How Third Wave Coffee Rolled Out Digital Menu Boards Across 700+ Screens Nationwide Using Pickcel

Third Wave Coffee is one of India's fastest-growing specialty coffee chains. Known for its modern café experience and curated menu, the brand continues expanding its physical footprint across the country. As the brand expanded its café network, maintaining consistent menu communication and promotional messaging across locations became increasingly important.

The growing café network needed a way to roll out time-sensitive campaigns, seasonal promotions, and store-specific offers across hundreds of screens simultaneously. The existing setup made these updates difficult to execute consistently across locations.

• Updating menu items, pricing, or promotional creatives required manual intervention at individual store locations.
• The existing setup lacked stability and visibility into screen uptime, making it difficult to maintain consistent customer-facing displays.
• Different display hardware across stores created compatibility issues and operational overhead.
• As the number of cafés grew, managing screens individually became increasingly inefficient.

Third Wave Coffee implemented Pickcel's cloud-based digital signage platformto manage digital menu boards across its network. The platform allowed the team to control menu boards across all locations from a single dashboard while maintaining compatibility with existing store hardware.

Key elements of the rollout included:

After implementing Pickcel, Third Wave Coffee could manage menu boards and in-store communication consistently across locations.

Key improvements included:

• Rapid nationwide rollout: 700+ screens across café locations went live in less than a week using Pickcel's multi-location deployment capabilities.
• Menu updates completed in minutes instead of hours: Marketing teams could update pricing, promotions, and menu items centrally.
• Faster rollout of new screens: New cafés could quickly integrate into the signage network without complex setup.
• Improved screen uptime and reliability: Central monitoring ensured displays remained operational across locations.
• Simplified campaign launches: Promotional creatives could be deployed across multiple stores simultaneously.

The overall experience with Pickcel is that the setup and configuration of the solution is super easy, and doesn't require any assistance.

Third Wave Coffee

Digital menu board deployment team