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January 25, 2008

KFC Picks Wireless Ronin's Digital Signage

By Anuradha Shukla, TMCnet Contributing Editor

KFC Corporation (KFC), a subsidiary of Yum! Brands, Inc., has picked Wireless Ronin for the market test phase of its dynamic digital signage menu board program.  
By using Wireless Ronin's proprietary RoninCast software, KFC will monitor and operate a fully integrated digital menu board system.
The company intends to launch the market test this month. This is the second phase of testing for the digital menu boards with Wireless Ronin. The first phase reportedly commenced in July 2007.
Jeffrey Mack, president and CEO of Wireless Ronin said in a statement that their company is very excited about this opportunity with KFC and with the success their testing has had to date. He noted that the quick-serve restaurant industry is an ideal venue for their technology, offering the ability for timely changes of information addressing critical communication needs not currently available with static alternatives.

According to Wireless Ronin, the decision to move forward to market test was taken after the successful completion of a pilot test program that began in July with five locations installed in Louisville, Kentucky, Houston and Dallas, Texas. Through the pilot test, the company reviewed indoor and outdoor applications of digital signage, testing and refining the technical requirements for the hardware, software and menu board functionality.
The new market test phase will consist of adding 24 locations in two select cities. In addition to the continued testing of the hardware and software solution, the effectiveness of the menu board content, customer feedback and revenue impact will also be evaluated during market test.
James O'Reilly, chief marketing officer for KFC noted that the RoninCast software solution has the potential to be an effective solution for their menu board applications by providing the flexibility, functionality and reliability KFC is looking for.
He expects that the digital menu boards will create a new standard for in-store communication and experience for their customers. KFC hopes that it will provide a cost effective way to communicate targeted menus by daypart and allow them to quickly make product and pricing changes.
Anuradha Shukla is a contributing editor for TMCnet, covering call centers, CRM and information technology. To see more of her articles, please visit her columnist page.
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