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UK restaurant chain goes 'all-you-can-eat' for buffet digital signage

Spectrum Interactive, which bills itself as “the U.K.’s largest, independent provider of public Wi-Fi and related services,” recently announced the deployment of its digital signage solution within restaurant chain Brewers Fayre. The chain is part of the Whitbread group – and with 129 locations across the U.K. – Brewers Fayre selected the Spectrum service to promote and support its “Buffet Place” concept offering “all-you-can-eat”-themed nights throughout the week, according to the announcement.

Running over the Brewers Fayre infrastructure, the digital signage solution — which features flatscreen displays and media players — allows the brand to dynamically manage content and its scheduling. Supporting multiple formats, including video, audio, HTML, static images and animation, the service enables Brewers Fayre to create eye-catching, tailored messages via intuitive “drag-and-drop” functionality. In addition, the digital signage solution can be accessed remotely via the Internet, meaning that it can be updated and managed at head office level, as well as by local restaurant staff.

Following a successful trial in 2009 at Brewers Fayre High Wycombe, Spectrum is now rolling out the solution to further locations. When deployment completes in September 2011, Spectrum’s digital signage service will be operational in 77 Brewers Fayres in total, which accounts for two-thirds of the entire estate.

Renata Zurawiel, head of restaurants marketing at Whitbread, said her firm wanted a high-quality solution that would give it the ability to schedule targeted messages in order to maximize awareness and the take up of Buffet Place.

“It was vital that the system would provide complete flexibility to allow us to change content instantly and easily,” she said. “The solution that Spectrum delivered initially for the trial at The Papermill, High Wycombe, proved such a success that we have rolled it out to other locations.”

Simon Fordham, general manager at Brewers Fayre, High Wycombe, said, “digital signage has been a real hit for us — it holds much more impact than posters or leaflets. Not only do the digital screens give us another way to ‘speak to the customer’ but they also add to the restaurant’s modern and bright appearance.”

For more information on restaurant digital signage deplyments, visit our Restaurants research center.

digital signage