Starbucks intends to ‘recognize’ customers the moment they arrive at the drive-thru.
The coffee chain plans to eventually display personalized digital menus when customers pull up. During a Thursday earnings call, CEO Brian Niccol stated the company will explore initiatives that identify participating customers upon arrival, present customized menus, and streamline the checkout process, as noted by More Perfect Union.
This strategy echoes efforts by competitors like Taco Bell, which is testing dynamic menu boards that modify content based on specific vehicles. McDonald’s has also piloted an “ArchIQ” chatbot at select locations, enabling the system to identify returning customers and facilitate the ordering of their usual items.
Looking ahead to 2027, Starbucks will begin testing background AI models to assist baristas in inputting orders with greater accuracy and efficiency. The company also aims to integrate AI into the Starbucks app’s search and discovery features, with a potential future rollout of conversational and agentic ordering options.
Starbucks has already integrated AI into other customer-facing areas, allowing orders via ChatGPT. Additionally, the company introduced an AI-powered “Green Dot Assist” tool to help employees quickly query information regarding recipes and service standards.
Niccol noted that the timeline for personalized menu boards is not yet set, but emphasized that the company is in the early stages of development. He affirmed a commitment to testing, learning, and scaling successful features.
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