Bojangles is making headlines once again, this time for expanding its partnership with Hi Auto to bring Spanish-language AI order takers to all customer platforms. Known for its Southern charm and crave-worthy menu, the QSR chain has introduced Spanish ordering across drive-thrus, in-store kiosks, and its mobile app. The initiative represents one of the first large-scale bilingual AI ordering rollouts by a major U.S. quick-service restaurant brand.
The move builds on Bojangles’ earlier collaboration with Hi Auto, which began in June 2023 with the introduction of “Bo-Linda,” an AI-powered voice assistant designed to streamline drive-thru service. With the newest deployment, Bojangles is not only doubling down on innovation but also demonstrating a strong commitment to serving the needs of Spanish-speaking guests.
Enhancing the Employee Experience
While the expansion is guest-facing, the impact is also being felt behind the counter. Bojangles Chief Information Officer Richard Del Valle shared how the technology has influenced day-to-day operations. “To me, the biggest thing, or the biggest surprise, has been the improvement of the employee experience,” he 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 taking over complex multilingual transactions, the AI system enables staff to stay focused on food quality and guest interaction. The result is a less stressful environment during busy hours and a more efficient workflow overall.
Aligning with a $4.1 Trillion Market Force
The significance of this expansion is amplified by the growing economic power of the Latino community. According to the 2025 Latino Donor Collaborative, Latino purchasing power in the United States has reached an astounding $4.1 trillion. This economic force is shaping the future of customer experience in industries like quick-service dining.
Bojangles’ decision to implement Spanish AI ordering across all channels speaks directly to this trend. The brand is ensuring that every customer, regardless of language preference, can enjoy a seamless and respectful ordering experience.
Technology That Understands and Adapts
Hi Auto’s AI system delivers a level of fluency and flexibility that is rare in the QSR industry. Guests can speak in English or Spanish and even switch between the two languages mid-sentence. The system responds quickly and accurately, with a 96 percent order accuracy rate and near-instant response times.
This technology does not require additional hardware or major operational changes. Hi Auto’s hybrid architecture and customer understanding engine make upgrades simple 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.”
Creating Space for Hospitality
More than just a technology play, the rollout supports Bojangles’ core values of hospitality and service. The AI system handles ordering complexity, so human employees can spend more time engaging with guests and less time navigating language barriers. The approach strengthens team performance while preserving the personal touch that defines the brand.
Reports from similar deployments show that employees experience smoother workflows and reduced stress during peak hours. This reinforces the idea that automation, when implemented thoughtfully, can support rather than replace human roles in hospitality.
Setting a New Standard in QSR
With nearly 1,000 Hi Auto-enabled drive-thrus operating nationwide, the Bojangles rollout marks an important step forward in the evolution of multilingual AI in fast food. It proves that inclusivity and innovation are not separate goals but interconnected drivers of progress.
By expanding Spanish-language ordering across all platforms, Bojangles is setting a new standard for how QSRs can engage diverse communities while staying ahead in a competitive market. The brand is not just adding a new feature but reimagining how voice automation can reflect and respect the voices of its customers.