According to the research, conducted by Big Village Insights, 94 percent of U.S. drivers who either use or have access to voice assistants while driving regularly place food orders while on the road. Of those, nearly four in five — or 77 percent — said they would prefer to use a voice assistant embedded in their vehicle rather than wait in the increasingly tedious drive-thru line.
The findings point to a growing appetite — both literal and figurative — for a more streamlined, hands-free food ordering experience. SoundHound, which will present its in-car ordering technology at the National Restaurant Association Show later this month, estimates the potential economic upside for the restaurant industry at a staggering $63 billion.
“Consumers want faster, easier, and safer ways to order while on the move,” said Ben Bellettini, SoundHound’s senior vice president of sales for restaurants. “In-car voice ordering delivers just that. It creates a smooth, voice-driven experience that will reshape behavior.”
Voice-Driven Commerce, Delivered at 65 Miles Per Hour
At the heart of this emerging trend is the promise of convenience — and perhaps, salvation — for both consumers and the quick-service restaurant industry. Frustrated with inconsistent app interfaces and long drive-thru lines, consumers are turning to voice assistants not only for navigation or weather updates, but now, increasingly, for their next meal.
SoundHound’s platform integrates ordering, payment, loyalty programs, and navigation — all via voice — with the aim of delivering a frictionless experience for drivers. The company argues that by eliminating screens and queues, voice commerce reduces distractions while increasing throughput for restaurants and comfort for families.
Notably, 84 percent of survey respondents who currently use a restaurant app to pre-order said they would prefer an in-vehicle voice assistant instead. And 63 percent of all respondents indicated that they view in-car ordering as safer than traditional drive-thru methods.
The appeal is especially strong among younger demographics. Some 86 percent of Gen Z drivers and 84 percent of Millennials expressed interest in the technology. Even more telling: 86 percent of drivers with children said they were likely to use voice ordering — a nod to the practicalities of juggling car seats, fries, and steering wheels.
A Voice for Impulse and Opportunity
Restaurants stand to benefit not only from increased efficiency, but from a more proactive relationship with their customers. The survey found that 82 percent of those who make spur-of-the-moment purchases while driving cite hunger as the main trigger — opening the door for voice AI systems to make real-time, contextual suggestions.
That could mean an automated prompt like, “Would you like to order your usual coffee and breakfast sandwich at the Starbucks two miles ahead?” — a form of anticipatory commerce that aligns seamlessly with drivers’ intent and location.
And the demand is not hypothetical. Nearly three-quarters of all respondents said they would be likely to use in-car voice ordering if the option were available. Interest surged even higher — to 76 percent — when participants were presented with the scenario of ordering food en route to their destination.
An Expanding Role for SoundHound AI
SoundHound, which trades on the Nasdaq under the symbol SOUN, is not new to this space. The company has long been a pioneer in voice AI technology and has extended its reach across industries including automotive, retail, healthcare, and financial services. Its suite of AI-driven tools — from Smart Answering to Dynamic Drive-Thru — powers billions of interactions each year, positioning the firm at the forefront of the voice revolution.
Now, as automakers race to redefine the cabin experience, SoundHound is working to ensure that voice ordering becomes as second-nature as cruise control.
The company will showcase its in-car food ordering platform at the National Restaurant Association Show, May 17–20, in Chicago, where it will be taking meetings and demonstrating the system in action. For those looking to dive deeper into the study’s findings, SoundHound is offering early access to a forthcoming white paper on voice commerce.
As the world of commerce moves steadily toward automation and personalization, it seems the open road may soon come with an open menu.