I thought the idea was that these would allow more insulation in the doors than glass, and that the energy use from the screen was less than the energy saved from cooling losses (but what is the payback from the manufacturing, shipping, install, recycling, repair etc?). I'm skeptical, but it is conceivably possible that it works out if the screens are very efficient, using off the shelf parts. Maybe.
Either way they're doors. I'm guessing that increasing the frequency of door openings is an intended outcome of whatever they were thinking. A vending machine could be more energy efficient while providing exactly the same old consumer interaction disadvantages that are supposed to be a novel feature of this display.