Costa Coffee’s franchise partner in the Middle East has invested in digital menu screens as it looks to improve the customer experience in the company’s Dubai stores.
Over 50 Costa Coffee shops in Dubai are in the process of being refreshed with digital signage installations, as the global chain looks to update the experience it offers customers in its stores.
These stores are operated as a franchise by Emirates Leisure Retail, which has led the project after being given approval by the company’s global brand management team in London.
Emirates Leisure Retail selected Mood Media – the company that manages Costa’s in-store music – to provide the menu boards. Digital signage media player company, BrightSign, is hosting the technology, while the equipment itself is supplied by local distributor, Digital Communications.
Digital menu boards are being introduced as each store goes through a refurbishment, and around half of the installations have been completed to date. Mood Media is now in talks to extend the digital boards to other Costa Coffee stores in Gulf Cooperation Council (GCC) territories.
Shemaine Jones, head of marketing at Emirates Leisure Retail, said: “We are always looking for ways to improve the customer experience.
“We spent six months evaluating digital menu board formats and content offline to create a formula that fully reflects our brand values and the store context. Only then did we move ahead with a pilot.”
The central screen features video content provided by Costa Coffee and/or created by Mood GCC locally in Dubai, while the screens to either side offer up-to-date menus and pricing, as well as moving images.