Wendy’s bets on FreshAI as QSRs boost tech investments

The AI agent helps the fast-food chain cut wait times and boost order accuracy.

Wendy’s is banking on its FreshAI initiative to stay ahead in the Middle East’s tech-driven quick-service restaurant (QSR) market, where brands are racing to deliver hyper-personalised and seamless digital experiences.

“Across the Middle East, 89% of organisations are investing in artificial intelligence (AI)-powered experiences and predictive analytics to move from reactive service to intelligent, adaptive engagement,” Oualid Marghin, director for international operations at Wendy’s, told QSR Media.

Agentic AI—autonomous systems that operate without constant human input—is increasingly being used to meet customer needs in real time, he said in an emailed reply to questions.

FreshAI, developed in partnership with Google Cloud, is Wendy’s generative AI-powered drive-thru system. Launched in 2023 and first piloted in Ohio, it has cut service time by 22 seconds and has a 99% order accuracy.

Marghin said Wendy’s uses FreshAI to personalise service in real time based on how customers behave, not just their basic profile.

“A recent study on conversational commerce recommends tailoring AI interactions based on customer familiarity, prioritising efficiency for loyal customers and guidance for new ones,” he said. “This is being implemented across the FreshAI network to elevate drive-thru and digital ordering experiences.”

A June 2024 Deloitte survey found that 81% of restaurant executives expect to increase AI investments in the next year, with 60% believing it will enhance customer experience. Wendy’s approach mirrors this sentiment.

In the Middle East, Wendy’s is also stepping up delivery performance. In the first quarter of last year, it achieved an average overall satisfaction rating of 96.6% in the United Arab Emirates and 94.8% in Kuwait, with delivery platforms like Talabat, Deliveroo, and HungerStation playing a key role.

To further elevate service, Wendy’s rolled out a customer experience cycle that includes training modules, playbooks, and evaluation tools to improve consistency, close service gaps, and boost repeat visits.

“This success is underpinned by rigorous hygiene protocols, real-time refrigeration monitoring, and a zero-tolerance policy for cross-contamination,” Marghin said. “Managers are held accountable for daily sanitation checks and team compliance, supported by continuous training programs.”

Wendy’s also holds a “Gold” health rating from municipalities and keeps a 98% food safety compliance score with third-party safety auditor EcoSure.

Marghin will speak at the QSR Media Middle East Conference & Awards 2025 in Dubai on 9 September.