Is AI Starting to Replace Fast-Food Drive-Thru Staff?

The fast-food industry is gradually automating one of the most crucial customer service touchpoints: the drive-thru.

This trend began with McDonald’s in 2021, when the American fast-food giant became one of the first networks to deploy artificial intelligence (AI) driven voice ordering technology to serve customers at the drive-thru.

At the time, McDonald’s was testing the voice-based ordering technology in ten of its restaurants located in Chicago.

Now, similar steps are being followed by competitors such as Wendy’s, which are racing to roll out AI-based voice assistants across their entire network of outlets.

So, will AI truly replace the role of drive-thru staff at fast-food restaurants? Here is a fuller overview, summarised from The Verge.

The technology used in the initial trials came from Apprente, a voice technology startup that McDonald’s acquired in 2019.

Apprente is known for specialising in conversational AI for quick-service restaurants, where speed and accuracy are paramount.

In refining the system, McDonald’s subsequently partnered with IBM to address the challenges of a drive-thru environment full of noise.

Ordering at the drive-thru is a demanding environment for voice recognition systems.

The system must contend with engine noise, a variety of customer accents, children’s voices from the back seat, and customers who alter their orders mid-conversation.

If AI can operate effectively in such challenging environments, similar technology has the potential to be deployed across almost all retail sectors.

Wendy’s has become one of the most aggressive rivals following McDonald’s lead.

For quick-service restaurant chains operating on razor-thin margins, shaving 30 seconds off order times can have a sizeable impact on revenues.

An AI system that can operate around the clock and handle multiple orders simultaneously is an attractive option for business operators.

Nevertheless, the technology still has a number of drawbacks.

Some reports from customers and staff reveal common AI weaknesses, such as orders being misheard and confusion when handling customised requests.

A viral video even showed McDonald’s AI repeatedly adding items to a customer’s order, despite the customer’s protests.