Fast-food companies are giving employees a larger role in customer service after years of adopting kiosks and artificial intelligence. The Independent, drawing on reporting by The Wall Street Journal and Fortune, described the shift in store layouts, drive-thru ordering and employee training.
McDonald’s added ordering kiosks in 2016, and Wendy’s introduced its FreshAI automated drive-thru system in 2023. This year McDonald’s went further, bringing an AI chatbot named ArchIQ to drive-thrus under its “McDonald’s > NEXT” banner. Still, Fortune reported in July that about 80% of diners prefer ordering from a person rather than an AI system.
Customers are looking for a welcoming human presence, Burger King President Tom Curtis told The Wall Street Journal.
Burger King is redesigning some restaurants to expand in-person service. Efforts at McDonald’s, Burger King, Starbucks and Wendy’s also include more enthusiastic greetings, employee availability for complaints and checks to verify orders. Chicago-based Portillo’s has employees collect drive-thru orders outside instead of depending only on menu boards and speakers.
Portillo’s also had baristas teach its staff how to talk with drive-thru customers while they wait, QSR Magazine reported in 2024. An August commentary in the industry newsletter The Prep argued that people bring accountability, judgment and observation to a restaurant that machines do not.
