Drivers prefer voice technology over drive-thrus or employee interactions for food

The news: Voice technology is reshaping how consumers want to engage with brands and businesses, especially in the car.

• 77% of US drivers who place food orders on the go would rather use a car voice assistant than wait in a drive-thru line, per a Big Village survey commissioned by SoundHound.
• 63% would be more likely to buy a car that includes voice features for food ordering compared with a similar car without it.

Zooming out: Gen Zers and millennials especially prefer shopping experiences that don’t include human interaction and are particularly interested in voice assistant options.

• 86% of Gen Zers and 76% of millennials buy items for in-store pickup or use self checkout at least once a month, per GoDaddy.
• 15% of Gen Zers would rather talk to a chatbot than to a human customer service representative. Only 3% of Gen Xers and baby boomers feel the same.

Hunger drive: The speed and convenience of voice technology service may also encourage spending: 82% of “impulsive, on-the-go purchases” are driven by hunger, per Big Village, meaning contactless, efficient voice suggestions could lead to more orders.

Potential applications: While voice assistants are a leading option for restaurant and fast food ordering, their immediacy could benefit other industries.

• Gas stations and EV charging stations could offer voice prompts alongside contactless payment options to buy food or drinks while fueling up without needing to place a separate order.
• Clothing and cosmetic brands could integrate voice options into mobile commerce apps to streamline purchases and encourage repeat orders.

Our take: Now is a prime moment for retailers and restaurants to get serious about voice technology. Integrating voice ordering into apps and partnering with in-car platforms—such as Apple’s CarPlay or Google’s Android Auto—could drive impulse buys and build loyalty.