Wendy’s Goes All-in on AI Drive-Thrus: Excitement or Outrage?
Buckle up, fast food fans! Wendy’s is revamping its drive-thru game, and it’s sparking some serious chatter among its loyal customers. CEO Kirk Tanner announced that by the end of 2025, a whopping portion of Wendy’s nearly 6,000 U.S. locations will roll out an AI-driven ordering system, dubbed FreshAI, in collaboration with Google Cloud. This high-tech move follows a successful trial period in 2023 at around 100 locations, which will jump to 500-600 by the end of this year. Tanner has been hands-on with FreshAI, even road-testing it himself in Dublin, Ohio—so you know he’s serious about making this work.
The AI assistant claims to enhance the ordering experience by allowing customers to customize their meals while also minimizing those pesky upsell pitches we all dread. And hey, AI’s accuracy is reportedly improving, although that’s a relief considering many consumers have had disaster stories with AI ordering systems in other restaurants—think wrong meals or incomplete orders!
Still, the news has divided the internet. Picture this: On the r/Wendys subreddit, reactions swing from outright dread to hopeful excitement. Some loyal patrons are prepared to bail on their beloved chain if they lose that personal touch, with comments like, “The day I pull up and there is no human interaction is the day I order 10 meal ‘deals’ and fade into the sunset.” Others, however, are admitting that AI might be a better alternative, claiming it’s faster and doesn’t bombard them with irritating upsells.
What’s more, reports from other fast-food chains experimenting with AI illustrate both the potential and pitfalls of mechanizing order-taking. For example, a McDonald’s pilot program caused similar mixed reactions, with some customers relishing the smooth, speedy service, while others missed the human connection and warmth. Wendy’s seems determined to navigate this rocky terrain, convinced that if everything goes to plan, FreshAI could become a staple across all franchises.
At the end of the day, only time will tell if this AI initiative wins over the skeptics or leads to more drive-thru drama. But one thing’s for sure: Wendy’s is pushing full throttle into the future, and it’s a wild ride ahead!
Sources: Celebrity Storm Wire and People Magazine, Fast Company, The Verge
