Hi Auto, a fast-growing voice AI company specializing in order-taking for quick-service restaurants (QSRs), has announced a complete brand refresh. The rebranding includes a new visual identity, an updated website, and a series of animated characters designed to personify the company’s technology and mission.
The move comes as Hi Auto significantly expands its footprint in the U.S. restaurant market, with its AI technology already deployed in nearly 1,000 stores nationwide, a testament to our rapid growth and increasing influence.
New Identity, Same Mission
Hi Auto has emerged as a reliable partner for restaurant operators by focusing on accuracy, ease of use, and integration into daily operations. With its AI now deployed at scale, the company’s leadership saw the need for a sharper, more unified identity.
“While our AI Order Taker consistently achieves 93%+ order completion and 96% accuracy across nearly 1,000 stores, we’ve always believed adoption depends on more than performance,” said Roy Baharav, CEO & Co-founder of Hi Auto.
The new look includes a streamlined logo and design language that the company says better reflects its growth stage and industry role.
Characters with Purpose
At the center of the rebrand is a cast of new animated mascots, each representing a core quality of Hi Auto’s technology. Auto is a host and a guide that brings order, comfort, and personality to the most hurried moments of the day. Auto is joined by a cast of characters that embody relatable aspects of the QSR drive-thru experience: Joe, Jim, Barbara, Willy, and the Winnies.
“This wasn’t an aesthetic touch-up; it was about aligning our brand identity with our business and product strategy,” said Maya Dror Melamed, CMO at Hi Auto. “We began with a deep positioning effort to define the core of who we are, what we do best, and why it matters. That strategy shaped a brand and website that speak with clarity, purpose, and warmth, built to earn trust and drive adoption.”
By introducing friendly characters, the company aims to bridge the gap between advanced AI and the human-centered environments of restaurants.
Reflecting Reliability in a Changing Industry
As restaurants adapt to shifting labor dynamics and customer demands, voice AI has gained traction as a solution for improving service speed and accuracy. This rebrand signifies Hi Auto’s mission to redefine how restaurants and guests experience the drive-thru, setting the standard for an AI Order Taker that delivers results with the warm and trust of a human teammate.
“Auto represents the soul of our solution,” added Baharav. “With the rest of the crew, we’re showing that our AI isn’t just reliable, it’s also intelligent, relatable, and surprisingly fun.”
Looking Forward
The updated website, logo, and characters are now live, offering the first glimpse of how Hi Auto wants to be perceived in the evolving QSR technology landscape. By centering its message on trust, reliability, and approachability, Hi Auto’s leadership hopes the refreshed brand will resonate with both restaurant operators and their frontline teams.
As Baharav puts it: “Trust, friendliness, and ease-of-use are just as essential. That’s why we built Auto, not just a voice assistant, but the voice of the brand at the drive-thru.”