The project in five facts.
Challenge, approach and results.
Artificial intelligence, known as (AI), is an emerging field that involves the expansion of computer systems capable of performing everyday tasks that require human knowledge. The Slovenian fast food industry is gradually incorporating digital technologies and artificial intelligence technologies, although the pace remains more conservative compared to Western European markets.
Problem
Artificial intelligence, known as (AI), is an emerging field that involves the expansion of computer systems capable of performing everyday tasks that require human knowledge.
Solution and Method
The Slovenian fast food industry is gradually incorporating digital technologies and artificial intelligence technologies, although the pace remains more conservative compared to Western European markets. Among common digital tools are self-service kiosks, QR code-based ordering and digital menu boards, which are becoming standard features in larger franchises. McDonald's is a leading global fast food chain that has incorporated AI-powered tools, such as AI drive-through systems and menu recommendations, as well as AI-powered self-service kiosks.
These AI systems strive to reduce waiting times, increase order accuracy and offer a personalised dining experience, contributing to higher levels of customer satisfaction. This study explores how these developments translate into the Slovenian context, with particular emphasis on McDonald's Slovenia. The analysis, drawing on customer opinions and company representative views, reveals clear advantages where artificial intelligence solutions are visible, intuitive and reliably supported by staff.
Respondents highlight faster service during peak times, fewer order errors, smoother queue management and more relevant offers through digital channels. Customers also appreciate greater control when configuring orders via kiosks or mobile applications, which can reduce misunderstandings and physical effort during service. At the same time, several warnings emerge.
Some guests, particularly older ones, prefer human interaction and may perceive kiosk interfaces as intimidating, especially if there is no on-site guidance. Successful implementation of artificial intelligence in the Slovenian fast food sector therefore depends not only on technological innovations, but also on its alignment with local customer expectations and service norms. A hybrid service model that combines digital efficiency with human warmth and support is likely to deliver the highest level of customer satisfaction.
This research emphasises the importance of implementing artificial intelligence in a manner that is user-friendly, inclusive and contextually appropriate. By complementing rather than replacing human service, AI has the potential to enhance the overall dining experience, thereby positioning fast food chains such as McDonald's on the Slovenian market as technologically advanced and customer-focused.
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