Wendy’s of Bowling Green, Bowling Green, KY

With increased competition and technology advancements more accessible, the marketing team recognized that manual reader boards, with their time-consuming letter arrangements, small, hard-to-read text, and limited design capabilities, no longer sufficed in capturing attention.

Bayne Million, Marketing Officer at Wendy’s of Bowling Green, turned to Watchfire to introduce the dynamic capabilities of digital reader boards as a pivotal competitive advantage. “Unlike traditional boards, which tether us to static messages for prolonged periods, Watchfire's digital displays allow us to easily rotate messages in real-time—whether they're national campaigns or region-specific—with attention-grabbing graphics and engaging motion."

From a cost perspective, the advantages of digital signage are evident. When compared to traditional reader boards with their letter costs, labor-intensive changes, and static nature, digital displays offer a more economical solution over time. Digital reader boards amplify brand visibility and attract passing motorists, further enhancing their value.

This value extends beyond attracting customers. Wendy’s of Bowling Green is capitalizing on the power of Watchfire digital reader boards to offer versatility and drive impact in recruitment messaging.

The team can tailor hiring messages for specific roles, provide application instructions, and showcase employee benefits, all aimed at attracting top talent and fostering business expansion. These messages can even be multi-part, enabling Wendy’s to share more details while still maintaining readability.

"The agility they offer is truly remarkable,” Million continued. With Watchfire’s Ignite OPx software, making last-minute updates and creating content is streamlined, allowing for quick adjustments and remote management from a single platform. This convenience and efficiency revolutionize operations, from dayparting content to customizing messages based on location.

With 135 Wendy’s of Bowling Green locations, the adoption of digital reader boards has been steady, with nearly 15 already operational and more planned for future openings. These digital reader boards cut through signage clutter on busy roads, reinforce brand consistency, and deliver quality messaging across markets.