A More Flexible Yet Still Sleek Digital Menu Board At Wild & The Moon

Wild & The Moon is a 100% vegan, 0% gluten, 0% chemicals fast food concept known as "Fast good." In other words, it's excellent but healthy and sustainable! And that's the concept born in 2016 from a desire to reconcile healthy food with pleasure. The restaurants now offer a selection of cold-pressed juices, plant-based drinks, smoothies, salads, and soups, providing a plant-based, healthy, tasty alternative to traditional fast food offerings.

With nearly 15 locations spread across Paris, Dubai, and Amsterdam, the ambiance of the places is just as important as the recipes offered there. Founder Emma Sawko conceived them as an authentic experience. A moment away from the daily rush. A break in the city. Adding digital signage screens to this polished and green environment wasn't instinctive... And yet!

Printed menu boards are 100% in the brand's DNA but show their limits

So far, all menus offered by Wild & The Moon restaurants were presented on white plates with black lettering, hanging one after the other, and fully integrated into the sleek and green decor of the places. Plates are printed and delivered to each restaurant as often as necessary. It is a well-established and efficient process but one that revealed several limitations:

• A minimalist textual presentation of products that sometimes would benefit from additional information or visual highlighting
• Limited space to present an increasing number of offerings
• A system of updates lacking flexibility: no autonomy on the part of the restaurants, no adaptation to accurate stock, inability to highlight a promotional offer for a limited time, anticipation required for each modification, ...
• Significant cost and environmental impact go hand in hand since each menu update, or even a simple price change, requires reprinting and transporting the plates. Plates sometimes arrive damaged, and each error/defect requires reprinting.

Unparalleled visual highlighting thanks to digital signage

At Wild & The Moon, while it's important to understand what each product contains and the specificity of each ingredient and superfood used in the recipes, the visual aspect of the offered products is also crucial. The products are very photogenic, which was not exploited before. The menu is composed according to a color scheme, also found in the self-service fridges but was not previously reflected in the menu for counter orders.

Conserved DNA and Enhanced Efficiency

If digital signage has allowed for an alternative to the old printed menu boards by effectively responding to the many limitations encountered, the Wild & The Moon restaurants team still had significant concerns about the final outcome and the risk of denaturing the brand image.

At Wild & The Moon, the experience doesn't stop at what you find on your plate. The ambiance of the place is just as important. The print had the advantage of being fully integrated into the brand's strong identity and even contributed to instilling the idea of ​​naturalness and a healthy space outside the city. The printed menu boards are iconic for the brand, a valid signature.

Therefore, implementing the project required careful consideration of the artistic direction, which benefited greatly from valuable support from the integrator, Trison. The idea was simple: to transcribe the print onto the screen. A work of dressing the entirety of the screens was therefore carried out to maintain the white and clean aspect and thus allow the screens to fit into the place naturally rather than detract from it.

In total, for one restaurant, 4 large screens installed in portrait mode allow the offer to be presented like before (Sections Hot Meal, Superbowls, Smoothies, and Drinks). A 5th screen installed next to them is dedicated to promotional offers or highlights according to the peak times of the day. Finally, a "stretch" screen (elongated), placed horizontally behind the counter, allows communication on the nutritional values ​​of superfoods.

Planned Evolutions to Exploit the Full Potential of Digital Signage

The implementation of screens in the first restaurant is a success. Concerns about denaturing the brand's spirit quickly disappeared thanks to the significant teamwork used to transcribe the existing spirit. Other restaurants should, therefore, promptly adopt this evolution.

Digital signage, notably its flexibility, has convinced the team responsible for updating content. A team that already sees the potential offered by this evolution. Numerous adjustments have already been imagined, mainly thanks to the possibility of playing even more with scheduling for better highlighting of promotions and other temporary offers. The idea will then be to maximize this technology by offering adapted content: more videos or stop motion to focus on aesthetics while conveying messages more effectively. Finally, there is a plan to go even further by making the content interactive. Scanning a product could trigger associated content. This would allow for an even more detailed response to the need for information on the nutritional content of each recipe offered in-store.

While digital signage and the implementation of digital menu boards may not have initially seemed obvious for this fast food chain with a solid DNA, it is ultimately a new era for communication now available to them!