The fast food industry is increasingly using artificial intelligence for order-taking at drive-throughs. Chains such as Panda Express have put AI to work, including its Stony Point location in Santa Rosa.

Automation is taking over the fast food industry one drive-through and one phone call at a time.

While the voices on the other end sound more human than robotic, it’s still obvious “Kim,” “Carter” and “John” are not quite who they say they are.

These three answer the phone at Domino’s Pizza on Imola Avenue in Napa.

“I am here to take your order whenever you are ready. What would you like to order today,” they inquire.

The voices are easy to understand and sound real, but are just robotic enough for customers to recognize AI at work. When they’re asked if a real person is available, they want to know why. When told, the sound of typing can be heard, thus extending the impression that you’re talking to an actual human being.

A human employee said the system has been in place “for a while” before deferring all other questions to corporate. When asked how many automated voices Domino’s uses, no one from the corporate office in Michigan responded to inquiries.

Not all stores of the largest pizza company in the world use the system. The Domino’s on Shoreline Highway in Mill Valley had a person ready to take an order.

In 2023, Domino’s announced it was partnering with Microsoft Cloud and Azure OpenAI Service “to transform Domino’s consumer experiences by enhancing the ordering process through personalization and simplification.”

They aren’t alone in delving into AI.

Using automation

Chipotle, Starbucks, Taco Bell, Panda Express, and KFC are some of the national chains using AI in various realms.

“It has many useful applications within the restaurant industry,” the National Restaurant Association’s website says of AI. “It can improve operational efficiency and enhance customer experiences. By using AI, restaurant owners can remain competitive and responsive to shifts in customer needs in an ever-changing environment.”

Not all forays into this technology have been successful. Last summer, McDonald’s ended its three-year relationship with IBM at more than 100 drive-throughs in the U.S. because too many orders taken by the AI tool weren’t accurate.

Several tech companies are coming out with AI resources for the fast food industry. Wendy’s is working with Google Cloud. Carl’s Jr. uses Presto. Panda Express employs SoundHound AI.

AI in the North Bay

Panda Express on Stony Point Road in Santa Rosa is one of 30 in the chain using AI in the drive-through. It’s been in place since last summer.

“Sometimes the accuracy is off, like it asks if you a want chicken egg roll and they say no, but it adds it,” Carmen Escareno, assistant manager, said.

Reactions by customers to the AI order taker have been mixed, according to Escareno.

“It is evolving as time goes by,” she said of the technology. “Toward the beginning it wouldn’t be able to take customers’ orders in Spanish.”

Today it understands English and Spanish, but only speaks English.

Escareno says the technology has not reduced the number of staff at this location. A person is often on the headset to verify the AI is doing its job accurately.

She also said the artificial intelligence has been an asset when staffing is short; AI in the drive-through covers for people who go on break.

When people call Chipotle Mexican Grill at Coddingtown Center in Santa Rosa or on Trancas Street in Napa, AI takes the order. Like at Domino’s, typing is heard in the background when more questions are asked.

Chipotle’s AI response to some questions, “ I need more information because the restaurant cannot answer every question.”

Attempts by the Business Journal to get more information from the individual Chipotles in Napa and Santa Rosa about the use of AI at their restaurants were unsuccessful.