Surprise! After years of hyping what technology can do for the Fast Food sector, McDonald’s is cancelling first-phase roll-out of AI. They’re calling it a failed experiment. Seems Humans still perform better than machines…
The McDonald’s of the Future: Artisit’s concept. Smaller real estate and building footprint.
Fewer seats. Fewer staff. More drive-thru lanes. Much more automation and AI…
I’ve posted many times over the past few years about how robots in general, and artificial Intel-ligence in particular are going to eliminate the majority of human jobs in the Fast Food sector. And story after story, I’ve reported that automation is leaping ahead in that sector faster than any other…
A giant leap backwards
McDonald’s has developed a well-deserved reputation as the leader in new menu and service inno-vations in its industry. But recently, competitor Wendy’s became the first player to actually install an AI system at a restaurant – at a drive-thru, early last month.
Reviews of that experience were mixed. Some folks said the system interacted with them in an eerily human manner. But others noted that it couldn’t handle non-standard requests – eg.- ‘hold the onions’ – without human help. Wendy’s indicated it would continue to tinker with the system, and continue phasing it in, along with new digital menu boards, across the chain over the next year or so.
McDonald’s demurs
But the sector’s pace-setter, McD’s, had a different reaction to a less-than-perfect AI début. The chain announced it would end the test run – which began in 2021 – this coming July 26. No definitive reason was offered.
“While there have been successes to date, we feel there is an opportunity to explore voice ordering solutions more broadly,” Mason Smoot, Chief Restaurant Officer for McDonald’s USA, told Restaurant Business. “After a thoughtful review, McDonald’s has decided to end our current partnership with IBM on AOT and the technology will be shut off in all restaurants currently testing it no later than July 26, 2024.”
“Maybe not today…”
Industry observers are tempted to quote the famous line from Rick’s final coversation with Ilsa in Casablanca: “Maybe not today. Maybe not tomorrow. But soon… And for the rest of your life!”
That’s how certain the self-appointed experts are that AI is going to revolutionize the fast Food industry. Eventually. That stance is staunchly supported by the simple fact that all major players in the sector are also dipping their toes into the AI ocean. The prevailing view is that adoption of auto-mation and AI is essential to the survival of the Fast Food biz, in the face of rising operating and supply costs and employee wage hikes in many markets.
My take
There’s an old saying that near-impossible tasks are as hard to master as turning an ocean liner or halting a speeding locomotive. Following that metaphor, McDonald’s may well have sent AI adoption in the Fast Food industry ‘hard to port’.
I have no doubt that most major chains will soon be reevaluating, albeit quietly, their own forays into the digital future.If nothing else, the McDonald’s announcement may significantly delay the imple-mentation of digital and AI systems in the sector. And give some doomed jobs as temporary reprieve…
~ Maggie J.