Wendy’s Expands AI-Powered Drive-Thru Ordering System
In a significant move to enhance customer service and operational efficiency, Wendy’s has announced plans to expand its AI-powered drive-thru ordering system, FreshAI, to between 500 and 600 U.S. locations by the end of 2025. Developed in collaboration with Google Cloud, FreshAI is designed to streamline the ordering process, reduce wait times, and improve order accuracy. This initiative reflects Wendy’s commitment to leveraging advanced technology to meet evolving consumer expectations.
The Evolution of FreshAI
Wendy’s introduced FreshAI in 2023, initially deploying the system in approximately 100 locations. The AI voice assistant utilizes Google Cloud’s generative AI and large language models to interpret and process customer orders, even understanding casual conversation and complex menu customizations. This capability addresses a significant challenge in the quick-service restaurant industry: accurately capturing diverse customer requests in a fast-paced environment.
The system’s development focused on creating a seamless and natural interaction between customers and the AI, aiming to replicate the experience of speaking with a human order taker. By integrating FreshAI with digital menu boards, customers can visually confirm their orders in real-time, enhancing order accuracy and customer satisfaction.
Expansion Plans and Strategic Goals
Building on the positive outcomes from the initial deployment, Wendy’s plans to extend FreshAI to an additional 400 to 500 locations by the end of 2025. This expansion aligns with the company’s broader strategy to modernize its operations and improve the customer experience through technological innovation. Kirk Tanner, Wendy’s CEO, highlighted that the AI system has demonstrated improvements in both sales and labor efficiency, making it a valuable asset in the company’s growth plans.
The decision to scale up the AI-powered ordering system is also influenced by the increasing demand for convenience and speed in the fast-food industry. By automating the order-taking process, Wendy’s aims to reduce wait times, allowing staff to focus more on food preparation and customer service, thereby enhancing overall operational efficiency.
Enhancing Customer Experience Through Multilingual Support
In addition to expanding the number of locations equipped with FreshAI, Wendy’s has introduced multilingual capabilities to the system. Customers can now place orders in both English and Spanish, catering to a broader demographic and improving accessibility for non-English speakers. This feature is particularly significant given that approximately 42 million Americans speak Spanish at home.
The multilingual functionality allows customers to switch languages seamlessly by simply stating “Spanish” or “Español” at the beginning of their order. This initiative not only enhances the customer experience but also positions Wendy’s as an inclusive brand that values and respects cultural diversity.
Addressing Challenges and Customer Feedback
While the integration of AI technology offers numerous benefits, it also presents certain challenges. Some customers have expressed concerns over the lack of human interaction, potential inaccuracies in order processing, and the impersonal nature of AI-driven services. Instances of frustration have been reported, with customers preferring the traditional human touch in their service experience.
Wendy’s acknowledges these concerns and is actively working to refine FreshAI’s performance. The company emphasizes that the AI system is designed to assist, not replace, human staff. By handling routine order-taking tasks, FreshAI allows employees to engage more meaningfully with customers during order fulfillment and at other touchpoints within the restaurant.
Industry Context and Competitive Landscape
Wendy’s adoption of AI technology in drive-thru operations is part of a broader trend within the fast-food industry. Competitors like McDonald’s have also experimented with AI-driven ordering systems. However, McDonald’s discontinued a similar AI drive-thru test last year due to order mistakes, though the company remains committed to voice AI in the future.
Despite early hiccups, Wendy’s sees potential in AI-enhanced ordering. If this year’s expansion proves successful, Tanner hinted at a full-scale rollout across Wendy’s 6,000 US locations.
Future Outlook
As Wendy’s progresses with the expansion of FreshAI, the company remains focused on continuous improvement and adaptation. Plans include refining the AI’s language processing capabilities, expanding multilingual support to include additional languages, and integrating the system with other digital platforms to create a cohesive and efficient customer experience.
Moreover, Wendy’s is exploring the potential of AI beyond order taking. Future applications may involve personalized marketing, inventory management, and predictive analytics to anticipate customer preferences and optimize operations. By staying at the forefront of technological innovation, Wendy’s aims to set new standards in the quick-service restaurant industry.
Conclusion
Wendy’s expansion of the FreshAI-powered drive-thru ordering system signifies a strategic commitment to enhancing customer service through technological innovation. By addressing challenges, incorporating customer feedback, and embracing inclusivity through multilingual support, Wendy’s is poised to redefine the drive-thru experience. As the company moves forward, the successful integration of AI technology will likely serve as a benchmark for the industry, illustrating the potential of AI to transform fast-food operations and customer interactions.
References
Business Insider. (2025, February 15). AI will take your drive-thru order at more Wendy’s restaurants this year. Retrieved from https://www.businessinsider.com/wendys-expanding-ai-ordering-hundreds-more-drive-thrus-2025-2
Wendy’s. (2023, December 11). Leading Drive-Thru Innovation with Wendy’s FreshAI. Retrieved from https://www.wendys.com/blog/drive-thru-innovation-wendys-freshai