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Starbucks Wants to Use AI to Recognize Drive-Thru Customers and Show Them Personalized Menus, but It's Still Early
According to The Verge, Starbucks' CEO said the company will explore recognizing participating drive-thru customers as they arrive, showing them personalized digital menus and making payment easier. If this launches, drive-thru menus may no longer look the same to everyone, but the timing is unclear.
About 3 min read
What happened
The Verge reports that Starbucks may eventually show customers a personalized digital menu when they pull up to the drive-thru.
According to The Verge, Niccol said on Thursday's earnings call that the company is going to explore "experiences that recognize participating customers as they arrive, present personalized digital menus, and make payment more effortless." The Verge says the remarks were spotted earlier by More Perfect Union.
Starbucks' other AI plans
The Verge, quoting Niccol, says that from 2027 Starbucks will begin testing background AI models at the drive-thru, meaning AI programs running behind the scenes, to help baristas "input orders more accurately and efficiently."
The Verge also reports that Starbucks plans to integrate AI into search and discovery in the Starbucks app, and may later offer "conversational and agentic" ordering, in simple terms placing orders by conversation, with AI handling some steps on the customer's behalf. The report adds that Starbucks has already begun letting customers order through ChatGPT, and has launched Green Dot Assist, an AI tool that lets employees ask questions about recipes, service standards and more.
How it compares with other chains
| Company | Approach described by The Verge | Status (per the report) |
|---|---|---|
| Starbucks | Recognizes participating customers and shows a personalized digital menu; background AI helps baristas enter orders | Menu still being explored; background AI testing expected from 2027 |
| Taco Bell | Could change the layout, content and visuals of digital menu boards on a car-by-car basis | Experimenting |
| McDonald's | "ArchIQ" chatbot identifies repeat customers and lets them order their "usual" | Piloted at a handful of drive-thrus |
What it means for consumers
If such features launch, drive-thru menus may no longer be the same for everyone and could instead adapt to participating customers; payment may also become simpler. However, Niccol said it is still "early," adding that "we'll test, learn, and scale what works." The Verge also says it is unclear how soon personalized menu boards will appear.
FAQ
Has Starbucks already launched personalized menus at the drive-thru?
No. According to The Verge, Niccol said the company is "going to explore" such experiences and that it is still "early"; when personalized menu boards might appear is unclear.
When will Starbucks' AI testing begin?
According to The Verge, quoting Niccol, Starbucks will begin testing background AI models at the drive-thru from 2027 to help baristas enter orders more accurately and efficiently.
Are other chains doing something similar?
The Verge notes that Taco Bell is experimenting with technology that could change digital menu boards car by car, while McDonald's is piloting its ArchIQ chatbot at a handful of drive-thrus, where it can identify repeat customers and let them order their "usual."
Where does this news come from?
It comes from The Verge's report, which quotes Niccol's remarks on the earnings call.
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