Can AI Be the Friendly Face at the Drive-Thru? Hi Auto Thinks So

The drive-thru has always been a test of patience. Engines idle, kids argue from the back seat, and the pressure to order quickly can make even the simplest meal feel stressful. Fast-food chains have long looked to automation to speed things up, but Hi Auto is betting that speed alone isn't enough.

This week, the company unveiled a new brand identity and website designed to reframe what drive-thru AI can be: not just a reliable system, but a warm, approachable teammate.

Why Accuracy Isn't the Whole Story

Hi Auto already has the numbers most competitors would envy. Its AI order taker powers nearly 1,000 drive-thrus across the U.S., U.K., New Zealand, and Australia, hitting over 93% order completion and 96% accuracy. But CEO & Co-founder Roy Baharav argues that raw performance only gets you so far.

"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," Baharav said. "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."

In an industry facing labor shortages and high turnover, restaurant operators are seeking technology that integrates seamlessly with people, without alienating either staff or customers.

A Rebrand With Strategic Depth

This wasn't an aesthetic touch-up; it was about aligning our brand identity with our business and product strategy," said Maya Dror Melamed, CMO at Hi Auto. After all, the company isn't just selling AI as software, but also as culture.

The process started by asking fundamental questions about the company's purpose. "We began with a deep positioning effort to define the core of who we are, what we do best, and why it matters," Melamed said. "That strategy shaped a brand and website that speak with clarity, purpose, and warmth, built to earn trust and drive adoption."

Giving AI a Personality

At the heart of the rebrand is "Auto," a mascot that embodies Hi Auto's technology. Auto isn't just a voice that takes your order; he's positioned as a guide who "listens carefully, speaks clearly, and never forgets."

He's joined by characters inspired by the quirks of the quick-service world: Joe, Jim, Barbara, Willy, and the Winnies. Collectively, they signal that Hi Auto doesn't want its product to feel like a black box of automation, but rather a colleague that customers and staff can trust.

"Auto represents the soul of our solution," Baharav said. "With the rest of the crew, we're showing that our AI isn't just reliable, it's also intelligent, relatable, and surprisingly fun."

This subtle but notable shift portrays AI as invisible. However, Hi Auto makes it visible and human.

The Bigger Bet

Hi Auto's positioning reflects a broader truth about the fast-food industry. Speed and efficiency may be the obvious goals, but in a market where every chain promises faster service, the real differentiator is experience.

By branding its AI as the "best crew member on the shift---dependable, approachable, and easy to work with," Hi Auto is staking its future on the idea that automation doesn't have to be cold or transactional. It can help staff focus on providing hospitality while ensuring customers feel heard and not rushed.

If Hi Auto is right, the drive-thru of the future won't just be quicker and more accurate. It might also be more human.