Whitbread restaurant brand is using Spectrum's flexible solution for 'Buffet Place' offering

Whitbread restaurant brand is using Spectrum's flexible solution for 'Buffet Place' offering

Restaurant chain Brewers Fayre has deployed a digital signage solution from Spectrum Interactive, an independent UK provider of public Wi-Fi and related services.

Part of the Whitbread Group, with 129 locations across the UK, Brewers Fayre selected the Spectrum service in order to promote and support its Buffet Place concept offering 'all-you-can-eat' themed nights throughout the week.

Running over the Brewers Fayre infrastructure, the digital signage solution, which features flatscreen displays and media players, allows the brand to dynamically manage content and its scheduling. Supporting multiple formats including video, audio, HTML, static images and animation, the service enables the chain to create eye-catching, tailored messages via intuitive 'drag-and-drop' functionality. In addition, the digital signage solution can be accessed remotely via the internet, meaning that it can be updated and managed at head office, as well as by local restaurant staff.

Building on early pilot success

Following a successful trial in 2009 at Brewers Fayre High Wycombe, Spectrum is now rolling out the solution to further locations. When deployment completes in September 2011, Spectrum's digital signage service will be operational in 77 Brewers Fayres in total, which accounts for two-thirds of the entire estate.

Renata Zurawiel, head of restaurants marketing at Whitbread, said the chain wanted a high-quality solution that would enable scheduled, targeted messages to maximise awareness and the take up of Buffet Place. “It was vital that the system would provide complete flexibility to allow us to change content instantly and easily," she said. "The solution that Spectrum delivered initially for the trial at The Papermill, High Wycombe proved such a success that we have rolled it out to other locations."

Simon Fordham, general manager at Brewers Fayre High Wycombe, added: "Digital signage has been a real hit for us – it holds much more impact that posters or leaflets. Not only do the digital screens give us another way to 'speak to the customer' but they also add to the restaurant's modern and bright appearance."

Simon Alberga, executive chairman of Spectrum Interactive, explained how the company has been a long-term technology partner to Whitbread and its associated brands, from Premier Inn to Costa Coffee. “This major and ongoing project with Brewers Fayre further underlines our commitment to providing innovative, cost-effective solutions that are serving a real need in the hospitality marketplace," he said.