The big picture:
Fast-food chains are turning to AI to cut costs and boost efficiency as labor and food prices rise. Hi Auto is emerging as a leader by automating drive-thru order-taking with near-human accuracy, CEO Roy Baharav told Omri Hurwitz in an interview.
What’s happening:
- Hi Auto’s AI handles drive-thru orders for brands like Bojangles, Checkers & Rally’s, and Burger King.
- The company operates globally with teams in the U.S., Israel, Europe, and Asia.
- Its voice AI hits 96-97% accuracy in order-taking and completes 93% of orders without human intervention, an industry-leading benchmark.
- Hi Auto recently raised $15 million to expand operations and reassure enterprise customers of its long-term sustainability.
Why it matters:
- The quick-service restaurant (QSR) industry is under pressure from rising wages and food costs. Raising menu prices further risks alienating customers, so automation has become a priority.
- Drive-thru voice AI offers a relatively seamless entry point for automation because customers don’t see the employee, only hear a voice.
Challenges:
- Replacing human order-taking is a high-stakes decision for QSR executives, sometimes viewed as “career-ending” if it fails.
- Adoption usually begins with cautious pilots across dozens of locations before scaling.
- AI systems must deliver ROI by matching or surpassing human-level performance. Otherwise, mistakes disrupt the “production line” of restaurant operations.
What’s next:
- Fully robotic restaurants may still be 10 to 15 years away, says Baharav.
- In the near term, AI will expand beyond guest interactions to guiding employees. For example, telling staff to clean during downtime or notifying them when items are out of stock.
CEO playbook:
Baharav’s three rules for building successful startups:
- Find a strong co-founder and team.
- Get your strategic bets right.
- Lots of luck.
