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BurgerFi centralizes management of in-store digital signage

BurgerFi store
BurgerFi is centralizing control of in-store digital signage.

A premium fast-casual hamburger chain is ensuring the digital menu and marketing boards in its stores display the correct information.

BurgerFi store locations utilize digital signage to communicate information on product pricing, promotions, and special offers to customers. The retailer experienced challenges in deploying and updating information consistently across its store fleet, because each location managed its own displays. Digital screens were not networked together within or across locations.

As a result, many screens displayed outdated and inaccurate content, with some signs showing stale images for months at a time. In addition, as different stores used digital sign technology from different vendors, BurgerFi had difficulty performing regular maintenance coordinating and scheduling emergency repairs.

To remedy this situation, BurgerFi sought a uniform, systemwide solution that that could schedule, display, and manage digital menu content. The company also wanted to support dynamic pricing changes and promotional offers; as well as integrate digital applications in its network for a better customer experience.

BurgerFi ultimately selected the Hughes Digital Signage cloud-based Content Management System (CMS). Leveraging the Hughes CMS solution, BurgerFi corporate management gains anytime/anywhere access to all digital menu boards and marketing boards across the company’s 122 locations.

Hughes connected each site’s mix of screens to the CMS, enabling the potential for branded content to be scheduled by time of day, audience and promotion. Screens now display dynamic content, including videos, social media feeds, and media rich animations, all pushed out to select screens and locations within the system. BurgerFi can vary display content by region or state, or deliver the same content franchise-wide.

Individual stores also can customize corporate-approved content by integrating social media channels and hashtags. BurgerFi also integrated its digital signage system with Olo, an online restaurant ordering and delivery platform that supports its online ordering, ghost kitchens, and delivery programs.

The retailer uses the Olo solution to disseminate daily pricing. Now, when BurgerFi adjusts pricing within Olo, the changes update automatically across all menu boards in the system.

Previously, menu board and marketing board content was updated monthly by restaurant managers or staff using a USB stick. Now, BurgerFi’s corporate marketing team can update content as frequently as desired across all locations, in an effort to better engage customers and support product promotions.

BurgerFi’s rollout of the Hughes CMS solution includes new screens with integrated signage players at many locations and new signage players on existing screens in other locations, enabling a unified player platform across all sites.

The retailer also obtains access to network management, spanning installation, proactive monitoring and fast remediation, both automated via Hughes artificial intelligence for IT operations (AIOps) capability and on-location, when needed, with field service personnel.

Furthermore, BurgerFi has access to the Hughes portal, 24/7 support, and a nationwide team of field technicians.

BurgerFi enhances store experience, pricing with cloud-based POS

In another innovative technology deployment, BurgerFi is also leveraging the Oracle Micros Simphony Cloud POS solution as a restaurant hub. BurgerFi is implementing new technologies on the platform such as customized tablets, contactless payments, and tabletop and kiosk ordering to enhance its in-store dining experience.

Utilizing the platform’s enterprise restaurant management capabilities, BurgerFi is also simplifying front- and back-of-the-house business operations across in-store and online ordering functions.

Established in 2011, BurgerFi ranks among the nation’s fastest-growing better burger concepts, with 122 BurgerFi locations, including 97 franchised and 25 corporate-owned restaurants, in addition to 24 ghost kitchens.


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