Burger King, McDonald’s and other major fast-food companies are putting renewed attention on employee interactions after years of adding kiosks and artificial intelligence to ordering systems. A Wall Street Journal report cited by The Independent said the chains are developing initiatives that emphasize service from staff.
Burger King President Tom Curtis told the Journal that customers want to interact with a person and that the company needs to place more emphasis on that experience. The company is also changing some restaurant layouts to encourage more direct contact between employees and customers.
The shift follows a decade of automation in the industry. McDonald’s introduced ordering kiosks in 2016, while Wendy’s began using its FreshAI drive-thru system in 2023. McDonald’s also introduced ArchIQ, an AI chatbot for drive-thru locations, as part of its McDonald’s > NEXT initiative, according to Fortune.
Fortune reported in July that about 80% of diners would rather order from a human than an AI agent. The Wall Street Journal reported that planned changes at major chains including McDonald’s, Burger King, Starbucks and Wendy’s include more energetic greetings, staff availability for complaints and employee checks to confirm order accuracy.
Portillo’s has already adjusted some operations to increase interaction with drive-thru customers. The Chicago-based hot-dog chain began sending employees outside to take orders instead of relying only on a menu and speaker system. It also used baristas to train employees in starting conversations with customers, according to QSR Magazine.
