The fast food industry has long been looking for ways to be more efficient and improve customer service. As labor costs rise and consumer demands grow, companies have increasingly turned to technology to streamline operations and provide a faster, more personalized experience.
McDonald’s started as the key player here when it began testing AI-driven voice ordering in 2021, partnering with IBM to implement the technology across several drive-thru locations in the US.
The goal was to replace human employees with AI systems that were capable of handling complex orders, offering recommendations, and improving service speed.
However, despite the early excitement, McDonald’s quickly encountered several challenges that highlighted the limitations of AI in such a dynamic environment. The AI didn’t always understand orders, and often, it would make bizarre food suggestions.
Eventually, the system’s failures led to public backlash and the decision in 2024 to end the partnership.
Now, in 2025, the industry is once again raising critical questions about AI’s place in the drive-thru experience.
Can the technology truly meet the needs of customers, or is it an overhyped tool that struggles with real-world complexities?
Companies Leading the Charge
Industry leaders are once again attempting to make the push for AI technologies in drive-thrus. Two companies are at the forefront of this change—Presto and Soundhound.
Presto
Presto has made a significant impact in the quick-service restaurant (QSR) sector with its voice AI solutions for quite some time.
With 15 years of experience in the restaurant industry, the company has designed its technology to integrate with restaurants of all shapes and sizes. Its Presto Voice system, which has certainly had its ups and downs over the past few years, is made to automate order-taking, freeing staff from the pressure of multitasking while increasing revenue with targeted upselling.
The recent launch of the company’s Presto Voice Menu Unification is set to streamline menu management across multiple locations so brands can effortlessly update and optimize their menus in real time and, in turn, create continuity from one drive-thru to the next.
Soundhound
Soundhound has also revolutionized the drive-thru experience with its Dynamic Drive-Thru solution, which uses cutting-edge voice AI technology to improve speed, accuracy, and overall service.
By integrating AI across multiple ordering channels, including drive-thru, call-in orders, text-to-order, and more, the product helps create a seamless, omnichannel ordering experience.
Their AI-powered system uses advanced speech recognition and multilingual capabilities, which not only works for front-of-house but also gathers valuable data to help restaurants optimize performance.
Their solution has already been put in place at major restaurant chains like Chipotle, Church’s Texas Chicken, and White Castle.
At CES 2025, Soundhound debuted the first in-vehicle voice commerce ecosystem, which was made to let drivers place food orders, complete payments, and navigate to the nearest pick-up spot, all through their car’s infotainment system.
Wendy’s: The Perfect Case Study for Accelerating AI Technology
When we look at restaurants that are truly pushing the envelope in the AI drive-thru space, Wendy’s stands out as a prime example.
The fast food giant positioned itself as a tech leader in 2023, allocating over $53 million to digital initiatives like self-service kiosks, AI-powered ordering systems, and mobile app enhancements.
Now, in 2025, the company has plans to double its investment, with projected capital expenditures between $100 million and $110 million for technology deployment across global locations.
The new rollout of Wendy’s FreshAI is a major marker here. This AI-powered drive-thru ordering system was developed in partnership with Google Cloud and piloted in 2023.
Some of the earliest tests yielded promising results, including higher average check sizes with AI-driven upselling and better overall labor efficiency. However, as the system rolls out across 500 to 600 locations, Wendy’s will need to address some obvious challenges, including:
- How to process modifications accurately
- How to handle complex orders
- How to adapt to variable levels of ambient noise.
In the words of Wendy’s CEO, FreshAI is just one piece of a broader strategy to integrate digital technology throughout Wendy’s operations. The company is also improving customer engagement with its mobile app, which has seen a nearly 40% year-over-year increase in digital sales. The loyalty program is also growing, with membership rising by 25% to reach a total of 46 million members.
All in all, while the push for new technology is strong, figuring out how to make the most of drive-thru operations is the main goal.
How EMERGING Stays Ahead in Restech Innovation
Artificial intelligence is still very much in its infancy, and we do not doubt that we’ll see major advancements in automation and digital integrations.
Our goal here at EMERGING is to stay up to date on the cutting edge of what’s happening in restaurant technology, constantly identifying and investing in breakthrough technologies that are shaping the future of the sector.
With a keen focus on Restech and restaurant entertainment, we’ve positioned ourselves as leaders in innovation. By working closely with industry pioneers and leveraging our vast network of connections, we’ve been able to support hundreds of restaurant owners and operators who are eager to adopt the latest technological advancements, whether AI-driven solutions or next-generation automation systems.
As the restaurant world continues to evolve, we here at EMERGING are committed to fostering the growth of these transformative technologies. Get in touch with us today to see how we can help you pave the way for the future of your restaurant.
