This will fundamentally change the fast-food industry

 

AI-powered drive-thrus have gained traction in the restaurant industry, promising faster service and increased sales. However, challenges such as order accuracy and customer satisfaction remain. Discover the pros and cons of AI drive-thrus and their potential impact on employees and customers.

AI drive-thrus have become a growing trend in the restaurant industry, with establishments like White Castle and Wendy's adopting artificial intelligence technology to enhance their drive-thru experiences. While restaurants see it as a solution to streamline operations and boost sales, customers and workers have expressed mixed feelings about this advancement.

Implementing AI in the fast-food drive-thru setting comes with its fair share of challenges. Automated voice ordering, where AI takes customers' orders, has been tested since around 2021. However, AI technology struggles with speech recognition in noisy environments, making it susceptible to errors. Accents and background noise can hinder accurate order processing, leading to customer frustration and potential service disruptions.

Despite some hiccups, AI systems improve over time as they gather more data. While a Wall Street Journal report mentioned that three out of ten customers at an Indiana White Castle requested human assistance due to errors, continuous learning and voice recognition advancements can lead to better accuracy and overall customer experience. The initial hurdles seem worthwhile to restaurants due to the anticipated sales growth.

One of the major advantages of AI drive-thrus is their ability to upsell consistently. Presto Automation, an AI company working with restaurants, claims that its Presto Voice technology results in higher check sizes by offering tailored upselling suggestions. Faster service, improved customer satisfaction, and increased sales are the primary goals restaurants aim to achieve by implementing AI technology.

The AI drive-thru concept is particularly appealing to understaffed restaurants facing difficulty in recruiting and retaining employees. The leisure and hospitality sector has experienced a decline in employment since the pandemic, making it challenging to meet customer demands. By automating order-taking, employees can focus on food preparation and expedite service, potentially improving overall efficiency.

Despite the potential benefits, customers may miss the human touch that traditional drive-thrus offer. Chick-fil-A, known for its outstanding service, uses a face-to-face ordering system, where employees walk down the line to interact with customers directly. This personal touch has helped them maintain customer satisfaction, although they face challenges with order accuracy. It remains uncertain whether customers prefer AI over human interaction, and more real-world examples are needed to make an informed assessment.

AI drive-thrus have gained momentum in the restaurant industry, presenting both opportunities and challenges. While AI technology can enhance efficiency, increase sales, and address staffing gaps, issues like order accuracy and customer satisfaction must be addressed. As the industry evolves and learns from practical implementations, AI drive-thrus may become the norm, shaping the future of fast-food service.