America’s fastest-growing pizza brand, Marco’s Pizza, announces that it is testing a new automated voice-to-text ordering system using conversational AI.
Currently, the technology is being tested across 50 Marco’s Pizza stores, and it plans a systemwide rollout of the technology by the end of this year.
In its initial beta testing, the speech-enabled application used conversational artificial intelligence, which resulted in 100 percent order accuracy.
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The significant advantage of this AI-powered system is that it drastically improves customer experience and satisfaction by making the ordering process simpler compared to traditional methods.
Senior Vice President and Chief Information Officer at Marco’s Pizza, Rick Stanbridge, said, “There are places where AI makes sense within the business – where it creates a better experience for both team members and guests.”
He further added that this technology not only provides franchisees with a cost-effective, practical solution for reducing labor expenses and driving outcomes but it also supports team members while improving the visitor experience.
The company feels that deploying this AI-powered technology will be critical in achieving the brand’s goal of an 85 percent digital presence. Marco’s Pizza started the initial testing of the program back in 2021, intending to provide a seamless interaction experience with its customers.
According to the company, its artificial intelligence solution takes voice orders and automatically converts them to text in the point-of-sale system, which helps employees get started with customer orders quickly. It simulates a human-like interaction using conversational AI and can convert voice across different digital channels and technology platforms.
Additionally, the technology also helps employees significantly reduce their call abandonment rates.
“There are a lot of technologies on our radar, but our strategy is to hotly pursue those that we can bring to the market quickly and will have the biggest impact on customers, team members, and franchisees,” added Stanbridge.
However, not every Marco’s Pizza customer seemed to like the new technology and preferred to stick with the traditional method of ordering food.
