McDonald’s has made the decision to terminate its artificial intelligence (AI) drive-thru order-taking program after it failed to meet expectations. The fast-food giant had implemented this high-tech solution to expedite food delivery, but it fell short of delivering the desired results. The AI-assisted order-taking, powered by IBM’s voice recognition technology, aimed to eliminate the need for human associates at the drive-thru lanes. Over 100 McDonald’s locations participated in testing this technology since its introduction in 2021, where customers were greeted by an automated voice instead of an employee.
However, McDonald’s has concluded that the technology is not yet up to par. In a message obtained by Restaurant Business Magazine, McDonald’s USA Chief Restaurant Officer Mason Smoot stated, “After a thoughtful review, McDonald’s has decided to end our current partnership with IBM on AOT [automated order taking], and the technology will be shut off in all restaurants currently testing it no later than July 26, 2024.” Smoot further added that while there were some successes during the testing phase, the company believes there is an opportunity to explore voice ordering solutions more extensively. McDonald’s plans to make an informed decision on a future voice ordering solution by the end of the year.
McDonald’s emphasized that the purpose of the test was to assess whether an automated voice ordering solution could simplify operations for the crew and enhance the overall customer experience. The company expressed gratitude for the insights gained through its partnership with IBM and acknowledged the potential for broader voice-ordering solutions.
This decision comes as McDonald’s continues to adapt to the evolving fast-food industry. Last year, the company launched CosMcs, a spin-off chain focusing on specialty coffee drinks, iced teas, and snacks, positioning itself as a competitor to Starbucks. The first CosMcs location opened in Bollingbrook, Illinois, in December 2023, with plans to open nine more in Texas by the end of 2024.
McDonald’s has also been making changes to its signature burgers, aiming to improve the overall quality. These changes include softer buns, consistently melted cheese, a better sear on the patties, and the addition of white onions during cooking to enhance flavor. Additionally, the chain is revamping its soda dispensing process.