McDonald's USA making its digital menu board play

AT&T announced it has collaborated with digital signage solution provider STRATACACHE and digital signage display provider LG Electronics to provide a completely integrated digital menu board solution for McDonald's USA's business.

AT&T is providing project management and connectivity for the digital menu boards through an existing relationship through which AT&T provides WAN, LAN and Wi-Fi services in more than 14,000 McDonald's U.S. restaurants. STRATACACHE's ActiVia for Media 4.0 digital signage software provides the dynamic merchandising solution for single and multipanel menu board solutions. With ActiVia, select McDonald's restaurants in the U.S. can change menu board items, adjust pricing, daypart menus and promote special and premium items at will. Additionally, STRATACACHE provides all system operations, restaurant-specific content scheduling, remote monitoring and management and media players.

LG is providing the DMB display technology with its 47-inch-class, full-HD LED displays, at least five per McDonald's location, that also are Energy Star certified, supporting McDonald's commitment to environmental sustainability. 

"Our customers are responding positively to our new menu boards. It is easier to see our great tasting food on a digital display," said Patrick Phalen, McDonald's vice president, U.S. information technology.

McDonald's is deploying DMBs to an additional 650-plus company-owned restaurants. The new menu boards are designed to enhance customers' in-restaurant experience while helping the business lower operating costs and digitally deliver content for menu options and promotions to McDonald's restaurants.