— Interview with Tom Bingham —
Where the QSR industry is heading with AI technology in drive-thrus.
Last year, Dairy Queen made news by teaming up with Presto to introduce drive-thru chatbots at select locations. This April, the QSR chain expanded its trial run to several dozen franchised locations in the U.S. and Canada. To learn more about the larger implications for the QSR industry, Retail & Restaurant Facility Business spoke to Tom Bingham, a vertical market leader at LG Electronics USA, about how AI ordering technology can help restaurants improve speed, clarity and upsell — without losing the human touch. That includes clear digital menu boards, kiosks and staff who can step in when needed. LG is already working in this space through kiosk and display solutions for QSRs.
R&R: Dairy Queen is expanding its AI drive-thru test after seeing improved customer satisfaction scores. What does that tell you about where QSR ordering is headed?
Tom Bingham: “QSR will continue to expand AI-powered drive-thru experiences to improve efficiency, but there are initial risks to consider. Operators need to be clear about the specific problems they’re trying to solve with AI integration and view it as part of a broader operating model, not a standalone fix. If the AI solution is not connected to the menu boards, kiosks, back-end data and the team on the ground, it can create more confusion than clarity.
“There is also a real risk in over-automating the experience. The drive-thru is still a high-touch, high-pressure environment, and guests need confidence that a real person can step in quickly when needed. QSR operators have to make staffing and automation work together.
“The operators who get it right will use AI to support better judgment across the experience. That means putting the right technology in place, integrating it properly and making sure the human side of the experience is still there when it matters most.”
R&R: While AI drive-thrus can make ordering faster and more accurate, some diners still feel the experience lacks the warmth of a human interaction. How should restaurants balance efficiency with hospitality?
Bingham: “Restaurants can create a more seamless front end experience while still building connection through the details. That might mean faster ordering or simpler checkout, but it also means being thoughtful about how people are greeted and how much control they have over the restaurant interaction. It puts pressure on content orchestration, real-time updates and data-connected display ecosystems.
“The point is not to choose between efficiency and empathy. Guests respond best when technology makes the experience easier without making it feel impersonal. That balance helps the brand feel both modern and attentive, which is really what people want.
“For example, brands can use AI-enabled voice and tone to strengthen brand personality while still keeping the experience fast and frictionless.”
R&R: Employees are still expected to play a role in AI-assisted ordering. Is that a limitation of AI, or is that how the technology should be designed to work?
Bingham: “That’s how the technology should be designed to work. AI can handle routine ordering efficiently, but there will always be moments when judgment, flexibility and human attention matter more. In those cases, the goal should be to create a system that knows when to hand off to a person instead of trying to force everything through automation.
“That kind of design actually makes the experience stronger. It keeps the process fast for straightforward orders while making sure guests still get support when their request is more complex or needs a real person to step in. The best systems use AI to support the team, not replace the team.
“For example, when a guest has a special request or needs help resolving an issue, the technology should make it easy for an employee to take over seamlessly. That balance helps the experience feel both efficient and attentive.”
R&R: Why are clear digital menu boards, kiosks and confirmation screens so important when a restaurant introduces AI ordering?
Bingham: “They’re the most visible manifestation of trust. If a menu board is confusing, a kiosk is hard to navigate or a confirmation screen doesn’t clearly reflect the order, the guest feels that friction immediately. In a drive-thru, that moment is especially important because the experience is so fast and very visible.
“Clear digital interfaces help make the system feel actually useful. They also keep the experience from breaking down when guests are moving quickly. A good real-world example is a digital menu board that switches from brand messaging to a clear ordering interface the moment a car pulls up. That turns wait time into a branded touchpoint instead of dead time.”
R&R: What needs to happen behind the scenes, from menu management to staff workflows, for AI ordering to truly improve the guest experience?
Bingham: “A lot has to happen behind the scenes for AI ordering to create real value. The technology needs clean data, well-designed interfaces and a menu structure that can be managed in real time. If the system isn’t connected to the menu boards, kiosks, back-end data and the team on the ground, it can create more confusion instead of less.
“Staff workflows matter just as much. AI has to fit into how a restaurant staffs, serves and scales. That means making sure employees know where they fit, when to step in and how to support the technology when a situation calls for human judgment. It also means thinking about operational details like peak-period staffing, back-of-house communication and how quickly menus can be updated when items run out or promotions change. The brands that do this well will treat AI as part of the full operating strategy, not as a separate layer added on top.
R&R: What advice would you give QSR operators who are excited about AI but worried about frustrating customers or losing the human touch?
Bingham: “Start with the operational need, not the technology. The best AI programs are built to solve a specific problem, whether that’s speed, order accuracy, menu clarity or labor efficiency, and then integrated thoughtfully into the broader guest experience.
“I’d also say not to over-automate the experience. AI should be used to support the team, not take it over. When brands strike the right balance, they can make the experience smarter and more efficient without eroding the trust and service guests expect.”
— Tom Bingham is senior director, vertical market sales, LG Electronics USA.