Delhi | Digital Menu Boards have become business critical for most QSR chains. Starbucks has long been a digital signage laggard, but the coffee chain with more than 40.000 stores worldwide is catching up fast. In India Tata Starbucks is converting plain vanilla digital signage screens into squares.
Starbucks: Square Is the New Cool
Rum Barrelled Plum Iced Americano, Date Cortado, Pecan Iced Shaken Espresso or Lychee Raspberry – Starbucks India offers many unusual drinks for Western Starbucks customers. But the localized menu is not the only thing unusual in Delhi Starbucks, the digital menu boards also looks very different to most other markets.
Indian Starbucks operator Tata group went for an unusual DMB-Design. With wooden overlays Starbucks converts a regular 16:9 screen into two square digital canvases. The divided screens offers a more focused content concept while keeping the flexibility of digital signage. Square screens are also popular with other retailers in Asia (invidis report).
