FRYDAY
Case Study
About FRYDAY
FRYDAY is creating an evolution amongst fast food as it grows in presence and prestige throughout Romania. It is the only fast food restaurant that fries the food in peanut oil, an aromatic oil highly appreciated by gastronomists and chefs worldwide. Additionally, FRYDAY is the only concept in the QSR industry that operates with smashed beef from Romanian Angus, which defines an incredibly delicious and juicy burger recipe.
As of Q2 2024, the brand owns 11 restaurants in Romania and is rapidly expanding.
“From content management to project management, our partnership is transparent and reciprocity is a common word in our daily whirlwind of challenges.
Thank you, Mood Media!”
Lucian Florea – CEO & Founder, FRYDAY Romania
Objective
FRYDAY’s business strategy is to become the first Romanian brand that competes within the ‘hall of fame’ of internationally famous QSR brands currently operating in the local market. The strategy is rapid expansion and new sites are opening quickly within the space of just a few months. FRYDAY were on the lookout for a reliable media partner that can step up to the task from multiple perspectives and support their rapid development. From operations, logistics and robust hardware to plug’n’play solutions, easy-to-use platforms and specific installation requirements – Mood Media was enlisted as the ideal partner to deliver this complex experiential marketing strategy.
Solutions
By partnering with FRYDAY and fully immersing our team into the brand, strategy, values, and vision, Mood Media was able to develop a solution comprising of visual, audio, and scent solutions to create a contemporary, digital customer experience in FRYDAY restaurants.
Digital Signage
The digitalization of FRYDAY restaurants responds to multiple needs. Through creative and engaging digital signage, FRYDAY can keep clients informed, draw attention to star dishes, and create a wow factor.
Digital signage not only helps reinforce brand awareness to customers but can also provide support to employees, helping to enhance communication and production.
Mood Media designed, installed, and configured the hardware and software for multiple zones inside and outside the restaurants including Digital Menu Boards, Video Walls, Info Points, Price Lists, Drive-Thru Menu Boards, BuildUp screens, and even a Junior Meal screen for the kid’s corner!
Content Management System
Managing such complex systems architecture requires a robust and scalable content management system, allowing personalization for each zone with unique content that can be deployed in a timely manner.
The Mood Media Harmony platform enables content management, video player monitoring, and scheduling for each screen and zone. More than 100 Harmony video players were installed in all restaurants and are managed simultaneously from a single platform.
Custom Music
Music has a powerful effect on listeners, and having the right music in your restaurant is crucial to keeping diners entertained and engaged with your brand.The FRYDAY brand was keen to have a different sound to the traditional fast-food restaurant experience; avoiding overused and highly common music styles such as pop or commercial hits.
Mood Media developed a unique playlist with a deep house electronic vibe, using remixes and instrumental tracks for a lounge and beach house atmosphere.
Scent
Scent is one of the most powerful senses of the human body, creating powerful memories and associations when activated.
Mood Media also installed scent devices to create a fresh aroma in several FRYDAY locations. Traditionally, the scent within a fast food restaurant is something organic of the space and work within it, however, with a custom scent solution, FRYDAY can control the scent within every space to exactly what they would like their customers to experience.
The chosen scent has welcoming notes of White Tea, Bright Citrus, Thyme, Jasmine, and Subtle Amber. It smells like wandering a meadow full of white flower blossoms and wild thyme!
Hardware
The hardware architecture is rather complex for an installation of this size, with numerous audio systems and video devices. Screens, wall mount brackets, ceiling mounts, and speakers had to be sourced, tested, and installed.
For the spaces outside of the restaurant, drive-thru specific devices better suited to the outdoor environment and usage were installed.
Results
Undertaking a project of this size was no simple task. However, it’s been a great journey for the Mood team to work closely with those within the FRYDAY brand and help them push onward with their bold vision for the coming months and years. We look forward to their rapid growth and undoubted success across Romania and beyond.
“For us, the collaboration with Mood Media is not just a simple partnership, but a strategic development decision alongside a company that understands our needs and meets our stringent requirements for both hardware quality and workmanship carried out with great care and professionalism.
Lucian Florea – CEO & Founder FRYDAY Romania
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