Isn't it frustrating when mouth-watering fast food advertisements come on TV but your ass is too wedged into the sofa to get up and do something about it? Well, now you'll be able to watch those ads from within the fast food restaurant, which means it will only require a few short steps to satisfy that commercial-induced craving. Indoor Direct, a digital media company headquartered in Dallas, announced that its TV-for-fast-food network will be showing its programming in 125 San Francisco Carl's Jr. and Denny's restaurants this July.
It will be the first time that San Francisco fast foodies will get to cram a few more hours of television into their day -- and unlike the dive bars nearby, these televisions will show a hand-picked slew of "short quick segments that are light-hearted and informative in positive ways," according to Indoor Direct's Web site. The company adds that its programming avoids "unappetizing" segments such
as those that might appear on network television.
So to all of the Denny's and Carl's Jr. fans out there, here's what you can expect in San Francisco come July: Each restaurant will now be equipped with three LCD screens. One will feature purely promotional items at the "point of purchase" in the restaurant (above the cash registers), and the other two will show a rotating, airplane television-esque queue of TV-lite. The
network also promises its restaurant franchise owners three minutes of
promotional air-time for every 60 minutes of appetizing, bite-sized,
"informative in positive ways" segments, which it says has shown
"proven results that about 40 percent of the customers are influenced."
Influenced, says Indoor Direct President Michael Winton, to buy more. "We really want the guest to be engaged during their restaurant experience," Winton told SF Weekly. Indoor Direct is currently working with 10 different restaurant chains in 42 states and 14 countries. When asked if he was concerned that the new television attraction might promote loitering, Winton responded that restaurants want loiterers these days. Apparently it's been a while since Winton has been to San Francisco and seen our loiterers.
He added that going digital is greener than paper promotions. Which means Winton has at least been to the city recently enough to know that we'd apparently rather be fat and green than skinny and not.