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Digital media has moved far beyond eye-catching screens on a wall. In restaurants, cafés, convenience retail, travel hubs, and roadside locations, digital displays are now a core operational tool, driving speed of service, consistency, and revenue.
The question is no longer whether digital media works. It is how to deploy it properly, how much it really costs, and how to scale it without operational headaches. This guide breaks down everything decision-makers need to know about digital media, based on real-world hospitality and retail deployments.
What digital media is and where it fits in the customer journey
Digital media, often referred to as digital signage or digital menu boards, covers any networked screen used to communicate information, pricing, or promotions in real time.
In hospitality, digital media most commonly appears as menu boards, order status screens, drive-through displays, and promotional screens. In retail, it supports product messaging, pricing, wayfinding, compliance messaging, and brand storytelling.
The most effective digital media is not decorative. It is operational. Screens are connected to pricing, promotions, day-part rules, and sometimes live data feeds, ensuring customers see the right message at the right time without staff intervention.
When implemented well, digital media works in harmony with kiosks, point of sale, drive-through systems, and back-office tools to create a joined-up experience.
Benefits that leadership teams can measure
Digital media delivers results that go well beyond aesthetics.
Faster decision-making
Clear, legible digital menus reduce hesitation at the point of order, helping customers decide more quickly during peak periods.
Improved consistency
Prices, allergens, promotions, and limited-time offers are updated centrally, ensuring every site stays compliant and on-brand.
Increased sales performance
Day-parted content, dynamic pricing, and promotional messaging consistently lift average transaction value, particularly when paired with upsell strategies.
For leadership teams, this means stronger brand control, better operational efficiency, and measurable uplift in sales performance.
How much does digital media usually costs
Costs vary based on screen size, quantity, mounting type, content management, and integration requirements, but there are clear patterns.
Single site or small estate
Budgets typically include commercial-grade screens, mounts, media players, content management software, installation, commissioning, and support. This is often used to validate design and content performance.
Multi-site and national rollouts
At scale, unit costs reduce, but planning becomes more critical. Power distribution, data connectivity, standardised mounting, content governance, logistics, and long-term maintenance must be addressed early.
The most expensive digital media programmes are rarely caused by the screens themselves. They are caused by underestimating infrastructure, content workflows, and ongoing support.
Timelines: design, pilot, and national rollout
Successful digital media programmes follow a structured rollout path.
- Design and validation – This stage covers screen layouts, content rules, brightness testing, sightlines, and integration requirements. Depending on complexity, this can take a few weeks.
- Pilot phase – Typically deployed across a small number of representative sites to test visibility, content performance, and operational impact. A five-site pilot commonly runs for six to ten weeks.
- National rollout – Once standards are agreed, rollouts can be delivered at pace, with phased installations supported by logistics, pre-configuration, and 24/7 support.
Rushing straight to rollout without validating content and placement is one of the most common causes of rework.
Real examples from hospitality and retail
Celestra has delivered digital media solutions for some of the UK’s most recognisable hospitality and retail brands.
Our experience includes menu board and promotional screen deployments for McDonald’s, Costa, Moto, and Starbucks, spanning individual refurbishments through to full estate rollouts. Each programme required careful coordination across IT, operations, construction, and marketing teams.
You can explore these projects in more detail within our case studies and portfolio.
www.celestra.co.uk/
Common mistakes to avoid
Even proven digital media technology can underperform if the basics are missed.
- Screen brightness and placement – Consumer-grade screens or poor positioning lead to glare, unreadable content, and a poor customer experience.
- Power and network assumptions – Digital media relies on stable infrastructure. Power limitations and unreliable connectivity are a frequent source of issues.
- Content ownership and governance – Without clear rules, content becomes inconsistent, outdated, or operationally risky. Digital media needs ownership, not just screens.
Avoiding these pitfalls is often the difference between a polished deployment and a costly retrofit.
What to do next
If you are considering digital media, the smartest first step is structured planning.
Celestra offers a free 30-minute planning call to discuss feasibility, costs, timelines, and risks specific to your estate. We also provide a downloadable digital media rollout checklist to help teams prepare internally before committing budget.
A short conversation now can prevent expensive surprises later. Please reach out here
Frequently Asked Questions
How much does a digital media programme cost to start?
Entry costs depend on screen count, size, and integration, but most programmes begin with a pilot to validate performance and investment.
How long does it take?
Timelines vary by scope and site readiness, but most single-site installs are completed within agreed trading windows, assuming sites are infrastructure-ready.
Can digital media integrate with pricing and POS systems?
Yes. Modern digital media platforms integrate with POS, pricing engines, and content management systems.
What are the most common rollout mistakes, and how do we avoid them?
Poor screen selection, underestimated infrastructure, and lack of content governance are the most common issues. Early planning and experienced delivery partners prevent these problems.
