From 2018 to 2022, the chain rate in China's catering market increased from 12% to 19% (data from the 2023 China Chain Summit). Among them, chain catering brands frequently seize marketing activities with an "acceleration" approach, including frequent introduction and removal of SKU in various categories. Electronic menus in stores have always been the trendsetter for offline stores, guiding customers to form long-term repeat consumption habits. Therefore, various activities such as seasonal cuisine, innovative trends, cross-border collaborations, and seasonal updates are often launched to attract the attention of young consumer groups. With such a diverse menu, becoming the focal point for passing customers' attention and attracting them to enter the store and place orders has become an important operational goal for stores. Digital capabilities have become the core "hub" for catering merchants to navigate their lifecycle, effectively reducing information asymmetry and managing store display devices, while further driving consumption growth. Brands are also upgrading and iterating at a faster pace.
1. Store Signage, Attracting Customers Instantly In the bustling commercial streets or snack alleys, how to stand out among numerous stores? Cupmilee chose to use the Goodview digital signage from Goodview to hang vertically outside the store and in the ordering area. With its 4K high-definition and high-brightness display, it showcases pasta product images and set meal prices, effectively conveying brand and category information. This visually attracts passersby and entices them to enter the store from tens of meters away. Goodview's global model cloud-based digital signage, with its ultra-narrow bezel design, defines a new fashionable form, seamlessly blending the display screen with the space. It not only satisfies customers in terms of attraction but also enhances the store's image.
2. Dynamic Menu, Boosting Consumption A picture is worth a thousand words, and sometimes dynamic images and videos are more stimulating to customers' taste buds than static text. People's eyes are more sensitive and attentive to dynamic things. The GUQ cloud-based digital signage series from Goodview displays the process of food preparation and combines it with the prices, providing customers with an immersive visual experience. The dynamic display attracts customers and encourages them to make quick decisions and place orders.
3. Smart Publishing, Efficient Management During busy periods like holidays, store staff are occupied with serving customers and may not have time to manage marketing activities. However, the distribution of promotional programs is crucial. With Goodview electronic menus, smart publishing allows multiple stores to synchronize their marketing efforts without the need for dedicated personnel to oversee the process. Pre-holiday marketing can be efficiently planned in advance with a wide range of dynamic template menus, and with just one click, they can be easily published, saving time and effort.
4. Timed Switching, Significant Energy Savings Regular televisions require manual operation to turn on and off, and if someone forgets to turn off the power, it can waste electricity for the entire night. Goodview cloud-based digital signage allows for one-click setting of the power on/off time, enabling automatic timed switching and making energy-saving and environmental-friendly operations easy. In an era of economic downturn, consumer demands are increasingly diverse. Cupmilee has broken the market pain point of "having to spend a lot of money at high-end restaurants to enjoy good pasta" by innovating with a differentiated product form, the cup-shaped pasta. The unique attributes of cup-shaped pasta, such as portability, shareability, and fun, offer a solid value proposition. Goodview 4K cloud-based digital signage brings Cupmilee's products to life and makes the concept of cup-shaped pasta known to the public. Customers are intrigued when they see it, satisfying their consumption needs. We believe that future trends in new products, digitization, store experiences, and collaborations will continue to innovate the store experience.