About 80% of diners prefer ordering from a person instead of an artificial intelligence system, Fortune reported in July. Burger King President Tom Curtis told The Wall Street Journal that customers want a friendly face, saying the chain needs to place greater emphasis on that experience.
The Wall Street Journal reported that McDonald’s, Burger King, Starbucks and Wendy’s are developing service efforts centered on staff interactions. The steps include more energetic greetings, keeping counter workers available for complaints and checking orders for accuracy. The Independent, citing the Journal, and Fortune also reported on the broader shift.
Portillo’s has changed parts of its drive-thru operation by sending employees outside to take orders rather than relying only on menu boards and speakers. The Chicago-based chain also brought in baristas to train workers in customer conversations, according to QSR Magazine. McDonald’s added in-store ordering kiosks in 2016, and Wendy’s started its FreshAI drive-thru program in 2023.
Burger King has more recently modified some restaurant layouts to give personal interactions greater prominence.
