Taco Bell Reconsiders AI Drive-Thru | Restaurant Technology

Taco Bell's Approach to Artificial Intelligence Implementation

The digital officer at Taco Bell has indicated the company is engaged in ongoing discussions regarding the strategic implementation of AI, specifically concerning when its use is appropriate and when it is not.

AI-Powered Ordering and Initial Challenges

Currently, Taco Bell has deployed AI-driven voice ordering systems at over 500 drive-through locations. This rollout has, however, been accompanied by some unintended consequences.

Instances of customers exploiting the system – such as a recent viral event involving an order for 18,000 water cups intended to connect with a human employee – have highlighted potential vulnerabilities.

Mixed Experiences and Ongoing Evaluation

Dane Matthews, the chief digital and technology officer, shared with The Wall Street Journal that his personal experiences with the technology have been varied. He noted that while the system occasionally falls short of expectations, it can also deliver surprisingly positive results.

Franchise Flexibility and Strategic Deployment

Taco Bell appears to be adopting a flexible approach to AI deployment, allowing individual franchisees a degree of autonomy in how they utilize the technology.

Rather than mandating exclusive reliance on AI, the company is considering situational applications. For instance, human order-takers may be prioritized at locations experiencing high traffic and extended wait times.

Guidance for Restaurant Teams

Matthews explained that the company intends to provide guidance to its restaurant teams. This guidance will offer recommendations on when to activate the voice AI system and when to actively supervise and intervene as needed.

Specifically, recommendations will be tailored to individual restaurant conditions and peak hours.

Key Considerations for AI Integration

• Strategic Implementation: Taco Bell is carefully evaluating the optimal use cases for AI.
• Franchise Autonomy: Individual franchisees have some control over AI deployment.
• Human Oversight: Maintaining human involvement is crucial, especially during peak hours.