Exterior digital message boards on the rise

As the restaurant industry accelerates the adoption of interior digital menu boards to showcase their offerings, more operators are also installing exterior digital signage to pull in new and existing customers.

John Kunze, director of Sign Division Sales at Watchfire, said the typical return on investment for one of his company's signs is anywhere from six to 18 months, depending on what features an operator requests.

Still, costs remain the main reason more operators haven't updated or added exterior signage.

"This is an investment of $20,000 to $50,000, so that's a new shake machine or fryer for some operators," Kunze said. "But the costs are coming down and more restaurants are starting to realize there is a pretty quick ROI."

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