Article

Mama Fu's rolls out Digital DNA menu boards

Menu boards will help keep the brand's contemporary look.

May 6, 2013

Mama Fu's Asian House is launching Digital DNA menu boards to promote new menu items and brand innovations without cluttering the brand's contemporary redesign, said CEO Randy Murphy, who wanted to implement a digital menu that aligns with the brand's trademark Flex-Casual model, featuring counter service during the day and full service on nights and weekends.

"We want to keep customers up-to-date on our unique brand attributes and innovations, so we created a variety of animated marketing messages for the new Digital DNA menu boards," Murphy said. "The messages will focus on our Flex-Casual service, delivery, catering, food quality and freshness, Funatics Club loyalty program, and the new Black Market Menu."

Designed to increase revenue while creating a memorable guest experience, Mama Fu's has created a digital platform with three zones, or "customer touchpoints," complete with menu descriptions, pricing and Asian-themed video content.

Entry Zone
Upon entering the restaurant, customers will be met with three high-definition monitors running horizontally at eye-level. During counter service hours, the Digital DNA will display traditional menu board content — menu item descriptions and pricing — and will feature a section where relevant marketing messages will rotate periodically. The digital boards will display a mix of animated marketing messages and Asian-themed video content during table service hours.

Counter Zone
When guests order at the counter for lunch or take-out, they will find a high-definition monitor built directly into the counter displaying menu items and pricing as well as rotating marketing messages. Surrounded by custom cabinetry, the monitor blends seamlessly with the POS station and counter.

Wall Zone
Using the existing FuTube Channel wall monitors, a rotation of Asian-themed video content and animated marketing messages will be on display throughout all hours of service.

Read more about digital signage.