New York, United States, August 4th, 2025, FinanceWire
Bojangles, the beloved Southern food chain known for its flavorful menu and signature hospitality, has expanded its partnership with voice AI leader Hi Auto to introduce Spanish-language AI ordering across drive-thrus, kiosks, and its mobile app. This marks one of the first major bilingual AI rollouts by a U.S. quick-service restaurant, setting a new precedent for inclusive automation at scale.
The move builds on the successful launch of Bo-Linda, Bojangles’ AI-powered drive-thru assistant introduced in June 2023. Bo-Linda was created to streamline the ordering process and enhance service speed. Now, the latest upgrade brings accessibility to the forefront, offering a more personalized and intuitive experience for the rapidly growing Spanish-speaking population.
Expanding Leadership in Multilingual Voice Automation
With this milestone, Bojangles joins Checkers & Rally’s in embracing Hi Auto’s leadership in scalable, multilingual voice automation. However, Bojangles takes it a step further, rolling out Spanish-language ordering across drive-thrus, kiosks, and the mobile app in a single coordinated launch.
This strategic expansion underscores a focus on reducing friction in the user experience by supporting multiple languages across key interaction points, aiming to improve accessibility and communication in users’ native languages.
A Win for Teams and Guests Alike
According to Bojangles’ Chief Information Officer Richard Del Valle, the impact of the technology has gone far beyond convenience. “To me, the biggest thing, or the biggest surprise, has been the improvement of the employee experience,” Del Valle said. “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 complex, multilingual interactions to AI, team members are able to stay focused on their core responsibilities, such as ensuring food quality, maintaining service speed, and delivering the warmth and hospitality that defines the Bojangles brand.
An Answer to Growing Economic Power
According to the 2025 Latino Donor Collaborative, Latino purchasing power in the U.S. has reached a staggering $4.1 trillion. This surge places Hispanic consumers at the center of the nation’s economic growth and highlights the urgency for QSR brands to offer culturally attuned and linguistically inclusive experiences.
By enabling a fully bilingual ordering experience, Bojangles is taking direct action to serve this growing demographic with respect and relevance.
Technology That Adapts to the Customer
Hi Auto’s system allows customers to switch between English and Spanish fluidly (even mid-sentence), ensuring that the ordering process remains natural and seamless. The AI boasts 96% order accuracy and nearly instant response times, creating a frictionless experience that adapts in real-time to each guest.
Just as importantly, the rollout required no new hardware and minimal operational disruption. Thanks to Hi Auto’s hybrid architecture and customer understanding engine, Bojangles was able to implement the new functionality efficiently and without downtime.
“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.”
Charting the Future of Hospitality
Hi Auto currently powers nearly 1,000 drive-thru locations across the U.S., continuing to lead the charge in real-world AI deployment in the quick-service sector. Bojangles’ latest rollout demonstrates that advanced technology and human-centric service don’t have to be at odds. In fact, they can elevate one another.
By investing in AI that empowers rather than replaces, Bojangles is showing how automation can enhance hospitality, not strip it away. It’s a bold step toward a future where every guest feels heard, and every order, no matter the language, is served with ease.
About Hi Auto
Hi Auto is an advanced AI-powered order-taking solution designed specifically for high-volume drive-thru restaurants. Built to streamline operations, it delivers quick, accurate service with over 93% order completion and 96% accuracy consistently and at scale. Hi Auto offers centralized script management and adaptable configurations for franchise operators, helping QSR brands save between 3 to 8 labor hours per location each day. Since its founding in 2019, Hi Auto has earned the trust of top quick-service chains and is now live in nearly 1,000 drive-thru sites across the United States.