Fogo de Chão deploying “Selma” AI voice assistant, to manage calls at all 88 US restaurants

USA – Fogo de Chão, the Brazilian steakhouse restaurant chain, has implemented a custom AI-powered voice assistant named “Selma” across all 88 of its U.S. locations to manage phone inquiries.

The system, developed by PolyAI, is designed to reduce missed calls, eliminate hold times, and enhance guest service by handling reservations, FAQs, and loyalty program sign-ups before seamlessly transferring more complex calls to staff.

A Personalized AI Solution Embedded in Brand Culture

The assistant is uniquely named after the company’s matriarch and Chief Culture Officer, Selma Oliveira, whose voice was recorded in English, Portuguese, and Spanish to create the technology’s persona.

This deliberate choice aims to infuse the digital interaction with the brand’s signature warmth. CEO Barry McGown stated that Selma embodies the same care and hospitality their teams provide, ensuring the brand is present for guests before they arrive.

The deployment addresses a critical operational pain point: prior to implementation, the chain reported losing guest calls during peak traffic and after hours, representing missed revenue and service opportunities.

Driving Operational Efficiency and Revenue Generation

Selma is programmed to perform several key front-of-house functions autonomously.

It answers frequently asked questions, checks real-time table availability, makes reservations directly through the OpenTable integration, and enrolls callers in the Fogo Rewards loyalty program.

For inquiries requiring human intervention, the system intelligently routes the call to the appropriate team member.

PolyAI projects that over 12 months, Selma will handle more than 250,000 reservations directly, supporting significant additional revenue generation by capturing calls that were previously missed and streamlining the booking process.

Setting a New Standard for Hospitality Tech Integration

This move by Fogo de Chão represents a strategic integration of AI into core guest-facing operations, moving beyond simple chatbots to a sophisticated, brand-aligned voice solution.

For the broader restaurant and hospitality industry, it highlights a growing trend where technology is deployed not to replace human interaction but to optimize it, ensuring staff can focus on in-person service while technology manages high-volume, repetitive tasks.

As Fogo de Chão continues its physical expansion, including a planned new location in Tigard, Oregon—scalable, efficient systems like Selma provide the operational backbone to support growth while consistently upholding the guest experience from the first point of contact.

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.