Informed Decisions Group, Inc. has taken our expertise in shopper insights from retail to QSR so our clients can leverage tools previously not available in menuboard optimization. Our innovations in merging visual and behavioral sciences have led to increased sales at retail from optimized packaging, displays, plan-o-grams and signage. Using this visual and behavioral combination with QSR provides data that is far more accurate than just talking to or surveying customers and provides strategies you can be sure of.
QSR menuboards can be a multi-faceted overload of visual stimuli for customers in terms of text and images that pit search efficiency against time. An accurate understanding of dining room and drive-thru menuboards does not come from just asking customers questions, but rather measuring their cognitive response to the visual stimuli. Informed Decisions Group, Inc. uses our proprietary mobile eye-tracking in the actual QSR environment to measure exactly how customers react to every facet of your menuboard. Why mobile eye-tracking? Because the correlation between what customers looked at and what they say they looked at is only .096.
Many fallacies exist regarding assumptions that can be applied to all menuboards such as “hot” and “cold” spots for panel locations. The truth is that each menuboard is different and a 360-degree approach is needed to account for the multi-dimensional impact of panel location, content, text/image balance, color contrast and pre-existing expectations while searching/ordering.
“Not Just The Menuboard”… The ordering process is impacted by other visuals besides the menuboard, such as static clingers at the entrance and on the windows, POS displays on the counter and in the path to the register. This “Curb Thru Exit” approach measures all stimuli and how they impact the menuboard and ordering process whether in the dining room or drive-thru.