Taco Bell, the popular American fast-food chain known for its Mexican-inspired menu, is taking a significant step forward by incorporating artificial intelligence (AI) into its drive-thrus across the United States. Following a successful trial in 100 stores across 13 states, the company plans to expand this AI technology to all its locations, marking a major shift in its operations.
In a statement, Taco Bell emphasized that the AI-powered drive-thru system aims to “enhance back-of-house operations for team members and elevate the order experience for consumers.” The benefits of this technology include easing the workload for employees, improving order accuracy, providing a consistent and friendly customer experience, and reducing wait times—all while driving profitable growth for Taco Bell and its parent company, Yum! Brands.
This move by Taco Bell comes in the wake of McDonald’s unsuccessful attempt to implement AI in its drive-thrus. McDonald’s ended its partnership with IBM earlier this year after encountering numerous issues, including incorrect orders and unusual food combinations, which sparked customer complaints and viral social media posts.
Despite McDonald’s setbacks, Taco Bell remains optimistic about its AI-driven system. Yum! Brands, which owns Taco Bell, asserts that their technology—refined over two years of testing—has shown improved order accuracy, increased employee satisfaction, and shorter wait times. However, the company has yet to release specific data to substantiate these claims.
“Innovation is part of Taco Bell’s DNA,” said Dane Mathews, Taco Bell’s Chief Digital & Technology Officer. “Voice AI allows us to improve the team member and customer experiences. By integrating AI, we can reduce the workload on our staff, enabling them to focus more on front-of-house hospitality. It also offers us new ways to engage with our customers.”
In addition to rolling out Voice AI in Taco Bell’s U.S. drive-thrus, Yum! Brands is testing similar technology in five KFC restaurants in Australia. Although the company has not revealed its technology partners, it emphasized that the AI system can understand a wide range of pronunciations, addressing a common criticism of previous systems.
Yum! Brands also reassures that human employees will still play a vital role in the drive-thru process. Should the AI system struggle with an order, employees will be ready to step in and assist. Addressing concerns about job displacement, Lawrence Kim, Yum! Brands’ Chief Innovation Officer, stated that the technology is designed to “enhance the team member experience,” allowing staff to focus on other tasks rather than replacing their roles.
Taco Bell is not the only fast-food chain exploring AI integration. Other chains like Chipotle, Wingstop, and Panera are also experimenting with AI. However, not all have been successful. For example, Del Taco recently abandoned its AI voicebot trial due to various challenges.
Last month, Bojangles, a fast-food chain known for its Southern cuisine, announced that it is expanding its use of AI in drive-thrus. After a successful pilot in around 50 restaurants, the chain plans to deploy the technology in hundreds of locations. Bojangles’ AI system, nicknamed “Bo-Linda,” aims to streamline the drive-thru process by automating order-taking. The technology reportedly achieves a 95% accuracy rate, comparable to that of human employees, and helps reduce the workload on staff, allowing them to focus on food quality and customer engagement.
Taco Bell’s expansion of AI in its drive-thrus comes at a time of growing concern over the rapid integration of AI into various industries. While some labor advocates worry about potential job losses, Yum! Brands remains committed to its “AI-first mentality.” AI already plays a role in the company’s restaurant management SuperApp, and with ongoing tests at KFC locations in Australia, Yum! Brands is clearly dedicated to exploring AI’s potential across its portfolio.
Taco Bell’s strategic use of technology has significantly contributed to its recent success. Last year, the chain saw nearly 35% growth in its digital channel, thanks in part to the introduction of in-store kiosks. These digital touchpoints have simplified the ordering process, and thousands of Taco Bell locations have adopted this technology to improve customer service and operational efficiency.