled devices shipped in 2017 (most recent numbers available), representing a 40 percent surge.

The technology now works on all new Samsung Galaxy and latest iPhones, for example, as well as devices such as wireless headphones, Apple Watch, and many more.

That means after investing in wireless charging, hoteliers can be confident another technology won’t be supplanting this any time soon. That saves hoteliers money over the long term, while also improving the customer experience since guests no longer must hunt for appropriate connectors or dig through their bag hoping to find the right cables. Instead, guests simply set their mobile device down and charging automatically begins. Plus, in public spaces, wireless charging eliminates ‘low battery anxiety,’ which could cause customers to leave, rather than spend money at your property.

Public areas that include wireless charging stations such as the Hotel Charging Station with Qi Wireless Charging And Dual USB Outlets from Nonstop can actually increase food and beverage sales as the above mentioned survey notes 22 percent of those running low on power will order something simply for the right to charge up. Anecdotally, this improves customer service scores while simultaneously appealing to all generations, especially millennials and Generation Z.

Plus, we’re at the point where wattage delivered to charge devices makes it so wireless or the old-fashioned way takes about the same amount of time to fuel up.

There’s no longer any reason not to install brand new alarm clocks with wireless charging in your hotels. Your guests will think about how thoughtful you are when they wake up with a fully charged device right next to them.

Almo Corporation Gives Back to Community and Professional Industry Through Summer Fundraising and Outreach

by | Aug 23, 2018 | Uncategorized

Splash for Cash, P.A.L. and Integrate Baltimore Non-Profit Organizations
Bring Employees Together and Provide Community Service

Philadelphia, PA — August 17, 2018 — This summer, Almo Corporation, the nation’s leading independent distributor of appliances, consumer electronics, Pro A/V equipment and housewares, went above and beyond to participate in local-area fundraisers and volunteer outreach and service projects designed to give back to non-profit organizations in the community and professional industry.

“It is both an honor and a privilege to be able to give back to our local communities, favorite charities and industry-related organizations,” explained Warren Chaiken, president and CEO of Almo Corporation. “Our secret sauce has always been and always will be our people. Our culture is not only comprised of talented, hardworking professionals, but those with big hearts who want to make a difference in the community and for various causes by being actively involved and working together to change people’s lives for the better.”

 P.A.L Bike Build

On June 20, as part of the Almo Dealer Channel National Business Conference, Almo’s team-building time was dedicated to the Philadelphia Chapter of the Police Athletic League (PAL). The PAL organization provides safe havens for thousands of kids, some in the toughest neighborhoods throughout Philadelphia. From homework clubs, computer classes and citywide educational tournaments, to more than a dozen organized sport activities, the PAL helps children stay safe, productive and engaged in worthwhile activities.

Splash for Cash

On July 12, employees from the Almo Corporation headquarters paid to take turns knocking Almo executives and other colleagues into a dunk tank during the second annual Splash for Cash event to raise money for the American Cancer Society. The event included lunch provided by event sponsors Sharp, Danby and Honeywell, with many employees from these companies also participating in the event. More than $7,000 was raised over the course of the day and A Go-Fund-Me page was set up for additional contributions, 100 percent of which were provided to the American Cancer Society.

Integrate Baltimore

On August 1, Almo Pro A/V took advantage of the time together with employees and partners at its National Sales Meeting by giving back to Integrate Baltimore, a grassroots organization focused mainly on taking the abundance of used surplus technology and providing access to this technology in underserved areas. This organization also raises awareness about viable career paths in the AV industry. Almo’s vendor partners made product donations worth more than $25,000. In addition, Almo made a monetary donation of more than $4,000 through a corporate contribution and raffle money raised at the event.

Other charitable contributions made by Almo Corporation this summer include:

The Almo National Sales and Service Division visited the AstraZeneca Hope Lodge-American Cancer Society to prepare “breakfast for dinner” for the patients and care givers at Fox Chase Cancer Center.

Almo Corporation interns volunteered in the community at Habitat for Humanity.

Almo Corporation interns also volunteered at Holy Reedemer Food Pantry right around the corner from the Philadelphia office. They learned all about Holy Reedemer’s mission and helped out by bagging, sorting, and cleaning around the food bank.

Pin It on Pinterest