Wendy’s Launches Spanish AI Ordering in Florida Drive-Thrus

Wendy’s has launched a new feature in its Florida drive-thrus, enabling customers to order in Spanish using its AI system, Wendy’s FreshAI. This enhancement is designed to better serve the Spanish-speaking community and is currently being tested in 28 company-operated restaurants across Ohio and Florida.

Commitment to Diversity and Inclusion

As part of Wendy’s ongoing commitment to inclusivity, the company has introduced Spanish language functionality in its drive-thrus. This feature allows customers to place orders entirely in Spanish, improving the overall ordering experience and making Spanish-speaking customers feel more welcomed and valued.

Importance in Florida

With a significant portion of Florida's population speaking Spanish, this new feature is particularly relevant. Wendy’s aims to streamline the ordering process and ensure that Spanish-speaking customers receive excellent service and feel more welcome.

Official Statement

Matt Spessard, Wendy’s Chief Information Officer, emphasized the initiative’s significance: “We’ve embraced generative AI at the drive-thru to assist Wendy’s crew members while evolving the technology to meet our customers’ needs. I’m energized by our partnership with Google Cloud to continue pushing this technology forward with new Spanish language capabilities designed to expand access, reshaping the drive-thru experience for our Wendy’s fans today and in the future.”

Technology Behind FreshAI

Wendy’s FreshAI, powered by Google Cloud’s large language model (LLM), offers a customized and efficient ordering experience. Customers can start their order by simply saying “Spanish” or “Español” into the microphone. The system processes the order in Spanish, freeing up crew members to focus on food preparation and customer service at the pick-up window.

Potential Issues and Criticisms

Despite the aim to enhance accessibility, there are some concerns about the increased use of AI in fast-food services. Critics argue that it could lead to job losses and reduced service quality.

Challenges Faced by Other Companies

Other fast-food chains implementing AI in their drive-thrus have encountered issues. Customers have reported difficulties with AI systems understanding accents or unusual orders, causing frustration and longer wait times. For example, McDonald’s experienced frequent errors during its AI ordering system tests, often requiring human staff to repeat orders.

Employment Impact

The rise of AI in drive-thrus has sparked concerns about job displacement. Fast-food jobs are crucial for many individuals, including teenagers, part-time workers, and those seeking entry-level positions. Automation might reduce job opportunities, affecting local economies and workers' livelihoods.

Concerns About Service Quality

There are also worries that AI might lead to a decline in service quality. Human interaction in drive-thrus includes more than just taking orders; it involves answering questions, making recommendations, and handling special requests. Critics argue that AI systems, despite advancements, lack the nuanced understanding and empathy of human workers.

Future of AI in Wendy’s Drive-Thrus

The introduction of Spanish AI capabilities in Wendy’s Florida drive-thrus represents a significant step toward improving service and accessibility for Spanish-speaking residents. Wendy’s plans to collect feedback and continue refining the technology as the pilot program progresses.