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Powering the QSR customer experience: AI and machine learning

Artificial intelligence and machine learning are being deployed to personalize the customer experience at self-serve kiosks and drive-thrus in the restaurant industry, improving value to both operators and customers.

Image: Adobe Stock.

June 5, 2023 | by Thibaud Denolle, Acrelec

Personalization is a game-changer for operators and customers in the dynamic world of the quick-service restaurant industry. With the emergence of AI and machine learning technologies, restaurants now have the tools to offer highly tailored experiences that drive increased customer engagement and loyalty.

Boost ROI through AI-informed product recommendations

The drive-thru is a vital touchpoint for QSR brands and a favorite for time-sensitive customers. In recent years, the cost of outdoor screens has significantly decreased, making it more affordable for franchisees to invest in this technology.

The introduction of outdoor digital menus brings numerous benefits. One notable advantage is the ability to change prices quickly and easily.

Unlike traditional paper boards requiring tedious manual adjustments, digital menus allow instantaneous price updates. This flexibility is particularly crucial as food costs frequently fluctuate. With the capability to react swiftly to changing market conditions, restaurants can adapt their pricing strategies, preserve customer transparency and maintain competitiveness in the marketplace.

A widely used pricing strategy is analyzing vast amounts of customer data, including previous orders, preferences and contextual factors like weather and time of day so AI systems can generate real-time insights.

If it's snowing outside, the AI program may recommend hot chocolate to a favorable customer or ice cream on a summer day. These insights allow restaurants to optimize their menu offerings, tailoring recommendations to individual customer preferences. Doing so enhances customer satisfaction and increases the likelihood of upselling, ultimately boosting the restaurant's return on investment.

Automate ordering with AI-powered kiosks and voice ordering to relocate labor

Self-ordering kiosks with AI capabilities streamline the ordering process to optimize labor allocation and increase the average check. AI-powered kiosks enable customers to place their orders independently, reducing the reliance on human staff to take and process orders. This automation minimizes the workload on front-of-house employees, allowing them to focus on food preparation and order fulfillment in the kitchen or on more complex issues.

By reallocating labor from order-taking to value-added activities, restaurants can enhance operational efficiency and optimize staff utilization.

On the other side of the drive-thru window — voice-enabled ordering systems transform how customers interact with restaurants and how employees delegate their time. Leveraging AI and natural language processing, voice ordering systems listen and understand human language, enabling customers to place orders effortlessly. In fact, the system can be automated not to need an order taker entirely. These systems offer a highly personalized experience by recognizing individual preferences and past orders.

Potential challenges implementing AI and machine learning

When implementing technology such as AI in a restaurant, it is essential to consider the challenge of changing established habits for both customers and staff members.

Disrupting routines too drastically can lead to low customer adoption and employee resistance. Therefore, the goal is to make technology integration seamless to minimize disruptions. The implementation and acceptance by the crew are interconnected since a team that is not fully onboarded may provide subpar assistance to customers during the transition. Overcoming these challenges requires a balance between introducing new tech and ensuring crew buy-in for a smooth adoption process.

What works in one context may not necessarily translate well to another, such as the drive-thru experience. When browsing Netflix, AI and machine learning solutions aim to predict what you're most likely to watch based on your preferences. In a drive-thru setting, AI-powered technology seeks to predict what you're most likely to order.

However, if someone spends 10 to 15 minutes scrolling through Netflix before choosing a new show, it's not the end of the world. While if a customer is looking at a menu for 10 minutes in a drive-thru, it becomes a big problem.

With a drive-thru line of 10 customers, the goal is to serve meals as quickly as possible. Neither the customer nor the franchisee and the restaurant group can afford delays. Therefore, it's essential to have a technology partner who understands the unique challenges and requirements of the drive-thru environment.

Technology should be customized, integrated seamlessly and aligned with the customer journey.

AI's transformative power in the QSR industry

Integrating AI and machine learning technologies in the restaurant industry is reshaping how we personalize the customer experience. These advanced technologies enable tailored recommendations and efficient ordering experiences, increasing customer engagement and satisfaction.

While there may be jokes about AI taking over the world, it's important to understand that AI is a tool that enhances human capabilities rather than replacing them entirely. In the restaurant industry, AI is not about replacing human interaction but augmenting it to deliver better service.

Through AI-enabled product recommendations in the drive-thru, restaurants can optimize pricing strategies, adapt to changing market conditions and increase return on investment. However, implementing AI and machine learning solutions comes with challenges, such as overcoming resistance to change and ensuring a seamless integration that minimizes disruptions.

By addressing these challenges and striking the right balance between technology and human touch, restaurants can transform how they engage with customers, drive customer loyalty and thrive in the competitive QSR industry — all, of course, with the right technology partner.

Thibaud Denolle is CEO and executive vice president of Innovation and marketing at Acrelec, a provider of technology for restaurants and retail brands.

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ACRELEC

ACRELEC is a global technology company focused on reinventing the customer experience for restaurant and retail brands. Leveraging decades of software, hardware, and service expertise, we develop and integrate new platforms that increase customer engagement, optimize efficiency, and improve operations.

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