Fast-food companies are placing greater emphasis on employee interaction after years of adding kiosks and artificial intelligence to ordering. The changes affect restaurant layouts, drive-thru practices and worker training, The Independent reported, citing The Wall Street Journal and Fortune.
Fortune reported in July that about 80% of diners would choose a person over an AI system when ordering. Burger King President Tom Curtis told The Wall Street Journal that customers value a welcoming human presence, and said the company must concentrate on that experience. Burger King is redesigning some restaurants to expand the role of face-to-face service.
Efforts at McDonald’s, Burger King, Starbucks and Wendy’s also include more energetic greetings, employees available to handle complaints and checks to make sure orders are correct.
McDonald’s began adding ordering kiosks in 2016. Wendy’s introduced FreshAI for automated drive-thru ordering in 2023, and McDonald’s introduced its ArchIQ drive-thru chatbot earlier this year through its “McDonald’s > NEXT” initiative. Portillo’s has employees take drive-thru orders outside rather than depending solely on menu boards and speakers.
The Chicago-based chain also added baristas to coach workers on opening conversations with customers in line, QSR Magazine reported. Industry commentary said employees offer accountability, judgment and observation that automated systems cannot match, while technology can support operations.
