Tortilla
Since opening its first site in London in 2007, Tortilla has become the UK’s leading fast Mexican restaurant brand. With more than 60 locations and further expansion on the horizon, Tortilla has carved out a niche in the QSR market by combining speed and convenience with freshly prepared, made-to-order burritos, tacos and bowls.
As the business continued to scale, Tortilla identified a critical need to modernise its in-store communications.
Traditional printed menus were no longer fit for purpose, lacking the flexibility, sustainability and visual impact needed to reflect the brand’s fresh, vibrant food ethos.
Our work with Tortilla has fundamentally changed how digital signage is viewed within the fast-food dining space. Rather than just reinforcing ideas of speed and convenience, the digital menus are a platform to showcase the freshness and craftsmanship behind every dish on its menu, with dynamic content that enhances customer engagement and strengthens brand identity.
Challenges
As Tortilla scaled its operations across the UK, it became increasingly clear that traditional printed menus were holding the brand back. These static displays couldn’t keep pace with a fast-moving business that relied heavily on menu flexibility, daily specials and up-sell opportunities. Updating menu boards required time-consuming and costly reprints, creating operational inefficiencies and limiting the brand’s ability to respond quickly to market trends or regional preferences.
Communicating the care and attention put into food preparation was just as important for Tortilla as streamlining the ordering process. With expansion plans accelerating, Tortilla needed a digital solution that could grow with the brand, support agile content updates and elevate the customer experience across every location.
Solution
To address these challenges, Tortilla partnered with ZetaDisplay to implement a tailored digital signage strategy that aligned with both operational needs and brand ambitions. Together, we have reimagined the role of digital menus in-store, transforming them from a basic utility into a dynamic brand communication channel.
Each location received a bespoke setup designed to enhance visibility, engagement and flexibility. Behind-the-counter digital menu boards were designed to not only present product information but also convey the quality of ingredients and freshness of preparation through subtle animations and high-impact visuals. Window-facing high-brightness screens were introduced to attract footfall and promote timely offers in high-traffic areas. At the core of the solution, a centralised content management platform allowed Tortilla’s marketing team to instantly update menus and promotions across their entire estate or tailor messaging for individual locations.
This seamless control ensured that every store remained on-brand, while also giving Tortilla the agility to respond to customer demand in real time. The end result was a digital signage network that not only improved operational efficiency but also helped redefine what fast-casual dining could look and feel like.
Benefits
Since deploying the digital signage system, Tortilla has seen measurable improvements across customer engagement, operational performance and brand consistency. The new digital menu boards have significantly streamlined content updates, enabling the team to roll out promotions, pricing changes, or seasonal items with just a few clicks, saving both time and resources.
Customers now benefit from a clearer, more intuitive ordering journey, with menus that highlight key choices and up-sell opportunities in a visually compelling way. The brand’s storytelling is also more powerful than ever. By leveraging animated content and rich visuals, Tortilla is able to reinforce its commitment to quality and freshness, shifting consumer perceptions and differentiating itself in a crowded market.
In addition, the new digital infrastructure supports Tortilla’s sustainability goals by eliminating the need for printed materials, while offering a scalable foundation for future growth as new locations are added. With ZetaDisplay as a trusted partner, Tortilla is now equipped with a future-ready signage solution that elevates the in-store experience and strengthens its position as a leader in the fast-food dining space.
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