Fast Food Giant Aims for 600 AI-Driven Locations by Year-End

Wendy’s is accelerating its adoption of artificial intelligence in its drive-thru operations, with plans to expand its AI-powered ordering system to as many as 600 locations across the United States by the end of 2025. The decision follows a trial in 2023, during which the technology was implemented in over 100 restaurants.

On a recent investor call, Wendy’s Chief Executive Kirk Tanner expressed confidence in the AI’s ability to improve efficiency and customer experience. “We like the results,” Tanner stated, adding that he tests the system thrice a week. “One thing I love about it—it continues to get better.”

The AI ordering software, developed in partnership with Google Cloud and branded as FreshAI, is designed to recognise standard abbreviations and slang customers use. For example, it understands that ‘JBC’ refers to a Junior Bacon Cheeseburger, enhancing order accuracy and streamlining service. According to Tanner, the system improves order processing and helps drive sales by allowing customers more flexibility in customising their meals.

Despite Wendy’s enthusiasm for AI-driven ordering, the technology has not been universally embraced across the fast-food sector. McDonald’s, which had also experimented with AI at its drive-thrus, recently abandoned its trials following viral videos that showcased severe order misinterpretations, including mistakenly processing excessive quantities of food. However, the fast-food giant has not ruled out the technology’s long-term potential, stating that AI ordering remains a key part of its future strategy.

Wendy’s expansion of AI ordering remains confined to the United States for now. The company, which re-entered the UK market in 2021, currently operates over 30 locations across Britain and has ambitions to expand to 400. However, there is no confirmed timeline for when AI-powered ordering might be introduced in its UK restaurants.

The fast-food industry’s growing reliance on AI raises essential questions about automation’s role in customer service, labour markets, and operational efficiency. As Wendy’s continues to push forward with AI-driven ordering, its success—or failure—may serve as a bellwether for future AI integration in the hospitality sector.