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Will investing in new tech increase profitability, or is it just another cost?
When it comes to improving technology—or deciding to invest in brand-new systems—the question at the front of every leader’s mind is simple: “Will this increase profits, or is it just another cost?”. It’s a fair concern. The pressure is on to make smart investments that deliver measurable returns.
The Silent Profit Machine: Digital Media
Digital signage and menu boards do more than look sharp—they sell. By highlighting high-margin items, promoting time-sensitive deals, and adapting instantly to different times of day, digital media works in the background to drive up spend. For instance, McDonald’s implemented digital menu boards as part of their “Experience of the Future” initiative, resulting in an 8% increase in overall sales and a 7% rise in average check size at locations where the new boards were installed. Similarly, a Forrester study found that digital menu boards can increase the average value of orders by 2.5% and promotional item conversion rates by 2%, while also reducing wait times by 5.75%. These enhancements not only improve operational efficiency but also contribute to a more engaging customer experience, ultimately driving higher profitability. (Wrights Plastics, SageNet)
Real-Life Example: Starbucks Digital Media Rollout
During the Starbucks Digital Media Rollout (read more here), we helped upgrade their store environments with a consistent, modern digital display solution. It gave them the power to switch promotions instantly across their estate, align marketing nationally, and reduce printing costs—all while keeping customers visually engaged and informed.
Instant Marketing. Real-Time Profits.
Modern digital media solutions empower businesses to act swiftly, launching new campaigns in minutes, responding to market trends as they unfold, and aligning promotions with current stock levels. This agility not only reduces waste but also enhances profitability.
A study by Wayin revealed that 98% of marketers utilising real-time strategies experienced a positive return on investment, with 36% attributing more than half of their ROI to these efforts.
Furthermore, companies embracing data-driven marketing are six times more likely to be profitable year-over-year compared to those that don’t. (Pandora Agency Ltd)
By leveraging real-time data and agile marketing tools, businesses can not only enhance customer engagement but also significantly boost their bottom line.
Real-Life Example: Stonegate Mixr App Digital Media Rollout
Stonegate’s digital transformation (read more here) allowed them to do exactly that across hundreds of pubs, making their marketing more effective while reducing operational overhead.
Drive-Thru Digital: Tailored Content at Every Touchpoint
Digital menu boards in drive-thrus are transforming the quick-service experience by delivering dynamic, real-time content right where it matters most. With the ability to update promotions, highlight popular items, and adjust menus based on time of day or weather, they enhance both efficiency and customer satisfaction. Digital media isn’t just indoors; it’s now on drive-thrus, making sure your customers get tailored content, whether in store, at kiosks, or directly at your till points.
The Bottom Line
Improved tech isn’t just about staying modern—it’s about being profitable. With tools like digital signage, you:
- Increase upselling automatically
- Improve the speed of service
- Reduce stock waste
- Keep marketing relevant and real-time
- Build a sharper, more consistent brand experience
The question shouldn’t be, “Can we afford to invest in this?”, It should be, “Can we afford not to?”
At Celestra, we implement proven tech that boosts upselling, cuts waste, and helps you react fast to market trends, driving real returns from day one. We’ve supported some of the UK’s most well-known brands, like Starbucks, McDonald’s, KFC, and Stonegate, in rolling out next-generation tech across their estates. And the answer is clear: yes, it’s worth it—if you do it right.
👉 Ready to turn screens into sales? Let’s talk.
