McDonald's testing new AI ordering technology at some drive-thrus

McDonald's is piloting ArchIQ, an AI-powered drive-thru ordering system developed with Google, at five U.S. locations under the nickname 'Archy.' The technology greets customers, processes orders—including requests like 'my usual'—and displays final totals, handling 90% of orders without human intervention, according to a franchise owner. The system supports English and Spanish, reflecting McDonald's goal to streamline operations amid rising automation in fast food. The test follows McDonald's 2024 shelved automation project after viral videos showed ordering errors. CEO Chris Kempczinski acknowledged the shift reduces crew-customer interactions, noting that 'the bar for hospitality... only goes up' as automation grows. He emphasized the need to 'earn, and re-earn, each and every visit' amid inflation pressures. Experts like Jonathan Maze, editor-in-chief of *Restaurant Business*, predict broader industry changes, with human order-takers potentially phased out in years. Maze cited efficiency gains as the primary driver, though past failures highlight challenges in balancing speed and accuracy. Competitors Taco Bell and Wendy's have already launched similar AI systems, signaling a trend toward tech-driven service. Social media reactions remain mixed, with many users preferring human interaction despite the system's potential for faster service. McDonald's has not confirmed a wider rollout, framing the test as an effort to improve speed, accuracy, and customer experience. The trial marks another step in fast food’s push toward automation, despite lingering skepticism about replacing human workers.