Quick-service restaurant operators are under real pressure to find technology that improves drive-thru performance without adding operational complexity. Hi Auto has built a product targeting that need. The company has now hired the sales leader it believes can move that product into the enterprise accounts that matter most.
Hi Auto announced the appointment of Parrish Chapman as Executive Vice President of Sales. Chapman takes on responsibility for the company’s sales organization, enterprise growth strategy, and customer expansion, with a direct focus on accelerating adoption of Hi Auto’s AI Order Taker across QSR drive-thru operations.
Why Chapman’s Background Matters Here
The QSR technology market has no shortage of enterprise sales veterans. What is less common is a sales executive who has operated restaurants. Chapman brings both. He was a franchisee for Dairy Queen and Church’s Chicken, and earlier in his career worked within Wendy’s corporate operations. That experience shapes how he enters a sales conversation with a QSR brand. He understands what operators are managing at the unit level and what it takes to move a technology adoption through a large, complex organization.
His most recent position was Chief Sales Officer at Olo, a platform built around digital ordering, payments, and guest engagement for restaurant brands. Chapman’s tenure there put him in direct contact with the enterprise decision-making structures of major restaurant groups across those product areas.
Prior to Olo, Chapman was Chief Revenue Officer at GRUBBRR, where he led go-to-market strategy for self-ordering kiosk and digital commerce adoption across restaurant and retail environments. Senior roles at Samsung Electronics America and Panasonic Connect North America rounded out a career that has consistently operated at the intersection of large-scale technology deployment and hospitality or retail environments.
The Enterprise Sales Challenge in QSR AI
Selling AI to quick-service restaurant brands at the enterprise level involves multiple stakeholders across operations, IT, finance, and in franchised systems, franchisee relations. A system that works across many locations needs to perform reliably at each one, integrate with existing point-of-sale infrastructure, and deliver measurable results against metrics operators already track.
At Olo and GRUBBRR, Chapman worked with major brands evaluating digital commerce tools that touched every part of the guest transaction. Navigating procurement cycles and multi-unit operator commitments across those roles is directly relevant to what Hi Auto is asking him to lead.
The Market Moment
AI at the drive-thru is an active evaluation happening inside operations and technology teams at major chains. Hi Auto is positioning itself to meet that demand at scale, and Chapman’s appointment reflects the seriousness of that effort.
“Parrish brings a unique combination of enterprise sales leadership, restaurant operational knowledge, and deep understanding of hospitality technology,” Roy Baharav, CEO & Co-founder at Hi Auto said. “His experience working with some of the industry’s most recognized brands makes him an outstanding addition to our leadership team as we continue to scale.”
Chapman described the role in terms of industry timing. “I’m excited to join Hi Auto at such an important stage of growth for the restaurant industry,” he said. “AI-driven guest engagement and operational efficiency are rapidly becoming critical priorities for restaurant brands, and Hi Auto is exceptionally well-positioned to help operators deliver faster, more consistent, and more personalized drive-thru experiences.”
What Comes Next
Chapman takes over a sales organization with an established product and existing operator relationships. His focus is on extending Hi Auto’s reach across the enterprise brands that represent the largest growth opportunity for the company. The AI Order Taker’s next chapter will be defined by how broadly and how quickly it moves across the QSR brands that carry the most market weight. That is now Chapman’s responsibility to deliver.
