Watch: Dubai’s first multilingual AI order taker transforms KFC drive-thru
Americana plans wider rollout across brands in the region
DUBAI’s first multilingual voice AI order taker has officially made debut at a KFC drive-thru, bringing a new wave of innovation to the fast-food sector.
Powered by Sodaclick and running on Intel Core Ultra processors, the assistant, known as Chris, speaks both English and Arabic while offering customers a smoother and faster ordering experience.
Chris – the AI order taker
Americana Group, which operates KFC across the Middle East, partnered with UK-based Sodaclick to launch the pioneering system. The AI is designed to make ordering seamless, intuitive, and efficient, with the ability to switch languages effortlessly. Chris also provides tailored upsell suggestions, driving additional value for both the restaurant and customers.
Since the trial phase began, up to 86% of orders have received personalised upsell offers, with customer acceptance reaching 75% during peak times. Each successful upsell has boosted the order value by an average of Dh8.5 ($1.70).
Boosting revenue
Drive-thru manager Vinesh Reddy Teepi praised the AI, saying: “Beyond boosting revenue, Chris delivers a smoother experience for customers and acts like an extra team member.”
Ihsan Jan, chief operations officer and co-founder at Sodaclick, described the launch as a “major milestone” that not only meets KPIs but also bridges language gaps by offering natural, human-like interactions.
Sodaclick’s AI technology supports 96 languages, accounting for regional dialects and cultural nuances. The system runs on OpenVino and leverages Intel Core Ultra’s on-device processing to deliver low latency and real-time conversational responses.
Rollout across the region
According to Americana Group’s director of restaurant technology, Mohit Mendiratta, the integration of AI is helping to “transform operations”. Orders are transmitted directly to the kitchen display system, reducing errors and freeing staff to focus on preparing food.
With its success at KFC Dubai, Americana is now considering rolling out the AI-powered system across more of its restaurant brands within the region.