Technology

Marco's Pizza pilot tests voice-to-text ordering

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March 30, 2022

Marco's Pizza is conducting a 50-store pilot of its proprietary voice-to-text ordering system. The company has a goal of a systemwide rollout by the end of year. The speech-enabled application uses conversational artificial intelligence which yielded 100% order accuracy in initial beta testing as well as increased employee and customer satisfaction, according to a press release.

The brand began beta testing voice-to-order last summer before moving into the pilot.

Designed to provide a seamless interaction with customers, the system receives phone orders via voice and automatically translates the order via text into the point-of-sale system alerting team members to begin filling the order — saving time, decreasing call abandonment rates, and improving speed and order accuracy — all to maximize the customer experience. Unique to this technology is the use of conversational AI, which simulates a human-like conversation and can convert voice across multiple digital channels and technology platforms. This technology creates a personalized experience for the guest and feels very different from a basic chatbot interaction. The technology understands both English and Spanish as well as a variety of accents, dialects, and colloquialisms.

"There are places where AI makes sense within the business — where it creates a better experience for both team members and guests," Rick Stanbridge, senior vice president and CIO for Marco's Pizza, said in the release. "Not only does this technology offer franchisees a cost-effective, practical solution to reduce labor costs and drive results, but it provides support to team members while strengthening the guest experience."

Marco's operates more than 1,000 stores in 34 states.