Hi Auto is a company purpose-built for quick-service restaurant (QSR) drive-thru operations. Founded in 2019, it operates in approximately 1,000 locations across the U.S., U.K., New Zealand, and Australia. Its AI Order Taker provides centralized control over the ongoing optimization of scripts, upsells, and voice while giving franchisees the flexibility to adjust menu items, LTOs, and regional offers.
Now, Hi Auto is reshaping how it presents itself to the market. The company unveiled a new brand identity and redesigned website as part of what it describes as a strategic shift toward automation that is “not only reliable, but also warm, human, and emotionally resonant.”
Balancing Accuracy and Connection
Hi Auto is not new to metrics-driven success. According to CEO and Co-founder Roy Baharav, “While our AI Order Taker consistently achieves 93%+ order completion and 96% accuracy across nearly 1,000 stores, we’ve always believed adoption depends on more than performance. Trust, friendliness, and ease of use are just as essential. That’s why we built Auto, not just a voice assistant, but the voice of the brand at the drive-thru.”
The company has sought to differentiate itself in a crowded AI landscape by arguing that QSR automation cannot be reduced to algorithms and uptime alone. The “voice of the brand,” in this framing, is as critical as any technical achievement.
The broader philosophy reflects a desire for AI to take on a role comparable to that of a valued employee. As the company puts it, the technology should feel less like a piece of software and more like the best crew member on the shift, dependable, approachable, and easy to work with. This framing positions AI as a tool to lighten the load for staff, keep guests happy, and deliver consistency, order after order.
From Strategy to Story
Behind the updated visual identity lies what Hi Auto describes as a comprehensive strategic process. CMO Maya Dror Melamed explained the approach: “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.”
The company’s language makes clear that this rebranding was not limited to marketing assets. By tying its brand identity to a product philosophy, Hi Auto is attempting to embed its values of reliability and warmth into every aspect of its offering, from customer-facing elements to operational tools for franchisees.
Characters in the Lane
At the center of the rebrand is the introduction of “Auto,” a mascot designed to embody the intelligence and consistency of Hi Auto’s technology. According to the company, Auto “is a host and a guide, bringing order, comfort, and personality to the most hurried moments of the day. He listens carefully, speaks clearly, and never forgets, making the drive-thru fast and consistent while keeping it unmistakably human.”
Auto is not alone. He is joined by a supporting cast who are intended to reflect relatable aspects of the QSR drive-thru experience: Joe, Jim, Barbara, Willy, and the Winnies. The characters are part of a narrative effort to make automation less anonymous and more approachable.
“Auto represents the soul of our solution,” Baharav added. “With the rest of the crew, we’re showing that our AI isn’t just reliable, it’s also intelligent, relatable, and surprisingly fun.”
Redefining the Drive-Thru
Hi Auto frames this rebrand as more than a cosmetic change. By investing in storytelling, characters, and a human-centered philosophy, the company is doubling down on its mission “to redefine how restaurants and guests experience the drive-thru, setting the standard for an AI Order Taker that delivers results with the warmth and trust of a human teammate.”
The company’s decision to recast its identity and voice around warmth and relatability reflects a bet that the next stage of AI adoption in QSR will depend less on whether the technology works and more on how it feels.
