Restaurants have large and unique information needs. From typical branding and advertising campaigns to menu displays and wayfinding signs, a comprehensive, well-conceived stable of restaurant signage can be the difference between a successful, growing business and one that struggles to stay afloat. And while every restaurant is different, nearly all choose to incorporate similar elements of information displays and other signs that improve customer service and operational efficiency.
Storefront Signage: No business owner need to be convinced of the importance of the storefront sign. Besides a clear demarcation of the restaurant location, your storefront sign should help establish a first impression of the atmosphere and theme of your restaurant. Smaller window displays can broadcast hours of operations and other important restaurant information. Other window signs with key messaging and photos of menu items can also help drive foot traffic into the restaurant.
Advertising/Promotional Signage: This group of restaurant signage can be broken up into in-restaurant and out-of-restaurant signs. Whether it’s a display at a nearby bus stop, highway billboard, or some other venue, these signs provide an important boost to your restaurant’s profile and visibility. This out-of-restaurant signage is important for general advertising and branding initiatives that will expand your customer base. And while there can a lot of message crossover between advertising and promotional signage, in-restaurant signage typically focuses on limited-time promotions and other offers which can boost sales figures.
Menu Signage: For restaurants with counter-service this is the most common and important type of signage. Even table-service restaurants are more likely to deploy menu boards to comply with new upcoming rules on menu labeling. Indeed, managing menu display signage to provide customers with a clear, easily readable menu presentation, while also incorporating add-on sales and other revenue boosting measures is key to effective menu signage. Large menu boards behind counters, smaller wall menu displays along waiting lines, and digital menu presentations are all possibilities depending on the layout and sales model for your restaurant.
Other Restaurant Signage: There are other types of restaurant signs. Directional wayfinding signage can help guests know the seating protocol, find the restrooms, and otherwise navigate through the interior of the restaurant. New, interactive touch screen signage is also providing an alternative form of payment for guests. Despite the logistical complexity, these payment kiosks are becoming more popular as restaurants discover they reduce labor costs and alleviate the concerns of guests who are wary about surrendering a credit card to servers.