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Wendy's first restaurant in Australia (Image: Wendy's)
Wendy's first restaurant in Australia (Image: Wendy's)

QSR: The Ceiling Becomes a Digital Canvas

Digital signage has become a key driver of efficiency in nearly all new QSR restaurant concepts. It’s rare to see a branch open without digital menu boards, order terminals, and drive-thru screens. However, the role of digital signage—such as LED displays and ambient lighting—in enhancing ambiance and customer experience is often underestimated. A great example of this can be seen in Australia.

At the start of the year, Wendy’s Australia entered the highly competitive market Australian market. McDonald’s, known locally as “Macce’s,” dominates the QSR market down under with a 54% market share, followed by KFC at 22% and Hungry Jack’s at 12%.

As a disruptor and new market entrant, standing out is key, and Wendy’s has embraced this approach. The first Wendy’s restaurant in Australia opened in Surfers Paradise on the Gold Coast, featuring plenty of digital signage, LED ceilings, and content-controlled LED lighting.

Wendy's first restaurant in Australia (Image: Wendy's)
Wendy's first restaurant in Australia (Image: Wendy's)
Wendy's first restaurant in Australia (Image: Acrelic)
Wendy's first restaurant in Australia (Image: Wendy's)
Wendy's first restaurant in Australia (Image: Acrelic)
Wendy’s first restaurant in Australia (Images: Wendy’s)

The new opening in Surfers Paradise isn’t an iconic building, but a well-designed space that offers an immersive and engaging restaurant experience with digital signage. The first thing that catches your eye is the ceiling digital canvas – a wide DV LED that stretches from the entrance to the food counter. Supported by color-coordinated LED lighting, the dynamic ceiling content appears even more striking.

With animated menu items, Wendy’s is turning the ceiling into a new digital storytelling element. Guests are visually drawn toward the store’s order terminals. Five terminals installed on the wall are paired with menu boards above the touchscreens, giving guests in the queue the opportunity to explore the menu while they wait.

Technology partners are QSR expert Acrelec for kiosks and Creative Studio CMS, as well as Samsung for menu boards and Lymlive Media for LEDs.