United Kingdom
20
Locations
7
Years of Partnership
2.4mm
LED Fascia Pixel Pitch
Overview
One counter. Two brands. The display switches itself.
Chopstix operates within Welcome Break motorway service stations alongside The Good Breakfast: a dual-brand model where the same physical counter serves a full breakfast offer in the morning and Chopstix’s core menu through the rest of the day.
Managing that transition manually across 20 locations would mean 20 sites needing human intervention, twice a day, every day. The consistency risk alone makes that unworkable at scale.
IUF delivered a fully automated digital signage solution. A 2.4mm pixel pitch indoor LED fascia above the counter switches automatically between The Good Breakfast and Chopstix branding at pre-set times. Digital menu boards update in real time by daypart, displaying the correct menu alongside promotional content and brand video, no manual input required at any location.
The result is a dual-brand QSR operation running cleanly across 20 sites, with brand clarity at every service period and operational overhead kept to a minimum.
Journey & Experience
Morning: The Good Breakfast. Afternoon: Chopstix. The customer never sees the join.
The dual-brand model means the in-store environment has to completely reinvent itself mid-day. It’s not a menu swap, it’s a full brand shift. Same physical space, same counter, entirely different experience depending on when you walk through the door.
- The Good Breakfast – warm, familiar, built for the early-morning motorway traveller. The LED fascia carries The Good Breakfast branding, the menu boards show the breakfast range, and the whole environment is designed around someone who wants something easy and satisfying before a long drive
- Chopstix – as the day moves on, everything on screen moves with it. The branding changes, the menu changes, the promotional content changes. The energy shifts. By the time the lunch crowd arrives, there’s no trace of breakfast anywhere in sight
- The join is invisible – and that’s the point. Customers at either service period see a coherent, on-brand environment that feels like it was always meant to look exactly like this. No leftover morning content, no visible switchover, no moment where the illusion breaks
The centralised CMS manages all of this remotely across all 20 locations at once, so the experience at a Welcome Break in Leeds is identical to one in Bristol, at the same time of day, without anyone on site lifting a finger.
Technology Architecture
Daypart automation at the hardware level. The display switches brands on schedule, every day, across every location.
Core Infrastructure
- Centralised CMS – real-time content management and scheduling across all 20 locations
- Automated daypart scheduling – pre-set time triggers control the LED fascia brand switch and menu board content simultaneously
Hardware Ecosystem
- 2.4mm pixel pitch indoor LED fascia – above-counter, configured for automated dual-brand switching
- Digital menu boards – real-time menu, promotional, and brand video content
Support Model
- Seven-day on-site support across all 20 Welcome Break locations
- Seven-year partnership – ongoing content management and infrastructure support
Implementation
Live QSR environments. Automation tested before go-live to ensure the brand switch works every time.
Phase 1 – Configuration
- Daypart switching logic and time triggers configured per location
- CMS set up for centralised menu board and LED fascia management
- Content loaded and tested for both The Good Breakfast and Chopstix service periods
Phase 2 – Rollout
- 2.4mm LED fascia and digital menu boards installed across all 20 sites
- Daypart automation tested at every location to confirm accurate, on-time brand switching
- CMS remote management confirmed operational across the full estate
Phase 3 – Ongoing Management
- Full estate live with automated switching operational
- Seven-day on-site support active
- Menus and promotional content managed remotely via CMS
Outcomes
No manual switching across 20 sites
Automated daypart transitions mean the shift from The Good Breakfast to Chopstix happens on schedule, every day, without store teams needing to intervene. Operational complexity removed at scale.
Brand clarity every service period
The LED fascia ensures customers always see the correct brand for the current daypart. No confusion, no mismatched branding between fascia and menu boards.
Full estate control from one platform
A pricing change or new campaign goes live across all 20 locations simultaneously. No site visits, no manual updates, no lag.
