Wendy’s is rolling out some major changes to its drive-thru system, a push that aims to expand the use of its current AI voice assistant to hundreds more stores by the end of the year. The popular fast food chain began using a new AI assistant in 2023 to take drive-thru orders at nearly 100 of its 6,000 U.S. restaurant locations. Now, almost two years later, Wendy’s plans to expand its use of AI to upwards of 600 locations by the end of 2025.
The ordering assistant used by Wendy’s was created in collaboration with Google Cloud and has been named FreshAI, CEO Kirk Tanner revealed during the company’s fourth-quarter earnings call on February 13. According to Tanner, who claims to test the AI assistant out himself a few times a week, FreshAI “gives customers the opportunity to build their orders” and “understands what to ask for.” As is the case with most AI systems, accuracy is a big focus point for Wendy’s’ new assistant. Tanner noted that the ordering process “definitely is improving,” saying that if the introduction of the voice assistant goes smoothly this year, the chain might expand its use to the entire Wendy’s network. “It’s got a bright future,” Tanner said, “and we’re moving forward.” Naturally, Wendy’s customers are turning up with mixed reviews on the current use and potential expansion of FreshAI. A post shared to the Wendy’s subreddit reveals whole discussions taking place on the matter, with fans weighing in with both good and bad things to say about AI in the workplace.
“Hardee’s does this in my area and it’s the worst. Makes it hard to customize,” noted one reluctant fan. “And the prices won’t go down,” another chimed in.
“The AI order takers are garbage and get the order wrong so often, I’ve had to have an employee start taking my order instead,” another Reddit user wrote. However one optimistic reader had this to say: “Once the tech is better, this should be a good thing. It’s hard to hear people sometimes.”
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While Wendy’s is doing what every major brand would do by streamlining business and expanding profits, customers rightfully feel as though the brand should spend a little more time on other issues, such as prices. And as for Wendy’s employees, the new AI assistant doesn’t necessarily make their job a dream either.
