McDonald’s is celebrating National Cheeseburger Day on September 18 by offering free Double Cheeseburgers to customers who make a minimum $1 purchase at participating locations. The promotion requires customers to order through the McDonald’s app, and the free burger is available only once per person. Delivery orders are not eligible for the offer. In a statement, McDonald’s encouraged customers to “grab their favorite McDonald’s drink, snack or meal and add a Double Cheeseburger to celebrate the holiday with us.” The promotion reflects a broader trend in the fast food industry, where some chains are shifting their focus back toward human interaction after years of investing in automation. McDonald’s introduced in-store kiosks for ordering in 2016, while Wendy’s launched a human-free AI drive-thru system called “FreshAi” in 2023. However, recent reports suggest that many customers still prefer interacting with humans. According to a survey by Fortune, 80 percent of diners prefer ordering from a person rather than an AI agent. Industry leaders are recognizing the importance of human interaction in the dining experience. Burger King President Tom Curtis told The Wall Street Journal that customers “want a friendly face” and that businesses must “lean in to that” since such personal connections are becoming rarer in fast food. As a result, several chains, including McDonald’s, Burger King, Starbucks, and Wendy’s, have introduced new initiatives to enhance staff-to-customer interactions. These efforts include encouraging “energetic greetings,” ensuring counter staff are available to address complaints, and double-checking order accuracy to improve service. Chicago-based hot-dog chain Portillo’s has also made changes to improve customer interactions. The chain has adopted a Chick-fil-A style drive-thru approach, sending staff out to take orders rather than using a traditional menu and speaker setup. Industry analysts note that while AI can boost efficiency, it may also reduce the “connection” that customers value. An August commentary from The Prep warned that operators should be cautious about automating parts of the dining experience that diners are essentially paying for: hospitality.