By: Jake Smiths

Engines hum, kids shout from the back seat, and clocks tick. For most, the drive-thru is a race against time, often a rushed, mechanical, and transactional experience. Hi Auto believes it can be something more. Today, the leader in AI-powered drive-thru order taking unveiled its new brand identity and redesigned website, marking a strategic shift to make automation not only reliable, but also warm, human, and emotionally resonant.

“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,” said Roy Baharav, CEO & Co-founder of Hi Auto. “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 new identity reflects Hi Auto’s philosophy: AI 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. Like a trusted colleague, it lightens the load for staff, keeps guests happy, and delivers consistency, order after order.

From Strategy to Story: A Rebrand with Purpose

Hi Auto’s new brand identity is the result of a rigorous strategic process, not just a visual refresh. Grounded in a refined positioning framework, the rebrand aligns every element of the company’s story, from messaging to design, with its role as a reliable, human-centered AI Order Taker for the drive-thru.

“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. “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 redesigned website extends this philosophy into practice. Featuring simple navigation, accessible language, and engaging visuals, it was created not only for enterprise executives but also for franchise operators and restaurant staff who interact daily with Hi Auto’s solutions.

Meet Auto and Friends: Characters That Bring AI to Life

Central to the rebrand is the debut of “Auto,” a friendly mascot who embodies the intelligence and consistency of Hi Auto’s technology. 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 joined by a cast of characters – Joe, Jim, Barbara, Willy, and the Winnies – each embodying relatable aspects of the QSR drive-thru experience.

These characters bring a human touch to automation, reminding restaurants and their guests alike that every order is more than a transaction; it’s an interaction. Auto isn’t here to replace people, but to give them back what matters most: time to smile, serve, and connect.

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

Hi Auto’s characters also help reinforce a critical message: the company’s technology is not a faceless algorithm, but a reliable teammate designed to support workers and enhance guest satisfaction. In an industry where labor shortages and high turnover create daily challenges, Hi Auto helps operators save 3-8 labor hours per store, per day, time that can be reinvested in service and hospitality.

With its new identity, Hi Auto 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.