Zaxbys is a well-known name in the quick service restaurant (QSR) space, famous for its chicken fingers, wings, and signature sauces. Franchisee Chad Oliver prioritized visibility when opening two new locations, implementing Watchfire digital reader boards to engage customers and strengthen community ties.
When opening new restaurants, getting noticed is critical. Oliver recognized that while traditional signage was an option, it came with significant limitations. "I've seen traditional billboards before, but they just fade away after a while," he said. "Static signs don't stand out; they blend into the background, and you can't easily switch up promotions to keep things fresh."
After researching his options, Oliver chose Watchfire digital reader boards for both of his new locations. The vibrant, full-color displays made an immediate impact, allowing his teams to frequently rotate messages and promote seasonal items like chicken tacos and milkshakes, drawing in more customers.
One of Oliver's locations, set back from the main road, has seen dramatic results. The Watchfire digital reader board catches the eye of passing drivers, even visitors to the area who are stopping for the night. "The signs are eye-catching," Oliver remarked. "They make people take a second look, and that's exactly what we needed."
With the digital reader boards attracting more attention, the promotions entice customers and increase foot traffic, leading to an increase in check averages. "The digital signs really reinforce our team's efforts to upsell," Oliver noted. "It's like having an extra hand promoting items, which has noticeably boosted our sales."
The digital reader boards are key to community engagement. When a local high school football team won a championship, Oliver proudly displayed a congratulatory message, showcasing Zaxbys' support and connection to the area. "It was a great way to celebrate with the community and show that we're more than just a restaurant," he said.
The reader boards have also made a difference in hiring. Having a bold, full-color "Now Hiring" message with eye-catching graphics gives the restaurant a modern feel, making it more attractive to younger job seekers.
"I was looking for something innovative and eye-catching," Oliver said. "The signs not only capture attention; they also foster a connection with the community, making people want to be here."
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