Starbucks is pursuing a plan to show personalised digital menus for each customer at drive-thru stores, The Verge reported on Oct. 31.

According to the report, Starbucks CEO Brian Niccol (브라이언 니콜) said on an earnings conference call, "We will explore an experience where we recognise participating customers when they arrive, show them personalised digital menus and make payment easier."

Rivals are also testing similar technology. Taco Bell is testing technology that can change the placement, content and images of digital menu boards for each vehicle. McDonald's is running pilot AI functions at some drive-thru stores. Its chatbot, ArchIQ, recognises regular customers and helps them place orders for what they usually eat right away.

Starbucks will also start testing background AI models at drive-thrus from 2027 as part of efforts to help baristas enter orders more accurately and efficiently. It plans to add AI to the Starbucks app's search and navigation functions. Niccol also said it could introduce conversational and agent-based ordering in the future.

Starbucks already supports ordering through ChatGPT. It has also introduced an AI assistant, Green Dot Assist, that employees can use to ask about recipes and service standards.

It is still unclear when personalised digital menu boards will be introduced. Niccol said it is "still in the early stages" and added, "We will expand what works as we test and learn."