Thousands of Texas restaurants could soon rely on a locally-founded artificial intelligence receptionist to answer phone calls through a new partnership with the Texas Restaurant Association.
Ricardo B. Brazziell / Austin American-Statesman
Thousands of Texas restaurants could soon be using an Austin-founded artificial intelligence receptionist to answer phone calls through a new partnership with the Texas Restaurant Association.
The trade group signed an exclusive partnership with Austin-based Maitly.ai with the goal of helping restaurants and other hospitality businesses manage phone calls by embracing AI.
Article continues below this ad
“AI’s there to alleviate the pain points of picking up the phone, focusing on the customer in front of you and missing calls,” Ben Knorr, TRA’s vice president of strategic initiatives, told the American-Statesman. “But this is freeing staff up to be that hospitable food service worker that they’re intended to be.”
Roughly 63% of Americans still call restaurants to book reservations and ask questions, according to a 2025 survey from The Harris Poll. But over half of those calls go unanswered, and two-thirds of Americans say they ditch a restaurant if no one answers the phone.
At the West Sixth Street Canopy by Hilton, home to Verbena Food & Drink, general manager Arnoldo Rodriguez said hosts no longer have time to help customers both in person and over the phone. With Maitly, he said his staff is able to focus on serving guests in person.
San Antonio Express News Logo
Make us a Preferred Source on Google to see more of us when you search.
Add Preferred Source
FOOD & DRINK: Austin’s buzzworthy restaurant openings, plus recent closures to know in April
Article continues below this ad
“Those hectic times where there are a million calls coming through and people trying to make reservations, it was really putting my staff into a bind,” Rodriguez said. “It’s transformed the whole experience when it comes to their jobs. My staff can focus more on the in-person experience rather than being tied up on the phone.”
The small AI company was founded by CEO Ben Wolfenden in 2024 and currently employs fewer than a dozen people, according to its social media. But it’s already serving more than a thousand restaurants nationwide. The 24/7 AI receptionist takes incoming calls for restaurants, answering customer questions, booking reservations and organizing accommodations.
Knorr said the partnership is new but is part of a larger association mission to encourage AI adoption in hospitality, one of the largest industries in the nation — but one that has historically been slow to adopt new technology.
Restaurants worry about AI replacing staff and losing their focus on customer service, Knorr said. But with constant calls and growing costs, AI has become a way for restaurants to maintain the level of quality and service that customers expect.
Article continues below this ad
Canopy by Hilton Austin Downtown, located on West Sixth Street, is one of the first adopters of an AI receptionist system offered to Texas Restaurant Association members.
Provided by Canopy by Hilton
Rodriguez said while his staff is still getting used to the program, it is already proving beneficial and freeing up time. The goal, he said, isn’t to replace any workers, but to help them.
“It’s not replacing people, we utilize it as a tool,” he said. “Our priority is the customer experience, but it also helps with revenue and driving those misses that we had before where now there’s no call that’s unattended. As an employee, you’re not expecting for a Friday or Saturday night to be stressful or crazy anymore.”
Article continues below this ad
Knorr said an AI receptionist like Maitly could save restaurants $8,000 to $16,000 per month in lost revenue tied to unanswered calls. The partnership gives TRA members a discount on the program, which offers the AI receptionist, training and a database for all calls taken.
“All those missed calls, who are they going to call next? Your competitor down the street,” Knorr said. “But now, all those calls will be answered no matter if its a rush Saturday night, it’s a bank holiday or its 2 a.m. on a weeknight. AI doesn’t get applied to this industry and its unconventional, but its overall helping the bottom line and getting people in touch with the restaurant faster.”