Optimizing high-volume drive-thru channels requires relentless execution and operational clarity. During a recent Executive Insights Breakfast hosted by Crunchtime at the Porsche Experience Center Atlanta, Nick Petrocci, VP of Restaurant Technology at Zaxbys, outlined how the brand evaluates and deploys AI tools and automation.
Rather than pursuing speculative tech trends, Zaxbys targets specific operational friction points to remove back-office drag, protect proprietary data, and elevate frontline hospitality.
1. Targeting High-Impact Channels to Maximize Drive-Thru Velocity
Evaluating new enterprise technology requires looking past general promises to solve defined operational bottlenecks. For Zaxbys, every digital initiative must directly enhance the core channels that generate the majority of store revenue.
"When evaluating AI, we always tie the technology back to a specific business gap. Zaxbys is 98% drive-thru operations, and 70% of our revenue flows through those lanes. If I deploy AI for efficiency, my primary focus is the drive-thru — using AI speed-of-service cameras to monitor dwell times and optimize mobile order pickup," said Nick.
Focusing automation where order volume is highest ensures technology delivers maximum return on investment.
2. Removing Back-Office Friction to Elevate Frontline Hospitality
Zaxbys finds that automating routine order-taking tasks directly enhances the guest experience. When voice AI handles incoming drive-thru orders, window cashiers win back the time and mental bandwidth needed to engage with guests and maintain order precision.
"For us at Zaxbys, voice AI tooling elevates the experience at the drive-thru window. When cashiers aren't juggling 30 tasks at once — like filling drinks while taking orders — they engage with guests, ensure order accuracy, and deliver exceptional hospitality," explained Nick.
Streamlining heavy multitasking creates a smoother environment for store teams and a better experience for customers. "Zaxbys stores using voice ordering find that because window cashiers aren't rushed or overwhelmed, they deliver a warmer, more attentive experience. Guests leave positive feedback because the staff is friendly and their order is 100% accurate," he added.
3. Overcoming Team Anxiety Through Continuous Education and Support
At first, introducing new tools into restaurant operations may cause anxiety among store team members. Overcoming this hesitation requires active corporate guidance that positions technology as a supportive partner rather than a replacement for human staff.
"A real layer of fear exists among store team members when they hear the word AI. At Zaxbys, we actively teach our teams that these tools exist to help them excel at what they already do well — whether that means giving crew members a longer break or making heavy shifts run smoother," noted Nick.
Building trust in store automation relies on ongoing education and training. "Rolling out AI at Zaxbys requires continuous team education. When a store is understaffed, that is actually the most critical time to rely on automation. Once teams give the technology a fair shot and see the value, adoption naturally follows," Nick shared.
By framing modern automation as a helpful co-pilot during peak traffic hours, operators can ease store-level friction to ensure store managers stay focused on delivering exceptional hospitality.
4. Setting Strict Guardrails to Protect Store Data
As frontline teams look for ways to streamline administrative tasks, corporate leadership must establish firm boundaries to safeguard proprietary brand knowledge. Providing secure, enterprise-grade tools prevents store leaders from exposing trade secrets through unvetted applications.
"At Zaxbys, we don’t issue company devices that can access free, consumer-grade AI tools, because uploading operational data into public models risks exposing trade secrets. When partnering with technology vendors who leverage AI, we enforce rigorous data processing addendums so our proprietary store data stays isolated, secure, and never trains third-party models," emphasized Nick. Establishing strong security protocols ensures brand data stays protected while store teams benefit from automation.
Zaxbys demonstrates that operational intelligence helps multi-unit brands run smoother, more profitable restaurants when leadership targets real operational gaps, supports store teams through change management, and enforces strict data security.
Ready to eliminate back-office drag and elevate store performance? Download the AI Buyer’s Guide or request a demo today.