If you were to stand at a Wendy‘s drive-thru in central Florida on a humid Tuesday afternoon, you would likely notice the same things: the menu board glowing against a washed-out sky, the subtle scent of frying oil coming from the speaker, and someone getting a Frosty somewhere, whether or not the weather warrants it. The voice requesting your order may not be human, at least not immediately. It can now make inquiries in Spanish.
Wendy’s declared that it is testing its FreshAI system’s Spanish-language capabilities in 28 of its Florida and Ohio restaurants. The mechanism is incredibly straightforward: when a customer says “Spanish” or “Español” into the drive-thru microphone, the entire ordering process changes. The AI speaks Spanish, interprets the request in Spanish, and completes the transaction without changing back. Something about that is subtly amazing. The machine adjusts with just one word.
Since the AI-ordering pilot was first introduced at a drive-thru in Columbus, Ohio, in June 2023, Wendy’s has been working with Google Cloud to develop the technology. The initial pilot was small, almost experimental, with only one site and numerous inquiries regarding background noise and menu complexity. The difficulties—a menu with billions of possible customization options, background noise from cars and kitchens, and patrons who don’t always speak in clear, predictable sentences—were publicly acknowledged by Wendy’s and Google. The system’s ability to handle highly specific modifications or regional Spanish accents is still unknown; for example, “no pickles, extra onions, and can you do the small combo instead” is challenging for both human and machine systems.
Wendy’s chief information officer, Matt Spessard, described the expansion in terms of access rather than efficiency. The wording surrounding it was cautious, almost accusing: “better serve Spanish-speaking customers through technology” instead of “cut labor costs.” This distinction is important because, in some places, the discussion of AI in fast food has become awkward. Up to 300 million full-time jobs worldwide could be automated by AI, according to a recent Goldman Sachs report. In order to freely discuss those risks, Geoffrey Hinton, who is regarded as one of the pioneers of modern AI, quit his job at Google. These are not peripheral issues.
However, the industry is evolving. Yum Brands, the parent company of Taco Bell, revealed plans to implement voice AI in hundreds of drive-thrus. The company that owns Hardee’s and Carl’s Jr., CKE Restaurants, started its own AI drive-thru expansion earlier. Despite its flaws, these chains seem to believe that the technology is now required. Automation feels less like a choice and more like math due to staffing shortages, growing labor costs, and the sheer volume of drive-thru orders, which make up about three-quarters of Wendy’s total customer interactions.
Notably, McDonald’s took a different approach. The Golden Arches discontinued the AI order-taking program in June of last year after testing it at about 100 U.S. locations. They cited the kinds of mistakes that cause customers to discreetly decide to simply go inside the next time. The lesson was that AI doesn’t tolerate a poor rollout, not necessarily that it doesn’t work. Wendy appears to be aware of that. The deliberate, restaurant-by-restaurant growth, the ongoing focus on crew members staying involved in the process, and the restricted geographic reach all point to a business that has seen what went wrong elsewhere and is attempting to avoid repeating it.
To be honest, it’s still unclear if bilingual AI at the drive-thru is a true innovation or just a clever way to make headlines. Accents, dialects, and the imperfect way that real people actually place food orders must all be supported by the technology. However, there’s something to be aware of here: a system that truly responds in Spanish isn’t new to Spanish-speaking customers who have spent years navigating drive-thrus created with a different customer in mind. It’s a tiny but significant thing. Software may be being tested at Wendy’s. Some clients find it to be more intimate than that.
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