After finding that some customers won’t speak to robots, Burger King is stepping back from its voice ordering tests with Google and other partners. The fast-food chain has been running these AI drive-thru trials for several years, and it is now building a feature that lets customers ask for a human order taker instead.
During a panel at the FSTEC conference Wednesday, Chakri Somisetti, Burger King’s vice president of brand technologies, admitted the company realized it had made an error by pushing customers toward AI-only ordering.
“We quickly realized if we force [AI to be] the only way that you can order or interact with our brand, it doesn’t go well.”
What Went Wrong in the Pilot
Somisetti said the chain saw drive-offs in its pilot restaurants because guests didn’t want to talk to a bot. The problem was simple: some customers just don’t like talking to machines.
Somisetti says the company is still running tests with voice AI in roughly 1,500 places. The goal, though, is obvious: Burger King wants customers to have greater authority when they put in an order.
Why Customers Prefer Humans
Technomic’s research shows that a large share of customers would rather deal with a person than handle things on their own. The company found that ordering at a restaurant through an employee remains the top choice for diners, with 46% of people saying they find it appealing.
Just a small share of customers, 23%, say they would like to use an AI drive-thru bot for ordering. The rest of the public feels otherwise, with 46% rejecting the idea entirely.
Rich Shank, vice president of innovation for Technomic, put it plainly. “I’m not saying kiosks and AI ordering don’t make sense, but it is not for everyone,” he said. “You have to make sure that you’ve got ways of interacting with your customers that your customers will accept.”
The McDonald’s Comparison
Burger King’s move comes as many limited-service chains refocus on customer service. McDonald’s, for instance, announced Wednesday that it will invest $8.5 billion in business-boosting initiatives over the next several years, including hospitality training for employees.
The chain broke a long slump after making its cafes more welcoming, a change that helped draw customers back.
Reclaim the Flame Strategy
Burger King is in the midst of a resurgence driven by a combination of operational improvements and marketing wins under its “Reclaim the Flame” turnaround strategy. Technology has played a role, but much of it is happening behind the scenes.
Over the past several years, the firm has devoted $400 million to technology, largely aimed at unifying its data and tech stack so as to build a strong foundation for expansion. This expenditure has focused on underlying systems rather than visible change at the customer-facing level.
AI in the Kitchen
Recently, Burger King has started putting AI to work helping workers in the kitchen. The system, named Patty, talks through headsets with staff to give them better service, such as reminding them to say “please” and “thank you.”.
Somisetti noted that Burger King lets a customer-focused approach direct its choices across all parts of the business, from the drive-thru to digital channels, and that includes letting go of technology that doesn’t serve its goals.
“We always start with the charter of, what are we trying to solve, and the KPIs behind it,” Somisetti said. “If it doesn’t actually answer what we’re trying to solve, then we don’t invest.”
Somisetti gave a simple recipe when asked what advice he would offer to other operators making technology decisions.
“Invest in the experience and then invest in how to solve for the team members in the kitchen so they can focus more on making the best food for your guests.”
The Pivot
The fast-food chain’s shift shows how quickly things can change. It attempted an AI-driven approach to ordering, only to discover that its customers resisted. That experience has led it to offer people a different path.
About 1,500 stores are currently being used to test voice AI. The company’s plan is that if a customer prefers speaking to a person, they will be able to request one. This trial period is allowing the business to gather data and make adjustments.
A minor adjustment carries a major consequence, as the firm delivers precisely what its own clients claim to desire.
Key Facts Box
- Pilot drive-offs: Occurred because guests didn’t want to talk to a bot
- AI testing locations: About 1,500
- Human-ordering appeal: 46% of consumers find it appealing
- AI-bot appeal: 23% of consumers find it appealing
- AI-bot unappealing: 46% of consumers find it unappealing
- McDonald’s investment: $8.5 billion over several years
- Tech spending: $400 million over the past several years
The choice itself is the point. Burger King is handing it to customers, letting them pick how they pay rather than telling them which method to use. Technology remains a means, not a rule, behind that offer.
Source material: “Burger King rethinks its drive-thru AI strategy,” Nation's Restaurant News.
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