Fast-food companies are putting renewed attention on employee-to-customer service after years of adding ordering kiosks and artificial intelligence systems. The shift was reported by The Independent, citing The Wall Street Journal, and by Fortune.
Kiosks for self-ordering reached McDonald’s dining rooms in 2016, and Wendy’s brought its FreshAI program to drive-thrus in 2023. More recently, Burger King has been changing some restaurant layouts to make personal interactions more prominent, according to The Wall Street Journal.
Fortune reported in July that about 80% of diners prefer placing orders with a person rather than an AI system. Burger King President Tom Curtis told the Journal that customers want a friendly face and said the company needs to emphasize that experience.
Portillo’s has also adjusted its drive-thru operations. The Chicago-based chain has sent employees outside to take orders instead of relying only on menu boards and speakers, and it brought in baristas to train workers on customer conversations, according to QSR Magazine.
