More than 10,000 Burger King and Tim Hortons locations will be modernized through “predictive selling” digital displays, with additional screens coming to Popeyes later this year
The digital drive-thru menu boards, designed in-house by parent company Restaurant Brands International, allow for special promotions to be tailored based on previous orders, regional weather patterns, time of day and other factors.
The tech can dynamically learn preferred ordering habits and also show the latest and trending menu items most-ordered in a location.
The displays also integrate with the restaurants’ loyalty programs, allowing for customized menu options to display based on favorite purchases and redemption history. This functionality is currently live and being tested at 30 locations in Canada with the Tim’s Rewards loyalty program.
All digital drive-thru menu boards in the U.S. and Canada have been designed to accommodate loyalty integration via scanning, Bluetooth or near-field communication.
All told, more than 40,000 of the menu boards are being installed at the restaurants. The 46-inch screens are powered by Stratacache Media Engines that are clustered together, redundantly, so if one screen loses connectivity, the secondary media player will take over.
RBI has also partnered with Verifone to develop a new global remote contactless payment device for a drive-thru lane. The first prototype is currently installed at a Tim Hortons restaurant in Canada, with 15 more locations to test the functionality by January 2021.
"Our guests have sought out our drive-thru lanes for our iconic food and beverages throughout the COVID-19 pandemic — even in the face of mandated dining room closures around the world," said Jose Cil, RBI CEO. "We believe strongly that it is time to modernize our drive-thru lanes throughout the U.S. and Canada to provide even better, quicker and contactless service for our guests. This includes presenting menu options on digital screens that are tailored for each guest, as well as integrating our loyalty program at the moment of ordering and providing remote, contactless payment to speed up our drive-thru lanes in the near future.”
"We have attracted exceptional digital and technology talent to join our global team, and our digital drive-thru menu board initiative is just one in a series of strategic projects that we are rolling out over the next year to strengthen our business model and improve the level of service we provide to our guests,” said Josh Kobza, RBI COO.