2014 DSA Crown Award: Point of Wait (less than $10K) - Silver 

Entry: Quaker Steak & Lube Wall of Flame

Client: Ingage Solutions

Submitted by: Insteo

Venue(s) where the content was displayed:

Quaker Steak & Lube is a fast casual restaurant specializing in Wings with a variety of sauces and rubs to choose from. They have two ultra hot sauce choices and a promotion where finishing wings with these sauces gets you to their Wall of Flame board at the front of the restaurant.

Objectives of the content:

The original Wall of Flame consisted of 12 three-ring binders affixed to the wall with screws. One binder for each month showed a list of people who had succeeded at the "Atomic" Wall of Flame challenge and had finished the spiciest sauces. Guests could browse the Wall of Flame by flipping through the binders to find their name. Photos weren't used due to the challenge of capturing them and printing them.   

Quaker Steak & Lube wanted a more modern option, and turned to Insteo and Ingage to create a mobile solution allowing photos to be taken and uploaded securely to the screen using any smartphone, since any front of house staff would be responsible for taking the photos and may need to use their own phone.    

Replacing the outdated binders would create a focal point for customers waiting for a table, and would create a unique brand connection when they see their photo instead of just a printed out name on paper.


Budget category (content creation only): Less than $10,000

Results of the content:

The Digital version of the Wall of Flame has become an important and central point of the restaurant. It encourages more people to take the "Atomic Challenge" and get their name and photo "in lights" on a large screen right at the front of the restaurant.     Restaurant staff have an easier time getting people on the screen, just by snapping a picture on their phone and using a custom, Insteo built mobile WebApp to push the photo up to the screen in near real-time. This creates immediate excitement and encourages friends and family to return to the location to see their loved ones immortalized on the Wall of Flame.   

Insteo's dynamic animation mixes with real-time content updates fed from the Insteo Display API. This creates a rendered video like experience, yet uses live updating HTML5 technologies. Restaurant staff don't have to use a content management system or other cumbersome back-end tools - just their personal smartphone.

Selected judges' comments:

  • It's down and dirty…which seems appropriate for a ribs place.
  • Great alternative to binders screwed to the walls!
  • I think the concept and strategy for this project were right…people love to see themselves and want to see who else has completed the challenge.
  • Congratulations! A great marriage of technology and customer engagement via a rich content solution.
  • The graphic template is on-brand and the timing of the animations feels like the perfect pace for the environment.


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