Major fast-food chains are placing more emphasis on employee interaction after years of adopting kiosks and artificial intelligence for ordering. The shift includes changes to restaurant layouts, drive-thru procedures and staff training, according to The Independent, citing The Wall Street Journal, and Fortune.
McDonald’s introduced ordering kiosks in its restaurants in 2016, while Wendy’s launched its FreshAI system for automated drive-thru service in 2023. McDonald’s also introduced ArchIQ, an AI chatbot for drive-thru locations, earlier this year as part of its “McDonald’s > NEXT” initiative.
Customer preference, however, has not moved as quickly toward automated service. Fortune reported in July that about 80% of diners would rather place an order with a person than an AI system. Burger King President Tom Curtis told The Wall Street Journal that customers want a welcoming human presence and that the company needs to focus on that experience.
Burger King is changing some store designs to give in-person service a larger role. The Wall Street Journal reported that initiatives at major brands, including McDonald’s, Burger King, Starbucks and Wendy’s, include more enthusiastic greetings, staff availability for customer complaints and employee checks to confirm order accuracy.
Portillo’s has taken a similar approach at its drive-thru locations. The Chicago-based hot-dog chain has sent employees outside to collect orders instead of relying only on a menu board and speaker. It also brought in baristas to coach workers on starting conversations with customers waiting in line, according to QSR Magazine.
