Dairy Queen Joins the AI Drive-Thru Rush, Betting on Speed and Upsells

Dairy Queen is installing an automated ordering assistant at drive-thru windows in dozens of its U.S. and Canadian locations. The move, confirmed by company executives to The Wall Street Journal, is part of a broader industry push to automate customer interactions. The primary objectives are reducing service times and increasing the average order size through suggestive selling.

The technology comes from Presto, a vendor that provides similar systems to other restaurant brands including Carl's Jr. and Hardee's. Presto's software reportedly processes orders with approximately 90% accuracy. A 2023 investigation by Bloomberg noted that Presto's systems sometimes receive remote assistance from human agents overseas to handle complex requests.

Kevin Baartman, Dairy Queen's executive vice president of IT, described a stress test during a promotional day offering free ice cream cones. He noted the system managed long queues without issue, a scenario that often challenges human staff.

Dairy Queen's expansion follows a limited test last year and places it among several chains experimenting with voice AI. Wendy's and McDonald's have run their own pilots, with mixed results. Taco Bell, for instance, is reconsidering its rollout after customer complaints and deliberate attempts to confuse its chatbot. In a different approach, Burger King is testing an AI coach in employee headsets to provide real-time feedback on service demeanor and kitchen procedures.

Dairy Queen has not disclosed which specific franchises will receive the technology, stating only that a selection across North America will implement it.

Source: The Verge