AI Voice, Mobile Pickup, and Kiosks: The Future of Quick-Service Restaurants
In collaboration with QSR Magazine, Intouch Insight has released its annual Emerging Experiences 2025 study. The study reveals how cutting-edge technologies like AI voice ordering, mobile pickup, and kiosks are redefining the customer experience in leading quick-service restaurant (QSR) brands.
Emerging Technologies Transforming QSR Experiences
The recent study by Intouch Insight, conducted in partnership with QSR Magazine, offers an insightful look into how leading QSR brands are employing innovative technologies to revamp the customer experience. With digital channels expected to represent up to 70% of total QSR sales by the end of this year, the need for technological advancement is evident.
The study focused on the technology implemented at nine leading QSRs, including Wendy’s Fresh AI, Taco Bell, Bojangles, Chipotle, Dutch Bros, Wing Stop, McDonald’s, Shake Shack, and Panera. It evaluated the impact of Voice AI drive-thru ordering, mobile order pickup, and self-service kiosks on customer experience, comparing new experiences with traditional service benchmarks.
Key Findings from the Study
The study revealed that Voice AI drive-thrus deliver faster service, outperforming traditional drive-thru benchmarks by an average of 12 seconds and scoring higher on friendliness (83% vs. 79% with employees). However, 22% of AI-led orders still required employee assistance, pinpointing areas for further improvement.
Mobile ordering improved efficiency, with customers spending an average of 3.5 minutes less in the restaurant. Yet, only 57% of mobile pickup customers saw an upsell offer, indicating a potential gap in app user experience where upsells could be better incorporated.
Although 98% of guests found kiosk ordering easy to customize, friendliness ratings dropped from 78% with traditional counter service to 66% when the order was placed at a kiosk. This drop underscores the importance of maintaining a balance between technology and hospitality.
The Role of Technology in Redefining Guest Experiences
Sarah Beckett, VP of Sales and Marketing at Intouch Insight, mentioned that QSRs are not merely adopting technology but are leveraging it to redefine customer experiences. The study indicates that successful brands blend efficiency with genuine human connection at every touchpoint.
The comprehensive Emerging Experiences 2025 study offers valuable insights for restaurant operators looking to optimize new technologies while maintaining customer loyalty and satisfaction. The full report can be found on the Intouch Insight website.
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