Subway installs Panasonic Digital Menu Board in its establishments in Mexico

It is a comprehensive solution that includes design services, deployment and distribution of online content to manage the promotions of the restaurant chain in Mexico. It has already been installed in 18 establishments and the objective is to close the year with the integration in a hundred branches.

With the aim of attracting more customers and increasing consumption, the restaurant chain specializing in submarine sandwiches, Subway, has begun the implementation of a content and digital signage solution in the different franchises it has in Mexico.

This is the Digital Menu Board concept, a comprehensive solution developed by Panasonic which already operates in different stores of the chain.

Digital Menu Boards optimize the management of content displayed on the screens of fast food restaurants in order to control, from promotions information, products and prices, up to the frequency, times and locations in which they are shown to the public in the centers.

The creation of this content is part of the solution, because the design tools are used, animation and video with multi-screen display options, resulting in dynamic pieces that capture the audience's attention.

This solution facilitates the operation of the Marketing teams of fast food companies that work daily with temporary promotions, advertisements of different dimensions and materials, in addition to facing fierce competition that competes for consumer attention.

Digital Menu Boards already operate in 18 Subway restaurants in Mexico, but the goal of Subway and Panasonic is to close the year with the integration of the solution in a hundred branches.

Project realization

The Digital Menu Board concept includes design services for the creation and adaptation of content, programming and deployment thereof. Distribution is done online through a Content Management platform that sends specific promotions to each restaurant in which a media player and Full HD screens have previously been installed..

The creation, adaptation and administration of content is done in conjunction with the Brazilian company DFS, expert in digital signage solutions that is part of Panasonic Brazil.

The client, in this case the Subway Marketing area in Mexico, outlines your promotional plans and shares graphic elements and basic information to Panasonic so that DFS experts can design corresponding campaigns, from content to programming.

Once approved, campaigns are distributed online to each location, where the manager on duty only has to turn on the equipment (media player and screens) to automatically play preloaded content.

The basic model of the solution integrates 4 a 6 video screens, in horizontal orientation, for general promotions, and vertically, to communicate special promotions or exclusive products.

To facilitate daily operation, both from Subway's Marketing area and from the franchises that already use the solution, Panasonic has the 'Help Desk' service through which questions are resolved and requests for special content or programming in a particular restaurant are answered.. Besides, Users have a service center available to review or repair possible failures that the equipment may present..

Food courts

An example of the use of this solution is the new Subway branch located in the food court of the Torre Manacar shopping center., south of Mexico City. It is a special restaurant because it offers unique products, como wraps, paninis and some salads that are not available in other branches.

“In the fast food business, and particularly in the food courts, the competition is fierce, because we live with multiple options and variety of food. At Subway our offer is healthy and tasty. We combine meats with sauces and vegetables, what makes sandwiches suggestive. Besides, we take great care of staff training, “We want operators to have a real conversation with customers”, says Guillermo Calderón, Director of Subway Operations at Corpo Substore, one of the largest Subway franchises with almost one hundred restaurants in Mexico and more than 30 a Texas (USA).

The Subway manager highlights the quality of the content, your detailed image and movement options. “Current technology is used to launch our new products. Thanks to the design and image quality we can see the colors of the ingredients, the steam that rises from a hot dish or the way a sauce flows over meats and vegetables. The sandwiches look alive and the customer craves them”.

For your part, the Subway Antenas and Plaza Via Vallejo franchises in Mexico City, They have also been able to confirm the importance of communicating their stores' promotions with impressive content, Well, since they implemented the Panasonic solution in November 2018, They have noticed that the contents are much better designed, They are more attractive and immediately capture the consumer's attention, which has resulted in an increase in sales.

The Digital Menu Boards add to the technological offer of Panasonic of Mexico for the market of large QSR chains (Quick Service Restaurant) those it already serves with POS terminals (Point of Sale), digital kiosks, drive-thru communication systems, security, lighting and cooling.