Hammond Communications Group (HCG), supplier of turnkey digital signage solutions, was honored with Scala’s “Most Innovative Deployment Award” during the North American Partners Conference following the Digital Signage Expo 2007 held in Chicago last week. Hammond received the award in recognition of the company’s expertise in customizing Scala’s InfoChannel digital signage platform to develop a solution for Krystal’s Restaurant that focused on customer interactivity and vehicle automation triggers.
Assording to Scala, its digital signage software has over 50,000 player licenses that drive content on over 300,000 displays. Among this field of hundreds of installations, Hammond’s solution was recognized for its innovation relating to customer and system integration.
Operational since February of 2007, the Krystal Digital Signage System, developed by Hammond, is a solution with the ability to narrowcast rich-media (video, graphics, audio), live TV signals and text crawl content, to multiple displays utilizing a three-zoned layout. Displays are located in-store and at fourteen exterior car-stall locations.
“We have enjoyed a 5 year relationship with Scala,” said Hammond Communications Group Vice President, Craig Miller. “And Krystal recognized that Scala’s InfoChannel digital signage platform provided the best foundation to deploy a robust system. Beyond that, Hammond provided custom programming, content creation, implementation, training, on-going operations, maintenance and technical support to make this pilot a success.”
Although the digital signage system includes interior displays at the order counter and in the seating area, it is the application in exterior signage that is truly unique to the Quick Serve Restaurant (QSR) market. Outside, Krystal patrons can eat in the car utilizing one of 14 car-stalls. Each stall is equipped with traditional backlight menu boards and 32’ LCD displays.
Utilizing Scala Scripting, Hammond customized the digital signage solution with many unique features. Arriving automobiles trigger “introduction” promotion content consisting of animated promotions, marketing messages and Krystal branding that is shown of the LCD display. After placing their order with a curbside waiter, patrons can interact with the display via buttons at the driver side window.
For example, patrons can select to watch TV by selecting "TV", the display changes from full screen promotion mode to a three zoned design, where a TV signal, smaller versions of the animated promotions and a text crawl are displayed. Patrons can change the channel selecting CNN, Nickelodeon, The Weather Channel, The Cartoon Network, ESPN or Fox News. Audio is transmitted via an FM channel relative to action patron’s perform on an individual display.
In addition, the digital signage system is integrated into the employee workflow allowing waiters and managers to monitor the system and activate functionality. “Hammond has done a great job of bringing our vision to reality. We look forward to working with them as we work to better serve our customers,” David Reed, CIO Krystal Company.
Craig Miller agrees, “We have not seen anything quite like this digital signage application for the restaurant market. Krystal is clearly in tune with their customers and we are honored to be in working on such a revolutionary application of digital signage technology.”