Bojangles expands Spanish ordering capabilities
Bojangles is integrating America’s second most-spoken language into its digital and in-store platforms.
The quick-serve chain, known for Southern-style fried chicken and biscuits, is rolling out Spanish-language support for online ordering, its mobile app, in-store kiosks and drive-thru AI assistant, known as Bo-Linda, to better serve Spanish-speaking guests across its footprint.
According to the most recent U.S. Census data, over 43.4 million people aged five and older speak Spanish at home in the United States.
“This is about more than just technology – it’s about making every guest feel welcomed and understood,” said Jose Armario, CEO of 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.”
Spanish-speaking customers will now be able to place their orders in Spanish through the Bojangles website and mobile app system wide. At the drive-thru, Bo-Linda offers a fully Spanish-spoken experience at more than 400 locations. About 35 store locations will feature kiosks with Spanish-language ordering options.
Bojangles says these enhancements are designed to make ordering “easier, more welcoming and more comfortable for Spanish-speaking guests.” The company says Bo-Linda has already begun supporting Spanish-speaking customers in select markets, and that roughly 200 Spanish-language drive-thru orders are placed each week.
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“This initiative shows what’s possible when you blend innovation with Southern hospitality to find new ways to make more guests feel welcome,” said Richard Del Valle, CIO at Bojangles. “We’re not just translating menus – we’re redesigning the guest experience.”
Founded in 1977 and headquartered in North Carolina, Bojangles operates approximately 830 restaurants in 21 states. Earlier this summer, it was reported by The Wall Street Journal that the chain was exploring a potential sale of its business amid rising demand for fried chicken.
