Bojangles is redefining the quick-service restaurant (QSR) experience with a major expansion of its partnership with Hi Auto. The Southern chain, known for its bold flavors and warm hospitality, has now rolled out Spanish-language AI ordering across all guest-facing channels: drive-thrus, in-store kiosks, and its mobile app. In doing so, Bojangles becomes one of the first major U.S. QSR brands to launch a comprehensive bilingual AI ordering system.
This advancement builds on the foundation laid in June 2023, when Bojangles introduced “Bo-Linda,” an AI-powered voice assistant created with Hi Auto to streamline the drive-thru experience. That initial deployment set the stage for today’s broader innovation, one that reaches more guests, enhances service speed, and reflects the brand’s unwavering commitment to inclusivity, making all guests feel valued and included.
Better for Teams, Better for Guests
As the technology has evolved, so has its impact inside the restaurant. “To me, the biggest thing, or the biggest surprise, has been the improvement of the employee experience,” said Richard Del Valle, CIO of Bojangles. “If we can find ways to make their lives easier, which will then translate to a superior guest experience, that’s a home run for us.”
By offloading the complexity of multilingual ordering, the AI platform allows team members to stay focused on what matters: preparing quality food and delivering heartfelt service. The result is a smoother workflow, especially during peak hours, and a stronger connection with guests.
Recognizing the Power of Latino Consumers
The rollout is also a smart business decision. New data from the 2025 Latino Donor Collaborative puts U.S. Latino purchasing power at a staggering $4.1 trillion. It’s a number that underscores just how critical it is for brands to meet Hispanic consumers with culturally relevant, language-conscious experiences.
This is more than just translating menus. It’s about adapting to a diverse and evolving customer base. By supporting bilingual voice interactions, Bojangles is tapping into an enormous and growing market with a fast, frictionless, and authentic experience.
Seamless Switching, High Accuracy
Hi Auto’s AI order taker enables guests to shift between English and Spanish fluidly, even within the same sentence, offering a natural and intuitive ordering process. The system responds instantly and boasts 96% order accuracy, creating confidence and convenience at every touchpoint.
Perhaps most impressively, this expansion did not require any additional hardware. Thanks to Hi Auto’s hybrid architecture and deep customer understanding engine, Bojangles was able to activate Spanish-language ordering with minimal operational disruption. “To best serve our communities, restaurants need solutions that speak to all customers, and the United States is the world’s second-largest Spanish-speaking country,” said Roy Baharav, CEO of Hi Auto. He adds that “partnerships like this represent a huge breakthrough for the country’s Spanish-speaking and bilingual communities.”
Tech That Makes Hospitality Stronger
While the focus is often on speed and efficiency, this rollout also illustrates how the right technology can elevate human-centered service. Hi Auto’s AI simplifies complex orders and empowers employees to be more present with guests. With fewer communication barriers and a more streamlined process, team members can deliver the warm, welcoming experience Bojangles is known for.
It’s a model that benefits everyone. Staff experience fewer miscommunications, customers enjoy a smoother process, and the brand strengthens its reputation for inclusive innovation.
Scaling Cultural Fluency in QSR
Bojangles is adding a feature that’s helping define a new standard in quick-service dining. With nearly 1,000 active Hi Auto deployments across the country, this bilingual expansion marks a significant milestone in real-world AI adoption and cultural responsiveness.
By launching Spanish-language ordering across all major platforms at once, Bojangles is showing what’s possible when technology is deployed not just for speed, but for empathy and connection. It’s a clear signal that inclusivity and innovation aren’t mutually exclusive. They’re the future of QSR.
