Subway installs Panasonic Digital Menu Board in its establishments in Mexico

It is a comprehensive solution that includes design services, online content deployment and distribution to manage restaurant chain promotions in Mexico. It has already been installed in 18 establishments and the goal is to close the year with integration into a hundred branches.

With the aim of attracting more customers and increasing consumption, the restaurant chain specializing in submarine sandwiches, subway, has begun the implementation of a content and digital signage solution in the different franchises it has in Mexico.

This is the Digital Menu Board concept, a comprehensive solution developed by Panasonic already operating in different stores in the chain.

Digital Menu Boards optimize the management of content that is displayed on fast food restaurant screens in order to control, from the information of the promotions, products and prices, up to the frequency, timetables and locations where they are shown to the public at the centers.

The creation of these contents is part of the solution, because they take advantage of the design tools, animation and video with multi-screen deployment options, resulting in dynamic pieces that catch the public's attention.

This solution facilitates the operation of marketing teams of fast food companies that work daily with temporary promotions, ads of different dimensions and materials, in addition to facing fierce competition that disputes consumer attention.

Digital Menu Boards already operate in 18 Subway restaurants in Mexico, but the goal of Subway and Panasonic is to close the year with the integration of the solution into a hundred branches.

Project realization

The Digital Menu Board concept includes design services for creating and adapting content, programming and deployment of them. Distribution is done online through a Content Management platform that sends restaurant-specific promotions where a media player and Full HD displays have previously been installed.

Creation, adaptation and management of content is done in conjunction with Brazilian company DFS, expert in digital signage solutions that is part of Panasonic Brasil.

The customer, in this case subway's Marketing area in Mexico, outlines the plans of their promotions and shares graphic elements and basic information to Panasonic for DFS experts to design the corresponding campaigns, from content to programming.

Once approved, campaigns are distributed online to each location, where the manager in turn should only turn on the equipment (media player and screens) to automatically play preloaded content.

The basic model of the solution integrates 4 to 6 video screens, in landscape orientation, for general promotions, and vertically, to communicate special promotions or exclusive products.

To facilitate day-to-day operation, both in Subway's Marketing area and franchises that already use the solution, Panasonic has the service of 'Help Desk' through which doubts are resolved and requests for special content or programming are answered in a particular restaurant. In addition, users have a service center available to review or repair potential failures that equipment may file.

Food courts

Example of using this solution is the new Subway branch located in the food court of Torre Manacar shopping center, south of Mexico City. It is a special restaurant because it offers unique products, like wraps, paninis and some salads that are not available at other branches.

"In the fast food business, and particularly in food courts, competition is fierce, because we live with multiple options and variety of food. At Subway our offer is healthy and tasty. We combine meats with sauces and vegetables, which makes sandwiches suggestive. In addition, we take great care of staff training, we seek for operators to have a real conversation with customers", notes Guillermo Calderón, Subway Operations Director at Corpo Substore, one of Subway's largest franchises with nearly a hundred restaurants in Mexico and more than 30 in Texas (United States).

Subway's manager highlights the quality of the content, your detailed image and motion options. "Today's technology is leveraged to launch our new products. Thanks to the design and image quality we can see the colors of the ingredients, steam coming out of a hot dish or as a sauce flows that pours over meats and vegetables. The sandwiches look alive and the customer will be craving it".

For its part, Subway Antenas and Plaza Via Vallejo franchises in Mexico City, they have also seen the importance of communicating their store promotions with shocking content, because since they implemented Panasonic's solution in November 2018, have noticed that the contents are much better designed, are more attractive and immediately capture the consumer's attention, which has resulted in an increase in sales.

Digital Menu Boards add to Panasonic's technology offering in Mexico for the big QSR chain market (Quick Service Restaurant) you already serve with POS terminals (Point of Sale), digital kiosks, communication systems for drive-thru, safety, lighting and cooling.

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