Fast-food chains are adding more employee contact even as they continue using automated ordering systems. A Fortune report cited in coverage found that 80% of diners would choose a person over an artificial intelligence system when placing an order.
The industry’s automation efforts include McDonald’s in-store kiosks, introduced in 2016, and Wendy’s FreshAI drive-thru system, launched in 2023. McDonald’s also added ArchIQ, an artificial-intelligence drive-thru chatbot, as part of its McDonald’s > NEXT initiative earlier this year. Burger King is redesigning some restaurants so employees have a more visible role.
Burger King President Tom Curtis told The Wall Street Journal that customers want a friendly human presence and that Burger King must adjust as personal contact becomes less common.
McDonald’s, Burger King, Starbucks and Wendy’s are also planning more energetic greetings, staff availability for complaints and employee checks of orders, The Wall Street Journal reported. Wendy’s continues investing in digital ordering. Chicago-based Portillo’s has employees take drive-thru orders outside and has used baristas to train staff in customer conversation.
For California workers at fast-food chains with at least 60 U.S. locations, the pay floor has been $20 an hour since April 1, 2024, compared with the state's general minimum of $16.90 in 2026, the California Department of Industrial Relations says.