LG wins 4,000 display order for McDonalds restaurants

LG Electronics is to supply more than 4,000 high-brightness displays for use at McDonalds restaurants in Germany. The LG displays will be rolled out by restaurant and retail customer experience integrator Acrelec, together with digital signage software from MDT Medientechnik GmbH.

Using the XE4F Series, with full HD resolution in 16:9 format, at least three 55-inch devices will be installed per restaurant in portrait format next to or behind one another in the entrance area. In addition, a standalone 49-inch display will be installed vertically. All displays will dynamically present the McDonald’s menu offer.

“LG Electronics convinced us with high-quality technology and a great team,” Giovanni Gallo, head of restaurant innovation at McDonald’s Germany, said in an article posted on the LG website. “Together we have found an ideal solution for the further digitisation of our McDrive restaurants in Germany.”

“With McDonald’s and LG Electronics, two very well-known, strong brands are working closely together”, added Ingo Krause, director of sales and marketing for information display in the DACH market at LG Electronics. “We are sending a positive signal in a difficult market environment. The fact that we were able to secure the order shows once again that we have set the right course in recent years – with the establishment of a strong business development management team, solution-oriented thinking and action and the right approach to customers.”

Commenting on the news, Florian Rotberg of ISE’s European Digital Signage summit partner Invidis, said: “Although the McDonalds customer experience and menu offer are almost the same worldwide, the individual national companies have a high degree of freedom in choosing their digital partners. With regard to digital signage (menu boards, kiosk terminals and drive-through), McDonalds relies on a multi-supplier strategy. In addition to the three major integrators worldwide, Stratacache (USA), Coates (Australia) and Arcelec (France) – all three operate showrooms and R&D in the direct vicinity of the McDonald’s headquarters in Chicago – there are also many smaller providers working for McDonalds, including the Swedish VisualArt.”

He added: “The role of drive-through sales has changed a lot outside of North America since the pandemic broke out. While 80% of patrons in North America use drive-through, it was the other way around in Europe and Asia: 80% of guests ordered directly in the restaurant. But the trend is clearly towards drive-through too and here digital signage plays a decisive role in the ordering process; dynamic AI-controlled content enables an optimal customer journey.”

Reference : Avinteractive