Dairy Queen has joined the growing trend of fast-food chains implementing artificial intelligence technology, with the rollout of AI chatbots at select drive-thru locations in the United States and Canada. The initiative, supported by technology firm Presto, aims to streamline customer service and improve operational efficiency.
Expanding AI Integration
According to Kevin Baartman, Dairy Queen's executive vice president of information technology, the chain began testing AI chatbots at a small number of franchised drive-thrus last year. The company plans to extend this testing to dozens of additional stores this week, as reported by The Wall Street Journal. This expansion reflects Dairy Queen's confidence in the technology's potential to transform the drive-thru experience.
Positive Performance Metrics
Early tests have yielded encouraging outcomes, with the AI chatbots demonstrating a significant impact on customer satisfaction. Baartman noted that the bots improved customer-satisfaction scores by double-digit percentages and achieved an accuracy rate of approximately 90 percent. Notably, the chatbots consistently read orders back to customers—a step that human employees sometimes overlook—reducing errors in areas where mistakes are common.
One of the key advantages highlighted by Baartman is the chatbot's ability to effectively process Dairy Queen's menu, ensuring seamless order-taking even during peak periods. During the chain's annual Free Cone Day, a high-traffic promotion held just before spring, the bots handled orders efficiently without showing signs of frustration or fatigue, a contrast to human workers who can become stressed during busy shifts.
Strategic Benefits for Staff and Customers
Dairy Queen, which operates around 3,000 franchise locations across North America, intends to use the AI chatbots to alleviate the workload on human employees. By automating the order-taking process, staff can focus on reviewing orders before they are prepared and served, potentially enhancing overall service quality. This approach aims to balance technological innovation with human oversight, ensuring a smoother customer journey.
Industry-Wide Adoption
Dairy Queen is not alone in embracing AI for drive-thru operations. Presto is also collaborating with other fast-food chains, such as Carl's Jr. and Hardee's, to implement similar AI systems. Meanwhile, Wendy's has partnered with Google to deploy AI technology in its drive-thrus, indicating a broader industry shift toward automation.
Other notable chains, including Taco Bell, Checkers, and White Castle, have integrated AI into some of their drive-thru services. Beyond order-taking, fast-food companies are exploring diverse applications of AI. For instance, Burger King recently introduced a chatbot named "Patty," powered by OpenAI, which analyzes employee friendliness by monitoring phrases like "please" and "thank you." This tool, currently piloted in 500 restaurants, is part of Burger King's plan to launch its BK Assistant platform across all U.S. locations by year-end.
The move toward AI in fast food underscores a growing emphasis on efficiency and customer experience, as chains seek to leverage technology to address common pain points like long wait times and order inaccuracies. As Dairy Queen expands its testing, the results could influence wider adoption across the sector, potentially reshaping how drive-thrus operate in the future.
