Starbucks explores personalized digital menus at drive-thrus

In short: Starbucks says it is exploring AI features that could recognize some drive-thru customers and show them a personalized digital menu.

What happened

Starbucks CEO Brian Niccol said on an earnings call that the company will explore drive-thru “experiences” that can recognize participating customers as they arrive. The idea is to show a personalized digital menu and make payment “more effortless.”

“Participating customers” suggests this would be opt-in, meaning it would only apply to people who agree to take part. Starbucks did not say exactly how the system would recognize someone, or when these personalized menu boards might appear widely.

Niccol also said Starbucks will start testing “background AI models” at the drive-thru beginning in 2027. In simple terms, this means software that runs behind the scenes, aiming to help baristas enter orders more accurately and quickly (like an autocorrect helper for orders, but for drinks and customizations).

Starbucks is not alone in trying this. Taco Bell has been experimenting with digital menu boards that can change what they show from car to car. McDonald’s has also shown an AI feature it is piloting at some drive-thrus that can identify repeat customers and help them order their “usual.”

Why it matters

For customers, this could make ordering faster and more tailored, especially for people who tend to buy the same things. It also raises practical questions worth watching, like what data Starbucks uses to “recognize” a customer, how clear the opt-in choice is, and whether the system makes mistakes, such as showing the wrong suggestions or applying the wrong preferences.

Source: The Verge AI