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Burger King, the world’s second-largest quick-service restaurant (QSR) group, launched a global redesign initiative that completely revamps the restaurant look and feel. Turning to a modern industrial feel, a switch to digital menu boards (DMBs) provides guests with an overall elevated dining experience. Burger King’s menu offerings – famous for flame-grilled burgers and high-quality ingredients –stayed fresh with the audience, but the restaurant interior was stale in comparison. The restaurant redesign, called 20/20 as it will last until 2020, began in 2013 and was created by Scala Certified Partner in Mexico, Tecnomania, using the Scala platform. The result is DMBs running smoothly in 30 restaurants, creating an impactful dining experience rivaling that of fast casuals, while also delivering on the promise of high-quality food delivered quickly.

Quick facts

Burger King kicked off a global initiative to revamp their QSR interiors to a modern design, including a switch to digital menu boards. Scala partner Tecnomania lead the redesign for Burger King restaurants throughout Mexico.

  • The Scala platform outperformed the initial digital signage provider with an easy to operate, design and manage system
  • Centrally managed content ensures that branding is consistent and messages are displaying on the right screens at the right time
  • Burger King has saved money on printing costs and delivery, as well as boosting sales with strategically timed and placed promotions
  • The digital menu boards are on their third year of running smoothly and effectively throughout Mexico on 90 screens

Tecnomania used the Scala platform to create the DMB solution with a six-month turnaround time, knowing it was stable, easy to use and capable of handling the multi-location project. Burger King’s initial switch to DMBs in Mexico kicked off in 2009 and was unsuccessful – content was difficult to manage and schedule, creative design was limited – and the switch to the easy-to-use Scala platform and management by Tecnomania was a better fit all around.

With Scala Enterprise Content Manager, a simple playlist-style system allows for easy drag-and-drop content management and reliable scheduling. It was important to Burger King to maintain complete messaging and pricing control, and the centrally managed platform is able to be updated by Tecnomania from anywhere, any time. The previous system only allowed for one-to-one player to display, whereas the Scala system was capable of handling the multi-screen set up of the QSRs.

“Building and managing Burger King’s content on the Scala platform helps us provide the highest quality customer service. Content Manager is easy to use and allows for a lot of process automation while at the same time being stable and reliable.” Alejandro VIllaseñor, General Director, Tecnomania

Tecnomania was also able to use different content creation design formats with the Scala platform, which was previously limited to strictly printed menu listings. Burger King was able to give Tecnomania several pieces of creative content at one time, along with the directive of exactly where, when and at what location the messaging should play. For instance, customers’ tastes change according to the time of day, season and even holiday. The switch to DMBs ensures the messages are relevant, allows for pop-up promotions and sharp, compelling imagery of the freshly prepared menu items currently available.

Throughout Mexico, 30 franchisee-owned restaurants are successfully, smoothly running the DMBs on two-, three- and four-screen set ups. Burger King has found that the DMBs are not only saving money but also generating revenue, allowing for targeting according to the time of day, season and audience.

“We like to have lots of fun in our restaurants and switching to digital menu boards was a big part of creating a modern, entertaining environment for our customers. All of the challenges we met with our initial digital provider were easily overcome by Tecnomania using the Scala platform. The digital menu boards are impactful with dynamic and attractive images, and they also let us simplify and optimize our promotional strategy.” Fernando Villegas, Director of Operations, Burger King

About Burger King
Since April 2013 the brand in Mexico is operated by Operadora de Franquicias Alsea SAPI de CV along with a group of seven Mexican franchisees, distributed throughout the 32 territorial states: Operadora Argenta, Geboy de Tijuana, Operadora Exe, Operadora Cever, Operación Restaurantera, HM Restaurantes, Operadora Nortemex and Moteburger. Since 2008, the BURGER KING® brand in Mexico was positioned as a leader in the industry to operate 400 hamburger restaurants in the country surpassing its nearest competitor. Today it has 422 restaurants.

Mexico is one of the most important markets in the region of Latin America and the Caribbean, a market that continues to grow and represents 40% of the region’s total number of restaurants.

About Tecnomanía
Tecnomanía is a Mexican company formed by young professionals with extensive experience in the advertising branch, video production and events for over 20 years. Member of the Digital Signage Federation since 2010. Scala Gold Partner by Mexico in Latin America

About Scala
Scala solutions deliver engaging experiences by connecting digital signage, beacons, kiosks, mobile applications and devices. Scala provides the platform to easily create and centrally manage the deployment of these experiences, while retaining the flexibility to rapidly personalize to be as relevant as possible to current audiences. With more than 28 years’ experience entertaining, informing and educating audiences, Scala is well-known for its innovation in digital signage and leveraging best-of-breed technologies such as mobile and predictive analytics to create award-winning solutions that are easy-to-use yet infinitely customizable. Headquartered near Philadelphia, PA, with six offices spanning the globe, Scala’s network of partners and developers are located in more than 90 countries. Scala solutions are used by more than 5,000 customers and the systems drive more than 500,000 screens worldwide.For more information, visit: http://www.scala.com or their blog. Connect with Scala via Twitter and Facebook.

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