Introduction​

Another important segment of Digital Signage is its implementation in the form of displaying menus and promotional offers using digital screens, remotely controlled through specialized software. This direction in Digital Signage has received its own name — Menu Boarding.

Menu boarding is a system for displaying menus in food-service establishments on electronic screens called menu boards, which replace traditional printed menus or stands. These are digital panels that show the assortment, prices, promotions, and other information about the venue using static images, animated videos, or any other content.

The portfolio of MediaStroyImidzh LLC includes several completed projects in the field of menu boarding. Among them are two fundamentally different cases — both in business specifics and technical implementation: Café-bakeries «Bulochki» and the A-100 Group of Companies. Both projects are implemented using the online platform for managing digital ecosystems it-screen.

Why Is This Important?​

In today’s world of information overload, capturing and retaining customer attention is becoming increasingly difficult. Businesses must constantly search for new tools to stand out among competitors. Digital menu boards are one such modern format, helping solve this challenge effectively. They enhance visual impact, boost sales, reduce operational costs, and provide visitors with necessary information.

Additional benefits of digital menu boards:

1. Dynamic menus — breakfast/lunch/dinner options are displayed automatically according to schedule, automatic updates of assortment and prices (integration with POS-terminals).
2. Attracting attention: Bright and dynamic images on screens catch visitors’ eyes, helping them choose faster. It is believed that “motion food” increases sales by 30–50%.
3. Increasing average ticket and overall revenue through marketing tools such as upsell and cross-sell.
4. Network-wide management — centralized control of content, prices, schedules, and equipment status across all locations.
5. Analytics — automated data collection in real time to provide reports that help measure content effectiveness, optimize menus, increase sales, and reduce operational errors.

These are key business benefits of menu boarding, but customers also gain significant advantages:

1. Ease of perception — digital boards make information clearer thanks to large, high-contrast fonts and structured menus (content can be divided into categories such as drinks, desserts, combos, special offers).
2. Time-of-day adaptation — customers see only relevant menus: breakfast in the morning, business lunches during the day, combos and hot dishes in the evening.
3. Attractive dish images — slow-motion shots, smooth movements, steaming coffee, or juicy burgers create emotional appeal.
4. Clear, readable prices — one of the main reasons for customer convenience.
5. Interactivity (with touch screens) — customers can configure their own orders and avoid queues.

Modern Methods to Improve Menu Board Usability​

In an ideal menu board, as in a well-designed menu, every detail should make the visitor's choice easier. This is not easy to achieve, but several proven principles significantly improve usability and effectiveness.

Research shows that 56% of guests form their preferences based on menu boards, and around 74% consider readability and clarity the most important characteristics of digital menus. Owners of fast-food chains, bakeries, and cafes consistently report that improving the structure and design of menu boards is one of the most effective ways to increase profits without extra investment.

Principle 1. Use of “hot zones.” Hot zones are areas where visitors look first. These zones should contain best-sellers, high-margin items, or strategically important dishes.

Principle 2. Large items need more space. Compare sales volume of dishes to the space they occupy. High-performing items should take up more visual area.

Principle 3. Logical placement. Popular dishes should not only occupy more space but also be positioned in the most visible areas. To determine optimal placement, create a sales table for the year and sort items by revenue and profitability. Analyze contributions to total sales and margin.

Principle 4. Experiment, maintain, preserve.

• Experiment: The menu board should have a dedicated area for testing new items.
• Maintain: After successful releases, determine whether items stay and adjust the menu accordingly.
• Preserve: Key high-selling “anchor dishes” must remain visible and stable in placement.

Principle 5. Think like a visitor. Arrange items in the sequence customers typically form their orders.

Principle 6. Branding. Effective branding is more than a logo — the brand identity must be present on all key touchpoints including menu boards.

Principle 7. Analytics. Data is crucial. After optimizing the board, analyze results: changes in sales, number of orders, average ticket, and customer satisfaction.

it-screen software provided by MediaStroyImidzh LLC incorporates all these principles, offering scheduling, event-driven content, dynamic pricing, full analytics, and equipment monitoring.

Aggregated presentation of analytical data (statistics aggregated)

Detailed presentation of analytical data (detailed statistics)

Global Practices in Menu Boarding​

USA:​

Church’s Chicken (New Mexico) — digital menu case.

Domino’s — centralized CMS for synchronizing menus across locations.

El Pollo Loco — digital menus with real-time updates.

Europe:​

Wendy’s / other QSR brands — projects with Scala and Sharp/NEC in Europe.

China:​

KFC / Yum China — digital menus, kiosks, QR ordering, CRM and logistics integration.

Belarus:​

Café-bakery «Bulochki», A-100 Group — large-scale digitalization with scheduling, event analytics, full reporting, and monitoring. (https://msipro.by/portfolio/menyu-bording-odin-iz-segmentov-digital-signage-kafe-pekarnya-bulochki/)

Menu Boarding Trends from MediaStroyImidzh LLC for 2025–2030​

• AI-generated dish images
• Adaptive menus (based on weather, demand, time, geodata)
• Computer vision — queue detection and adaptive advertising
• Interactive AR elements – augmented-reality objects that the user can interact with. AR enhances the real world with digital 3D models, text, hints, and animations, while interactivity makes these elements responsive. • Contactless panels and projected menus

Introduction​

In the modern world, it is no longer enough for a business to simply produce goods or provide services. Information and media content management has become a crucial component of competitiveness.
The IT-Screen service is an example of a platform that enables centralized management of digital ecosystems. It unifies not only media content management but also business processes using built‑in tools (library, CRM, statistics, widget builder). Unlike disparate systems (SCADA, ERP, CRM), IT-Screen creates a single control point, simplifying business scaling and reducing support costs.

Thus, remote media content management becomes an integral part of digital transformation.

Relevance​

We live in an era where information is not just a tool but a strategic asset. Media content management has become critically important for business, government, education, and healthcare. Globalization and digitalization have created a need for content that can be stored, controlled, and updated remotely, centrally, and dynamically.

Key advantages​

• Response speed. Markets change within hours, and companies must instantly update informational messages.
• Flexibility. Content must be adapted for different audiences and devices.
• Security. With proper security, centralized management reduces the risk of data leaks.
• Savings. Costs for printed materials, manual labor, and physical updates are reduced.

Modern Trends​

At the intersection of technology and business, new directions are emerging:
• Cloud platforms. Most solutions for Digital Signage, corporate media, and advertising have moved to the cloud.
• Personalization. Content adjusts to the specific user—from a mall banner to a self‑service terminal interface.
• Interactivity. Video and graphics are enhanced with feedback—polls, QR codes, voice control.
• Artificial intelligence. AI helps automatically select relevant content.
• IoT integration. Content management systems are increasingly connected with “smart” infrastructure devices.

Global Examples​

• Coca‑Cola uses Digital Signage to instantly update ad campaigns worldwide.
• McDonald’s remotely manages menu boards in thousands of restaurants, adapting them to time of day, promotions, and national specifics.
• London Underground implemented centralized control of digital displays to inform passengers in real time.
• Pfizer and other pharmaceutical leaders use digital systems in offices and pharmacies for instructions, advertising materials, and corporate messages.

These cases prove: scalability and flexibility are achieved only through remote management.

The IT-Screen service incorporates all these trends: it uses the philosophy of «Karmic Lists» (dynamic sequences and action scenarios) and allows fast and flexible media configuration for even the most demanding audience.

Practical Experience of «InLek» (Republic of Belarus) Using IT-Screen​

The pharmaceutical company InLek implemented remote content management based on the cloud service IT-Screen. This enabled centralized management of advertising and informational materials, fast adaptation to different working conditions, and detailed display statistics for every media asset.

Main Capabilities of IT-Screen​

• Content Library — a virtual storage of images, videos, documents, HTML widgets, audio, and streams. All materials are instantly available to any pharmacy.
• Screen Layouts — configuration of virtual windows. IT-Screen supports full‑screen content, partial layouts, tickers, and media walls. For example, a single display can simultaneously show an advertising video, a brand logo, and relevant information for customers.
• Karmics (playlists) — dynamic content lists with rotation, filtering, and synchronization settings. Unlike static videos, they are automatically updated depending on the time of day, promotional calendar, or pharmacy workload.
• Devices — any physical screens (monitors, cash registers, advertising panels) connected to the system. InLek manages them centrally: subscribes to the necessary playlists, monitors status, sets parameters (brightness, volume, switch-on time).
• Tags — an intelligent mechanism linking devices, windows, and content. For example, cash registers are tagged with #CashSS, and display panels with #Promo. This simplifies mass administration and automatic playlist routing.
• CRM — automation of document generation based on stored templates.
• A key case — the Cash and Settlement Services (CashSS) widget.

Dynamic Media Content Management: When Screens «Live» with the Business​

Today, it is no longer enough to simply hang a screen and play a video on it. The true value of technology lies in its ability to be flexible and adapt to the life of the company and its customers. This is precisely why the dynamic media content management system was created.

What does this mean in practice? The information on the screens—from images and prices to descriptions and promotional offers—is updated automatically, without the involvement of employees or lengthy preparations. The cashier works at their automated workstation, and at the same moment, the current image “pops up” on the screen: a new price, discount, or fresh promotional offer. Everything happens in real time, and the business gets the opportunity to talk to the customer here and now.

Why is this important?
• Speed. No manual replacements or re‑uploads.
• Flexibility. Any change appears instantly.
• Savings. No printed materials.
• Accuracy. No outdated data.
• Single control center. One interface for the whole network.
• Personalization. Morning cold remedies, daytime vitamins, evening sleep aids.
• Instant marketing. Promotions start immediately.
• Integration. Works with CRM and other systems.
• Budget optimization. Digital is cheaper.
• Engagement. Dynamic screens grab attention.

It’s essentially a smart screen—an online communication channel that adapts to business needs.
Cash and Settlement Services (CashSS) in InLek pharmacies is a practical example.

IT-Screen Implementation: From First Tablets to a Large Network​

Any technology is not only about hardware and software, but also about the people who will work with it. InLek understood this from the very beginning when they decided to implement the IT-Screen service for remote and dynamic content management on pharmacy screens. The process was carried out in stages — from the first experiments to a large-scale network.

The first step was training. Not just instructions, but a hands-on immersion: the company's marketers learned how to work with the system, manage playlists, and understand how content “lives” on the screen. It was important to remove the barrier of “new technology” and show that IT-Screen is an assistant, not an additional burden.

Next came testing. MediaStroyImage LLC employees connected and configured 12 tablets in four pharmacies for InLek. It was a kind of pilot project. Here, InLek staff underwent training directly at their workplace, practiced scenarios, and at the same time saw how the system works in real conditions. This format helped to quickly identify nuances and convince employees that the technology is reliable and simple.

After a successful launch, it was time to scale up. The system went into commercial operation in 27 pharmacies at once. Sixty tablets and two large screens appeared there, becoming a striking feature of the pharmacy space. IT-Screen now covered the entire network, providing a unified information field and centralized management.

Technology does not stand still, which means that the learning process continues. InLek has opted for a systematic approach: employees regularly undergo training, learn new functions, and receive advice from technical specialists at MediaStroyImage LLC. Support is available at all stages, from device setup to resolving minor issues. This reduces stress and strengthens confidence in the system.

But that's not the end of the story. The company plans to install another 50 tablets in an additional 20–25 pharmacies by the end of 2025. This will expand its reach and bring it even closer to its customers.

The Future: The Pharmacy as a Digital Ecosystem​

The prospects for further development of cooperation between InLek and MediaStroyImage LLC are even more ambitious: today, the IT-Screen service is about screen and content management, but tomorrow it will become the heart of the entire digital infrastructure of pharmacies.

What could this future look like?​

• Self‑checkout systems. The checkout screen will become a full-fledged media center: shoppers will scan items and pay for their purchases themselves, while promotions, recommendations, and useful tips will be displayed on the same screen.
• IoT devices in pharmacies. Electronic price tags, smart display cases, and navigation panels will be connected to a single network, where any change in the system will be instantly reflected in the sales area.
• Voice control and CRM integration. The screen will start «talking» to the customer: suggesting the right recommendations to the pharmacist, helping the buyer find products, and generating personalized offers.
• A hybrid of physical and virtual. The pharmacy of the future will combine offline and online: screens will be synchronized with mobile applications, send push notifications, and even work in augmented reality using neural networks and artificial intelligence.

Conclusion​

The story of IT-Screen's implementation in the InLek pharmacy chain is not just about new screens and modern software. It is a story about the courage to keep up with the times, the willingness to take risks for the sake of the future, and trust in innovation. InLek's management and employees demonstrated a truly innovative and entrepreneurial strategy: they saw potential where others might have settled for familiar tools. It is thanks to their openness to technology that pharmacies have become a digital platform for communicating with customers.

No less credit goes to MediaStroyImage, which took on the technical and organizational implementation of the project. The company's specialists demonstrated the highest level of expertise: from fine-tuning the equipment and integrating it with cash register systems to training staff and providing support at all stages. Their work proved that the implementation of IT-Screen is not only about technology, but also about organizational skills and the ability to manage a project step by step, taking into account both business objectives and the human factor.

Today, InLek and MediaStroyImage can confidently be called partners who are jointly shaping the future of the pharmaceutical industry. And that future is already here: screens no longer just broadcast advertisements, they are becoming a dynamic channel of communication, a marketing tool, and part of the digital ecosystem of pharmacies. InLek has shown that innovation in the hands of bold managers and professional executors can change entire industries.

Author: Dzmitry Hinko

Project Goals and Objectives​

In modern banking, service speed and information transparency are key factors affecting customer loyalty and the efficiency of both the head office and branch operations. That is why RRB-Bank set out to modernize its customer service process, minimize waiting time in branches, and improve service quality. In collaboration with MediaStroyImidzh LLC, the bank developed a concept for the implementation and launch of an electronic queue system — flexible, efficient, scalable, and highly convenient for customers.

Main Project Goals:​

• Customer flow optimization — directing visitors to the appropriate operators without chaos or unnecessary delays.
• Increased service transparency — customers can see the status of their queue in real time.
• Analytics and statistics — access to detailed data on customer activity, popular services, and operator efficiency.
• Flexibility and scalability — easy system adaptation for various branches and operating scenarios.
• Cost minimization — implementation without the need for expensive equipment.

Project Implementation​

The cloud service IT-Screen was chosen as the platform for building the electronic queue system, offering a fully web-based solution that is flexible both in software and hardware.

The minimal system configuration could be deployed on a single device — a smartphone or tablet — which allowed the bank to save on equipment and quickly begin implementation.

Key Solution Components Included:​

• Terminal — the client registration point, created based on IT-Screen karmics. The client selects a service through an intuitive interface and receives a queue number.
• Waiting screen — the main display in the waiting area showing the current queue status.
• Operator’s workplace — a web application for calling clients, managing the queue, and processing requests.
• Content management — the ability to display useful information on the main screen: exchange rates, advertisements, weather forecasts, and more.

IT-Screen Tools Used:​

• Terminal and Screen Widget Builder — for customizing interfaces without developer involvement.
• Flexible karmic and tag management — for easy configuration of service structures and operations.
• Advanced access rights — restricting operator access by service type.
• Device subscription to karmics — for instant interface updates on connected devices.
• Ticket printing integration — using the specialized utility It-Screen_MQTT_Print.

Additional Features of the Project for RRB-Bank​

• Service activity scheduling — certain services operate at specific hours, allowing more precise workload management.
• Operation prioritization — more critical services, such as currency exchange, receive priority in the queue.
• Dashboards for staff — simplified interfaces for operators, especially relevant when working from mobile devices.

Unique Features of the Project​

• Minimal infrastructure — the system can run on a single device, which is especially valuable for small branches.
• Instant setup and scaling — thanks to karmic concepts and cloud architecture, new terminals and screens could be quickly added and configured without complex procedures.
• Queue and multimedia combination — the system simultaneously managed the queue and displayed current information.
• Simple statistics integration — each operator had access to their own data, and management had access to summary reports by branch.
• Customizable interface appearance — the ability to change the theme, logos, and color scheme to match the bank’s corporate style.
• Remote administration — all devices were managed via a web interface without requiring physical presence.

Project Results​

Thanks to the implementation of the IT-Screen-based electronic queue, RRB-Bank significantly reduced the average customer wait time (by more than 25%), increased visitor loyalty, and improved the transparency of branch operations. Real-time exchange rate displays and information on compliance with financial safety measures (cards, deposits, transfers, etc.) strengthened customer trust in the bank as a transparent and tech-savvy institution.

The project is a great example of how modern web technologies and cloud services can deliver powerful solutions without major expenses on hardware and development.

Why Choose MediaMediaStroyImidzh LLC?​

The successful implementation of the project for RRB-Bank demonstrates our team's expertise in delivering digital solutions for the financial sector. We offer a comprehensive approach — from task analysis to implementation and system support — ensuring that goals are achieved.

If you want to improve the efficiency of your branches, enhance customer service, and adopt modern technologies — contact MedMediaStroyImidzh LLC. We are ready to develop a custom solution tailored to your needs using the proven IT-Screen software platform.