How a Leading QSR Chain in the UAE Reimagined Customer Support with Conversational AI on WhatsApp

Overview

A leading global quick-service restaurant (QSR) is a household name in the UAE with 200+ restaurants across a fast-growing, digitally-savvy market. As part of its broader transformation journey, the brand saw the opportunity to elevate customer support by leveraging WhatsApp, which has 97% penetration in the UAE, offering the convenience and immediacy customers expect. The QSR leader’s digital-first strategy prompted a collaboration with Jio Haptik, a Premier Meta Partner and global leader in conversational AI, to transform how customers get support from the brand.

Challenge

As the Global QSR leader scaled its digital operations, customer support teams were inundated with frequent, repetitive queries across its mobile app and other channels. The brand needed a faster, more unified way to assist customers while ensuring consistency and accuracy in every response.

• Delayed responses: The brand wanted to remove the delays and inefficiencies faced by customers reaching out for support with general and order-related queries.

• Increased agent workload: Manual handling of FAQs like allergen and nutritional information overburdened agents.

• Order-related concerns: Issues pertaining to missing orders or payments demanded faster acknowledgement and resolution tracking.

• Fragmented CX: The lack of a unified system to manage Help & Support, and general inquiries led to fragmented customer experiences.

Solution

To address the challenges, the restaurant chain partnered with Jio Haptik to deploy a WhatsApp AI assistant. The goal was to create a unified, intelligent touchpoint to identify intent, personalize conversations, resolve issues across customer journeys, while upholding the brand’s warmth and brand voice.

• Dynamic conversational design: Structured and adaptive flows guided users through birthday offers, allergen or nutritional information, and other FAQs.

• AI-powered support: Order tracking, quality and reward-related concerns, and payment discrepancies were intelligently categorized and resolved through automated decision paths, reducing friction and delays in resolution.

• Agent assist and escalation: The bot leveraged Haptik’s Agent Connect module, identifying high-intent or complex issues and handing them off to human agents with complete context - ensuring no repetition and faster resolution.

• Maximum scalability: The solution streamlined multilingual support in Arabic and English, as well as prompt service during high-volume traffic and peak ordering hours.

End Result

The case study is a testament to how intelligent automation - when built with empathy, precision, and scalability - redefines the meaning of ‘fast service’ in the digital era. The deployment of the WhatsApp chatbot is a major leap in the QSR brand transforming engagement - making it faster, smarter, and more human. From real-time FAQ resolution to freeing up agents to focus on high-priority issues, the WhatsApp AI assistant enabled measurable gains in efficiency and customer happiness. Additionally, the initiative represents a shift in how global brands approach conversational support.