How Wendy's FreshAI Cut Drive-Thru Service Times by 22 Seconds and Boosted Margins 80 Basis Points
Quick-service restaurant chain, 7,000+ locations worldwide
The Challenge
Wendy's drive-thru handles 75–80% of all customer orders, making it the single most critical touchpoint in the business. Yet the traditional model was plagued by inconsistency: background noise caused miscommunications, regional dialects tripped up staff, and the sheer complexity of the menu — with over 200 billion possible ways to customize a Dave's Double® alone — made accurate, fast ordering a constant challenge. Human order-takers also inconsistently applied upselling prompts, leaving revenue on the table. With labor costs rising and customer expectations for speed and accuracy increasing, Wendy's needed a scalable solution that could deliver a consistent, friendly, and accurate ordering experience at every drive-thru lane, every shift.
The Solution
In May 2023, Wendy's announced a partnership with Google Cloud to build FreshAI — a generative AI-powered voice assistant purpose-built for the drive-thru. Unlike rigid rule-based chatbots, FreshAI leverages Google Cloud's Vertex AI platform and large language models (LLMs) trained on Wendy's full menu, business rules, and conversation guardrails. The system integrates directly with each restaurant's point-of-sale (POS) system and digital menu boards. FreshAI understands natural, conversational language — including regional dialects and colloquial terms (mapping 'milkshake' to 'Frosty,' for example) — and handles the full complexity of made-to-order customizations in real time. It consistently applies upselling prompts and suggestive selling, something human staff may skip during busy rushes. Spanish language support was added in 2024, with additional languages planned. The pilot launched at a single Columbus, Ohio location in June 2023, expanded to four Columbus-area restaurants by December 2023, and scaled to nearly 100 locations across 17 states by late 2024. By May 2025, FreshAI was active in over 160 locations processing tens of thousands of orders daily, with a target of 500+ restaurants by end of 2025.
The Results
86% of drive-thru orders handled by FreshAI without any human crew member intervention
Nearly 99% accuracy when including orders where a crew member briefly assists to correct an inaccuracy
FreshAI test site served customers 22 seconds faster than the Columbus, Ohio market average
Pilot locations saw a 10% rise in average check sizes driven by consistent AI upselling prompts
Company-operated restaurant profit margins improved by 80 basis points due to labor efficiency gains and higher average checks
15% increase in customer satisfaction scores at pilot locations, with customers citing clear and consistent ordering experience
“FreshAI is not just about automating the drive-thru — it's about creating a better experience for our customers and our crew. The technology handles the complexity of our menu so our team members can focus on hospitality and getting food out fast. We're learning every day, and the results speak for themselves.”
Key Takeaways
Generative AI outperforms rule-based chatbots in drive-thru settings because it handles the natural complexity of real customer conversations without rigid scripting
Consistent AI-driven upselling can meaningfully increase average check size — a 10% lift compounds significantly across thousands of daily transactions
Start with a controlled pilot in a single market to gather real-world data before scaling — Wendy's spent months in Columbus before expanding nationally
Integrating AI with existing POS and digital menu board infrastructure is essential for seamless operations and accurate order transmission
Freeing crew members from order-taking allows them to focus on food quality and hospitality, improving both employee experience and customer satisfaction
Multilingual AI support (Spanish added in 2024) is critical for serving diverse customer bases in U.S. markets
Sources: Based on publicly reported data from Wendy's official newsroom, Google Cloud press releases, Forbes, Fortune, Restaurant Dive, Restaurant Business Online, and QSR Magazine
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