Strategic Approaches to AI Adoption in Fast Food Restaurants in Malaysia: A Qualitative Inquiry

Abstract

This study explores the adoption of Artificial Intelligence (AI) in Malaysia’s fast-food industry using the Technology Organization Environment (TOE) framework. Although global fast-food chains have embraced AI to enhance efficiency and customer experience, adoption in the Malaysian context remains limited, especially among small and medium-sized enterprises (SMEs). Through a qualitative approach involving semi-structured interviews with ten key stakeholders, including managers, franchise owners, and AI consultants, the study uncovers key enablers and barriers to AI implementation. Findings indicate that technological challenges such as system incompatibility and complexity, organizational limitations including leadership support and financial readiness, and environmental gaps in policy awareness and vendor support significantly influence AI uptake. The study concludes that targeted digital toolkits, inclusive policy execution, and localized vendor ecosystems are essential to accelerate AI integration in this sector. This research contributes to a better understanding of how internal and external factors interact in shaping technology adoption in service-based SMEs.