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12 Benefits of Digital Signs

Posted in: Great Ideas, Truckstop Business


As I've written about before, I am surprised that more of our members, in fact the industry as a whole, have not converted to digital menu programs.

A regional QSR chain in El Paso recently transitioned from static signage to digital signage in all of their locations. I spoke with the regional manager about what benefits he and his company have seen since the conversion. He recently participated in a study and shared with me the results in order of what those surveyed said are the biggest benefits. For him, specifically it was that his sales jumped double digit.

He shared these 12 reasons digital menu boards are worth the investment:

  1. Centralized control of menu board content.
  2. Better pricing flexibility, with the ability to change prices easily throughout the day.
  3. Significantly reduced cost to make changes to the menu board.
  4. Increased customer satisfaction, achieved through:
    • Better product descriptions,
    • Greater readability; and
    • Ability to match a picture with a product.
  5. Considerable increase in sales for items on promotion.
  6. Improved efficiency within the operation.
  7. Local, state and federal labeling laws are easier to comply with.
  8. Improved share of wallet OR average check, as it is often referred to.
  9. Ability to easily focus on high margin products within the operation, thus increasing their sales significantly.
  10. Increase in order accuracy, as it is easier for customers to identify what they want.
  11. Good wow factor. Digital menu boards:
    • Increase foot traffic;
    • Look cool;
    • Are perceived as modern; and
    • Drive mouth-watering sales.
  12. Higher margins per transaction.

/// Expand Your Signage With These NATSO Member Sign Providers
Operators interested in adding new signage can purchase them from these NATSO allied members. (List as of March 2013. For an updated list, view NATSO's online Buyer's Guide of companies that serve the travel plaza and truckstop community.)

Diesel Pump Toppers
Raina Phillips
(310) 533-2536

Headrick Signs & Graphics
Louis P. Smith
(800) 227-4466

I.C.E. Signs
Michael Garceau
(603) 347-3005

LSI Industries
Vicki Rea
(513) 793-3200 x 3057 

Ping HD
Bob Sabo
(630) 416-9591

Skyline Electronic Price Displays
Mark Morris
(719) 659-9999

Sunshine Electronic Display Corp.
John Waller
(816) 387-4248


Editor's Note: Sign suppliers will be available for questions on the show floor at The NATSO Show 2014, which will be held Jan. 26 - 29 in Nashville, Tenn. Register for The NATSO Show to find the latest digital signage products. You can also access a list of suppliers that support the industry as NATSO members in NATSO's Buyer's Guide.

Photo Credit: Darren Schulte/NATSO

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About the Author

Darren Schulte

Darren Schulte

Darren Schulte serves as Vice President of Membership at NATSO. In this role, he directs recruitment, retention and customer service for truckstop and travel plaza members. He is also responsible for developing NATSO products and programs, particularly those relating to education, research and training for truckstop and travel plaza operators.

Schulte also leads NATSO's Profitable Retail Review program. A Profitable Retail Review is a custom assessment of your truckstop, including recommendations for every aspect of your facility, from actionable ideas to improve revenue to tactical ways to improve your net operating costs. Learn about NATSO's Profitable Retail Review program here.

Schulte joined NATSO with nearly three decades of experience in truckstop and travel plaza operations and merchandising. Schulte has worked for: 

  • Love's Travel Stops and Country Stores,
  • HESS Corporation, 
  • Petro Stopping Centers, and
  • TSC Global/Barjan LLC.