Starbucks is exploring the implementation of personalized digital menus for customers arriving at its drive-thru lanes. Speaking during an earnings call, Starbucks CEO Brian Niccol outlined plans to investigate experiences that identify participating customers upon arrival, display customized digital menus, and streamline the payment process, as initially reported by More Perfect Union.
Competitor AI Drive-Thru Tech
This initiative mirrors similar technology currently being tested by Taco Bell, which aims to alter layout options, content, and visuals on digital menu boards for individual vehicles. Additionally, McDonald’s recently demonstrated an artificial intelligence feature currently on trial at select drive-thrus. This system utilizes an ArchIQ chatbot to recognize repeat patrons and facilitate ordering of their standard items.
Future AI Rollout Plans
Niccol stated that beginning in 2027, Starbucks will pilot background artificial intelligence models at drive-thru locations to assist baristas with accurate and efficient order entry. The company further intends to incorporate artificial intelligence into the search and discovery tools within the Starbucks app, potentially enabling conversational and agentic ordering capabilities down the line.
The coffee chain has already initiated order placements through ChatGPT alongside the introduction of an artificial intelligence tool named Green Dot Assist, which staff members can utilize to query information regarding recipes and service guidelines.
While a definitive timeline for the arrival of personalized digital menu boards remains unannounced, Niccol described the initiative as early-stage development, noting that the company will test, learn, and scale successful elements.
