UK pub chain Butcombe Pubs has begun rolling out a digital signage system across its estate using Vieunite Pro Textura digital canvases, following a pilot installation at The Brown Cow in Fulham, London.
The project forms part of a refurbishment programme designed to modernise Butcombe’s venues while preserving their traditional interiors.
Rather than installing conventional commercial displays, Butcombe wanted a system that could replace printed promotional material while blending into the décor of its pubs.
Working with integration
partner TVC Technology Solutions, the company selected Vieunite Pro’s 27-in Textura Digital Canvas, combining a framed display format with remote content management.
Three Textura units were initially installed at The Brown Cow.
The displays use handcrafted wooden frame options, a texture-accurate display surface and an anti-glare
finish intended to create a more gallery-like appearance than a conventional digital signage screen.
Sonny Mander, head of business development at Vieunite Pro, said: “Hospitality venues shouldn't have to choose between beautiful interiors and effective customer communications. Our challenge was to deliver a solution that
felt like part of the pub's design rather than another digital screen.”
The displays were fitted using Vieunite Pro’s flush wall mounting system, with cabling concealed to minimise the visual impact of the installation.
Content is managed centrally by Butcombe’s marketing team through the cloud-based Vieunite
Pro Portal.
Using Vieunite Pro Advanced licences, head office can update screens remotely and create individual playlists and schedules for different periods of the day.
This allows the pubs to switch between breakfast, lunch, evening dining and drinks promotions without requiring staff at each venue to
change printed signage.
Vieunite Pro also provided training to the Butcombe team so that content, schedules and playlists could be managed internally.
The system is intended to give Butcombe greater control over campaign timing while maintaining consistent branding across multiple sites.
Abbie McGuigan, marketing manager at
Butcombe Group, said: “The system is simple, effective and easy to manage. It allows me to create different schedules and playlists to suit our venue's changing needs throughout the day, making marketing much more targeted and effective to the day parts of the business. The
screens themselves are well-balanced in brightness and never feel overly intrusive.”
Following the Brown Cow pilot, Butcombe extended the concept to The Dundas Arms in Berkshire as part of a separate refurbishment.
The second installation adapts the same digital canvas and content-management approach to a different
venue layout, as Butcombe evaluates the system as a scalable alternative to printed point-of-sale material across its wider estate.
The company said replacing printed promotions with centrally controlled digital content has also reduced waste and simplified updates while allowing campaigns to be changed more quickly across venues.