News

Dubai MOOYAH's marketing goes digital

September 20, 2013

A MOOYAH franchise in Dubai has rolled out digital menu boards from Wireless Ronin Technologies, according to a company press release. The installation was completed for the Ibn Battuta Mall location, one of four new country launches planned for the better burger chain in the Middle East before year's end. The Ibn Battuta Mall restaurant is the first of at least 10 restaurants to be owned and operated by UAE based AWGAL Investments, which has entered into a multi-unit development agreement with MENAFEX, MOOYAH's international development partner for the UAE.

The deployment featured two bilingual menu boards and two integrated promotional boards, as well as custom radio integration via MOOYAH Radio, powered by Wireless Ronin's partner Custom Channels. The promotional boards are seamlessly integrated with the Custom Channels music service to show a "now playing" feature, which displays information about the music being played, including artist, song title and album. Wireless Ronin will provide ongoing hosting and maintenance services.

"This installation marks our 11th deployment in the Middle East region and represents a tremendous opportunity for further international expansion," said Scott Koller, Wireless Ronin's president and CEO. "We were able to create a truly customized in-store experience, which should ultimately increase customer engagement and sales for the franchisee. The success of our installations at U.S. MOOYAH locations over the past three years was a key driver in establishing our new business relationship with MENAFEX."

The partnership with Wireless Ronin allows MOOYAH to bring a unified technology solution to its international partners, said Stephen Getty, MENAFEX president and CEO.

"We believe that Wireless Ronin has the adaptive content capability and distributed presence needed to rapidly deploy new marketing and promotional opportunities to our country and brand partners," he said. "Having piloted the integrated model of WRT and Custom Channels technologies, we are confident the implementation can be supported across hundreds of additional stores while increasing the opportunities for guest engagement through WRT supported social media marketing solutions.

Koller said this will be the first of many installations throughout the Middle East, as both restaurants and retailers look to differentiate themselves among competitors.

Read more about digital signage.