By Arlenys Tabare
In order to improve self-service service, the fast food restaurant chain McDonald’s announced the incorporation of a new system based on artificial intelligence in at least five of its establishments in the United States.
According to the statement, The new system is called ArchIQ, with which the aim will be to replace the routine interaction between the employee and the customer in the vehicle, with AI taking orders with certain patterns such as: pausing to process the customer’s order or request, displaying the entire amount on the screen and indicating to the customer when they should move forward to pick it up.
In this regard, Chris Kempczinski, CEO of McDonald’s, commented that this strategy is being implemented as interaction with customers becomes automated. “While the perception of our value has recovered in most markets, This reminds us that we must earn, and earn again, each visit.
For experts in retail chains, McDonald’s change represents an important adjustment to the operation and innovation of companies in this sector. “Imagine a future five or ten years from now, where no order at McDonald’s is taken by a human being,” said Jonathan Maze, editor-in-chief of Restaurant Industry.
This isn’t the first time the chain has experimented with automated ordering systems; However, ArchIQ has several peculiarities, such as, for example, take orders in English and Spanish and answer customers basic questions.
Although the goals of these changes are not to replace jobs, but to improve the customer experience with greater accuracy and speed, many consumers do not agree with the implementation of AI for taking their orders, as some like the interaction with human employees.
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