DRIVE-THRU TECHNOLOGY


ordering systems. Increasingly, this means integrating artificial intelligence (AI). In 2024, Yum! Brands announced that it would be rolling out AI solutions in hundreds of Taco Bell drive- thru lanes in the US. And it is far from the first operator to invest heavily in the use of AI. In the US, Wendy’s and White Castle are among those that have steadily introduced the technology in a bid to improve service and reduce their wage bills. Yum! Brands is also looking at the use of voice AI in its drive-thru on a global basis. John Egnor FCSI, managing partner at Houston- based consultancy JME Design, who has researched AI’s impact on the QSR sector in great depth, sees many potential applications, but AI-powered ordering systems are at the top of the list. His recent white paper notes that AI-driven voice and digital ordering systems are increasingly common, as seen in White Castle’s pilot program, and the impact has been positive.


Recent analysis by Intouch


Insight has found that AI ordering systems reduce total waiting time by 11.5 seconds, though a lot depends on the quality of the speaker system. Te same report indicated that where AI-enabled locations have high-quality speakers total service time is reduced by just under 30 seconds. “Companies are looking at


ways to speed up the drive-thru process, which is a bottleneck for many QSR operators,” says Douglas K. Fryett of Fryett Consulting Group. “It is a real pain point, but if they can speed it up it impacts both cash flow and customer satisfaction. To do so, they are looking for equipment that can be automated or that can cook faster. Tey are mainly focusing on automation and AI, though there is a degree of hesitation there.”


A FEW WORDS OF CAUTION


Despite the promising results of early AI implementation in


drive-thru operations, some experiences suggest that the promises made by technology companies about AI’s ability to reduce waiting times and labor, and drive revenue, may be exaggerated. Some operators have taken


a more cautious approach to ensure that both customers and employees are comfortable with the technology. McDonald’s is a notable example, having brought its trial of Automated


“Standards have changed. Everyone once wanted everything to be the fastest possible, but younger customers now equate accuracy with speed"


Order Taker to an end to explore different options from systems vendors. As with any advanced


technology, timing is everything when it comes to adoption, and the ability for AI to recognize speech and accurately take drive-thru orders will no doubt increase in the next few years. “While early implementations faced challenges with accents and background noise, ongoing refinements are improving accuracy,” notes Egnor in his report. “By 2030, voice AI is


Technology can help operators speed up the drive-thru process


expected to achieve over 90% accuracy, handling complex orders and multilingual interactions seamlessly. Tis will enable fully automated drive- thrus and in-store ordering, reducing reliance on human staff during peak hours.” “AI at drive-thru is not quite


there yet,” notes Danny Klein, VP editorial director for QSR and FSR magazines. “Talking into a scratchy box and having difficulty hearing was not the best experience for the customer or the service, but it was cheap and fast. Now, standards have changed as the population, particularly younger generations, have come to expect accuracy over speed. Everyone once wanted everything to be the fastest possible, but that is changing, and customers now equate accuracy with speed.” Te practicalities of QSR


kitchens are not changing a lot to cater for drive-thru, but there is likely to be an AI revolution. Te question is when. “AI is a work in progress


and not everyone will roll it out,” notes Klein. “Some brands have order tablets in the line, but the voice order-taking version of AI will be part of the solution. Tere are also cameras, so servers can see the queue.” Te integration of AI is


inevitable, as it never needs to take a break, it is never in a bad mood, and it always remembers to suggest items or upsell from previous orders using all of the information that QSR restaurants are so good at gathering. It is now up to operators and system vendors to find the right balance between cost and benefit.


FOR MORE GO TO FCSI.ORG


ISTOCK


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12