How QSR Brands Can Create Effective Content
April 29, 2025
In the world of QSR, every second counts. Your customers are hungry, on the go, and often make quick decisions. That’s why digital signage isn’t just a tool—it’s your frontline storyteller. When used effectively, it can boost upsells, streamline operations, and elevate the customer experience.
In this article, we share some insights into how QSR brands can master engaging content tailored to speed, clarity, and appetite.
1. Lead with Craving Content
Your screens are digital menu boards, but they should do more than list items. Use high-quality visuals that highlight textures, steam, and sizzle. Think close-ups of juicy burgers or freshly poured coffee. Pair with short, punchy copy like “Hot & Ready” or “Fan Favourite Returns” to trigger cravings.
Tip: Use slow-motion or subtle animation to bring food to life without overwhelming the viewer.
2. Time It Right: Use Dayparts
What works at 8 AM may not work at 8 PM. Schedule content dynamically to match customer mindsets, breakfast promos in the morning, meal deals at lunch, and desserts in the evening. Use data (such as weather or traffic) to adapt in real-time.
Example: On cold days, highlight warm soups or hot drinks. On weekends, push family bundles.
3. Make it Easy!
Clear, intuitive content improves speed and satisfaction. Highlight combo deals, limited-time offers, or customisation options without clutter. Use icons, motion graphics, or short loops to show ordering steps and wait times.
Bonus: Display queue management messages, such as “Your order is being prepared,” to reduce perceived wait time.
4. Promote Add-Ons at the Perfect Moment
Use digital screens at the ordering point to nudge add-ons: “Want fries with that?” or “Upgrade to a meal for just €2 more.” These micro-prompts can significantly increase average ticket value.
Pro tip: Rotate upsell content every few seconds to keep it fresh and eye-catching.
5. Connect with Local Touch
Even global QSR chains thrive when they feel local. Feature local language, regional menu items, or content tied to local events. People love to feel seen, and localised content increases engagement.
Idea: Highlight a “Staff Pick” item with a name and photo from that location.
6. Build Brand Loyalty with Emotions
Beyond food, use signage to tell mini-stories about your sustainability efforts, employee shout-outs, and community partnerships. This builds emotional resonance and brand preference, which Kantar identifies as key to long-term growth.
Frame it: “Meet Carlos, the hands behind your favourite burger – here since 2015.”
7. Track, Test, and Tweak
QSR is fast, but insights matter. Use analytics to track which promotions perform best. A/B test content (e.g., two versions of a dessert ad) and rotate based on results. Great content evolves with your audience.
Visual Art’s Full-Service Offering
At Visual Art, we specialise in helping QSR brands like yours design and operate digital signage that not only looks great but also works hard. From dayparting strategy to motion content production, we take complexity off your plate so you can focus on what you do best: serving great food fast.
Do you need more ideas or help with creating effective content for digital menu boards? Reach out to Pelle Mets Höök, our Global Head of Design Studio, today!
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