Why would a fast-food restaurant add an AI Order Taker to its drive-thru experience? There are many good reasons, but if a QSR implements AI just hoping to increase drive-thru efficiency or to speed the line, that restaurant could be missing out on the right AI solution’s true value in this use case.
Machine, or Friendly Team Member?
There’s no doubt: efficiency and accuracy are essential to success in AI Order Taking at the drive thru. One reason Hi Auto has become the global leader in this space, with our solution operating in nearly 1,000 stores, is that we’ve designed (and continually refine and improve) the industry’s best purpose-built AI for drive-thru ordering. Our QSR partners consistently enjoy more than 93% order completion and 96% accuracy using our solution.
But if their guests felt like they were communicating with a machine at the drive thru—the voice equivalent of typing in their order at an automated kiosk—those QSR restaurants would be missing a massive opportunity to boost customer satisfaction and loyalty.
When an AI Order Taker can successfully assume the voice of a restaurant, a few special things happen all at once. Guests hear warmth, friendliness, and the familiar language of the restaurant they know and love. They feel as though they’re not just yelling orders into a software application—they’re speaking to a member of the team. This gives employees some breathing room to focus on food and hospitality. And best of all, every drive-thru interaction captures and reinforces the brand’s unique personality.
In our rigorous rebranding discussions, we determined that it’s these win-win interactions for our QSR partners and their drive-thru guests—made possible thanks to our purpose-built AI Order Taker—that set Hi Auto apart as the world leader in this space.
A Rebrand with Purpose
While most company rebrands amount to little more than a change in aesthetics (Look! We have a cool new logo!), Hi Auto conducted a companywide strategic process to make sure every element of our brand story (including our newly redesigned website) reflects the company Hi Auto has become. We wanted to challenge ourselves and be certain that everyone on the team could clearly articulate what unique attributes we bring to this industry and why QSRs all over the world are increasingly turning to our AI Order Taker.
As CMO Maya Dror Melamed says, “This wasn’t an aesthetic touch-up; it was about aligning our brand identity with our business and product strategy. We began with a deep positioning effort to define the core of who we are, what we do best, and why it matters. That strategy shaped a brand and website that speak with clarity, purpose, and warmth, built to earn trust and drive adoption.”
Long story short: Hi Auto is winning with clarity, friendliness, and accessibility. And those values, which we hope our new brand identity clearly captures, are true for both our drive-thru order-taking solution and our team of very responsive human beings.
Introducing Auto: an AI Creating Very Human Experiences
That’s why the star of Hi Auto’s new brand identity is “Auto,” a friendly mascot who embodies the intelligence and consistency of Hi Auto’s technology as well as the warmth, comfort, and approachability of our QSR partners’ own brands. As our CEO Roy Baharav says, “Trust, friendliness, and ease-of-use are just as essential [as order efficiency and accuracy]. That’s why we built Auto, not just a voice assistant, but the voice of the brand at the drive-thru.”
Auto, the cute little headset-wearing fellow you see here along with a couple of his helpful friends, is designed to be as friendly and accessible for our QSR franchisees and corporate partners as he is for their guests as they place orders at the drive thru.
One of the keys to Hi Auto’s brand is our insistence on the fact that while our solution is incredibly sophisticated and technical, using it doesn’t need to feel like a complicated science project.
For our QSR partners—including restaurant chains like Bojangles, Popeyes, and Burger King—the team at Hi Auto has worked hard to make sure that both the implementation and the day-to-day operation of our drive-thru order taking are straightforward and intuitive experiences.
So it seems fitting that when our corporate customers think of Hi Auto, they envision our fun, friendly mascot—not a tangle of computer cables and a zillion lines of software code.
Want to Learn More (or Just Meet Auto)?
Contact us to talk about your stores, operations, and the specific parameters and business objectives we can help you improve with Hi Auto, just like we’re doing for corporate QSRs and franchisees around the world.
