Tapping AI To Combat Fraud And Meet Mobile Customers’ Needs

The restaurant space has seen explosive growth in the number of mobile and digital orders customers have placed since the COVID-19 pandemic began. This shift has prompted many eateries to rely on emerging tools like artificial intelligence (AI) to better manage various aspects of their operations as consumers transact remotely. The technology is also credited with helping them meet diners’ demands for seamless purchasing experiences as well as enabling them to battle fraud.

One restaurant that is working to incorporate AI into numerous parts of its operations is Boston Market, a Colorado-based fast-casual chain that has 330 locations in 37 states. Slaton Smith, the restaurant’s chief marketing officer, said that while Boston Market only recently began examining the technology, it is bullish on the positive effects it could have.

“I’m very excited about what AI can do for restaurants, and we are looking at how it fits with Boston Market right now,” he said. “I believe AI is the future of the restaurant sector, and it will help [us] run smoother, sell more and be more profitable.”

Smith explained that the chain, which was known as Boston Chicken until 1995, is testing AI with an eye toward deploying it soon. He noted that it is a crucial tool that can allow restaurants to leverage the data they have been storing for years.

“Lots of companies have a lot of product mix information, and an AI platform can easily take that information and use it to make better decisions,” he said. “Restaurants can use that data to suggestively sell products better. I see endless possibilities with AI in a restaurant environment.”

AI can be used to process data quickly, Smith said, allowing restaurants to better tailor their mobile and in-person marketing efforts toward individuals’ tastes. AI tools can even be integrated into digital menu boards to display offerings that are informed by customers’ ordering histories, for example. He added that this level of digital engagement can be a boon to user experience.

Research indicates that most customers are also on board with these shifts, with a recent survey revealing that 71 percent of consumers are open to QSRs’ and fast-casual restaurants’ efforts to incorporate AI into their operations.

Smith also said he is confident that AI can assist restaurants as they wage a never-ending fight against fraud. Boston Market continues to search for technological innovations to help it keep pace with fraudsters, who work quickly to crack every new security measure thrown at them.

“Our team stays on top of every new tech that’s out there … it’s a constant battle,” he explained. “We need to make sure that everything we are doing is secure.”

Adding AI To An Increasingly Digital Menu

The COVID-19 pandemic has made it necessary for restaurants to invest in digital and mobile ordering technologies, and Smith said Boston Market’s implementation of these tools has helped it handle a surge in remote orders. The restaurant rolled out an app last year that enables mobile ordering, takeout and curbside pickup, and it began offering deliveries through a third-party service in April. He said the pandemic has caused the chain’s number of mobile orders to double, prompting it to examine additional ways AI can be used to streamline its digital approach.

“AI is a priority with us,” Smith said. “We are investigating ways we can leverage AI in Boston Market and do many things.”

Assisting in restaurant operations and combating fraud are not the only ways in which AI can contribute. AI “chefs” — algorithms programmed to prepare foods using or avoiding certain ingredients — could create new categories of cuisine and beverages, which could eventually help restaurants prepare and customize their offerings or even lead to new kinds of eateries.

Evolving Customer Behaviors During the Pandemic

The pandemic is also changing customers’ behaviors in ways that are not tied directly to the current digital shift. Family meals have become much more popular at Boston Market, Smith said, and the restaurant has also begun selling more comfort food as customers turn to staples and traditional dishes during a time of stress and unpredictability.

AI is one of the many technologies that can help restaurants cater to these consumers’ shifting priorities. It can analyze data to establish ordering trends and help restaurants adjust their marketing and outreach approaches accordingly.

The pandemic continues to put mobile and digital ordering front and center, and restaurants are examining numerous advanced technologies to streamline and secure their processes. Tapping into AI can give QSRs an edge in combating fraud while also ensuring that they hit the mark on offering consumers items they want via the channels they use.