digital menus done right! [peiwei]
Have you been to Pei Wei Asian Diner lately? You haven’t? No bueno. Why don’t you go right now? Why? Because you can check out the new digital menus and [at some locations] Coca-Cola Freestyle vending device!
First off just so you know, Pei Wei was established in 2001 and now has over 150 locations in 15 states. They serve wok-seared contemporary pan-Asian cuisine and are a “faster more casual take of our parent company, P.F. Chang’s China Bistro.”
– Thanks Pei Wei website. If you read my other post on bad displays, you know how I think that the design of a information display shouldn’t distract the users from the information. Pei Wei seems to have the same obsession I have. [yay] As you can see, the new menu displays are seamlessly integrated into the existing containers without any branding or ugly bezel.
The actual content on the displays is also well designed. It is dynamic but easy to read. You can see there is a section on each display that shows some type of video loop but the text areas are crisp.
The brightness level is more than adequate, it is perhaps even too bright in the hip perpetual darkness of Pei Wei Asian Diner. I imagine that the displays can be updated from the mothership in Arizona, ensuring that you will have the same experience at every location.
An extra bonus at the El Toro location was the Coca-Cola Freestyle ‘future-of-vending’ device. This is that Coke machine that lets you choose over 100 different beverages.
I think the Freestyle machine will be Cokes answer to the increasing dislike of HFCS laced drinks. Basically, you place your cup on the device and utilize the touch screen to choose your beverage. Inside the machine there are ultra concentrated syrup containers and a smart little man who keeps track of what drinks you choose. Oh, it has RFID too.
Here is the deal though, it takes way, way, way too long per transaction. I sat (and ignored my boyfriend) watching people use the machine. On average people took 45 to 60 seconds to choose what they wanted. It wasn’t an issue late at night but during the lunch hour…that is way too long!
I think Coca-Cola can fix the problems with Freestyle pretty easily. First, switch the display from resistive to captive touch screen. I found that I had to press on the display multiple times because it didn’t register. I know passive touch screens are cheeper but this machine could save you…pay for the captive touch to improve the functionality (that’s like the iphone).
Second, give customers a RFID tag of their own. Let users go online and choose their favorite drinks to be associated with their tag. When you go to a Freestyle enabled establishment your tag could enable the machine to to dispense your favorite drink, show all your favorites on one screen or randomly select from one of your favorites…depending what you told it to do. How cool would that be? Maybe it doesn’t even need to be RFID, it could just be facial recognition!
How could you tell this face you can’t have Coca-Cola Zero? So anyway, Pei Wei Asian Diner is a champion of good information display and home to the super cool Coca-Cola Freestyle future of vending device of the future! Go check it out!
No comment until you find me a coke freestyle in AZ.
Hi there. My name is Carrie Siegfried and I am the designer that did these boards. That’s a really nice article you wrote. It took us a long time to put these together and now we will have them in all of our Pei Wei stores at the end of this month. It’s been really fun working on these. And about those new Coke machines, you’re luck. We don’t have them in AZ yet and I’m dying to try them out.
OH YAY in az! Thank you for responding!
Fun times…it’s good to see your obsession in a neatly organized blog with photos!
Carrie, thanks for checking out my post, I appreciate your comment! I am really a fan of your boards, I think I might even use them for a benchmark when comparing other digital menus. Folks looking to deploy a similar setup should follow your lead!
The Coke Freestyle machine is pretty cool too, hopefully you’ll get one soon!
LOL, did I fail as a mother in some way that encouraged obsession with inanimate objects such as this?
Are these available for other businesses? My boss saw these and is looking to add something like this to our health club. Glen
I’m pretty sure that the PeiWei folks developed these displays internally. I’m sure there are some businesses that will develop the systems for you.