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Can Hospitality Coexist with AI Ordering Technology?

Restaurant Business
Restaurant Business•Jun 5, 2026

Why It Matters

The AI pilot could reshape fast‑food service speed and labor costs, while the THC cocktail test signals growing interest in regulated cannabis beverages. Both trends, plus the World Cup surge, illustrate how restaurants must adapt to evolving consumer preferences and seasonal demand spikes.

Key Takeaways

  • •McDonald’s tests AI drive‑thru ordering under “McDonald’s Next” pilot.
  • •AI could speed service but may reduce personal hospitality touch.
  • •Logan’s Roadhouse launches THC‑infused cocktail in Texas market.
  • •World Cup expected to lift restaurant sales through summer.
  • •Top restaurant brands excel on TikTok, Instagram, and Facebook.

Pulse Analysis

McDonald’s has launched the “McDonald’s Next” program, using artificial intelligence to automate drive‑thru ordering. Sensors, voice recognition and predictive algorithms capture customer preferences in real time, promising faster service and reduced labor expenses. Yet the move raises a classic tension for quick‑service brands: can a fully digital interface preserve the warm, personalized hospitality that diners still expect? Early test sites report order accuracy improvements, but critics warn that the loss of human interaction could erode brand loyalty, especially among older demographics who value a friendly face.

Meanwhile, Logan’s Roadhouse is experimenting with a THC‑infused cocktail in Texas, where recreational cannabis is legal. The beverage, crafted with a measured dose of delta‑9 THC, targets curious diners seeking a novel, low‑alcohol experience. This pilot reflects a broader industry shift toward cannabis‑linked products, as regulators clarify dosage limits and distributors develop compliant supply chains. If the test proves popular, other regional chains may follow, potentially opening a new revenue stream while navigating complex licensing and marketing restrictions across state lines.

The 2026 World Cup, set to draw millions of fans to host cities, offers a seasonal sales catalyst for restaurants nationwide. Increased foot traffic, late‑night viewing parties, and tourism‑driven spending are expected to lift same‑store sales throughout the tournament. Brands are already leveraging social media, with platforms like TikTok and Instagram amplifying limited‑time menu items tied to national teams. By aligning AI‑enhanced service, innovative product offerings such as THC cocktails, and targeted digital campaigns, operators can capture both the immediate World Cup surge and longer‑term consumer trends.

Original Description

Can AI drive thrus coexist with restaurant hospitality?
This week’s episode of the Restaurant Business podcast The Week in Restaurants looks at McDonald’s new business plan, called McDonald’s Next, including its newest test of AI drive-thru ordering technology. We ask whether that can coexist in a chain focused on more hospitality.
Logan’s Roadhouse is adding a THC cocktail to its menus in Texas. We discuss the implications of that test.
We also talk about the World Cup and how that might be a boon to restaurants this summer.
On Tech Check, Senior Tech Editor Joe Guszkowski looks at the best restaurant companies on social media.
Want more from Jonathan Maze?
Tik-Tok @jonathandmaze
Want more from Lisa Jennings?
Tik-Tok @jenningsswaine
Want more from Joe Guszkowski?
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