Wendy’s is making significant strides in enhancing the customer experience by implementing digital menu boards and AI drive-thru ordering systems at over 500 restaurants by the end of the year. This initiative, as shared by President and CEO Kirk Tanner during the company’s recent earnings call, aims to provide more personalization, convenience, and hospitality to customers. The chain’s Fresh AI technology, which automates the drive-thru ordering process, has already been deployed to over 160 restaurants across the U.S. and continues to evolve through company enhancements and customer interactions.
The drive-thru AI implementation is part of Wendy’s broader technology strategy, which also includes app enhancements and loyalty program expansion. These technological advancements are expected to drive an increase in same-store sales, which experienced a 2.8% decline in the U.S. during the first quarter. Fresh AI, a collaboration with Google Cloud that was tested starting in 2023, offers personalized suggestions to customers based on their orders, leading to potential upselling opportunities and improved order accuracy and efficiency in restaurants.
Wendy’s is not alone in leveraging drive-thru AI technology, as other chains like Taco Bell, Zaxbys, Church’s Texas Chicken, and Bojangles have also incorporated similar systems into their operations. In addition to drive-thru AI, Wendy’s has updated its app with gamification features that engage customers beyond the point of sale and allow for personalized digital messaging. These updates have resulted in increased app engagement metrics, with the conversion rate reaching an all-time high in the first quarter and digital sales accounting for over 20% of total sales.
To further enhance customer satisfaction, Wendy’s is introducing menu item label printers and smart delivery scales to improve order accuracy. Menu item labels will ensure that sandwiches are customized according to customers’ preferences, while delivery scales will verify that customers receive all the items they ordered. These initiatives have already shown promising results in enhancing order accuracy and driving towards Wendy’s goal of delivering a perfect experience every time.
In conclusion, Wendy’s commitment to leveraging technology to enhance the customer experience is evident in the implementation of digital menu boards, drive-thru AI systems, app updates, and new initiatives to improve order accuracy. By focusing on personalization, convenience, and hospitality, Wendy’s aims to not only drive sales growth but also deliver a seamless and satisfying experience for its customers across its restaurants.
