Many consumers may relate to the stressful experience of ordering at fast-food drive-thrus. After visiting multiple fast-food locations over the years and hearing shared complaints, the same issues persist.
Waiting in long lines during peak lunch hours is frustrating enough, but once drivers finally reach the ordering station, the process becomes even more complicated.
Hearing the employee on the other end can be difficult, but getting an order accurately understood can feel nearly impossible. After placing the order, hoping everything was entered correctly, drivers must then navigate the narrow drive-thru lanes, carefully inching forward to avoid hitting a post or scratching the car.
Reaching the pick-up window presents yet another challenge. Despite pulling as close as possible, customers often find themselves too far away to reach their food, forcing them to awkwardly open their car doors just to grab the bag.
Frustration tends to peak when customers open the bag and discover that it is missing items or contains an incorrect order. While returning to correct the mistake is an option, the thought of looping back around, re-explaining the issue, and waiting even longer often feels unbearable. For many, leaving with the wrong order becomes the easiest option.
Across countless drive-thru interactions, two themes remain consistent: the need for speed and accuracy.
Consumers have endured these drive-thru mishaps for decades. However, times have changed, and so has technology.
Many fast-food companies, including McDonald’s, are now investing heavily in artificial intelligence (AI) to address these longstanding issues by streamlining operations, reducing errors, and enhancing the ordering experience to prevent losing customers to competitors.
McDonald’s invests in artificial intelligence
In 2023, McDonald’s (MCD) announced a multi-year global partnership with Google Cloud to implement advanced technology across its thousands of restaurants worldwide. The partnership leverages Google Cloud’s hardware, data, and AI capabilities to improve customer experience and operational efficiency, according to the company’s press release.
“We see tremendous opportunity for growth in our digital business and our partnership with Google Cloud allows us to capitalize on this by leveraging our size and scale to build capabilities and implement solutions at unmatched speeds,” said McDonald’s Global Chief Information Officer Brian Rice in the press release.
“Connecting our restaurants worldwide to millions of datapoints across our digital ecosystem means tools get sharper, models get smarter, restaurants become easier to operate, and most importantly, the overall experience for our customers and crew gets even better.”
In March 2025, The Wall Street Journal reported that McDonald’s was undergoing a major technology overhaul across approximately 43,000 restaurants. The initiative includes internet-connected kitchen equipment, AI-enabled drive-thru systems, and AI-powered management tools.
“Our restaurants, frankly, can be very stressful,” said McDonald’s Chief Information Officer Brian Rice in an interview with Technology Magazine. “We have customers at the counter, we have customers at our drive-through, couriers coming in for delivery, delivery at curbside.”
Rice also noted that this level of complexity puts significant pressure on employees and explained that technology solutions could help alleviate the stress.
That same year, McDonald’s revealed it had deployed AI-powered Accuracy Scales across thousands of restaurants’ drive-thrus, self-ordering kiosks, and delivery channels in a dozen markets. The technology weighs food orders and compares them to target weights, flagging crew members if items are missing before the order reaches the customer, according to a company press release.
McDonald’s is also exploring the integration of voice AI into its ordering systems. The company previously partnered with IBM to test this technology in 2021, but the initiative was paused due to accuracy and reliability challenges, according to Technology Magazine.
McDonald’s broader growth strategy
These technological investments align with McDonald’s broader “Accelerating the Arches“strategy, first introduced in 2020. The plan focuses on maximizing marketing, committing to core menu items, and doubling down on the “4Ds“: Delivery, Digital, Drive-Thru, and Development.
Through this approach, McDonald’s aims to reach 250 million 90-day active loyalty members and generate $45 billion in annual loyalty systemwide sales.
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The company also plans to generate 30% of delivery orders through integrated delivery platforms and expand to more than 50,000 restaurants globally by the end of 2027.
As the world’s largest drive-thru operator, with more than 27,000 drive-thru locations, McDonald’s has emphasized the importance of improving this critical part of its business. Investments include adding additional lanes, increasing capacity, and improving speed and efficiency, all of which are expected to drive sales growth and deliver strong returns.
Fast-food competitors invest in AI to accelerate growth
McDonald’s is not alone in its push toward artificial intelligence. Several major fast-food competitors are also investing heavily in AI to accelerate growth and improve operations.
The global AI market is projected to grow from $235 billion in 2024 to $631 billion by 2028, according to Deloitte’s State of AI in Restaurants Survey of 375 restaurant executives across 11 countries.
Approximately 62% of restaurant leaders say AI offers a competitive advantage, while 67% feel prepared to leverage the technology, according to Raydiant’s latest study.
“As consumers increasingly seek personalized and seamless dining experiences, AI emerges as a critical tool for restaurants to meet these expectations while optimizing their operations,” said Raydiant CEO Bobby Marhamat in a statement to Globe Newswire.
“Restaurants that embrace AI will not only gain a competitive edge but also align themselves with the evolving needs of modern diners.”
Still, Deloitte consumer industry analysts urge caution.
“Work is left to be done to ensure these investments continue to deliver value to the business and don’t open restaurants to new risks,” said Deloitte analysts. “As leaders across the industry build the foundational elements and guardrails that will support AI technology implementation, they should find the right expertise to help inform their decisions and support their efforts.”
Fast-food chains using AI to enhance operations
- Wendy’s: Implements “FreshAI” for automated drive-thru ordering (Source:Wendy’s)
- Chipotle: Uses “Ava Cado” AI hiring platform, “Autocado” for guacamole preparation, and has tested a voice assistant for phone orders (Source:The Street, Chipotle, and Restaurant Dive)
- Starbucks: Deploys “Deep Brew” for menu recommendations, “My Starbucks Barista” chatbot for mobile ordering, and AI-powered automated inventory counting (Sources:The Street and Starbucks)
- Taco Bell: Uses voice AI technology across drive-thru locations in the U.S. (Source:Taco Bell)
- Chick-fil-A: Employs various AI tools to improve operational efficiency, food safety, and customer service (Source:AIData & Analytics Network)
Related: Taco Bell brings back fan-favorite menu Item with a bold upgrade
