Fast-food companies are placing greater emphasis on employee-to-customer interactions as they reassess the use of kiosks and artificial intelligence. The shift was described by The Independent, which drew on The Wall Street Journal's reporting, and by Fortune.
Roughly four in five diners would pick a human over AI to take their order, Fortune reported in July. Burger King has modified some restaurant layouts to give face-to-face interactions a larger role. Tom Curtis, the company’s president, told The Wall Street Journal that customers value a friendly face and that Burger King needs to highlight that experience.
Automation came in stages: in-store kiosks at McDonald’s in 2016, then Wendy’s FreshAI drive-thru ordering in 2023. Portillo’s, the Chicago-based chain, has had employees take drive-thru orders outside rather than depending exclusively on speakers and menu boards. The company also brought in baristas to coach workers on conversations with customers, QSR Magazine reported.
According to the Journal, McDonald’s, Burger King, Starbucks and Wendy’s are planning more energetic greetings, a staffed counter for complaints and extra checks that orders are right.