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Dirty Dough Uses Digital Signage to Help Serve up Tasty, Multi-layered Cookies

Resource Type
Case Study
Dirty Dough - Hughes managed digital signage


"The Hughes Managed Digital Signage solution will help us deliver a consistent brand and product experience across locations as we continue to expand. We sought an advanced, fully turnkey solution from an experienced partner we could trust over the long term, and we found that in Hughes," Romney Stewart, COO, Dirty Dough

Founded in 2019 on the philosophy, "It's what's on the inside that counts," Dirty Dough serves up tasty, multi-layered cookies. The Utah-based company opened its first store in Tempe, Arizona, in 2020 and plans to launch 150 new locations as part of a national franchise rollout.

Inside their stores, Dirty Dough cookies are baked and decorated on-the-spot for customers, with a cookie menu that’s refreshed on a weekly basis. Each week’s menu features four popular standard cookies and four new recipes. For production consistency and management efficiency, Dirty Dough provides detailed instructions to show employees how the cookies should be decorated. With a fast-changing menu, these instructions are essential for quality control and for getting employees up-to-speed quickly on the new menu items every week.


When the cookie menu was released each week, a store employee inserted a USB stick into the mounted screen to update the content. At the decorating stations, employees referenced printed, laminated photos with decorating instructions for each cookie. Dirty Dough also relied on window posters and flyers for special promotions. It was hard for customers to see each cookie’s delicious toppings or unique ingredients from photos displayed on the menu board.

While it was not difficult to disseminate these USB sticks, recipe cards and posters to only a few Dirty Dough locations, the company recognized that it was not a sustainable or scalable process to support their aggressive growth goals.

Dirty Dough’s goal was to establish consistent brand and product messaging across the franchise and provide employees with a visual product guide for cookie-making. The company sought a solution to enable its locations to easily update their weekly menus; support more eye-catching promotions; provide enhanced recipe instructions to employees at the decorating stations; and have all screens connected and integrated at each store and across the franchise.

Hughes Solution

Dirty Dough selected Hughes Managed Digital Signage, an enterprise-grade digital signage solution that can be scaled easily to meet a fast-growing franchise’s needs. The solution enables corporate headquarters to manage content across multiple screens and locations from one Content Management System (CMS).

Since headquarters can customize content for different stores, there’s no longer a need for all locations to have the same menus––something that would have been too complex and time intensive to coordinate with the previous approach. With the Hughes solution, individual stores also have the flexibility to update content, such as placing digital “out of stock” labels on menu items when they run out of ingredients or promoting cookie specials to local audiences.

And employees at the decorating stations now have access to quality video and slide show recipe content, enabling simple training for new cookies each week.

Hughes Technology

The Hughes Managed Digital Signage solution for Dirty Dough includes:

  • Four SmartTV screens at each location, including two large menu boards and one smaller 24-inch screen at each decorating station, along with one marketing board to promote additional offers like catering services and the Dirty Dough Club loyalty program. Digital content players connect wirelessly to each screen and to the CMS platform.
  • CMS access for Dirty Dough’s marketing team, including local access for each store.
  • Network management, spanning installation, proactive monitoring and fast remediation – both automated via the Hughes artificial intelligence for IT operations (AIOps) capability and on-location, when needed, with field service personnel.
  • Access to the HughesON™ portal, 24/7 support, and a nationwide team of field technicians.

Get more information about Hughes Customer Facing Digital Signage.