Several fast-food companies are adding employee interactions to restaurant service, including more personal ordering and customer assistance. Burger King has modified some restaurant layouts to give face-to-face service greater prominence, according to The Wall Street Journal. The Independent, citing the Journal, and Fortune also reported on the broader change.
Fortune said in July that roughly 80% of diners would rather order from a person than an artificial intelligence system. Burger King President Tom Curtis told the Journal that diners are looking for a friendly face and that the company needs to highlight that experience. McDonald’s started installing in-store ordering kiosks in 2016, while Wendy’s introduced its FreshAI drive-thru program in 2023.
Portillo’s, the Chicago-based chain, has begun sending employees outside to collect drive-thru orders rather than depending solely on speakers and menu boards. QSR Magazine reported that the company also had baristas train workers in customer conversations.
The Journal reported that McDonald’s, Burger King, Starbucks and Wendy’s are working on programs involving stronger welcomes, counter staff who remain available for complaints, and employee checks for order accuracy.
