AT FSTEC, RESTAURANTS ASK THE KEY QUESTION ON AI: WHY?
Operators are working to see past the hype to understand the business case for AI. Hopes are high, but realistic. By Joe Guszkowski
F or the second straight year, annual restaurant technology confer - ence. But the tone of that conversation was different this time around. A year ago, there was a palpable sense of awe about AI’s potential. Leaders from big companies like McDonald’s, Chick-fil-A and Yum Brands detailed ambitious plans for the technology. A futurist hailed it as the foundation of a new industrial evolution. artificial intelligence dominated the conversation at FSTEC, the This year, that awe was tempered by a healthy dose of reality. Restaurants are still eager to use AI. But they are think - ing more carefully about the business case.
One theme: Not every form of AI will make sense for every brand. Many QSRs are treading carefully on AI in the drive-thru, for instance, because of how automated voice bots might impact the customer experience. “We have a much older demographic and they tend not to want to engage with a robotic voice,” said Tim Newton, CTO of Long John Silver’s, which has been exploring drive-thru AI solutions. ROI has also become more of a focus. With all the shiny new toys on the market, operators have to be extra sure that the tech has a clear purpose and that it can pay for itself, lest they fall victim to the hype cycle. “I see the cycle, but it’s flatter for me, because I take the hype out and just
apply it to what I’m trying to do,” said Leon Davoyan, CTO of Dave’s Hot Chicken. “If it matches up, then great, we roll it out. If not, we shelve it, and at least we have a story to tell about why we’re not trying to pursue it.” Dave’s applies that philosophy even to tech that it’s high on, like computer vision. The chain has been testing it for a while to help with order accuracy and sees a bright future for it. But it won’t move forward until it can prove the ROI, Davoyan said. As with any technology, clear goals and timelines are key. But with AI, there’s a push and pull between oper - ators and suppliers that is muddying the waters. Restaurant execs want to see more AI in their tech products,
16 | FSTEC 2025
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