At 12.30pm on a Tuesday, Super Duper Burgers’ Castro Street location hums with controlled chaos. Three customers queue at the counter whilst the drive-thru line stretches to the street. The phone rings every few minutes – orders, questions about ingredients, delivery enquiries. Staff juggle between assembling burgers, taking drive-thru orders and fielding calls, each interruption pulling attention from the guests standing right in front of them.
This scene plays out across fast-casual chains nationwide during peak hours. Orders flood in from every direction – phone, drive-thru, counter, delivery apps – whilst guests expect the same quick, personal service regardless of how they choose to order. Most restaurants handle this by having staff multitask, which often means someone gets less attention.
Why Back of the House Chose Voice AI
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Back of the House, Inc., the restaurant group behind Super Duper Burgers and more than 20 other Bay Area concepts, decided to tackle this challenge head-on. Founder Adriano Paganini, whose brands include Beretta, Starbelly and Delarosa, spent months evaluating multiple AI companies before settling on VoicePlug to handle voice interactions across his restaurants.
The selection process was rigorous , focusing on practical performance rather than flashy promises. ‘We’ve always looked to push the boundaries of how technology can elevate the guest experience without compromising on hospitality,’ Paganini said. ‘VoicePlug stood out among AI providers with its deep understanding of restaurant workflows and a practical, elegant solution to some of our biggest challenges.’
The partnership makes Super Duper Burgers the testing ground for what could become a chain-wide rollout across Back of the House’s entire portfolio.
What VoicePlug Actually Does
VoicePlug’s system handles phone orders, drive-thru conversations and common guest questions without requiring staff intervention. The AI takes orders, processes payment information and integrates directly with existing restaurant systems. When a customer calls asking about gluten-free options or places a complex order with multiple modifications, the AI handles the entire interaction.
Unlike AI chatbots that customers type to, this system conducts actual voice conversations. It recognises speech patterns, handles interruptions and can manage the back-and-forth that typically happens when someone orders food. VoicePlug reports that its AI improves order accuracy by 15% compared to human order-takers in noisy restaurant environments , largely because it doesn’t get distracted or mishear items over background kitchen noise.
The technology works like having an additional trained staff member who never calls in sick, doesn’t rush guests and never puts anyone on hold. During peak hours when humans juggle multiple tasks, the AI maintains consistent performance regardless of how busy the restaurant gets.
The Business Case for Automation
For Paganini and his team, the value proposition goes beyond just answering more calls. Staff can focus entirely on guests who choose to order in person, potentially improving the experience for everyone. Missed calls translate to lost revenue – every unanswered phone call during lunch rush represents an order that might go to a competitor instead.
‘At Super Duper, we pride ourselves on delivering a fast, high-quality guest experience whilst staying true to our values,’ said Edmondo Sarti, CEO of Super Duper Burgers. ‘VoicePlug’s AI technology offers a smart, guest-friendly way to handle increasing order volume without sacrificing service or personality.’
The labour benefits became particularly apparent during staff shortages. Rising wages across the restaurant industry have pushed operators toward automation as both a cost management tool and a way to reduce staff burnout. Rather than hiring additional staff to handle phone orders during peak periods, restaurants can deploy AI to manage that specific function whilst humans focus on tasks requiring personal interaction.
Rolling Out Across Locations
Super Duper Burgers plans to begin the rollout immediately, with VoicePlug’s systems going live across the chain’s locations in the coming months. The initial deployment focuses on phone ordering and drive-thru interactions, the two channels where AI can have the most immediate impact on operations.
‘This partnership reflects our shared vision of blending high-touch hospitality with intelligent automation,’ said Jay Ruparel, CEO of VoicePlug. ‘Our Voice AI will help Super Duper and other brands in the Back of the House family serve guests faster, more efficiently, and with a consistent, superior brand experience across ordering channels.’
Early expectations centre on capturing orders that previously went unanswered during busy periods and reducing the time staff spend on routine order-taking tasks. The system will handle standard questions about menu items, ingredients and availability, freeing staff to focus on complex requests and in-person service.
What This Means for Restaurant Automation
Super Duper’s rollout shows how voice AI has moved from pilot programmes to operational reality. Major chains like Taco Bell have already deployed voice AI across hundreds of locations , handling millions of orders and demonstrating the technology’s readiness for widespread use.
The technology addresses specific operational pain points rather than replacing human workers entirely. Staff remain essential for food preparation, complex customer service issues and the personal interactions that define hospitality. Voice AI simply handles the routine, repetitive tasks that often interrupt those human-centred activities.
For restaurant operators watching this deployment, Super Duper’s experience will provide concrete data about how AI performs in real-world conditions. Industry reports suggest restaurants can see ROI multipliers of 10x to 14x from voice AI implementations , but individual results depend heavily on how well the technology integrates with existing workflows and staff training programmes.
Back of the House’s decision signals confidence that voice AI has matured enough for brand-wide deployment across multiple restaurant concepts. Whether other restaurant groups follow this lead will likely depend on how smoothly Super Duper’s rollout proceeds and what measurable benefits emerge from the partnership.
