Restaurant Brands International (RBI), the parent company to Tim Hortons, Burger King and Popeyes, announced it will be installing over 10,000 location with a new drive-thru experience by mid-2022.
To start, you may have seen new menu display boards popping in Canadian and United States locations and RBI states it will install its restaurants with over 40,000 46-inch digital screens and each will have powerful ‘predictive selling’ technology.’
The company notes that the “integration with restaurant loyalty programs and the ability for remote, contactless payment, reflecting the strategic importance and value of the drive-thru experience to RBI’s iconic restaurant brands.”
RBI notes that its predictive selling’ technology on the menu boards can display ‘special promotions to be tailored based on previous orders, regional weather patterns, the time of day and many other factors.’ In addition, the restaurants will be able to ‘learn preferred ordering habits and also show the latest and trending menu items most-ordered in your location. RBI did not go into detail on how this will operate and what permissions are needed to bring this to life.
Timmies has been going hard to promote its Tim Rewards app, which is available on iOS and Android. The new menu boards are designed to integrate loyalty programs ‘for customized menu options to be displayed that are based on your favorite purchases and redemption history.’
The integration of loyalty into the menu board operates via scanning Bluetooth or near-field communication (NFC) and is currently being tested in 30 locations in Canada.
“We have been on an exciting digital journey to become a leader in our industry,” said Josh Kobza, RBI’s Chief Operating Officer. “We have attracted exceptional digital and technology talent to join our global team and our digital drive-thru menu board initiative is just one in a series of strategic projects that we are rolling out over the next year to strengthen our business model and improve the level of service we provide to our guests.”