Restaurant Dive Trendline on How AI is shaping the restaurant industry
The latest report from the National Restaurant Association (NRA) shows that more than a quarter of restaurant operators are already using AI-related tools, with marketing being the most common application. Although AI ordering has not yet become widespread, consumer acceptance of AI ordering is rising, especially among younger groups. Operators continue to increase technology investment to cope with cost pressures, and giants like Yum Brands and McDonald's are also advancing their AI strategies.
NRA: Over 25% of restaurant operators use AI
Marketing is the top area where automation is being used, followed by administrative tasks, according to a National Restaurant Association report.
Twenty-six percent of restaurant operators say they are using artificial intelligence-related tools at their restaurants, according to the National Restaurant Association’s State of the Restaurant Industry 2026 report released in February.
Marketing is the top area where AI tools are being used: 19% of full-service operators and 15% of limited-service operators said they use AI to assist with marketing. Ten percent of operators are using a version of the technology for at least some administrative tasks.
While many chains are adopting or testing drive-thru voice automation, only 6% of restaurants are using AI for customer orders.
Despite the lack of adoption of AI for ordering, customers are increasingly comfortable using technology like smartphones, websites, kiosks and tablets at the table to order from a restaurant, according to the report. Roughly six in 10 millennials and Gen Z adults said they would place an order with an AI-generated bot. A majority of Gen Z adults said they are also open to food delivery by robots or drones.
Operators will continue to invest in technology as it has become an “essential asset,” as they face increased operational costs and constrained consumer spending, according to the NRA.
“[Technology’s] strategic application is transforming the industry — making operations faster, smarter, and more agile than ever before. In an economy where food and labor costs are rising steadily, breakthrough efficiencies could make the difference between struggling and staying profitable,” the association wrote in its report.
A majority, 60%, of operators said their technology use is roughly in line with competitors, while 12% say their technology is at the leading edge. The remaining 28% said their technology use is lagging, which could pressure them to adopt new solutions, as a wide majority of operators say technology provides a competitive advantage.
Six in 10 operators say they plan to invest more in technology to enhance the customer experience, per the NRA. Over half said they will invest in equipment or technology that can help productivity and efficiency within the front of house, while just under half said they would use tech for the back of house.
One of the biggest players at the forefront of tech adoption is Yum Brands, which launched its integrated tech platform called Byte last year. That tech stack includes kitchen management and point of sales systems, as well as some artificial intelligence tools. Last year, Yum partnered with Nvidia to develop AI assets for the drive-thru, call center voice and computer vision, among other tools. Taco Bell began adoption of drive-thru voice AI across the U.S in 2024, but had to rethink adoption last year after inconsistent performance, according to The Wall Street Journal.
McDonald’s has also indicated that it plans to use more artificial intelligence across its system in the near future. It used voice AI at the drive-thru through a partnership with IBM, but that partnership ended in 2024 after three years.