While we uncovered a number of challenges for both consumers and operators, many of the issues have clear solutions, and there are certainly opportunities to increase both customer and operator satisfaction. The real question that today’s operators must ask themselves is, “What is the true function of the menu board?” Is it merely to inform patrons of what is available? Should it serve as an educator? Or should it drive up average check sizes? Answering these questions is critical to designing menu boards more effectively in the future, and this report kicks off that discussion.