Technology
Anthony's Coal Fired Pizza and Wings removes AI ordering platform
Anthony's Coal Fired Pizza and Wings first established an AI ordering platform in 2022, but just a year later the brand decided to remove the program, dubbed "Becky." We talked to Carl Bachmann, CEO of parent company BurgerFi, to learn why.
October 6, 2023 by Mandy Wolf Detwiler — Editor, Networld Media Group
In a world where technology is advancing at an unprecedented pace, the restaurant industry is not immune to its transformative power. Artificial intelligence is rapidly finding its place in restaurants, promising an enhanced dining experience for both diners and restaurants alike.
On the customer front, AI-driven chatbots and mobile apps are simplifying the ordering process, reducing wait times and allowing diners to customize their meals effortlessly. AI-powered reservation systems are improving table management, minimizing overbooking and enhancing the overall dining experience. And AI ordering is lessening the burden on employees.
Anthony's Coal Fired Pizza and Wings implemented an AI ordering platform, dubbed "Becky," in 2022. A year later, the brand has removed AI from its ordering. Pizza Marketplace talked with Carl Bachmann, CEO of parent company BurgerFi, va an email interview to learn how the brand utilized AI and what the impetus was to remove it.
Q:Can you provide some background on why Anthony's Coal Fired Pizza and Wings decided to implement an AI ordering platform in the first place? When was it implemented?
A: AI has quickly grown in popularity in the restaurant industry, so we were excited to embrace this trend. We experimented with AI technology during the pandemic by working with a variety of vendors suited to fit our goals. We implemented an AI ordering platform to adapt and understand customer orders, while also upselling items from the menu. It was implemented in 2022 to provide an enhanced customer experience with quicker service.
Q: What were the initial goals and expectations for the AI ordering platform, and did it meet those expectations during its deployment?
A: Our initial goals and expectations for implementing the AI ordering platform, "Becky," were centered around improving efficiency, cost savings, and improved order accuracy. However, it faced some challenges and bumps in the road based on specific customer preferences. The initial order placed with a team member turned out to be an important part of the consumer journey for guests and they wanted to speak with a person.
Q: What specific challenges or issues did you encounter with the AI ordering platform when you first added it?
A:When I joined in July, I toured the restaurants, met with our guests and our teams and I kept hearing complaints about "Becky," who is our AI answering system, from our employees, managers, and guests. I was asked "when are you going to do something about Becky?!" I couldn't imagine that there were that many employees named Becky. It turns out the system had too many prompts and steps, making it troublesome for our customer demographic to place orders. This complexity likely led to frustration for our customers, especially those with specific preferences for their orders.
Our employees had to deal with dissatisfied customers who came to pick up their orders, which created friction between staff and guests. This undermined our goal of providing the true Anthony's experience and Italian hospitality.
Q:How did customer feedback and preferences play a role in the decision to discontinue the AI ordering system?
A:Anthony's has fostered a loyal clientele since 2001, valuing personalized interaction and tailored dining experiences. Our mission is based on a hospitality-first personalized experience, but "Becky" was frankly not an authentic customer experience. Guests shared they were frustrated by the variety of questions and the length of time it took to get the experience they previously had when connecting live with a human.
Q: Were there any technical or operational difficulties in maintaining and updating the AI ordering platform that influenced this decision?
A: Our guests were faced with too many prompts and steps when ordering. Our fresh, made-to-order food is created with love and passion, but that also means we take specialty orders from our guests. On the AI front, it was very challenging to program niche orders as it couldn't cater to their specific needs.
Q: How will the removal of the AI ordering platform affect the overall digital ordering experience for your customers?
A:We offer online ordering for our guests through our website and newly-launched app so we've increased our digital presence for guests. The only digital experience that will be changing is our phone answering process. Without relying on the AI ordering platform, Anthony's guests can look forward to more direct and personalized interactions with our employees over the phone.
Recently, we launched a loyalty program, called our Coal Fired Rewards, where guests can enjoy a free 12-inch pizza, earn points with every dollar spent, and unlock more perks as a VIP Anthony's member. We are big believers in technology but want to continue giving our guests that gracious hospitality from start to finish by making it hassle-free.
Q: Now that the ordering platform has been removed, what kind of training or retraining do employees need to learn how to take orders again?
A:Phone orders and the take-out station has always had a dedicated service team and our staff has incredibly long tenure. Refresher training has taken place, embodying the Anthony's way. Our focus is to evoke a sense of home and familiarity, just like stepping into Nonna's house. Team members will receive hands-on training from managers to expertly navigate customers through the ordering process, providing assistance, addressing inquiries and tending to any concerns or specific requirements.
Q: How important is technology to the brand?
A:Technology has played a crucial role in Anthony's and most recently in our new app, resulting in improved sales, order accuracy, and increase in our loyalty sign-ups. Following the pandemic, we've come to realize the irreplaceable value of family-centered dining experiences. Over the past few years, we've acknowledged a certain disconnect, prompting us to refocus our efforts on fostering genuine connections and memorable dining moments for our cherished patrons while streamlining technology to improve operations.
About Mandy Wolf Detwiler
Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.
An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living.
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