Burger King Has It Its Way

Daktronics Inc. (Brookings, SD) has launched a web-based, readerboard-control solution for a Burger King franchisee. The St. Charles, IL-based Burger King is the first restaurant in the chain to utilize the company’s Visiconn digital-readerboard-management solution.
Bruno Hilgart, director of operations and marketing for Gill Management, which owns and operates quick-service restaurants in the St. Charles area, says the new digital readerboard, complemented by the Visiconn control solution, will free workers from wasting time changing out a manual copy board and sped more time with customers.
Located roughly 40 miles west of Chicago, the restaurant’s grand opening at its new location, on June 15, featured Burger King-approved content on its Daktronics-manufactured digital readerboard.
“We’ll be able to promote our new Burger King’s prime location, advertise our menu items at the right time of day, and do it quickly and efficiently directly from the manager’s office,” said Hilgart. “Not only is it going to save us labor in the time it takes to manually change out a marquee, it will also help drive new sales.”
“With Internet-based display control, Burger King franchisees can choose how involved they want to be with controlling and scheduling message content on their digital LED readerboard,” says Vic Wenner, Daktronics’ quick-service restaurant sales manager.
Franchisees can choose to allow their outdoor digital readerboard to automatically update with professionally created messages that feature Burger King core products, national promotions and limited-time offers. They also can create their own messages and customize their schedules. Displayed messages are day-parted to promote the right food and drink at the right time of day. In addition, because Visiconn is Internet-based, franchisees can update messages remotely.
The Visiconn control system is suitable for on-premise digital displays, digital billboards and LCD-display locations. More information about Daktronics digital readerboards for Burger King restaurants can be found at: www.daktronics.com/qsr.