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Starbucks to explore personalized drive-thru menus, test AI in 2027

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Starbucks to explore personalized drive-thru menus, test AI in 2027

Starbucks could eventually show you a personalized digital menu when you pull up to the drive-thru. On an earnings call on Thursday, CEO Brian Niccol said the company is going to explore "experiences that recognize participating customers as they arrive, present personalized digital menus, and make payment more effortless." More Perfect Union spotted the remark first, according to The Verge.

The Verge notes the idea resembles technology Taco Bell is experimenting with, which could change the layout, content and visuals of a digital menu board "on a car-by-car basis." McDonald's also recently showed off an AI-powered feature it is piloting at a handful of drive-thrus, in which its ArchIQ chatbot identifies repeat customers and lets them order their "usual."

Niccol described other AI plans too. Starting in 2027, Starbucks will begin testing background AI models at the drive-thru to help baristas "input orders more accurately and efficiently." The company also plans to integrate AI into the search and discovery features of the Starbucks app, and may allow "conversational and agentic" ordering in the future.

Some AI is already live. Starbucks has started allowing customers to place orders through ChatGPT, and it has rolled out an AI-powered tool called Green Dot Assist, which employees can use to ask questions about things like recipes and service standards.

It is still not clear how soon personalized digital menu boards could appear at Starbucks. Niccol says it is still "early," and added: "we'll test, learn, and scale what works."

Key facts

  • Starbucks CEO Brian Niccol said on an earnings call that the company will explore drive-thru experiences that recognize participating customers and present personalized digital menus.
  • From 2027, Starbucks will begin testing background AI models at the drive-thru to help baristas input orders more accurately and efficiently.
  • AI is also planned for search and discovery in the Starbucks app, and conversational and agentic ordering is a possibility for the future.
  • Customers can already order through ChatGPT, and employees have an AI tool, Green Dot Assist, for questions on recipes and service standards.
  • Niccol calls it still early; no timeline for personalized menu boards has been given. Taco Bell and McDonald's are testing similar ideas.

Why it matters

Starbucks is one of several drive-thru chains moving toward menus that adapt to the individual customer. Taco Bell is experimenting with a digital menu board whose layout, content and visuals could change car by car, and McDonald's is piloting an ArchIQ chatbot that identifies repeat customers at a handful of drive-thrus. Starbucks now says it will explore the same direction, alongside AI for order entry and for its app.

Who it affects

Drive-thru customers could see menus tailored to them, though Niccol spoke of 'participating customers', and the source does not explain what participation means. Baristas are affected by the 2027 tests of background AI models meant to help them input orders. Employees also have Green Dot Assist for questions about recipes and service standards.

How to use it

There is nothing new to use at the drive-thru yet. Customers can already place orders through ChatGPT, which Starbucks has started allowing. The personalized menu, AI-assisted search and discovery in the app, and conversational or agentic ordering are all future or exploratory items.

How solid is it

The statement comes from Niccol on an earnings call and is reported by The Verge, which says More Perfect Union spotted it earlier. Niccol's wording is about exploring, and he calls it still early. The Verge's own phrasing is hedged: Starbucks 'could eventually' show a personalized menu. The one dated commitment is the start of background AI testing at the drive-thru in 2027. The conversational and agentic ordering is only a 'may' for the future.

Risks and caveats

No calendar date for the call is given beyond 'Thursday', and no rollout timeline for personalized menus. The source does not say how customers will be recognized, which locations or how many drive-thrus will take part in tests, or any cost or investment figures. Niccol's quote about personalized menus does not itself mention AI; The Verge's headline and article frame it as an AI feature.

“experiences that recognize participating customers as they arrive, present personalized digital menus, and make payment more effortless”

— Brian Niccol, Starbucks CEO, on an earnings call