In the fast-paced world of fast food, where every second counts and every order matters, Wendy’s is taking a bold leap into the future. The iconic burger chain, known for its square patties and sassy social media presence, is shaking up its drive-thru experience with cutting-edge artificial intelligence (AI) technology. Dubbed “Wendy’s FreshAI,” this initiative, developed in partnership with Google Cloud, promises to streamline operations, enhance customer satisfaction, and redefine how we interact with our favorite quick-service restaurants. As of March 1, 2025, Wendy’s has rolled out this AI-driven system to nearly 100 locations across 19 states, with plans to expand to 500–600 drive-thrus by the end of the year. But what does this mean for customers, employees, and the fast-food industry at large? Let’s dive into the details of this technological shake-up.

The Drive-Thru: A Fast-Food Lifeline

For decades, the drive-thru has been the beating heart of the fast-food industry. At Wendy’s, 75 to 80 percent of customers opt for this convenient ordering channel, a trend that surged during the post-pandemic era when speed and contactless service became paramount. Yet, despite its importance, the drive-thru has long been a bottleneck—a place where miscommunications, ambient noise, and complex orders can slow things down. A customer might shout “no pickles” into a crackling speaker, only to find their burger adorned with those very slices. Or they might pause mid-order, throwing off a harried cashier. These friction points, while minor, add up, costing time, money, and goodwill.

Wendy’s, a pioneer of the modern drive-thru window since the 1970s, recognized this challenge as an opportunity.

Partnering with Google Cloud in 2023, the chain set out to harness generative AI—technology capable of understanding natural language and adapting in real time—to create a smoother, smarter drive-thru experience. The result? Wendy’s FreshAI, a system designed to listen, respond, and process orders with a level of precision and speed that traditional human-operated systems struggle to match.

How Wendy’s FreshAI Works

At its core, Wendy’s FreshAI is a voice-activated AI chatbot built on Google Cloud’s generative AI and large language models (LLMs), such as Vertex AI. Unlike older, rule-based systems that rely on rigid scripts, FreshAI can interpret casual conversation, handle customizations, and even upsell like a seasoned crew member. Pull up to a FreshAI-enabled drive-thru, and you’re greeted by a friendly, synthesized voice: “Welcome to Wendy’s, what would you like?”

Speak your order—say, “a Dave’s Double with no mayo and a large chocolate Frosty”—and the system processes it instantly, displaying it on a digital menu board for confirmation.

The AI’s training is what sets it apart. Wendy’s fed it a rich dataset: the full menu, complete with its dizzying array of customization options (there are over 200 billion ways to order a Dave’s Double alone), plus the company’s unique lingo. A “JBC” becomes a Junior Bacon Cheeseburger, a “milkshake” translates to a Frosty, and “Biggie Bag” is recognized as a value meal combo. The system also integrates with restaurant hardware and point-of-sale systems, ensuring orders flow seamlessly from speaker to kitchen.

But it’s not just about understanding slang or menu quirks. FreshAI is designed to tackle real-world challenges: background noise from idling engines, accents, and even mid-sentence pauses that might stump older tech. In early tests, it shaved 22 seconds off service times compared to the Columbus, Ohio, market average—a small but significant win in an industry obsessed with speed. By late 2024, Wendy’s reported that 86 percent of orders were handled without human intervention, with accuracy rates climbing as high as 99 percent when crew members could step in to assist.

From Pilot to Production

Wendy’s FreshAI debuted in June 2023 at a company-operated restaurant in Columbus, Ohio, the chain’s hometown.

The pilot was a proving ground, testing whether AI could deliver on its promise of “faster, frictionless, and differentiated” service, as CEO Todd Penegor described it. Early results were promising: customers got their food quicker, employees spent less time taking orders and more time preparing them, and the technology adapted to the chaos of drive-thru life.

Encouraged by this success, Wendy’s expanded the program. By mid-2024, franchisees were invited to join the pilot, and by early 2025, nearly 100 locations across 17 states had adopted FreshAI, complete with Spanish-language capabilities to serve a broader audience. CEO Kirk Tanner, who took the helm in 2024, has become a vocal champion of the tech, personally testing it several times a week at a location near corporate headquarters. “The experience is exceptional,” he told analysts in February 2025, announcing plans to scale up to 500–600 drive-thrus by year’s end—a roughly fivefold increase.

This rapid expansion reflects Wendy’s confidence in FreshAI’s dual benefits: boosting sales and cutting costs. The AI never forgets to suggest a Frosty or upsell to a combo, driving up average check sizes. Meanwhile, improved labor efficiency—by freeing crew members from order-taking duties—has lifted profit margins at company stores by 80 basis points, according to Tanner. For a chain with nearly 6,000 U.S. locations and over 7,000 globally, these gains could translate into millions in additional revenue.

Customer Reactions: A Mixed Bag

Not everyone, however, is thrilled about chatting with a robot at the drive-thru. As Wendy’s rolls out FreshAI, customer feedback has been a blend of awe, frustration, and skepticism. Some praise the speed and accuracy—videos of seamless AI interactions have gone viral on platforms like TikTok, with users marveling at the closed-captioned menu screens and polite, unflappable voice. “It’s like talking to a super-smart cashier who never gets tired,” one X user posted in January 2025.

Others, though, find the experience jarring or downright infuriating. A Reddit thread from late 2024 captured the discontent: “I shouted ‘AGENT AGENT AGENT’ because the AI kept messing up my quad Baconator order,” one user fumed. “It added a Sprite I didn’t want, and ‘Jessica’—the human who finally cut in—was rude about it.” Another, who stutters, raised accessibility concerns: “AI voice tech is unusable for me. They’ll need to upgrade or face ADA issues.”

Complaints about the AI cutting off mid-sentence or struggling with complex customizations echo a broader unease: Is this tech replacing the human touch that fast food, for all its efficiency, still relies on?

Wendy’s has been quick to address these critiques. The company insists FreshAI is an assistant, not a replacement, for its crew. Human employees monitor every interaction, ready to jump in if the AI falters, and customers can request a person at any time. The 2024 addition of Spanish-language support—where users can say “Español” to switch modes—shows Wendy’s commitment to inclusivity. Still, as the rollout accelerates, smoothing out these wrinkles will be key to winning over skeptics.

The Bigger Picture: AI in Fast Food

Wendy’s isn’t alone in this AI revolution. Competitors like Taco Bell (under Yum! Brands), Hardee’s, Carl’s Jr., Checkers, Rally’s, and Bojangles are testing similar voice-ordering systems, while Burger King, Dunkin’, and McDonald’s are eyeing the tech. McDonald’s, an early mover, abandoned its IBM-partnered AI drive-thru pilot in 2024 after mixed results, but it’s scouting new vendors. Meanwhile, smaller chains like White Castle plan to deploy SoundHound’s AI in over 100 locations by year-end 2025. The National Restaurant Association reports that 16 percent of operators intend to invest in AI this year, signaling a tipping point may be near.

Analysts predict that within 12–18 months, at least two major chains will fully commit to AI drive-thrus across their networks, much like the rapid adoption of third-party delivery after McDonald’s partnered with Uber. For now, though, Wendy’s is setting the pace, leveraging its $53 million digital investment in 2024 (with $100–110 million planned for 2025) to pair FreshAI with kiosks, digital menu boards, and app enhancements. Digital sales, now 19 percent of the mix, grew nearly 40 percent year-over-year in Q4 2024—a testament to the chain’s tech-forward strategy.

Opportunities and Challenges Ahead

The potential upsides of FreshAI are clear: faster service, higher sales, and happier employees freed to focus on food prep and customer engagement. Yet challenges loom. Accuracy, while improving, isn’t perfect—Presto Automation, a rival AI provider, admitted in 2023 that 70 percent of its orders needed human help, a gap it aims to close by 2025.

Wendy’s, with its 86 percent hands-free rate, is ahead but still refining the tech. Scalability is another hurdle: training AI for thousands of locations, each with unique menus and customer habits, is no small feat.

Then there’s the human factor. Fast food thrives on relationships—think of the friendly cashier who remembers your usual order. Can AI replicate that warmth? Wendy’s CIO Matt Spessard advises a cautious approach: start small, experiment, and engage stakeholders like franchisees early. Regular demos of FreshAI’s progress have built trust among operators, many of whom are eager to adopt it in 2025.

A Taste of the Future

As Wendy’s shakes up its drive-thru with AI, it’s serving up more than just burgers and Frostys—it’s dishing out a vision of the future. By year’s end, hundreds more locations will join the FreshAI fold, potentially making it a standard feature across the chain’s global footprint. Beyond drive-thrus, Wendy’s envisions AI in apps, kiosks, and even smart-home devices—an omnichannel approach to meet customers wherever they are.

For now, the experiment is a success story in the making: a blend of innovation and pragmatism that honors Wendy’s legacy while pushing boundaries. Whether you’re a fan of the tech or a skeptic shouting “AGENT” into the speaker, one thing’s certain: the drive-thru will never be the same. In an industry built on speed and satisfaction, Wendy’s FreshAI might just be the secret ingredient to staying ahead of the curve.