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Hitachi Provides Digital Signage Solutions for McDonald's Flagship Locations

Jun 11, 2002 16:52 PM

42nd Street Store and THE Smithsonian National Air & Space Museum -- Advanced Display Solutions Showcase Dynamic Content Within Food Service Concepts and Reinforce New Sophisticated Image --

LAS VEGAS,, June 11, 2002 - Illustrating its commitment to delivering innovative digital signage solutions, Hitachi America, Ltd., a subsidiary of Hitachi, Ltd., Tokyo, Japan (NYSE: HIT), today announced it has partnered with McDonald's to provide more than 55 plasma displays for use as menu boards and digital signage in two breakthrough concept stores - McDonald's 42nd Street Store and the Smithsonian National Air and Space Museum.

Hitachi's digital signage allows vendors and advertisers to reach targeted audiences at the point-of-influence and point-of-sale. On a larger scale, companies with multiple sites nationwide have the ability to control the content from one centralized location ensuring quality control and cost savings. Designed for flexibility, Hitachi's digital signage solutions are easily customized to meet the customers' needs and budgets.

"We're pleased to be working with a forward-thinking customer like McDonald's - a customer with vision, who understands the benefits that digital signage brings to the company," said Pete Denes, director of sales for Hitachi America, Ltd., Computer Division, Visual Display Products. "Hitachi is truly creating the intersection where technology, information and foodservice meet for McDonalds, and we're looking forward to developing like solutions for other companies."

"We're excited to be at the leading edge in implementing the best that technology has to offer in the 21st century and to enhancing our customers' experience with efficient and effective signage and information," said Mike Harshfield, director, Strategy & Innovation - East Division, McDonald's Corporation. "We've been revolutionizing the fast-food industry for the last 45 years and with Hitachi's technology, digital signage solutions and service, we will continue to do so for the next 45 years."

McDonald's 42nd Street Store

The 42nd Street Store is an innovative facility that combines the latest technology with McDonald's world-renowned food and customer service. Located in a converted theater, the site seats more than 400 customers on three levels, and will be open to the public in July 2002.

The menu boards at the 42nd Street Store will consist of ten high-definition Hitachi 42-inch plasma displays, allowing McDonald's to easily update menus and simultaneously display the latest promotions. The site will also feature multiple other presentation media, such as additional high-definition plasma displays, an LCD projection system and LCD panels showing assorted images of New York and other visuals throughout the store.

Smithsonian National Air and Space Museum Customers at the Smithsonian National Air and Space Museum are treated to a high-tech dining experience unlike any other. Featuring a McDonald's, Boston Market and Donato's Pizza, the Smithsonian seats more than 800 customers and is now open to the public.

Suspended over the food court entrance is a 12-unit plasma matrix, showing dynamic images of food preparation, setting the tone for the high-tech dining experience customers will encounter. All menu boards consist of high-definition 42-inch plasma displays, providing a sophisticated look and the opportunity to showcase current promotions. The site also features 18 37-inch plasma displays that will highlight products available at the food court, as well as exhibitions in the National Air and Space Museum. In total, more than 40 plasma displays will present content throughout the Smithsonian.

Hitachi's Digital Signage Solutions Group Hitachi's recently announced Digital Signage Solutions Group (DSSG) addresses the need for fully integrated and cost-effective digital signage. Targeted toward the retail, grocery store, foodservice and banking markets, DSSG is the first of its kind to provide a comprehensive and customizable solution.

About Hitachi

Hitachi America, Ltd., Computer Division, supplies high-performance computer storage products and multimedia products to OEMs, value-added resellers, system integrators and distributors. The division's products include high-capacity hard disk drives, LCD/LCOS projectors, CRT monitors, color laser beam printers and flat panel and plasma displays. Hitachi America, Ltd., a subsidiary of Hitachi, Ltd., markets and manufactures a broad range of electronics, computer systems and products, consumer electronics and semiconductors and provides industrial equipment and services throughout North America. For more information, visit

Hitachi, Ltd., headquartered in Tokyo, Japan, is a leading global electronics company, with approximately 320,000 employees worldwide. Fiscal 2001(ended March 31, 2002) consolidated sales totaled 7,994 billion yen ($60.1 billion). The company offers a wide range of systems, products and services in market sectors, including information systems, electronic devices, power and industrial systems, consumer products, materials and financial services. For more information on Hitachi, please visit the company's Web site at

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Hitachi America, Ltd.
Vice President
Corp. Communications Group
Tel:(650) 244-7900
Fax: (650) 244-7920

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Weber Shandwick San Mateo
Tel: (650) 532-4033

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