AI is everywhere right now. You can’t escape the headlines, the debates, and the promises of a fully automated future. But in QSR, the real opportunity isn’t about replacing people—it’s about augmenting them. AI’s true power is in enhancing restaurant operations, not taking them over.
This piece has been contributed by Coates Chief Product Officer, Jeff Miller.
AI is everywhere right now. You can’t escape the headlines, the debates, and the promises of a fully automated future. But in QSR, the real opportunity isn’t about replacing people—it’s about augmenting them. AI’s true power is in enhancing restaurant operations, not taking them over.
Augmented Intelligence: It’s About Working Smarter
A few years ago, an article by IDEO really shifted how I think about AI. The most effective use of AI isn’t full automation—it’s augmentation. And that’s especially true in Quick Service Restaurants, where people, processes, and operations all work together in a fast-moving, physical environment.
AI won’t—and shouldn’t—replace human interaction in restaurants. Instead, the opportunity lies in helping restaurants make smarter, faster decisions while keeping the customer experience personal.
AI That Creates Meaningful, Personalised Experiences
Take the drive-thru. AI can dynamically adjust the menu based on real-time demand, simplifying options during peak hours to keep things moving. It can balance inventory needs with customer favourites, making sure the right items are front and centre while also helping the restaurant reduce waste.
But this isn’t just about screens or automation—it’s about intelligent, intentional interactions that make the experience better for both customers and employees. AI should enhance decision-making, not just speed things up.
Closing the Gap Between Strategy and Execution
One of the biggest challenges in QSR is the disconnect between corporate strategy and what actually happens at the restaurant level. The right technology can bridge that gap, ensuring corporate priorities align with what franchisees and restaurant teams need to succeed.
For example, if a restaurant is slammed, AI can prioritise faster-prep items, helping maintain speed of service. If there’s surplus inventory, it can adjust promotions in real time. And increasingly, the drive-thru is becoming a full customer engagement platform, not just a way to get people through the line.
Coates at the Intersection of People and Technology
What makes Coates unique is our position at the intersection of customer, employee, and restaurant experiences. We’re not just building tech—we’re helping QSRs navigate what’s next by combining our products, services, and partnerships into bigger-picture solutions.
The key isn’t to look at AI as a replacement but to ask: How do we use it to enhance the experience while keeping the human element intact? That’s the real game-changer.
The Future of AI in QSR: Smarter, Simpler, More Human
The future isn’t about AI for AI’s sake—it’s about making restaurant operations smarter, simpler, and more human. At Coates, our job is to take complexity and simplify it, creating solutions that help our customers thrive in an evolving industry.
As AI continues to shape QSR, what will set real innovation apart from the hype is how well it supports the people behind the counter, in the kitchen, and in the drive-thru. That’s what will truly make a difference.
