Operators deploy AI for sales and site selection

QSR brands are also finding uses for AI in franchisee recruitment.

Fast food operators are leveraging artificial intelligence by deploying the technology across ordering, recruitment and expansion decisions.

At the QSR Media UK Redcat Conference & Awards 2026, the heads of operations from YouMeSushi, IRO Sushi and Eatphoria outlined how AI is already being embedded into day-to-day business functions.

For IRO Sushi, AI is being used directly in the ordering journey to encourage higher-value transactions through automated suggestions at the point of purchase.

"We started using AI system, where customers are giving options to do upscaling the order, which increase the basket," said Sultan Thakur, Director of Operations at IRO Sushi.

The business has also rolled out AI-powered ordering over the phone, reducing the need for staff intervention in some locations. Thakur said calls from customers all goes to AI, from order taking to payment.

He added that the system has already been implemented across selected sites following successful trials.

Alongside customer ordering, operators are also using AI to streamline recruitment processes, particularly in franchise and staffing pipelines.

Tim Circus, Head of Franchise at YouMeSushi, said AI is already influencing how brands approach franchise recruitment and visibility.

Eatphoria is meanwhile applying AI at a more strategic level, using it to support property selection and expansion planning through data-led insights.

Richard Benton, Chief Operating Officer at Eatphoria, said the system enables more precise decision-making on new locations.

According to Benton, their technology provider partner uses mobile data to track footfalls, cars, demographics, and even disposable income.

“It knows you don't work here because you don't come here five days a week. It knows you don't live here because you're not here seven days a week. So, what that data will do will pinpoint certain locations,” Benton said, allowing them to make data-driven decisions on properties for franchisees rather than gut feel.

Benton revealed the cost for such service is around £13k a year.