American QSR brand Bojangles expands Spanish language ordering across platforms including AI solution

American fast food firm Bojangles is expanding its Spanish language ordering capabilities for online ordering, its mobile app, in-store kiosks and drive-thru AI assistant, known as Bo-Linda.

At the drive-thru, Bo-Linda offers a fully Spanish spoken experience at more than 400 locations, with Bojangles claiming that it is one of the first major QSR brands to deliver bilingual functionality at this scale.

Additionally, about 35 locations will feature kiosks with this option. “This is about more than just technology - it’s about making every guest feel welcomed and understood,” says Jose Armario, CEO at Bojangles. “As a Hispanic leader, I take pride in ensuring our brand reflects the communities we serve. Language should never be a barrier to hospitality.”

“This initiative shows what’s possible when you blend innovation with Southern hospitality to find new ways to make more guests feel welcome,” says Richard Del Valle, Chief Information Officer at Bojangles. “We’re not just translating menus - we’re redesigning the guest experience.”

2025 RTIH INNOVATION AWARDS

AI will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.