“Hello, I’m Bodega’s assistant. My name is Jasmine, how can I help you?” This warm and friendly voice greeted me when I called a popular Vietnamese restaurant in San Francisco. However, Jasmine wasn’t a human—she’s part of the growing family of AI-powered restaurant assistants. I had called to ask about patio seating, and while Jasmine’s response was polite, there was a touch of something more. When she told me, unfortunately, the restaurant doesn’t offer outdoor seating, her voice had a hint of emotion, not because she was upset, but because her creators designed her to sound empathetic.
Jasmine, like many others, is part of an emerging trend in AI restaurant assistants, now taking over customer service roles in cities like New York, Miami, Atlanta, and San Francisco. If you’ve dined out recently, there’s a good chance you’ve interacted with one of these virtual assistants without even realizing it. While generative AI tools like ChatGPT-4 and Gemini Live grab most of the headlines, the world of AI voice assistants in the restaurant industry is quietly heating up, with several startups vying to transform how we communicate with restaurants.
AI Voice Assistants Are Making Waves in the Restaurant Industry
AI-powered voice assistants are rapidly expanding across the U.S., particularly in high-demand cities with busy dining scenes. At the National Restaurant Association’s 2024 Fine Dining Show, AI voice-ordering systems took center stage, offering a glimpse into how these tools are streamlining restaurant operations. One such system, Maitre-D AI, has already made its mark in the Bay Area, being used by high-end establishments like Bodega SF. New startups such as Newo are also gaining traction, rolling out their voice systems in Silicon Valley, while RestoHost, a one-year-old AI platform, is now servicing over 150 restaurants in Atlanta. Meanwhile, Slang, another AI voice assistant company, raised $20 million in 2023 and has since expanded its presence in New York and Las Vegas.
These companies offer 24/7 customer service through AI-powered phone lines, helping restaurants manage incoming calls, answer common questions, and process reservations. From inquiries about dress codes and seating arrangements to food allergies and reservation changes, these AI restaurant assistants handle the bulk of customer interactions. According to RestoHost’s co-founder, Tomas Lopez-Saavedra, only 10% of calls are ever transferred to a live person, as the AI assistants are highly efficient at resolving most questions. Additionally, many of these platforms provide multilingual support and offer subscription-based tiers that unlock advanced features, making them adaptable to a wide range of restaurants.
Why People Still Call Restaurants in the Digital Age
In an era where websites like Google and Resy provide instant information, why are people still calling restaurants? The answer, according to several AI voice assistant founders, lies in the unique needs of diners. Alex Sambvani, CEO and co-founder of Slang, explains that restaurants—particularly those that are in high demand or require reservations—receive a significant number of calls each month. Restaurants can field between 800 and 1,000 calls, primarily from last-minute reservations, tourists, seniors, and people who want quick answers while on the go.
Popular restaurants face an overwhelming number of inquiries that often repeat the same questions. For restaurant staff, this can disrupt daily operations, particularly during peak service hours. This was the case for Matt Ho, the owner of Bodega SF, who described how his phone would ring constantly, even during dinner service. “We would get calls with basic questions that were already answered on our website,” he said. After exploring various AI options, Ho chose Maitre-D AI and became one of its first customers in May 2024. He noted that the platform eased the workload on his hosts, allowing them to focus more on providing excellent in-person service without being interrupted by phone calls.
The Competitive Landscape: Startups Transforming Restaurant Service
The growing number of AI-powered voice assistants has created a competitive marketplace, with companies continuously improving their offerings to secure restaurant accounts. For example, Maitre-D AI caters specifically to high-end establishments in the Bay Area, while RestoHost is dominating the Atlanta market by providing services to a wide range of restaurants. Slang, which initially focused on offering services during the pandemic, has since expanded to major cities, working with well-known brands like Wolfgang Puck Restaurant Group, Chick-fil-A, and the fast-food chain Slutty Vegan.
Each platform offers distinct features that appeal to different types of restaurants. For instance, while most platforms offer AI-powered phone systems that handle common inquiries, some also provide more advanced functionalities, like booking reservations, managing cancellations, and even transferring the caller to a live person when necessary. Additionally, many systems are equipped to handle a variety of languages, catering to restaurants with diverse clientele.
AI Restaurant Assistants: Enhancing, Not Replacing, Human Interaction
While the rise of AI restaurant assistants may prompt concerns about the decline of human interaction in hospitality, the goal of these technologies is to enhance customer service, not replace it. By handling routine inquiries, AI-powered assistants free up staff to focus on more important tasks, such as delivering exceptional in-person dining experiences. As restaurant owner Matt Ho pointed out, these systems allow hosts to manage the dining room without constantly being interrupted by phone calls.
Furthermore, the AI assistants are designed to simulate human conversation, complete with natural-sounding voices that convey empathy and emotion. For example, when I spoke with Jasmine, she sounded genuinely sorry when informing me that Bodega SF didn’t offer outdoor seating—a small but meaningful detail in customer service.
The Future of AI in Restaurants: What’s Next?
As AI-powered tools continue to evolve, the future of AI in the restaurant industry looks bright. We can expect further innovations, such as voice assistants that integrate seamlessly with online reservation platforms, payment systems, and delivery services. As more restaurants adopt these technologies, the customer experience will become even more streamlined, offering faster, more accurate responses to inquiries and making dining out more convenient for everyone.
With companies like Maitre-D AI, RestoHost, and Slang leading the charge, it’s clear that AI voice assistants are here to stay. As restaurants seek to improve efficiency, reduce overhead, and provide top-notch customer service, AI-powered solutions will play a crucial role in transforming the way diners interact with their favorite establishments.
