Original article (in German) Mar2021
McDrive – McDonald’s Germany Using LG High Brightness
The almost 1,000 McDonalds restaurants with McDrive in Germany will be equipped with LG High Brightness Displays by the end of the year. Almost all drive-thru locations receive the new wind- and weatherproof, sunlight-compatible digital signage displays. March 17, 2021 by Florian Rotberg
In total, more than 4,000 LG full outdoor screens of the XE4F series with full HD resolution in 16: 9 format will be installed by the end of 2021. At least three 55-inch devices are installed per restaurant, which are set up in portrait format directly next to or behind one another in the entrance area. There is also a stand-alone 49-inch device that is also installed vertically. All displays dynamically present the McDonald’s menu offerings.
According to LG, the anti-reflective IPS displays show a brilliant picture with a luminance of 4,000 cd / m² even in the direct midday sun – thanks to the viewing angle of 178 °, even when the guests are looking at it from the side. The slim frame makes it easier to place the screens next to each other in a visually appealing way. Outdoor screens have to be extremely robust, so protection class IP56 should guarantee protection against dust and strong water jets. The hardened laminated protective glass with the highest IK10 certification prevents mechanical damage. LG also supports HDBaseT, a technology that has so far been little used in professional digital signage, which sends all data, signals and power over a single cable.
“LG Electronics convinced us with high-quality technology and a great team,” says Giovanni Gallo, Department Head Restaurant Innovation at McDonald’s Germany. “Together we have found an ideal solution for the further digitization of our McDrive restaurants in Germany.”
“Our team was able to convince McDonald’s through first-class cooperation across all disciplines and with great support from the entire company management”, emphasizes Frank Brühne, head of the business development team at LG Information Display in the DACH region. “We worked closely with external partners.”
Invidis Insight — The role of DriveThru sales has changed significantly outside of North America since the pandemic broke out. While 80% of guests in North America use the DriveThru, it was the other way around in Europe and Asia: 80% of guests ordered directly in the restaurant. But the trend is clearly towards DriveThru, too, and here digital signage plays a decisive role in the ordering process; dynamic AI-controlled content enables an optimal customer journey.
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