Creative Realities Launches Digital Drive-Thru 2.0, a Modular, Scalable Solution Designed to Improve Drive-Thru Efficiency and Flexibility
Rhea-AI Summary
Creative Realities (NASDAQ: CREX) on January 7, 2026 launched Digital Drive-Thru 2.0, a modular digital menu board system designed to simplify installation, enable scalable single- to multi-screen deployments, and support municipal lighting rules. The company completed two pilot deployments and expects broader rollout momentum through 2026. Key features include lightweight, crane-free installation; semi-reflective canopy lighting with adjustable brightness; customizable clearance and dual-lane expansion; POS/order-confirmation compatibility; and real-time content updates via the company’s Clarity CMS.
The system targets QSR, convenience, and other drive-thru operators and will be showcased at NRF 2026.
Positive
- Completed two pilot deployments
- Modular architecture: expand from 1 to 3 screens
- Lightweight design reduces heavy-equipment installation needs
- Adaptive canopy lighting supports municipal compliance
- Real-time updates via Clarity CMS with POS compatibility
Negative
- None.
News Market Reaction
On the day this news was published, CREX gained 11.83%, reflecting a significant positive market reaction. Argus tracked a peak move of +7.4% during that session. Our momentum scanner triggered 8 alerts that day, indicating moderate trading interest and price volatility. This price movement added approximately $3M to the company's valuation, bringing the market cap to $33M at that time. Trading volume was very high at 3.1x the daily average, suggesting strong buying interest.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
Peers show mixed moves: one down 1.56% (BLBX) while others are modestly up between 0.83% and 9.2%, suggesting stock-specific factors for CREX rather than a unified sector trend.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Nov 25 | CFO appointment | Positive | +2.0% | Appointment of experienced CFO to help integrate Cineplex Digital Media deal. |
| Nov 12 | Earnings results | Negative | -3.9% | Q3 2025 revenue decline, net loss and software impairment disclosure. |
| Nov 11 | CRO appointment | Positive | -0.4% | Hiring of new CRO to drive growth after scaling via acquisition. |
| Nov 07 | Acquisition close | Positive | -0.7% | Closing of Cineplex Digital Media acquisition and synergy expectations. |
| Nov 05 | Conference participation | Positive | +9.9% | Announcement of participation in Craig-Hallum investor conference. |
Recent news has produced mixed reactions, with leadership and conference updates often aligning positively while strategic and hiring news sometimes see divergence.
Over the past few months, Creative Realities has focused on strategic expansion and leadership changes. It closed the Cineplex Digital Media acquisition on Nov 7, 2025 and later reported Q3 2025 results showing lower sales and a larger net loss. The company added a new CRO on Nov 11, 2025 and announced a new CFO effective Dec 1, 2025. Participation in the Craig-Hallum conference on Nov 18, 2025 coincided with the strongest positive price reaction, framing today’s product launch within an ongoing growth and integration narrative.
Market Pulse Summary
The stock surged +11.8% in the session following this news. A strong positive reaction aligns with the company’s push toward scalable, software-driven solutions, such as Digital Drive-Thru 2.0. Past news showed 3 aligned reactions out of 5 recent events, suggesting investors have rewarded certain strategic and visibility milestones. However, prior earnings highlighted operational and profitability challenges, so enthusiasm around product launches could ebb if execution, adoption, or integration with earlier acquisitions lags expectations.
Key Terms
qsr technical
adtech technical
dayparting technical
AI-generated analysis. Not financial advice.
New system reduces installation complexity, adapts to municipal regulations and expands with operators’ needs
LOUISVILLE, Ky., Jan. 07, 2026 (GLOBE NEWSWIRE) -- Creative Realities, Inc. (“Creative Realities,” “CRI,” or the “Company”) (NASDAQ: CREX), a leading provider of digital signage, media and AdTech solutions, today announced the launch of Digital Drive-Thru 2.0, a next-generation modular digital menu board system engineered to help operators streamline installation, simplify maintenance and scale their drive-thru environments over time. Designed for drive-thru environments and applicable across QSR, convenience, and other operators with drive-thru service, the new system allows brands to expand from single-screen setups to multi-screen configurations without replacing the entire structure.
Early test deployments of Digital Drive-Thru 2.0 have produced encouraging feedback from operators evaluating the system’s flexibility and day-to-day impact.
“Consistency, clarity, and ease of use matter in a drive-thru environment,” said Rick Mills, CEO at Creative Realities. “What we designed with Digital Drive-Thru 2.0 was a modular platform that gives brands real flexibility. Operators can add or adjust components over time without rebuilding their entire system, putting meaningful control back in their hands as they evolve the guest experience.”
Developed with direct input from franchisees, installers, and operations leaders, Digital Drive-Thru 2.0 addresses traditional pain points in outdoor menu board replacement and upgrades. The lightweight design can be installed manually—no cranes or forklifts required—reducing downtime and removing barriers that typically slow deployment. Additionally, its semi-reflective canopy lighting and adjustable brightness options help operators comply with municipal restrictions around exterior illumination and motion graphics.
Key Features of Digital Drive-Thru 2.0 include:
- Modular, Scalable Architecture: Start with a single-screen presell board and expand to two or three displays without replacing existing hardware.
- Adaptive Canopy Lighting: A soft, semi-reflective lighting solution improves visibility while supporting compliance with municipal lighting codes.
- Adjustable Clearance Bar: Customizable height with optional dual-lane expansion to support operators moving from one lane to two over time.
- Customizable Microphone & Speaker Placement: Intercom components mount to any part of the system, ensuring clear communication regardless of site layout.
- Streamlined Installation: Lightweight structures reduce the need for heavy equipment, accelerating deployment and minimizing site disruption.
- Fully Digital with Clarity™ CMS: Real-time updates for pricing, promotions, dayparting, and inventory through the Company’s enterprise-ready CMS platform.
- POS Integration and Order Confirmation Compatibility: Enables operators to introduce order-accuracy features as their infrastructure evolves.
- Weather-Resistant Construction: Durable materials help reduce maintenance needs and extend system life in outdoor environments.
- Designed for Multiple Verticals: Engineered for QSR but applicable to convenience stores and other drive-thru operations expanding their food and beverage programs.
“As operators look for ways to modernize their drive-thru experience, they’re also navigating evolving customer expectations, infrastructure constraints and regulatory considerations,” said Rick Mills, CEO at Creative Realities. “Digital Drive-Thru 2.0 was built with adaptability in mind. It gives brands the flexibility to grow at their own pace while maintaining a consistent guest experience across locations.”
Creative Realities has completed two pilot deployments of Digital Drive-Thru 2.0 and expects broader rollout momentum through 2026.
Creative Realities will showcase Digital Drive-Thru 2.0 at NRF 2026, including a full canopy installation and a three-screen configuration. Media and attendees can explore the system’s modular components, lighting features, and CMS capabilities, with on-site interviews available.
About Creative Realities, Inc.
Creative Realities designs, develops and deploys digital signage-based experiences for enterprise-level networks utilizing its Clarity™, ReflectView™, and iShowroom™ Content Management System (CMS) platforms. The Company is actively providing recurring SaaS and support services across diverse vertical markets, including, but not limited to, retail, automotive, digital out-of-home (DOOH) advertising networks, convenience stores, foodservice/QSR, gaming, theater, and stadium venues. In addition, the Company assists clients in utilizing place-based digital media to achieve business objectives such as increased revenue, enhanced customer experiences, and improved productivity. This includes the design, deployment, and day-to-day management of Retail Media Networks to monetize on-premise foot traffic utilizing its AdLogic™ and AdLogic CPM+™ programmatic advertising platforms.
Contacts
Media:
Idea Grove
creativerealities@ideagrove.com
Investor Relations:
Chris Witty
cwitty@darrowir.com
646-438-9385
ir@cri.com
https://investors.cri.com/
FAQ
What did Creative Realities announce on January 7, 2026 about Digital Drive-Thru 2.0 (CREX)?
How many pilot deployments has Creative Realities completed for Digital Drive-Thru 2.0 (CREX)?
Can Digital Drive-Thru 2.0 (CREX) expand from single to multi-screen setups?
Does Digital Drive-Thru 2.0 (CREX) help meet municipal exterior lighting rules?
Will Creative Realities showcase Digital Drive-Thru 2.0 (CREX) at a public event?
