Burger King Rethinks AI Drive-Thru Ordering
Burger King is re-evaluating its use of AI in drive-thru ordering systems after finding that customers prefer human interaction. The chain is developing options to offer customers a choice.
Burger King is rethinking its approach to artificial intelligence in drive-thru ordering systems, according to reports. After several years of testing the technology, often in partnership with companies like Google, the fast-food chain has found that not all customers welcome interaction with AI bots.
Chakri Somisetti, Burger King's VP of brand technologies, stated at a recent conference that forcing AI interactions on customers has led to drive-offs, as patrons do not wish to speak with a bot. This feedback suggests a disconnect between the technology's intended efficiency and customer preference.
Industry research supports this hesitation. A survey indicated that only 23% of consumers find AI drive-thru ordering appealing, while 46% find it off-putting. Although tests continue at 50 to 70 Burger King locations, the company is reportedly building a system that allows customers to opt for human assistance.
The move comes as competitors like McDonald's and KFC are also focusing on enhancing hospitality and customer service to boost traffic. Burger King, however, has not abandoned technology, having invested heavily in system unification and using AI tools like the Patty headset assistant for staff coaching.