22 • URNER BARRY'S REPORTER / VOL. 18, NO. 4 / FALL 2023
QSRs buddy up with AI…Revolutionizing
drive-thrus and
widening profits
Whether with Siri, the self-driving, tech loaded Tesla or even chat boxes who
predict needs based on answers to prompted questions, human reliance on
artificial intelligence has succeeded to a more practical and useful source for
today's modern age. Taking heed are quick service restaurants (QSRs), who
are creating more use for AI while building a more efficient operation and
increasing revenue.
Several QSRs, including McDonald's and Starbucks, have
implemented AI voice assistants in its drive-thrus to greet
customers and ask if they're using their mobile app while
efficiently preparing the associate to take the order. This
process helps to build a sense of priority since the guest has
been greeted right away and helps the associate offer the
best service.
Classic "intro to service" law states that guests who are
acknowledged within 30 seconds of their arrival are likely to
have a better experience and feel more welcomed than when
not. Prioritizing the guest before taking the order is optimal in
customer service.
Some AI capabilities have advanced to taking full orders in drive-thrus and can
even respond sensibly to questions and basic conversation. Using it limits human
error and allows for simple, concise ordering. CKE Restaurants, parent company
to Wendy's, announced that it will make investments with Google Cloud using
generative AI models in its drive-thrus. The company aims to elevate the
customer's drive-thru experience with technology that can personalize service
and predict needs based on the content of your shopping cart.
Generative AI is unique for its capabilities in creating new data. The advantages
of its use in QSRs and drive-thrus include more accurate orders and improved
response times. Other benefits of generative AI is its ability to gather data
concerning guest behavior and preferences while building its loyalty base.
Wendy's also announced a partnership with hyperlogistics company
Pipedream in May to develop its underground food delivery project using
a robotic system. Instant pickup portals are assigned to parking spots and
attached to the kitchen where food delivery to customers can take
just seconds. Pipedream and Wendy's aim to implement the change
in one existing location later this year.
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