In today’s world, competition in the food service industry is becoming increasingly intense. Therefore, to successfully operate a fast food outlet, café, or restaurant, it is important to actively attract the attention of potential customers, inform them about your offers, and create an appealing image of your establishment.

In this article, our advertising experts will share with you some tips on how to most effectively use outdoor advertising to promote food service establishments with the help of a CMS for digital screens.

Consider location

Choosing the right place for outdoor advertising is crucial. Consider nearby areas with high foot traffic and the presence of your target audience, such as shopping centers, public transport stops, or popular tourist spots, where a digital screen player can be effectively used.

Checklist for determining advertising locations

When choosing where to place your ads, try to answer the following questions:

Who might need to visit your establishment, and where will these people be when the need arises?

If there is a large park near the café, the ad can be placed on a city light near a walking path or at the park’s exit: after a walk, people will want a snack and see your offer. And in winter, in this location, you can place an ad for hot drinks on a digital screen.

Show ads where people have a need for your product

– Which streets have more foot traffic?

There may be many roads leading to your establishment, but some are more popular with pedestrians: maybe they have better pavement, there are trees nearby, or they simply offer a more convenient route to the metro. The same applies to automobile roads.

By carefully analyzing pedestrian and vehicle traffic, you can choose those advertising structures where the ad will be seen by the maximum number of people. Using software for digital screens will allow you to make the ad more dynamic and appealing.

– Where does your target audience live?

You can place restaurant or café ads in areas where representatives of your target audience live. Perhaps, on their way home, they pass by and might stop in for dinner. Or maybe they are students who drop by for lunch and head back to their dorms in the evening? The logic here is to place ads not near the establishment, but where potential customers live.

– Are there business centers and office buildings nearby?

If there are no offices near your establishment, advertising business lunches is unlikely to be successful since there would be no one to attend them. Evaluate the audience that is nearby to understand in which places these people will definitely see your offer on digital screens.

By answering all of the above questions, you will not only understand where to place your ads, but also which advertising messages may work best in your case. Digital advertising on well-chosen screens can become a powerful tool in your marketing strategy.

A design that makes your mouth water

The quality of advertising design for a café or restaurant plays an important role in attracting new visitors and retaining existing customers. A professionally designed advertising layout displayed on screens will help spark the audience’s appetite and desire to try the dishes, as well as convey the atmosphere and mood of the establishment.

Unique style and brand identity

Every café is unique in its own way. Identify what makes your establishment unique and reflect this in the ad design. Use a color palette, fonts, and graphic elements that convey the character and concept of the establishment. This will enhance brand recognition and help form a brand identity if you don’t have one yet. Utilizing DOOH (Digital Out-of-Home) networks will highlight your unique style and attract attention.

Secrets of an “appetizing” visual

The advertisement should be bright, memorable, and evoke an emotional response from potential customers. Remember that the dominant feature in the advertising layout should be a single image, no more. In the case of café advertising, it’s best if this image is of food displayed on advertising screens.

Text in outdoor advertising

The advertising text in creative ads on digital billboards, supersites, and media facades should be short and noticeable. To ensure the readability of the message from a distance, use only legible fonts and don’t ask the designer to add too much text to the layout: a few words and one address are enough.

Formulate an offer that will attract the audience at the location of the advertisement: show the price of a delicious business lunch near offices, unique cocktails on a bar street, or appetizing pizza in a shopping center.

Focus on the benefits

Focus on the advantages and highlight the real strengths of your establishment that visitors typically notice and mention in their reviews. Mention these in your advertising message. For example, this could be fast service, a diverse menu, fresh and high-quality ingredients, or unique dishes.

Emphasize what sets your establishment apart from competitors and attracts customers by using digital screens in DOOH networks.

Suggest what to do right now

Don’t forget to include call-to-action elements in your advertisement. For example, you could add a prompt to order online, an invitation to visit your establishment with an attractive offer, or a call to receive a discount by presenting a promo code.

CTA elements motivate potential customers to take specific actions and increase the effectiveness of the advertisement, especially in DOOH networks, where the ad can be easily adapted to the needs of the audience.

How to know if your outdoor advertising worked

There are three ways to find out how many people became your customers after seeing outdoor advertising, including through DOOH Display Solutions.

1. Promo code, keyword, or coupon. By including a promo code in the ad, you can accurately determine the number of people who took advantage of the offer. However, not all new customers will use the promo code; some may come simply because they saw an appetizing dish in the ad and won’t even notice the promo code. Some people don’t use promo codes at all, and others might forget or feel embarrassed to mention it. DOOH advertising allows you to easily adapt and change promo codes depending on the location and audience.

2. Ask customers where they heard about you. This question doesn’t provoke negative emotions, and people usually share this information willingly. However, keep in mind that they may have known about the café for a long time, but it was the advertisement displayed on screen software that finally motivated them to visit the establishment.

3. Number of online searches. For example, you can track search trends: if people start searching for the café more frequently, then the DOOH advertisement definitely delivered results, and brand recognition has increased.

However, remember that it’s not enough to just increase the number of online searches. It’s important that the establishment has a page where users can go to read up-to-date information about the place, check out the menu, or book a table.

The role of DOOH Display Solutions

Using DOOH Display Solutions allows you to easily track the effectiveness of outdoor advertising through integration with various analytics platforms. For example, you can analyze the time when the ad is shown most frequently and the number of people who viewed it. This helps to fine-tune advertising campaigns more precisely and achieve maximum efficiency.

Conclusion

DOOH advertising is becoming increasingly popular due to its flexibility and ability to adapt to the audience’s needs. By using screen software, you can easily manage content, change it depending on the time of day or location, which significantly increases the chances of attracting new customers. Special tools for tracking advertising effectiveness, such as promo codes or analyzing online searches, will help you evaluate the success of your advertising campaign and make the necessary adjustments to achieve even better results.

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