Apparently, ordering a chicken sandwich from an actual person is becoming a selling point.
Chick-fil-A CEO Andrew Cathy says the chain does not plan to use AI voice ordering in its drive-thru lanes. His reasoning is simple: “From our experience, we really want that hospitality to be human to human,” he told CNBC. While the company is exploring AI behind the scenes, it wants employees to remain part of the ordering experience.
That decision lands at a time when fast food is experimenting with a more automated future. McDonald’s plans to test voice AI ordering, while Wendy’s has been deploying its own system. Chick-fil-A is choosing to keep a person on the other end of the conversation.
There’s something refreshing about that. We already spend enough time navigating automated phone menus, talking to chatbots and searching for the button that gets us to a real person. Sometimes, you just want to order lunch without feeling like you’re troubleshooting software.
Technology can make service faster. But a friendly greeting, a quick clarification or someone understanding your kid’s last-second change of mind has value, too.
Chick-fil-A’s position suggests that human interaction could become a bigger part of what separates one restaurant from another. As more businesses automate the conversation, keeping it personal may stand out.
The chicken sandwich gets you in line. How you’re treated can help bring you back.
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