retail media systems digital signage in supermacs galway

Case Studies

Increase Profits with Digital Menu Displays
Make Your Business stand out from the Competition



Digital Menu Display case study with Supermacs, Headford Road, Galway.

Background of Customer
Supermacs is Ireland’s largest and fastest-growing indigenous fast food group with over 90 stores throughout Ireland & Northern Ireland and very impressive expansion plans.
Supermacs has become the success story of the Irish restaurant industry. Based in Galway it is well known for pioneering such Irish delicacies as “curry chips” and the “snack box”.
The offerings in Supermacs are quite extensive. Supermacs, Headford Road for example have a large breakfast trade and a massive product portfolio which includes Papa Johns Pizza, Relish Cafe, Scoop Smoothies, not to mention their ever evolving Supermacs product portfolio.

The Problem
The static menu displays had become dated and did not reflect the brand image for the present day nor the vision for the future. Offerings on the menu boards could not be changed through-out the day – for breakfast staff had to hang boards with printed menus in front of the menu display light-boxes. The cost of replacing menus and promotional printed material throughout the year was becoming unsustainable and no static menu could ever display all the offerings without looking cluttered and confusing to the customer. Price changes were becoming more frequent but were being held up or put off due to the long turn-around and high costs of reprinting and refitting menu displays for a single price.
The director of Supermacs, Mr. Pat McDonagh, wanted a menu display that changed automatically throughout the day with different food offerings associated with the meal time of choice. He wanted to increase his revenue by upselling and promoting more profitable items at peak times. He also wanted to communicate to the public their sporting sponsorships to GAA, Soccer and Rugby.

The Solution
Retail Media Systems installed a 11 zone Digital Menu Board system along with 11 PHILIPS 42” commercial screens, becoming the largest all digital menu display in Europe. Retail Media Systems received the menu artwork from Supermacs and turned it into animated and editable high definition menus and promotions. Next morning, lunch, evening and night-time menu layouts were created to allow Supermacs to offer different products, prices and promotions at different times of the day. Schedules were set-up for each day of the week to automate the changing menu offerings. The on-duty manager can also change what content is displayed at any time with the user friendly console in the back office. In addition, all changes to content and schedules can also be made via the internet using Retail Media Systems powerful browser based customer portal.
As part of a managed service Retail Media Systems update the content and schedules when needed and actively monitor and manage the system. New updates and features, such as on-screen sports news, twitter & facebook, seasonal themes can be uploaded as required to keep the digital menu displays always looking fresh. EPOS integration is being planned for next year.

The Success
Immediately after the installation of the new digital menu board system sales of key high profit items displayed using animated high definition promotions were up 60%. Overall sales were up within a month due to the promotion of breakfast, lunchtime and evening menus. Printing costs and turn-around times have been removed allowing quick and responsive price changes. 3 Months later they installed an even larger 18 screen digital menu display system in a second outlet in Kilkenny and are currently planning to roll the solution out to all outlets.

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