A recent study conducted by SoundHound AI reveals a shift in consumer behaviour that could reshape the future of food ordering. According to the findings, 94% of U.S. drivers who use or have access to voice assistants frequently order food while on the move. Remarkably, nearly 4 out of 5 of these consumers—77%—would prefer to place their orders using an in-car voice assistant rather than endure traditional drive-thru wait times.
“Consumers want faster, easier, and safer ways to order while on the move – and in-car voice ordering delivers just that,” said Ben Bellettini, SVP of Sales, Restaurants, SoundHound AI. “It offers a smooth, voice-driven experience that will reshape behaviour. For restaurants, it’s a powerful way to eliminate friction, increase throughput, and turn every moving vehicle into a potential revenue channel. SoundHound has championed the power of voice commerce for years, and we’re excited for what is ahead.”
The preference for voice-enabled food ordering reflects a broader trend towards voice commerce, where consumers can seamlessly handle ordering, payment, loyalty rewards, and navigation using only their voice. Integrating this technology directly into vehicles provides a hands-free, streamlined experience that aligns with modern expectations for speed, safety, and convenience.
The financial potential
SoundHound estimates that the widespread adoption of in-vehicle voice commerce could unlock as much as $63 billion in annual revenue across the restaurant industry. By removing friction and offering a more intuitive ordering experience, voice AI could help quick-service restaurants (QSRs) boost throughput, increase order accuracy, and enhance customer satisfaction.
Beyond speed and convenience, safety is a major factor driving this interest. Approximately 63% of respondents said they believe in-vehicle voice ordering is safer than traditional methods like drive-thrus or mobile app interactions. For parents, the appeal is even stronger—86% of those with children expressed enthusiasm for using voice ordering on the road, pointing to added convenience and potentially larger average order sizes for family meals.
Interestingly, those who already use restaurant apps to pre-order food are even more inclined to make the switch to voice commerce, with 84% preferring voice over navigating mobile app interfaces. The data also shows that hunger is a key motivator for spontaneous food purchases while driving, with 82% of impulse buyers citing hunger as the primary trigger.
This highlights a major opportunity for restaurants to proactively suggest menu items via voice assistants based on a user’s location, preferences, or time of day.
Generational preferences
Gen Z and Millennials showed the highest interest in voice commerce, with 86% and 84% respectively saying they would likely use in-car voice ordering if it were available. In total, 73% of all survey respondents expressed interest in voice commerce features integrated into their driving experience, and 76% showed particular interest when the scenario included the ability to order food en route.