Bojangles has taken a major leap in digital hospitality, announcing a full-scale rollout of Spanish-language AI ordering across all its guest platforms. In partnership with Hi Auto, the AI voice automation company behind some of the most widely deployed drive-thru technologies in the U.S., Bojangles is now offering Spanish-speaking order support at drive-thrus, kiosks, and through its mobile app.
This coordinated expansion marks one of the first truly unified bilingual AI deployments in the U.S. quick-service industry. Meeing customers where they are, in the language they speak, on any platform they choose.
Joining Industry Leaders, but Taking It Further
With this milestone, Bojangles joins Checkers & Rally’s in adopting Hi Auto’s multilingual voice automation. But Bojangles is doing something new. Rather than staggered rollouts or single-channel pilots, the brand is introducing Spanish-language ordering across all customer touchpoints in one synchronized launch, setting a new benchmark for scalable, inclusive service.
It’s a powerful statement: Bojangles is not experimenting with accessibility. It’s delivering it. The brand’s commitment to inclusivity is not just a promise, but a reality that is being delivered to all its customers.
Serving Guests and Empowering Teams
Behind the scenes, the rollout is already paying off for staff. “To me, the biggest thing, or the biggest surprise, has been the improvement of the employee experience,” said Richard Del Valle, Bojangles’ Chief Information Officer. “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.”
With the AI managing complex multilingual interactions, team members are freed from the stress of language barriers and can focus fully on food quality, speed, and hospitality. It’s technology that simplifies, not disrupts.
Why This Moment Matters
The rollout also aligns with a dramatic shift in consumer demographics. According to the 2025 Latino Donor Collaborative, Latino purchasing power in the U.S. has climbed to $4.1 trillion. That number is impressive and a business imperative.
By expanding Spanish-language AI ordering across all touchpoints, Bojangles is making a direct, strategic investment in a community that continues to shape national consumer behavior. It’s a recognition of cultural fluency as part of the guest experience.
No Hardware, No Hassle, Just Results
Hi Auto’s Spanish AI system allows customers to speak in English or Spanish interchangeably, even mid-sentence. With 96 percent order accuracy and real-time response, it feels like a natural conversation, not a tech barrier.
The transition was just as seamless operationally. Hi Auto’s hybrid architecture and intelligent customer understanding engine meant Bojangles didn’t have to install new hardware or make major system changes. “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.”
A Human Touch, Powered by AI
AI is often seen as a way to cut labor, but Bojangles is proving it can also elevate it. With language complexity offloaded to the system, employees are more present, more focused, and more available to provide the kind of genuine, welcoming service the brand is known for.
It’s a smarter use of automation aimed not to replace workers, but to help them do their best work.
Defining What Comes Next for QSR
Hi Auto now operates in nearly 1,000 drive-thru locations nationwide. But with this launch, Bojangles has redefined what full-scale, bilingual service can look like in practice. This is not a pilot. It’s not a test case. It’s a nationwide deployment built to meet the moment and meet every guest with the right words, right away.
By going all-in on Spanish AI ordering, Bojangles is charting a path for the rest of the industry to follow. The QSR experience just got faster, smarter, and more inclusive, and Bojangles is leading the way.