Restaurants
Photo: 8th — stock.adobe.com
May 6, 2025
Self-service kiosks enhance speed and customization but result in lower perceived friendliness, according to a study, «Emerging Experiences 2025,» conducted by Intouch Insight.
The study also revealed voice AI drive-thrus offered faster service with higher friendliness scores, though nearly a quarter of orders still required human intervention, according to a press release. While mobile ordering improves customer efficiency it presents fewer upsell opportunities compared to traditional ordering methods.
«QSRs aren’t just adopting technology — they’re using it to redefine guest experiences,» Sarah Beckett, VP of sales and marketing at Intouch Insight, said in the release. «Our study shows that success hinges on more than just speed and convenience. The brands that stand out are blending efficiency with genuine human connection at every touch point.»
The study analyzed the implementation of various technologies at major quick-service restaurant chains including Wendy’s Fresh AI, Taco Bell, Bojangles, Chipotle, Dutch Bros, Wing Stop, McDonald’s, Shake Shack and Panera. It compared Voice AI drive-thru ordering, mobile order pickup and self-service kiosks against traditional service benchmarks.