Surfin’ Chicken – Digital Menu Boards
Welcome to the second installment of our article series, “Top 5 Digital Menu Board Designs – And Why We Like Them.” In this installment we are recognizing a new and up and coming brand that does an outstanding job with their digital menu boards. The brand is a relatively new addition to the chicken QSR market called Surfin’ Chicken.
Surfin’ Chicken is a company that focuses on delivering high-quality food and a great guest experience. Started in California, the company has grown to have stores in Arizona, Nevada and Texas. Surfin’ Chicken locations are located primarily in Walmart locations which creates a unique challenge for the use of digital menu boards. The company uses digital menu boards to attract foot traffic passing by the restaurants and to engage them in a branded experience while providing a clear understanding of the food and treat offerings.
Easy to Order
One of the best things about Surfin’ Chicken’s Digital Menus is the clarity of the offering. By showing big beautiful photographs of the food and treat offering, customers can easily “order with their eyes” from the selection of products. Each of the products has a clean and clear photograph that clearly shows the value of each item.
Showing product qualities with photography
The designs for these digital menu boards do an excellent job of using photography instead of text to demonstrate the ingredients and flavors of each product. An example of this would be an item such as the Chili Chicken Crunch sandwich. The photograph for this product makes it unnecessary to describe the ingredients because you can clearly see the chips, chili and cheese in the photograph. The photographs on a white background make the imagery pop off the screen and make each item extremely appealing and clear.
Upsell and Add-ons
One of the key values to look for in a Digital Menu Board design is how well the menu demonstrates upsell or add-on options. These menus have a simple upsell to “Make it a Meal” presented in the header. By doing this it is unnecessary to explicitly call out the combo pricing for each item. This helps to keep the design uncluttered with extra text. The add-on of “Extra Sauce” is also very clear and is augmented with photographs of each sauce.
Small Bites and Treats
Surfin’ Chicken has the opportunity to sell small bites for shoppers to bring with them during their shopping experience. Given that many of these restaurant locations are in Walmart locations, this option is important to the Digital Menu Boards. The Snacks section of the menu again allows the user to “buy with their eyes”. Each item on the snack menu has a beautiful photograph to entice customers.
Introduction and Explanations for Unique Products
One of the unique products offered by Surfin’ Chicken is their Loaded Fries options. These items combine french fries with a variety of toppings and flavor offerings. In order to make sure customers understand the full value of each of these unique offerings a short description is used to augment the clean photography.
Kid’s Meals and Treats
Many Walmart customers have kids with them during the shopping experience. Surfin’ Chicken does a great job of addressing this audience with easy to understand kid’s meals (again with beautiful images). These Digital Menu Board designs do a tremendous job of keeping visitors from being overwhelmed. Each section of the menu is focused and clear. We love how these menus provide a beautiful brand experience and an easy customer experience.
Overall we love the way these menus take this new brand and introduce the offering to the audience. Extra points for making it easy for customers to quickly understand the products and order. These are digital menu boards done right!
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