Starbucks plans a drive-thru menu that recognizes you and changes for you

Starbucks wants its drive-thru to recognize you when you pull up and show a menu made for you. CEO Brian Niccol shared the idea on an earnings call on Thursday. He said the company will explore experiences that recognize "participating customers as they arrive, present personalized digital menus, and make payment more effortless."

What is planned

Starting in 2027, Starbucks will also test AI models working in the background at the drive-thru. The goal is to help baristas enter orders more accurately and quickly. The company also plans to add AI to search and discovery in its app. It may later allow "conversational and agentic" ordering, which generally means talking to an AI that can take steps for you.

Others are moving the same way. Taco Bell is experimenting with a digital menu board that could change its layout, content and visuals "on a car-by-car basis." McDonald's is piloting a chatbot called ArchIQ at a handful of drive-thrus. It can identify repeat customers and let them order their "usual."

What is not clear

Starbucks has not said when personalized menu boards might appear. Niccol called it "early" and said, "we'll test, learn, and scale what works." The company also has not said how it would recognize customers. Niccol spoke of "participating customers," so joining in appears to be a choice. Anyone who does should check what the Starbucks app asks them to share.