[justinireland]

Now THIS is good feedback. I totally agree that how I've been selling the product up to this point is weak and (admittedly) I haven't pushed it as hard I should because I feel like I need to develop more of the product before I can show the real features and benefits.

But to address your first point, what you are basically saying is that when a person walks into a restaurant they are ready to buy - its just a matter of what to buy. That may be true for some (or most) cases. But suppose someone walks into a restaurant on a busy strip for the first time, looks at the menu, reads only descriptions (because that is the only information available) and they do not like what they see so they move on. Who has not had that experience at least once? Or what if the dish they ordered looked worse than what they had in mind and made them regret their order and that bad experience causes them never to return to that restaurant?

I guess the value proposition I am making is that with more information, consumers are able to make better informed decisions and that results in lower uncertainty and remorse of the decision. How that affects the restaurants bottom line would be very difficult to measure. But if any business thinks that depriving their customers of information is more beneficial then there is a fundamental problem. I hope that is not the case.

[YuriNiyazov]

I did have the experience of looking at a menu on a busy strip, saying "meh", and walking away. I even thought about including my rebuttal to that particular point in the original paragraph I wrote. Here's what I have to say about that:

Just the fact that someone is using your digital menu device doesn't mean that the contents that they present (like the photo of the food, and the descriptions) will automatically look good. They still have to hire a good food photographer. They still have to hire a good dish description copy writer. It's like saying that because we went from print to digital, visual design and good copywriting don't matter anymore. As the trend of websites in the 90's will readily attest, design and copywriting matter a whole lot.

A restaurant that failed to have an enticing printed menu on a busy strip will now have even more opportunity to hang itself with one of 'em new-fangled digital menus.

As for saying "if any business thinks that depriving their customers is more beneficial there is a fundamental problem" - you've just outed yourself as incredibly naive and idealistic. Information asymmetry is almost fundamental.