McDonald's Starts Advertising Trial on Digital Menu Panels

McDonald’s began to test a new advertising model in digital menu boards. According to Bloomberg’s report, this pilot program is provided to see advertising of other brands while waiting for customers after placing order in restaurants belonging to the company.

The main features of the pilot test are:

• After customers give orders from the driver window channel, they will see ads of third-party brands in digital boards while waiting for meals
• The test is primarily applied in restaurants of McDonald’s and designed as a “limited” project
• McDonald’s explained this step to “ discover ways to share the content that customers can find useful“
• Advertising content aims to make drive window experience more interactive

In the description of McDonald’s, it stressed that this application aims to provide helpful and relevant content. This kind of common in the technology industry connective advertising applications shows the potential to create additional income streams while personalizing customer experience.

Converting digital infrastructures of retail and fast food chains into advertising platforms, becoming a increasingly common trend. This move of McDonald’s offers an open example that shows how the time slices of time like the driver window are brought. The success of the pilot program has the potential to accelerate similar strategies for other fast-food chains.