Fast-food companies are renewing their focus on employee-to-customer contact after years of expanding automated ordering. The Independent, citing The Wall Street Journal, and Fortune reported on the shift.
Fortune reported in July that about 80% of diners would rather order from a person than an AI system. Burger King's president, Tom Curtis, told The Wall Street Journal that customers are looking for a friendly face and that the company has to respond to it. Burger King has also modified the design of some restaurants to give face-to-face service a larger role, according to the Journal.
Several chains are developing programs centered on staff interactions. The Wall Street Journal said McDonald’s, Burger King, Starbucks and Wendy’s are working on measures such as more energetic greetings, keeping counter workers available for complaints and checking orders for accuracy. McDonald’s added in-store kiosks in 2016, and Wendy’s launched its FreshAI drive-thru system in 2023.
Portillo’s, the Chicago-based chain, has sent workers outside to collect drive-thru orders rather than depending solely on menu boards and speakers. The company also brought in baristas to coach employees on customer conversations, QSR Magazine reported.
