Fast Food Goes Digital

Fast Food Goes High-Tech with AI Technology to Improve Service

Fast food restaurants are turning to artificial intelligence (AI) technology to improve their services amid struggles to staff up, according to the latest Restaurant Technology Report. Major brands such as Wendy’s, Carl’s Jr., Hardee’s, and Del Taco have already recruited AI developers to see how far the technology can take them, with Del Taco going the furthest by using its Presto Voice technology to operate 24/7 at select locations. The technology has been significantly helping operations by improving labor productivity, increasing suggestive selling, and boosting guest and staff experience. Wendy’s will test its AI technology starting in June, partnering with Google to use AI to converse with customers, with its focus mainly on understanding made-to-order requests and generating responses to frequently asked questions.

AI technology is also influencing menu items and décor, with Shake Shack using AI to create dairy-free, plant-based desserts. The AI analyzed animal-based dairy on a molecular level to identify plant-based molecules that best mimic the characteristics that make food appealing, resulting in non-dairy chocolate frozen custard and a non-dairy chocolate shake. For sit-down diners, they can expect to see more AI-inspired menus and décor moving forward, too. Israeli chef Tom Aviv recently used an AI image generator to design the menu and décor at his first U.S. restaurant, Branja in Miami, and Marbet Lewis, founding attorney for hospitality and restaurant industry law firm, Spiritus Law, believes that creating menu concepts and pairings could eventually be replaced by AI technology.

Although McDonald’s experimented with AI technology in 2021, its accuracy rate was 85%, and there were public blunders that made their way to TikTok, including one user who claimed that the AI added a Diet Coke to her order when she only wanted sweet tea, hash browns, and a Coke. Subway has taken a different approach with AI, as its new refrigerated vending machines allow customers to ask questions about the selections inside. With most restaurant leaders showing interest in adopting AI, it seems AI technology could be a permanent fixture in the fast-food industry.