Transparent LED Display Success Story

McDonald's Corporation Case Study

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The Business Challenge

As with most fast food stores, growth is the ultimate goal. To this end, Williams’ franchise benefits from McDonald’s national advertising programs. Since a big part of McDonald’s advertising strategy is in-store advertising, Williams gets to select from a range of paper ad boards generated by McDonald’s ad agency for store operators. However, franchise owners and operators are free to develop additional, or alternative, promotional campaigns to boost sales. In the spring of 2016, McDonald’s launched a nationwide campaign to promote small-size McCafé drinks; the objective was to draw attention to the quality of McCafés. This special offer and brand awareness campaign was widely promoted through McDonald’s advertising channels, including its in-store paper-based window ad boards. Although Williams liked the concept of promoting McCafé, he believed buyers prefer larger drinks. Also, he felt limited by the paper ad boards because they present the following challenges: must be switched out regularly to remain up-to-date are labor intensive to hang and switch out block daytime sunlight are invisible at nighttime.

The Solution

When Transparent LED Posters were introduced to Williams, he was quick to jump on this opportunity. These compact transparent LED posters are available in three sizes: 42”, 55”, and 63”. Additionally, they are visible day and night (>5500nit), and their 60% transparency allows daylight to filter into stores, creating a pleasing daytime experience. Williams made a quick decision to put the transparent LED posters to the test right away and to modify the nation-wide McCafe drink offer.

The Results

Initially, using Transparent LED Posters inside two stores, Williams targeted the more serious coffee drinkers and advertised medium-size McCafe drinks for $3 (a discount of only 9 cents). Prior to the campaign, Williams’ stores sold an average of 30 to 45 medium-size McCafes per day. With the introduction of the Transparent LED Poster, sales were boosted to an average of 130 to 140 medium-size McCafes per day—and increase of 360%. When leased, monthly profits increased by ~240%, and when the Transparent LED Poster is purchased outright, it pays for itself in ~44 days.

The Results (Cont'd)

When the national small-size McCafe promotion kicked in, Williams left the medium-size McCafe campaign in place, and sales of medium drinks far outstripped sales of small drinks. Euphoric about the success, Williams decided to place a Transparent LED Poster where cars wait in line, and sales doubled. The cost of the Transparent LED Poster is a small blip on the McDonald’s expense sheet when compared to the increase in revenue—Transparent LED Posters pay for themselves and generate significant profits. Williams looks forward to adding more Transparent LED Posters and continued sales growth. “Paper advertising boards just don’t cut it anymore—let’s face it, they’re obsolete at night,” says Williams. “McDonald’s is the industry leader, and we need to step up and look the part. We know everything is going digital, look at how many kids are glued to a digital device! We want bright digital posters that don’t block the daylight and get noticed day and night.”

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