Digital QSR. Evolving the Customer Experience at the Drive-Thru

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Angelina Owen
5 years ago
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QSR sales, but despite being the major revenue contributor,

1 Digital QSR Evolving the Customer Experience at the Drive-Thru Drive-Thru today secures more than 60% of total QSR sales, but despite being the major revenue contributor, increasing the customer loyalty through an engaging experience is still a big challenge. In a Drive-Thru lane the main tool to capture the customer s satisfaction is the Digital Display. Its quality, colors, readability and reliability are the fundamental features that deliver Engaging Content. W h i t e P A P E R

The 7 Outdoor Enemies of Digital When developing an Outdoor Digital Display Network, we need to be concerned about 7 key issues.

If not properly managed, these key issues will lead to users seeing such negative effects on your display, such as black spots, condensation, decreasing brightness and washed-out or unreadable

These 7 enemies of outdoor are: SUN solar light & solar energy TEMPERATURE working temperature range variation WATER humidity, rain, snow, ice DUST dirt/brake-dust and other solid particle pollution

2 The 7 Outdoor Enemies of Digital When developing an Outdoor Digital Display Network, we need to be concerned about 7 key issues. These are mostly related to the environmental challenges posed by outdoor applications, but also to human factors. If not properly managed, these key issues will lead to users seeing such negative effects on your display, such as black spots, condensation, decreasing brightness and washed-out or unreadable content, but, worst of all, they will see a very poor image of your food proposal. These 7 enemies of outdoor are: SUN solar light & solar energy TEMPERATURE working temperature range variation WATER humidity, rain, snow, ice DUST dirt/brake-dust and other solid particle pollution AGING degradation of components and performance DAMAGE physical accidents or vandalism And the worst is: Choosing seemingly easy, apparently COMMON SENSE solutions that actually are neither When Common Sense Doesn t Make Sense for your Digital Drive-Thru Project Many leading QSR s have attempted to replace static menu boards with LCD technology to capture the benefits that digital can bring. However, to date, no QSR has implemented a world-wide successful roll out. WHY? LCD TFTs were not designed to work outdoors. Therefore, they require additional, complementary technologies and know-how to overcome the LCD s limitations and the challenges of Outdoor. But often what seems the most intuitive solution can actually be the worst choice. For instance, it s common to believe that a powerful Air Conditioning (A/C) unit can control and stabilize the overheating problems, but applying such intuitive tricks does not lead to a reliable nor a cost-effective solution. Displays-in-a-box and air conditioned systems are examples of an overly simplistic approach. Let s explore how proven and integrated solutions can overcome the enemies of Outdoor. Protected Contrast is worth more than Brightness The sun creates a lot of different issues that must be overcome, among them: heat, UV rays and optical light that generate reflections. Regarding the light, few people know that what makes a written piece of paper or even an LCD display readable is not brightness, but contrast. A piece of paper in full sun light is much more readable than a TFT display nits No Opt. Bonding Opt. nits 700 nits with Opt. Bonding WHY? The answer is that a piece of paper presents a very high contrast because it does not generate unwanted reflections. So, protecting the display s contrast, rather than only increasing its brightness, is vitally important. In fact, to enhance contrast is more important than just to increase brightness, as the latter only leads to increased power (cost) and heat (system failure). The solution that protects the image contrast and reduces the reflections in outdoors is called optical bonding. A 1500 cd/m2 LCD panel protected by an optical bonding treatment achieves a very readable, eye-catching and functional display, delivering perfect images of your food, even in direct sunlight.

Thermal Management: A/C units = ancient technology The next enemy, temperature, is affected by all the elements, not just ambient air temperature.

It could sound easy to overcome such problems by using an A/C unit or a system based on Peltier cells, but these systems are prone to failure.

There are proven and reliable passive thermal management systems which will maintain all internal components inside their approved operating temperature and humidity ranges.

3 Thermal Management: A/C units = ancient technology The next enemy, temperature, is affected by all the elements, not just ambient air temperature. Environmental conditions can drive extreme temperature variations creating internal condensation and component failure. It could sound easy to overcome such problems by using an A/C unit or a system based on Peltier cells, but these systems are prone to failure. They have very high power consumption and cause internal condensation which is not a healthy working environment for any electronics. Condensation can also make the display impossible to read. There are proven and reliable passive thermal management systems which will maintain all internal components inside their approved operating temperature and humidity ranges. The harsh reality of all weather conditions do not compromise Electronics and LCDs do not like water nor dust. A field proven and certified IP54 (Nema 3) protection is required. Alternative systems with filters are not trusted solutions. After a few years, low grade seals can degrade, allowing water and dust to enter. Also the filters may become dirty, restricting the air flow and increasing the internal heat and therefore reducing the life of some components. Another downside to filters is the need to change them often (even once a week in some locations), increasing the Total Cost of Ownership (TCO). Do not underestimate the negative effects of aging The Sun (mainly UV and heat), weather conditions and temperature can all cause display components to deteriorate in a few months. What may appear to work perfectly during the early life cycle, can completely change its characteristics as time goes on. The gaskets may lose their elasticity causing the display to lose its IP54 protection and therefore letting water and dust enter. Sun and temperature can literally cook the inside of the TFT, causing problems such as yellowing pictures or irrecoverable shadows on the TFT. A display can lose 10-15% of its brightness every year due to a lack of heat protection and so what is readable and eye-catching the first day, can become unreadable in just a few months. For durability, all components in the displays must be proven and certified to the right life-cycle standard. For example a fit for purpose LED backlight with High-Efficiency and Long-Life is a fundamental base to start from.

Avoid display incidents and allow easy service A digital menu board is obviously a valuable piece of equipment, both for its capital-cost and its operational importance in generating sales.

A modular design will allow fast replacement of damaged parts and more easy and efficient service and maintenance.

One key solution to overcome all the enemies: Optical Bonding Optical bonding is not just an optical enhancement. The benefits from using it will protect your capital investment too.

4 Avoid display incidents and allow easy service A digital menu board is obviously a valuable piece of equipment, both for its capital-cost and its operational importance in generating sales. So, it must be sufficiently robust to protect it from vandalism and accidents. The product should have a protection compliance equal to IK08 and P2A glass. A modular design will allow fast replacement of damaged parts and more easy and efficient service and maintenance. Lastly, make sure you choose an anti-shard glass; if not, glass could shatter and cause further damage and public hazards. One key solution to overcome all the enemies: Optical Bonding Optical bonding is not just an optical enhancement. The benefits from using it will protect your capital investment too. The GDS solution (G-Bond ) is a process that fills the air gap between the front glass and the LCD with an optically indexmatched material. What are the benefits? Enhances contrast for improved readability and appeal Provides mechanical strength (easier to meet P2A) Protects the LCD from gravity effect (distortion) Eliminates the greenhouse effect of air gap Increases the display s thermal conductivity Protects the LCD from aging Protects against damage, dust, condensation Protect your customers thanks to its anti-shard effect Lastly, Optical Bonding achieves the visual WOW factor delivering a rich image that inspires the culinary emotions! A proven 700,000 display network worldwide There are more than GDS displays working in direct sunlight outdoors. GDS has robust and field-tested solutions to meet the outdoor challenges: G-Bond Optical and Thermal benefits Enerlight Deliver vivid color and very low power consumption G-Cool Thermal Management System -30 C + 50 C G-Tool Remote Diagnostic System G-Sunvision Allows LCD vision with polarized sunglasses G-Save Adjust brightness & reduce power assures 10 years life G-Life Age protection assures day 1 performance for 10 years G-Eye Read TFT brightness and colors from the front

5 See how GDS Technology allows best-in-class on-field applications See how the Elements and not proven solutions generate awful effects

6 About GDS After more than 30 years, GDS continues to be a technology leader and world leading manufacturer of display solutions. GDS s position as the chosen partner of some of the world s leading blue chip companies has been achieved and maintained by providing best-in-class solutions, products and services. Today, GDS continues this ethos by growing with clients as their needs and requirements change. It is this dedication to customers that drives GDS to remain at the forefront of its chosen technologies and markets. GDS Europe (Headquarters) Via Tezze di Cereda, 20/A Cornedo Vicentino (Vicenza) Italy T F E. emea@gds.com GDS America Maurice Cohen Building th Avenue Rockford, IL USA T F E. america@gds.com GDS Asia No. 11 Building, EDI Processing Business Network Supervision District, No. 888 Pangjin Road Wujiang Economic Development Zone Wujiang City, Jiangsu Province, China T F E. asiapacific@gds.com

Outdoor Digital Kiosks At Your Service XTREME TM OUTDOOR DIGITAL MENU BOARD KIOSKS

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