McDonalds and Burger King turn to novel idea to entice customers: Human workers

J.R. DurenFri, September 11, 2026 at 3:30 PM UTC

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The past 10 years in the fast-food industry have been a study in automation.

McDonald’s rolled out in-store kiosks in 2016 for customers to order at instead of waiting in line for an employee at the counter. Wendy’s debuted a human-free AI drive-thru system - “FreshAi” - in 2023.

But the tide appears to be turning back to human interaction, according to aThe Wall Street Journal report this week.

“[Customers] want a friendly face,” Burger King President Tom Curtis told the Journal. “We have to lean in to that because that’s evaporating in the fast food space.”

While fast-food outlets have been quick to incorporate digital kiosks and AI in drive-thru ordering, for example, customers say they would rather deal with another human being.

Burger King, McDonald’s and other prominent fast-food chains are rethinking their balance of AI- and tech-driven advancements with customer preferences for human-driven hospitality (AFP/Getty)

Some 80 percent of diners prefer ordering from a human over an AI agent, Fortunereported in July.

Chicago-based hot-dog chain Portillo’s is one business that changed its operations to improve staff-to-customer interactions.

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It took a Chick-fil-A approach to its drive-thru - meaning sending staff out to take orders in lieu of the typical menu and speaker -according to a 2024 article from fast-food industry publication QSR Magazine.

Portillo’s also brought in baristas to teach its employees how to strike up conversations with customers waiting in the drive-thru line.

“It’s easy to talk about it and say, ‘OK, we really want you to have a good conversation with the guest,’” Portillo’s Vice President of Field Operations Mike Roman told QSR.

“But when they can actually see someone else do it and see the impact it can have on a customer, it really clicks in their brain and makes a big difference. We want each conversation to be personable.”

Burger King is adjusting in-store layouts to emphasize human-to-human interactions. ‘We have to lean in to that because that’s evaporating in the fast food space,’ a company exec told The Wall Street Journal Thursday (Burger King)

Bigger brands such as McDonald’s, Burger King, Starbucks, Wendy’s and McDonald’s are preparing new initiatives emphasizing staff-to-customer interactions, the Journal reported.

Changes range from “energetic greetings” to making sure counter staff are available for complaints and to double-check order accuracy, the Journal said.

The move toward a more human restaurant experience elevates key qualities that AI can’t offer, including accountability, judgment and observation, an August commentary from industry newsletter The Prep said.

“As restaurants race to adopt AI, operators should be careful about automating the very thing diners are paying for: hospitality,” the newsletter said.

“Technology can improve prep, reduce waste and eliminate administrative work, but removing human interaction from the guest experience risks stripping away the product itself: connection.”

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Source: “AOL Money”