Wendy’s Customers Don’t Like the Introduction of AI. Why Are They So Unhappy?

Wendy’s recently announced the introduction of artificial intelligence (AI) at drive-thrus in 500 locations across the United States. Despite this announcement, however, customers of the popular fast-food chain aren’t happy. Let’s look at the cause of this customer disappointment.

Wendy’s Customers Think the AI Is Ineffective

According to Delish, Wendy’s CEO Kirk Tanner promised to unveil the AI order-taking at between 500 and 600 locations throughout the country. The AI program, dubbed “FreshAI,” is designed to improve efficiency and customer satisfaction. The FreshAI program, according to Tanner, was successful in 100 pilot locations, prompting its larger rollout.

Devout customers, however, have pointed out that the technology is still in development. Many were concerned that their orders would be incorrect, with some even sharing their experiences with AI at other restaurants.

“Only time I ever ran into one of these was at a Rallys a year ago. Asked for a special they had on the board — it rang me up as three cheeseburger meals,” wrote one Reddit user. “I said ‘Ok can I just talk to a real person this isn’t what I want to order,’ got no response so I drove off.”

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“Yes, the drive through line and ordering is the issue I have with Wendy’s, not the poor quality and constant issues with having anchor food items out of stock,” wrote another. “Wendy’s isn’t concerned with improving experience, they just want to save on labor.”

Tanner told analysts that the technology had raised the average check so far, owing to its consistent recommendation of additional menu items to customers ordering through the drive-thru. Furthermore, FreshAI appears to have boosted labor efficiency in sites where it has been installed.

Tanner’s experience has shown that technology constantly improves and contributes to the ideal frictionless experience that time-sensitive clients need.

“I put it to the test almost three or four times a week,” he said. “We have one close to us here in the office, and the experience is exceptional.”

Taco Bell Has Had Success, But McDonald’s Has Not

While Tanner insists that Wendy’s customers will appreciate the new efficiency, other fast-food restaurants have had mixed results with their AI implementation.

Taco Bell executives have pointed out that its AI implementation has caused a streamlining of its processes. KRCR, a local ABC affiliate in central California, claimed that its anchors tested the AI application at their local Taco Bell, and both customers and employees were satisfied with the results.

“It’s helping me out. I used to have to double task to do both jobs taking cash and taking orders and now she does a really good job and she’s learning so it actually helps me out when I’m in the window,” said an employee to the outlet.

The report also stated that the team ordered 15 items, and the AI order-taker correctly identified each one. In a news release, Taco Bell guaranteed customers and employees that its AI ordering technology would streamline the process and save personnel time.

However, McDonald’s found that its AI implementation was chaotic. After countless locations reported incorrect orders, with one rather infamous case of a customer getting butter in their order, the Golden Arches announced in June 2024 that it would be phasing out its AI partnership with IBM.

Although McDonald’s discontinued AI for now, it has not ruled out the prospect of drive-thru AI operating in the future, implying that the firm may look for a new partner for its automated order-taking ambitions. No partner has been announced as of this writing, however.