Burger King Singapore — Pickup Display Revamp

Overview

The Challenge
Key Insight
The Solution
Impact & Reflection

The Challenge: One Truth For Guests And Staff

Burger King stores needed a revamp so guests and staff could see the same truth at a glance. Other brands and food courts also needed a pickup display. Burger King was closest to the deadline, but at that time we did not have one product that could fit them all.

Why a revamp

The previous version looked rough and was not complete.
It was not responsive for different devices and store layouts.
It was not flexible in a CMS.
No control over showing “Ready only” vs “Preparing + Ready.
It also missed the need for a driver pickup mode.

Many brands requested pickup displays with different needs.

Not responsive across screens and restaurant scenarios

No CMS controls for theme color

No logo toggle and no timer toggle in CMS

No option to show Ready only or Preparing and Ready

No support for driver pickup flow

How it looked before

Rigid 3-column layout, poor for complex orders.

Design and code weren’t robust enough for CMS configuration.

Key Insight: People Scan In Chunks, Not Lines

From store visits and video reviews we learned:

Guests scan screens in blocks and colour, not line by line.
Staff wanted a single place in the CMS to change order states.
We also needed a standardized design and code base that can flex for other brands through configuration rather than new builds

Clear contrast helps guests quickly tell Preparing vs Ready.

Different screen sizes and orientations across brands require flexibility.

One standardized design and code base that can flex across different brands.

The Solution: Chunked Layout, Clear States, Simple Controls

We designed a modular, responsive display that stays readable from far away and adapts per store and per brand.

Core decisions

Large order codes with generous spacing for distance reading
Two clear states with color and icon
Auto promote newest Ready orders to the top
Simple staff controls from POS or tablet
Responsive layouts for TV, tablet, and phone
Support for both regular pickup and driver pickup
CMS settings per store for columns, font scale, language, dwell timing, theme color, logo on or off, timer on or off, and Ready only versus Preparing and Ready
Brand differentiation through theme packs and slots for color, logo, and type scale so each brand keeps its look and feel on a shared base

Built five device breakpoints with layouts for single (Ready) and dual (Preparing + Ready) modes, supporting both landscape and portrait orientations.

Why different sizes and not one size for all

Viewing distance, hardware, and budgets vary across stores.
Some small restaurants have no space or budget for an overhead TV and only use a tablet.
Some stores prefer landscape screens and others prefer portrait.
We also prepared a mobile-phone layout to suit future devices.
Five scale presets keep text legible and prevent overflow while keeping setup simple.

Bigger stores and chains prefer overhead pickup displays for visibility.

Smaller stores prefer on-counter tablet pickup displays.

Why not fully customizable

Full customization would let every store change layouts, fonts, and spacing, which quickly leads to broken, unreadable screens and a heavy support burden.
Targeted controls (theme, logo, timer, order states, scale presets) give stores the freedom they actually use day to day, without touching layout or code.
Standardised layout and typography protect legibility and accessibility for guests, even as brands adjust colours and order states.
A focused set of options keeps build cost, QA effort, and rollout time under control, so new brands can launch faster on the same product.

We balanced build cost with broad customer needs, offering flexibility without over-customization.

Impact and Reflection: Faster Handoffs, Easier Peaks

The new display is live in stores. Guests find orders without asking staff. Staff mark states in one place and focus on handoff.

How it looks now

Clear dual-mode layout with strong Preparing / Ready contrast and supportive background icons.

Launch-day on-site queueing and pickup at Burger King.

Pickup display running smoothly on launch day.

Business impact

Fewer repeated order calls by staff
Smoother peaks from clearer Ready visibility
Reusable layout scales to new stores and screen sizes
Reusable display foundation shortens time to market for campaigns and brands
15+ configurable elements reduce communication loops, fixes, and redesign work

CMS settings for the pickup display with my annotations highlighting key controls for PM and developers.

On site launch note I: Resolution aligned

The picture looked different from the mock on day one. The store used a 4K TV. I supported the regional PM remotely to set the TV output to 1920 by 1080, which aligned the layout and spacing with our design.

On site launch note II: Color calibrated

The TV colors were slightly brighter than our themeThe on site color profile pushed red. After the PM spoke with the Burger King manager, the store kept operating that day and planned to tune the TV color profile themselves.

Original design followed Burger King’s official color guidelines.

On-site TV color profile was off, requiring further screen tuning.

Other Applications

The same display patterns adapt to Food Junction in Singapore and other stores with different screens and layouts

The same modular design scales to Food Junction (food court) and supports their driver-pickup workflow.

Designed a portrait dual-mode pickup display for Jollibee Singapore.

Other food courts also adopted our new pickup display.

Dual-mode display running in another store (default layout).

What I learned

Preparation pays off. Research, technical reviews, and clear requirements with the PM created a product that balances reuse for the company and meaningful configuration for each client. Build the system once and let stores tune what matters without a redesign.

Burger King Singapore Pickup Display Revamp