Hammonds Analyzes Customer Service Trends in the Food Industry
Joshua Hammonds, an associate professor of communications at Rollins College, joined FOX 35 Good Day Orlando to analyze the restaurant industry’s shift away from digital kiosks, mobile apps, and artificial intelligence order-takers.
By Jo Marie Hebeler
September 17, 2026
Fast-food corporations like McDonald's, Wendy's, and Burger King are reassessing their reliance on automated ordering systems and pivoting back toward human customer service. Hammonds noted that while the fast-food industry prioritizes speed and efficiency, executives have realized they over-automated the wrong parts of the customer experience.
According to Hammonds, automating basic human greetings and order-taking failed to save meaningful time and generated customer backlash. While digital channels like Uber Eats, DoorDash, and drive-thrus remain popular for pure efficiency, Hammonds emphasized that guests visiting physical locations still expect genuine human interactions. He pointed out the awkward contrast customers face when interacting with a robotic greeting followed by a human voice over a speaker.
Hammonds acknowledged that scaling back AI systems represents a major financial pivot for chains that invested heavily in digital infrastructure, as they must now redirect resources toward employee training. However, he clarified that customers generally do not object to backend automation—such as kitchen robotics that speed up food preparation—as long as front-of-house interactions retain a human touch.
Looking ahead five to ten years, Hammonds predicted a clearer division in the restaurant industry between purely transactional service and experience-based dining. Citing survey data showing that nearly 75% of fast-food orders leave the restaurant via drive-thru, carryout, or delivery, he suggested automated tools like drones will handle off-premise orders, while in-restaurant dining will focus on refining personal service for the remaining 25% of customers who seek a shared culinary experience.
Recent Stories
October 13, 2026
Strom Traces the History of Hunger
Claire Strom, the Rapetti-Trunzo Chair of History at Rollins College, discussed the history of hunger on Academic Minute. The program, produced by NPR affiliate WAMC and hosted by Association of American Colleges & Universities President Lynn Pasquerella, airs on more than 70 NPR member stations across the country. Strom said a review of human history shows that hunger has been a persistent challenge across societies and eras. “The lack of adequate food is ubiquitous in human history,” she said, “no society has existed without hungry people.”
October 09, 2026
Winter Park Magazine Names Barnett and Mould 2026 Influentials
Each year, Winter Park Magazine announces its list of “Winter Park’s Most Influential People.” The program, in its 11th year, recognizes those who make a difference through their professions, their volunteerism, their philanthropy, their talents, or their community engagement. Rollins President, Brooke Barnett, and her husband, Tom Mould, are in the Class of 2026
October 08, 2026
Irteza ’27 Named 2026 Newman Civic Fellow
Aimal Irteza ’27 has received Campus Compact’s 2026–27 Newman Civic Fellowship, which recognizes and supports students committed to achieving social change.