Tuesday, August 17, 2010

A&W Piloting Self-serve Kiosks

In an effort to reach the 25-40 yr-old urban-dweller segment, A&W Restaurants are launching new concept stores in Toronto, Montreal and Vancouver that will feature self-serve ordering kiosks, along with meal options more in tune with urban diner tastes.

The first of the concept store will open in Vancouver this Friday and more will follow in the major markets in the following months.

Although this could change by launch time, one glaring issue with the touch screen kiosks is the non-existence of an attractor loop. Why advertise that its a "Express Self Order Station" when it should be obvious—almost painfully so—from the huge 3D lettering that spell out Self Order? Some animations promoting the new food options and their green initiatives would have been perfect.

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