Restaurants: Research Commissioned By SoundHound AI Reveals Nearly 80% Of U.S. Drivers Would Rather Order Food Via An In-Car Voice Assistant Than Wait At The Drive-Thru
- InsightTrendsWorld
- May 16
- 9 min read
Why it is the topic trending:
Emerging Technology in QSR: The concept of in-car voice assistants for food ordering represents a novel and potentially disruptive technology for the Quick Service Restaurant (QSR) industry.
High Consumer Interest: The study reveals significant consumer interest in this technology, with nearly 80% of drivers preferring it over traditional drive-thrus.
Significant Revenue Potential: SoundHound AI projects a substantial $63 billion revenue opportunity for the restaurant industry by leveraging in-car voice commerce.
Addressing Drive-Thru Pain Points: The technology offers a potential solution to the frustrations associated with long wait times and cumbersome ordering processes at drive-thrus.
Shift Towards Voice Commerce: The study highlights a broader trend towards voice commerce, expanding beyond smart home devices to in-car experiences.
Generational Demand: Strong interest from Gen Z and Millennials suggests a growing demand for convenient and tech-enabled ordering solutions among younger demographics.
Overview:
A new study commissioned by SoundHound AI, a voice artificial intelligence company, has found that nearly 80% of U.S. drivers who use or have access to in-car voice assistants would prefer to order food using this technology rather than wait in a traditional drive-thru line. This preference highlights a significant opportunity for restaurants to tap into a potential $63 billion market by integrating voice commerce into vehicles. The study indicates that consumers are seeking faster, easier, and safer ways to order food on the go, and in-car voice ordering offers a seamless, hands-free experience that can address the frustrations associated with current drive-thru and mobile app ordering methods.
Detailed Findings:
Nearly 80% (77%) of U.S. drivers who regularly order food on the go would prefer to use an in-car voice assistant for voice commerce transactions over waiting in a drive-thru.
This preference translates to a potential $63 billion revenue opportunity for the restaurant industry.
94% of drivers surveyed regularly place food orders while on the go.
84% of customers who use pre-order via a restaurant app would choose voice commerce over a mobile app interface.
63% of all respondents see in-vehicle voice ordering as safer than traditional on-the-go purchasing methods.
82% of those who make impulsive on-the-go purchases say these are often triggered by hunger.
73% of all respondents indicated they’d be likely to use in-car voice commerce if available, with 76% interested in in-route food ordering.
Gen Z (86%) and Millennials (84%) show the highest interest in using this technology.
86% of respondents with children are interested in voice ordering.
Key Takeaway:
There is a significant and growing appetite among U.S. drivers for in-car voice assistants to facilitate food ordering, presenting a substantial revenue opportunity for restaurants willing to embrace this emerging voice commerce technology to enhance customer convenience, speed, and safety.
Main Trend:
Trend Name: The Rise of In-Vehicle Voice Commerce
Description of the trend (please name it):
The Rise of In-Vehicle Voice Commerce describes the emerging trend of consumers increasingly adopting and preferring in-car voice assistants for various commercial transactions, particularly for ordering food from restaurants while on the go. This trend signifies a shift towards utilizing voice AI integrated directly into vehicles to provide a hands-free, seamless, and potentially safer alternative to traditional ordering methods like drive-thrus and mobile apps.
What is consumer motivation (detailed description):
Seeking Convenience and Speed: Consumers are motivated by the desire for faster and more convenient ways to order food while driving, avoiding the wait times associated with drive-thrus.
Hands-Free and Safer Ordering: The hands-free nature of voice assistants allows drivers to order without taking their attention off the road, addressing safety concerns related to using mobile apps or handling cash/cards.
Reduced Friction: Voice ordering can streamline the ordering process, making it quicker and easier compared to navigating complex drive-thru menus or mobile app interfaces.
Natural and Intuitive Interaction: Voice is a natural form of communication, making the ordering process feel more intuitive and less cumbersome for some users.
Impulse Buying Driven by Hunger: The study suggests that voice assistants could capitalize on drivers' hunger by proactively suggesting food options.
What is driving trend (detailed description):
Advancements in Voice AI Technology: Improved speed, accuracy, and natural language understanding of voice assistants are making them more reliable and user-friendly.
Increasing Integration of Voice Assistants in Vehicles: Newer car models increasingly come equipped with built-in voice assistants.
Consumer Familiarity with Voice Assistants: Growing use of voice assistants in smartphones and smart home devices is making consumers more comfortable with voice interactions.
Restaurant Industry's Focus on Enhancing Customer Experience: QSRs are constantly looking for ways to improve speed, efficiency, and customer satisfaction.
Potential for Increased Throughput and Revenue for Restaurants: Voice ordering can help restaurants serve more customers faster, potentially boosting sales.
What is motivation beyond the trend (detailed description):
Time Savings: Ordering via voice can save valuable time for busy drivers.
Personalized Experiences: Future iterations of voice commerce could offer personalized recommendations based on past orders and preferences.
Loyalty Program Integration: Seamless integration with restaurant loyalty programs through voice.
Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle):
The study surveyed 1210 regular drivers aged 21-65 in the United States, who primarily drive cars model year 2019 and newer and use or have access to voice assistants while driving.
Age: The survey focused on adults aged 21-65.
Gender: The study did not specify gender breakdowns.
Income: Income levels were not specified, but the focus on regular drivers suggests a broad range of income demographics with access to newer vehicles.
Lifestyle: The consumers are likely individuals with busy lifestyles who frequently eat on the go and utilize technology and convenience options to manage their time efficiently. The high interest among those with children suggests that busy families are a significant segment.
Conclusions:
The findings of the SoundHound AI study indicate a significant shift towards in-vehicle voice commerce for food ordering, driven by consumer demand for convenience, speed, and safety. This trend presents a substantial opportunity for the restaurant industry to innovate and enhance the on-the-go ordering experience.
Implications for brands:
QSRs: Should explore integrating voice ordering capabilities into in-car voice assistants.
Automotive Industry: Needs to ensure seamless and reliable integration of voice commerce platforms in vehicles.
Voice AI Technology Providers: Will play a crucial role in developing and powering these in-car ordering systems.
Implication for society:
Potential Reduction in Drive-Thru Wait Times: Could alleviate congestion and improve traffic flow around restaurants.
Safer On-the-Go Ordering: Hands-free ordering reduces distractions for drivers.
Implications for consumers:
Faster and More Convenient Food Ordering: Saves time and effort for busy individuals and families.
Potentially Safer Ordering Experience: Allows drivers to keep their focus on the road.
More Integrated and Seamless Experience: Combining ordering, payment, and navigation through voice.
Implication for Future:
Wider Adoption of Voice Commerce in Vehicles: Expect to see more restaurants and other businesses offering in-car voice ordering.
Evolution of In-Car Voice Assistants: Voice assistants will likely become more sophisticated and integrated with various services.
Potential for Personalized and Proactive Ordering Suggestions: Voice AI could learn user preferences and offer relevant suggestions.
Consumer Trend (name, detailed description): The Autonomous Ordering Journey - Consumers are increasingly seeking hands-free and autonomous methods for completing transactional tasks while on the move, leveraging voice AI and other technologies.
Consumer Sub Trend (name, detailed description): Drive-Thru Disruption via Voice - Traditional drive-thru experiences are facing disruption as consumers embrace the speed and convenience offered by in-car voice ordering technology.
Big Social Trend (name, detailed description): The Ubiquity of Voice AI - Voice artificial intelligence is becoming increasingly integrated into various aspects of daily life, from smart homes to vehicles.
Worldwide Social Trend (name, detailed description): Global Demand for Convenience and Efficiency - Across the world, consumers are prioritizing convenience and efficiency in their interactions with businesses and services.
Social Drive (name, detailed description): Seeking Seamless and Effortless Transactions - Consumers are driven by a desire for smooth, easy, and hassle-free experiences when making purchases or completing tasks.
Learnings for brands to use in 2025 (bullets, detailed description):
In-car voice ordering is a highly desirable option for many drivers.
It presents a significant revenue opportunity for restaurants.
Convenience, speed, and safety are key drivers for adoption.
Gen Z and Millennials are particularly enthusiastic about this technology.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Restaurants should prioritize integrating with in-car voice assistant platforms.
Automotive companies should ensure robust and user-friendly voice commerce capabilities in their vehicles.
Voice AI providers should focus on creating seamless and intuitive ordering experiences.
Final sentence (key concept) describing main trend from article: The SoundHound AI study highlights The Rise of In-Vehicle Voice Commerce as a preferred method for on-the-go food ordering, poised to transform the restaurant industry.
What brands & companies should do in 2025 to benefit from trend and how to do it:
In 2025, brands and companies in the restaurant and automotive industries should strategically embrace The Rise of In-Vehicle Voice Commerce by:
For Quick Service Restaurants (QSRs), actively partnering with voice AI technology providers like SoundHound AI to integrate their ordering systems directly into in-car voice platforms. This will allow drivers to easily and safely place orders hands-free while on the move, tapping into a significant revenue opportunity and enhancing customer convenience.
For automotive manufacturers, prioritizing the seamless and reliable integration of voice commerce functionalities within their in-vehicle infotainment systems. Ensuring a user-friendly and intuitive voice interface for ordering food will be crucial to meeting consumer demand and differentiating their vehicles.
For voice AI technology companies, continuing to refine and enhance their in-car ordering platforms to provide accurate, fast, and personalized experiences. This includes improving natural language understanding, integrating with restaurant loyalty programs, and ensuring seamless navigation to the chosen location.
Final Note:
Core Trend: The Rise of In-Vehicle Voice Commerce * Detailed Description: Consumers are increasingly preferring to order food via in-car voice assistants for convenience, speed, and safety.
Core Strategy: Integrate Voice AI into the On-the-Go Food Ordering Experience * Detailed Description: Restaurants and automotive companies should prioritize integrating voice AI technology to facilitate in-car food ordering.
Core Industry Trend: The Convergence of Automotive and Restaurant Technologies * Detailed Description: The automotive and restaurant industries are converging to offer integrated, tech-driven solutions for on-the-go consumers.
Core Consumer Motivation: Seeking Faster, Easier, and Safer Ways to Order Food on the Go * Detailed Description: Consumers are primarily motivated by the desire for more convenient, quicker, and safer methods of ordering food while driving.
Final Conclusion: The strong consumer preference for in-car voice food ordering in 2025 presents a transformative opportunity for the restaurant and automotive industries to innovate and cater to the evolving needs of on-the-go consumers by embracing voice commerce technology.
Core Trend Detailed (The Rise of In-Vehicle Voice Commerce)
Description: The Rise of In-Vehicle Voice Commerce describes the emerging and growing adoption of in-car voice assistants for various commercial transactions, with a particular emphasis on ordering food from restaurants while driving. This trend signifies a shift towards leveraging voice artificial intelligence (AI) integrated directly into vehicles to offer a hands-free, seamless, and potentially safer alternative to traditional ordering methods such as drive-thrus and mobile applications.
Key Characteristics of the Trend (summary):
Hands-Free Interaction: Utilizing voice commands for ordering and transactions.
Convenience and Speed: Offering a faster and more convenient alternative to traditional methods.
Safety Enhancement: Reducing driver distraction compared to manual ordering.
Integration with In-Car Systems: Seamlessly incorporating ordering into the vehicle's technology.
Potential for Personalization: Future iterations may offer customized recommendations.
Market and Cultural Signals Supporting the Trend (summary):
SoundHound AI Study Findings: The study reveals a significant preference among US drivers for in-car voice ordering over drive-thrus.
High Usage of Voice Assistants in Cars: A large percentage of drivers already use voice assistants for navigation and other functions.
Restaurant Industry Interest in Innovation: QSRs are actively seeking ways to improve efficiency and customer experience.
Advancements in Voice AI Technology: Continuous improvements in speed, accuracy, and natural language understanding.
Generational Demand: Strong interest from tech-savvy Gen Z and Millennials.
How the Trend Is Changing Consumer Behavior (summary):
Shifting from Drive-Thrus: Drivers are expressing a preference for ordering ahead via voice.
Increased Reliance on Voice Assistants: Expanding the use of in-car voice AI beyond basic functions.
Demand for Seamless Integration: Expectation for a smooth and hassle-free ordering experience within the vehicle.
Potential for More Impulsive Purchases: Voice assistants may encourage on-the-go ordering based on hunger cues.
Greater Convenience for Families: Simplifying the process of ordering food with children in the car.
Implications Across the Ecosystem (summary):
For Brands and CPGs: QSRs need to invest in integrating their systems with in-car voice platforms. Opportunities for food brands to be featured in voice-based recommendations.
For Retailers: Car dealerships and automotive manufacturers need to ensure their vehicles have robust voice commerce capabilities. Potential for partnerships with restaurant chains.
For Consumers: Faster, more convenient, and potentially safer way to order food on the go. May lead to more spontaneous food purchases while driving.
Strategic Forecast: The Rise of In-Vehicle Voice Commerce is expected to gain significant traction in the coming years. As voice AI technology continues to improve and become more deeply integrated into vehicles, and as more restaurants adopt these platforms, it will likely become a mainstream method for ordering food while driving, offering benefits to both consumers and the restaurant industry.
Final Thought: In-vehicle voice commerce represents a natural evolution of technology aimed at enhancing convenience and safety for consumers on the move, and its growing adoption has the potential to reshape the way people interact with restaurants.
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