The system replaces traditional manual order-taking by processing requests directly through drive-thru speakers. It adjusts to location-specific variables, including live inventory data and rotating promotional menus. According to Dane Mathews, Global Chief Digital & Technology Officer at Taco Bell, the technology aims to lighten the workload for staff, allowing employees to focus on more complex customer interactions rather than repetitive order entry.
Dimitris Vassos, CEO and co-founder of Omilia, noted that the drive-thru environment poses unique challenges—specifically high noise levels and rapid pace—that render generic AI tools ineffective. By deploying purpose-built software, the company claims it can maintain accuracy where other systems struggle. This rollout serves as a cornerstone of Taco Bell’s current long-term digital strategy, aimed at optimizing efficiency for both franchisees and restaurant teams.
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