A new report, authored in June by Rabobank''s global Food & Agribusiness Research and Advisory group, looks at the continued growth of the Quick Service Restaurant (QSR) or fast-food sector in the United States. It focuses particularly on the category''s success in:

• weathering economic downturns
• managing input costs
• responding to changing consumer tastes

It is predicted that restaurants will continue to take an increasing slice of the U.S. consumer food dollar, with leading QSRs being the beneficiaries of consumers'' growing preference for eating out vs. at home.  This prediction of growth, along with the recent enforcement of menu labeling laws, puts the spotlight on just how crucial it is to effectively communicate with customers. In addition to traditional advertising (web, tv, social media, etc.), a comprehensive in-store communications system is one of the best ways to make the most of every customer touch-point.With over 30 years of experience creating and building thousands of in-store communications systems, VGS is an expert in this area. Made up of more than just menu boards, a complete system of graphics, fixtures and signage gives you the ability to truly represent your brand and clearly convey your message.  Countertop and freestanding displays, wall fixtures, station identifiers, soffit and counter graphics, logo design and digital solutions all contribute to the overall success of your system.The benefits of a comprehensive in-store communications system include:

• Maximizing brand integrity and product offerings by creating and communicating a uniform message to the consumer.  This message will become part of their subconscious, instinctively causing them to think of your brand when a related need or desire arises.
• Controlling hierarchy of messaging. Using a combination of menu boards, digital solutions, countertop & freestanding displays and counter graphics, you have the ability to showcase a product offering, while at the same time subtly pointing the customer at another products or services.
• Creating an overall “environment.” Directly affect customers’ moods from the moment they enter your restaurant.  A cohesive, positive brand environment helps to create an association between your brand and feeling good/quality offerings/value etc.
• Setting perceived quality or value. Effective, quality messaging helps convince customers that they are getting what they pay for. For example, convincing customers that they are paying $8.00 for a burger or salad because it is made from fresh, quality ingredients (quality perception), or getting 10 burgers for $5.00 (value perception). A menu board alone cannot always accomplish this.

Learn more about creating an effective, comprehensive in-store communications system.