Bojangles is leading the pace of change. The beloved Southern QSR brand has taken a major leap forward by expanding its partnership with Hi Auto to launch Spanish-language AI order takers across drive-thrus, in-store kiosks, and its mobile app. It’s one of the first large-scale, bilingual AI deployments by a major U.S. quick-service chain, and a clear signal that the future of fast food is multilingual, frictionless, and guest-first.
This bold move builds on last year’s debut of “Bo-Linda,” Bojangles’ drive-thru AI voice assistant powered by Hi Auto. What began as a solution to speed up service is now becoming a platform for inclusion and cultural fluency.
More Than Just Faster Service
For Bojangles, AI is about taking orders faster and making life better behind the counter, too. “To me, the biggest thing, or the biggest surprise, has been the improvement of the employee experience,” said CIO Richard Del Valle. “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.”
When the AI takes care of switching between English and Spanish, employees can stay focused on what they do best: serving up hot, flavorful food with a side of Southern hospitality. Rush hour gets smoother, stress goes down, and the entire operation clicks into a better rhythm.
The $4.1 Trillion Reason for Change
There’s serious economic weight behind this rollout. According to the 2025 Latino Donor Collaborative, U.S. Latino purchasing power has skyrocketed to $4.1 trillion. This audience is a driving force in the economy.
Bojangles knows that serving this community is the right and smart thing to do. With full Spanish-language ordering available across all touchpoints, the brand is meeting its guests where they are, in the language they prefer, without sacrificing speed or convenience.
Switch Languages Mid-Sentence? No Problem
Hi Auto’s Spanish AI system is bilingual and dynamic. Guests can speak in English, Spanish, or a mix of both, and the system keeps up. With 96% order accuracy and lightning-fast response times, the experience feels more like a natural conversation than a tech interaction.
Best of all, Bojangles didn’t need to buy new hardware or overhaul its infrastructure. Hi Auto’s hybrid architecture and customer understanding engine made the transition smooth and scalable. “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.”
AI That Puts People First
This automation empowers people, not replaces them. With the AI handling complex voice interactions, Bojangles team members can double down on hospitality. That means warmer greetings, cleaner hand-offs, and more focus on delivering a truly memorable guest experience.
At a time when many brands are looking to cut corners, Bojangles is using tech to enhance what makes them great: their people and their service.
Setting a New Bar for the QSR Industry
Hi Auto’s technology now powers nearly 1,000 drive-thru locations nationwide. But Bojangles is raising the bar with this unified, multi-channel Spanish-language rollout. It’s not a pilot, and it’s not just the drive-thru. It’s a full-court press across every platform where guests interact with the brand.
This launch is a landmark for inclusive automation in food service. It proves that fast food can be smart, inclusive, and personal all at once. And it positions Bojangles as a clear leader in the next wave of QSR transformation.
