Wendy’s reinvents the drive-thru with the launch of Drive Thru Translator, powered by AI, making ordering faster, easier, and more inclusive for customers everywhere. Currently supporting Spanish, this technology breaks down language barriers, ensuring a seamless experience for Spanish-speaking customers.
Drive Thru Translator
Wendy’s reimagines the drive-thru experience with AI, enabling customers to order in their native language with 99% accuracy
Client
- Wendy's
Office
- Kansas City
Wendy's revolutionized the fast-food industry in 1970 by introducing the modern drive-thru system. However, the U.S. has evolved significantly since then. Today, approximately 68 million people in the country primarily speak a language other than English—more than three times the number when Wendy's first launched its drive-thru. What was once a groundbreaking convenience has now become a challenging and often frustrating experience for many customers navigating language barriers.
As the inventor of the drive-thru, Wendy’s recognized an opportunity to innovate the experience and make it more inclusive for all customers. The goal was to create an AI-powered solution that allowed customers to order in their native language and improve their overall drive-thru experience.
Partnering with Google Gemini, Wendy’s developed the Drive Thru Translator. By leveraging fresh AI and natural language processing, Wendy’s Drive Thru Translator can now accept orders in Spanish, providing a personalized and seamless ordering experience.
The introduction of Spanish-language capabilities through FreshAI has delivered impressive results, with 100,000 annual Spanish orders generating higher average check sizes ($16 vs. $13 for English) and stronger upsell performance ($1.19 per accept vs. $1.06). Spanish speakers respond especially well to combo offers, with a 31.6% conversion rate—more than double the English rate. Despite representing just 1% of total orders, Spanish transactions are a high-value segment, driving increased revenue and showcasing strong growth potential. With plans to expand into more languages, starting with French, Wendy’s is setting a new standard for inclusive, AI-driven innovation.
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