As quick service restaurants and convenience retailers look to modernize the physical customer experience, the drive thru has become one of the most critical touchpoints for speed, accuracy, and brand perception. This makes the latest launch from Creative Realities especially relevant to the retail and MarTech ecosystem. Creative Realities has introduced Digital Drive Thru 2.0, a modular and scalable digital menu board system designed to improve operational efficiency while giving operators more flexibility to evolve their drive thru environments over time.
Digital Drive Thru 2.0 builds on Creative Realities experience delivering digital signage, media, and advertising technology solutions across physical locations. The new system is engineered to simplify installation, reduce long term maintenance challenges, and allow brands to expand their configurations without replacing the entire structure. Operators can begin with a single screen setup and later scale to multi screen deployments as business needs change, making the system suitable for QSR brands, convenience stores, and other operators offering drive thru service.
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Early test deployments have generated positive feedback from operators evaluating how the system performs in real world environments. Creative Realities developed Digital Drive Thru 2.0 with direct input from franchisees, installers, and operations leaders, focusing on solving common pain points tied to outdoor menu board upgrades. One of the most significant improvements is the lightweight design, which enables manual installation without the need for cranes or forklifts. This reduces downtime, lowers deployment costs, and removes logistical barriers that often slow rollout across multiple locations.
“Consistency, clarity, and ease of use matter in a drive-thru environment,” said Rick Mills, CEO at Creative Realities. “What we designed with Digital Drive-Thru 2.0 was a modular platform that gives brands real flexibility. Operators can add or adjust components over time without rebuilding their entire system, putting meaningful control back in their hands as they evolve the guest experience.”
The system also addresses regulatory and environmental considerations that operators increasingly face. Digital Drive Thru 2.0 includes adaptive canopy lighting designed to improve visibility while helping brands comply with municipal restrictions related to exterior lighting and motion graphics. Adjustable brightness and semi reflective lighting elements allow for consistent presentation without overwhelming surrounding areas.
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Beyond physical design, the solution integrates fully with Creative Realities Clarity CMS, enabling real time updates for pricing, promotions, dayparting, and inventory. As operators mature their infrastructure, the system supports POS integration and order confirmation compatibility, allowing brands to introduce order accuracy features without major rework. Durable, weather resistant materials further help extend system life and reduce ongoing maintenance in outdoor environments.
“As operators look for ways to modernize their drive-thru experience, they’re also navigating evolving customer expectations, infrastructure constraints and regulatory considerations,” Mills said. “Digital Drive-Thru 2.0 was built with adaptability in mind. It gives brands the flexibility to grow at their own pace while maintaining a consistent guest experience across locations.”
Creative Realities has completed two pilot deployments of Digital Drive Thru 2.0 and expects broader rollout momentum through 2026. The company will showcase the solution at NRF 2026, where attendees can explore full canopy and multi screen configurations. As brands continue to prioritize speed and consistency at the point of order, Digital Drive Thru 2.0 positions Creative Realities to play a growing role in the future of drive thru modernization.
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