星巴克计划用 AI 在得来速展示个性化数字菜单，2027 年起测试订单录入辅助
Starbucks wants to use AI to show you a ‘personalized digital menu’ at the drive-thru
- 1星巴克 CEO 在财报电话会上称将探索识别到店顾客、展示个性化数字菜单并简化支付的技术
- 2星巴克计划 2027 年起在得来速测试后台 AI 模型，帮助咖啡师更准确高效录入订单
- 3麦当劳已在部分得来速试点 ArchIQ 机器人识别回头客，塔可钟试验逐车变化的数字菜单板
- 4星巴克已开放通过 ChatGPT 下单并推出员工助手 Green Dot Assist，未来或支持智能体下单
星巴克把 AI 从员工辅助推进到到店顾客识别与个性化菜单，连锁餐饮的线下触点正成为 AI 落地的新场景。
- 影响：到店识别依赖会员数据，连锁品牌的线下客流将与会员体系绑定更深；头部餐饮同向布局，个性化菜单可能成为行业跟进方向；官方称仍处早期，短期不改变门店运营。
- 参考：有线下门店的企业可考虑盘点自有会员与点单数据，评估到店个性化推荐的适用场景；也可参考先在员工端上线 AI 助手的路径，从内部提效工具起步再扩展到顾客侧。
- 依据：核心事实来自星巴克 CEO Brian Niccol 在财报电话会的表态，属官方口径且无落地时间表；麦当劳与塔可钟的情况为媒体转述。
Emma Roth
is a news writer who covers the streaming wars, consumer tech, crypto, social media, and much more. Previously, she was a writer and editor at MUO.
Starbucks could eventually show you a personalized digital menu when you pull up to the drive-thru. During an earnings call on Thursday, Starbucks 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,” as spotted earlier by More Perfect Union.
It sounds similar to the technology that Taco Bell is experimenting with, which could change the layout, content, and visuals on a digital menu board “on a car-by-car basis.” McDonald’s also recently showed off an AI-powered feature it’s piloting at a handful of drive-thrus, allowing its “ArchIQ” chatbot to identify repeat customers and let them order their “usual.”
Starting in 2027, Starbucks will also begin testing background AI models at the drive-thru to help baristas “input orders more accurately and efficiently,” according to Niccol. The company also plans to integrate AI into the Starbucks app’s search and discovery features, and may allow “conversational and agentic” ordering in the future.
Starbucks has already started allowing customers to place orders through ChatGPT, and also rolled out an AI-powered Green Dot Assist that employees can use to ask questions about things like recipes and service standards.
It’s still not clear how soon we can expect to see personalized digital menu boards at Starbucks, but Niccol says it’s still “early,” adding that “we’ll test, learn, and scale what works.”
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- Emma Roth
来源：The Verge · AI · theverge.com