Communications Professor Analyzes Customer Service Trends in the Food Industry

Fast-food corporations like McDonald's, Wendy's, and Burger King are reassessing their reliance on automated ordering systems and pivoting back toward human customer service. Hammonds noted that while the fast-food industry prioritizes speed and efficiency, executives have realized they over-automated the wrong parts of the customer experience.

According to Hammonds, automating basic human greetings and order-taking failed to save meaningful time and generated customer backlash. While digital channels like Uber Eats, DoorDash, and drive-thrus remain popular for pure efficiency, Hammonds emphasized that guests visiting physical locations still expect genuine human interactions. He pointed out the awkward contrast customers face when interacting with a robotic greeting followed by a human voice over a speaker.

Hammonds acknowledged that scaling back AI systems represents a major financial pivot for chains that invested heavily in digital infrastructure, as they must now redirect resources toward employee training. However, he clarified that customers generally do not object to backend automation—such as kitchen robotics that speed up food preparation—as long as front-of-house interactions retain a human touch.

Looking ahead five to ten years, Hammonds predicted a clearer division in the restaurant industry between purely transactional service and experience-based dining. Citing survey data showing that nearly 75% of fast-food orders leave the restaurant via drive-thru, carryout, or delivery, he suggested automated tools like drones will handle off-premise orders, while in-restaurant dining will focus on refining personal service for the remaining 25% of customers who seek a shared culinary experience.