AI’s Impact on Drive-Thru Experiences

In the fast-paced world of fast food, integrating Artificial Intelligence (AI) has been a topic of heated discussion, especially with giant brands adopting (…or, ahem, dropping) this new technology to enhance customer experience and operational efficiency.

According to a National Restaurant Association report, 16 percent of restaurant operators plan to invest in AI integration (including voice recognition) in 2024, and 60 percent are looking for technology to enhance customer experiences

However, the recent pivot by McDonald's to remove AI voice-ordering systems from over 100 drive-thrus has sparked broader discussions about AI's role in the fast food industry and its acceptance among consumers. 

Intouch Insight recently surveyed more than 1,480 North American consumers to understand their views on restaurant technology, including voice and video AI tech in drive-thru. The findings suggest that consumers are gradually accepting interactions with AI, but its success depends on proper implementation and adoption. 

How People Feel About Voice AI Technology

When asked how consumers felt about AI-enabled voice technology to automate drive-thru order-taking, 45 percent of respondents reported "not liking the idea of it."

This marks a slight improvement from last year, where 47 percent of respondents expressed the same sentiment. While the change is modest, it shows consumers are slowly getting used to the idea of interacting with AI. 

A closer look at the data shows that there are differences between demographics in terms of acceptance and preference for AI technology in everyday experiences. 

While 33 percent of respondents aged 18-44 reported "not liking the idea of it," a substantial 54 percent of respondents 45 and above didn’t like the idea of it. Such information shows that younger consumers are more open to AI innovations, while older adults remain more skeptical. 

For quick-serve restaurants (QSR), understanding and monitoring these shifts in consumer sentiment in different demographics is key to meeting the expectations of a diverse customer base. 

Perceptions of Video AI Technology 

The survey revealed a slight preference for voice AI over video AI. 

As showcased above, survey respondents were also asked about their perceptions of brands using AI-enabled video technology to identify repeat customers and enhance the ordering experience (i.e. reading the license plates of cars or identifying the age profile of the occupants inside the car.)

The data showed that 42 percent of respondents said they “do not like the idea of it,” down just 2 percentage points from last year. 

When diving deeper into the demographics, again, we see the generational gap in AI acceptance, with 32 percent of respondents aged 18-44 reporting “not liking the idea of it,” compared to 49 percent of those aged 45 and above. 

Despite some reservations, especially among older adults, AI-enabled video technology has great potential to improve the drive-thru experience. 

Personalized menu suggestions, higher order accuracy scores, improved loyalty programs, and faster services can create an efficient and enjoyable drive-thru experience, leading to happier and more loyal customers.

The Positive AI Experiences in Fast Food

The data showed that the adoption of AI-enabled voice technology in drive-thru order-taking is still relatively low. Only 19 percent of the consumers surveyed have experienced this technology while placing their orders, and as highlighted by the McDonald’s case, this technology is still very much in the testing phase. 

Even though widespread adoption across the industry still needs to be achieved, the feedback from those who have used AI voice technology is very encouraging. A significant 61 percent of these users reported having a positive experience. This suggests that when people do try it, they tend to like it, which is a very promising signal for the future of AI in drive-thrus.

As the QSR industry increasingly adopts AI-enabled voice technology, the positive experiences reported by early users can play a crucial role in driving broader acceptance and satisfaction. 

Adapting AI for Better Experiences

For AI to find its place in the heart of the fast-food experience, restaurant operators must navigate not just the implementation of technology but also the human element – understanding consumer hesitations, providing reassurances about privacy and data security, and showing the benefits of AI in enhancing service quality. 

As the demographic landscape shifts, staying attuned to generational preferences will be key in crafting AI strategies that resonate with all segments of the consumer base.

Offering customers the choice to opt in or opt out of AI-driven services can also help bridge the comfort gap, allowing consumers to experience AI at their own pace.

How Brands Can Win Over AI Doubters

While the path forward for AI in fast-food drive-thrus may still have challenges, it also offers immense potential for innovation and improved customer service. 

McDonald's recent decision to make a change in its AI drive-thru voice-ordering system highlights the importance of carefully measuring the impact of new technologies on key performance indicators, whether in operations or customer satisfaction.

Regularly gathering customer experience insights and analyzing customer feedback can help identify areas for improvement and make necessary adjustments.

AI voice ordering systems and other AI technologies will be part of the future of restaurants. As demographic preferences evolve, brands must adopt a strategic approach to successfully integrate these innovations and deliver enjoyable experiences.