Entry: Digital Menu Boards
Client: Texas/Church's Chicken
Submitted by: WAND Corporation
Church’s/Texas Chicken- Vivo City, Singapore Church’s/ Texas Chicken opened in Vivo City, the largest shopping mall in Singapore, China. Designed by Japanese architect Toyo Ito, Vivo City is over 1.5 million square feet and attracts, on average, 40,000 people a day. Texas Chicken is located on the Habourfront Walk and includes 4 digital menu boards and one point of purchase screen.
Objectives of the content:
VivoCity is Singapore’s largest mall destination, offering unique waterfront dining and entertainment, along with a wide variety of shops. However, in a highly saturated market, and with new restaurants being launched daily including a KFC- a direct competitor of Texas Chicken, competition is becoming increasingly stronger - thus the need to stand out from the clutter has never been more necessary. Due to the large space and amount of foot traffic the objectives were as follows:
- Raise brand awareness
- Stand-out in the mall
- Drive increased foot-traffic
- Increase sales on featured menu items, Limited Time Offers (LTOs) and upsell"
Budget category (content creation only): $10,000 or more
Results of the content:
Texas Chicken in Singapore has had great success with their WAND Digital solution. Not only is the client attracting a large amount of walk up business everyday but they are also seeing an increase in sales and in turn profitability at this location. “Our current LTO, the EL Paso chicken, got us a 5% sales mix, which is great, it’s what we look for. In our stores with digital however, we saw a 15% sales mix, that is to say, 10% more than our traditional stores, which is great because that particular product has a HUGE margin for us. Long story short, I attribute that to having that full promo screen inter-mixed with WAND Digital menuboards.” Adam Tabachnikoff, Director of International Marketing at Texas/Church's Chicken
Selected judges' comments:
- This is a strong example of standing out. Big, pretty pictures, animation to draw the attention. Nice work.
- Very eye-catching and mouth watering, exactly what you want on a menu board in a mall environment.
- Great work! Very solid.