QSR chains test ChatGPT integrations for ordering and drink discovery

Starbucks and Little Caesars recently launched an integrated app inside the GenAI platform.

Quick-service chains are beginning to test ChatGPT integrations as part of their digital ordering and discovery strategies, with Little Caesars and Starbucks launching new features this week.

Little Caesars announced it is offering customers the ability to order pizza using ChatGPT, with the feature rolling out nationally across the United States and in many restaurants in Canada and Mexico.

The company said customers can use conversational AI to plan meals, receive personalised recommendations, and customise orders before completing checkout through the Little Caesars app or website.

“Today's consumers are turning to GenAI as part of how they search for everything, including where to get their next meal,” said Greg Hamilton, chief marketing officer at Little Caesars. “We recognise this shift and want to meet our customers where they already are.”

Little Caesars said the integration connects ChatGPT with its existing mobile app infrastructure and deep-linking capabilities, allowing customers to transition from ChatGPT to the brand’s app for checkout and pickup. The system can also consider factors such as group size, dietary needs, budget constraints, and delivery preferences when generating recommendations.

Anita Klopfenstein, global chief information and digital officer at Little Caesars, said the feature connects enterprise restaurant systems with large language models and provides access to menu, pricing, and store locator data in real time.

Meanwhile, Starbucks launched a beta version of its ChatGPT app on 15 April, focused on drink discovery.

The feature allows customers to describe their mood, cravings, or upload photos to receive drink recommendations. Users can then customise beverages, select a store, and start their order in ChatGPT before completing checkout in the Starbucks app or on Starbucks.com.

Starbucks said the beta tool is designed to make drink discovery more personal and builds on existing features such as trending beverage categories and customisation options in its mobile app.