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Starbucks plans to test artificial intelligence in its drive-thru lanes, including recognizing customers as they arrive, to make ordering faster and more personalized. CEO Brian Niccol announced the initiative during the company’s fourth-quarter earnings call, stating that the testing will begin during the 2027 fiscal year, which concludes on September 28, 2027.
Drive-Thru Automation and Personalization
Drive-up customers account for roughly half of all Starbucks patrons, and the company aims to make the ordering process more convenient. Niccol stated that the technology will assist in entering orders with greater accuracy and efficiency, while baristas interact with customers to maintain a personal connection and accelerate service.
The automated system could identify repeat customers as they approach and present personalized digital menus with suggested purchases. While specific identification methods were not detailed, potential options include facial recognition, license plate reading, or mobile app detection. A Starbucks representative did not confirm which technology will be used or whether explicit customer consent and opt-out mechanisms will be required, though noted that the company already utilizes internal AI tools like Green Dot Assist and Smart Queue.
Industry Challenges and Public Skepticism
Several fast-food chains, including McDonald’s, Taco Bell, KFC, White Castle, and Wendy’s, have utilized or tested drive-thru AI with mixed customer reviews regarding botched orders, lengthy processing, and bot limitations. Burger King previously scaled back its drive-thru AI usage after customers drove off instead of ordering through a bot, choosing to maintain human ordering options.
Uttara M. Ananthakrishnan, an AI researcher and associate professor at the University of Washington, told CNET that the goals and target audience of Starbucks’ plan remain unclear and warned of potential public relations issues. Ananthakrishnan noted that voice recognition remains a flaw for bots dealing with non-native speakers, international accents, and surrounding vehicle or weather noise, which could create health risks if allergy requests are misinterpreted.
Public reaction on social media has been largely negative, with concerns raised about privacy violations and dynamic pricing algorithms. Starbucks stated that it does not use surveillance pricing, although a 2025 report by The Washington Post suggested loyal app users may receive fewer promotional deals.
Labor Relations and Union Concerns
Although Starbucks stated that its technology is designed to strengthen human connection rather than replace workers, labor relations remain strained. Since late 2021, employees at nearly 700 US stores have unionized to demand higher pay and better staffing levels, while the National Labor Relations Board previously stated that the company engaged in a pattern of misconduct against union organizing.
Since becoming CEO in September 2024, Niccol has cut more than 2,000 employees under a strategy that includes simplified menus and shop closures. In August, Starbucks Workers United, representing 12,000 baristas, launched an open-ended consumer boycott against corporate-owned locations, criticizing the company’s labor practices and spending on AI technology.
Union organizer Jason Woods said in a 2025 interview with Current Affairs that the company attempts to use algorithms for staffing and order placement rather than addressing worker shortages. Starbucks Workers United did not immediately respond to a request for comment.
