Fast-food companies are giving renewed attention to employee interactions after years of adding self-service kiosks and artificial intelligence tools. The Independent, citing The Wall Street Journal, and Fortune have reported on the shift.
McDonald’s installed in-store ordering kiosks in 2016, and Wendy’s launched its FreshAI drive-thru program in 2023. Burger King has more recently revised the design of some restaurants to give face-to-face service a larger role. In July, Fortune reported that roughly 80% of diners would rather order from a person than an AI system.
Burger King President Tom Curtis told the Journal that customers are looking for a friendly face, and said the company must highlight that interaction.
Portillo’s, the Chicago-based chain, has changed its drive-thru process by having workers take orders outside rather than depending solely on menu boards and speakers. QSR Magazine reported that the company also brought in baristas to coach employees in customer conversations.
The Journal said McDonald’s, Burger King, Starbucks and Wendy’s are developing efforts that include more energetic greetings, keeping counter staff available for complaints and reviewing orders for accuracy.
