Parrish Chapman has joined Hi Auto as Executive Vice President of Sales. He brings enterprise sales leadership, restaurant operations experience, and direct familiarity with the technology decisions shaping how large QSR brands run their businesses. At Hi Auto, Chapman will lead the company’s sales organization and direct its enterprise growth strategy and customer expansion efforts, with the AI Order Taker as the product at the center of that work.
From Franchisee to Enterprise Sales Leader
Chapman’s path to this role runs through restaurant operations. He spent time as a franchisee for both Dairy Queen and Church’s Chicken, which gave him practical knowledge of what drive-thru service looks like from the inside. Earlier in his career, he also held roles within Wendy’s corporate operations.
When Chapman moved into enterprise technology sales, he was not learning the restaurant industry secondhand. He already understood the service pressures and operational priorities that inform how operators evaluate technology.
His most recent role was Chief Sales Officer at Olo, a platform that powers digital ordering, payments, and guest engagement for restaurant brands. He led enterprise growth there across a portfolio of solutions that touched restaurants at nearly every point in the guest transaction. Before Olo, Chapman served as Chief Revenue Officer at GRUBBRR, where he built and executed go-to-market strategy for self-ordering kiosks and digital commerce solutions across restaurant and retail. He also held senior enterprise sales leadership positions at Samsung Electronics America and Panasonic Connect North America, where he worked with retailers and hospitality operators on large-scale deployments of hardware, software, and customer-experience technology.
The Product He Is Selling
Hi Auto’s AI Order Taker automates the order-taking process at drive-thru windows, enabling more consistent and efficient service across locations. For QSR brands, the operational appeal centers on faster throughput and reduced dependence on staffing at the order-taking position.
Moving it into major enterprise accounts means working through complex procurement cycles, addressing integration requirements, managing franchisee relationships, and demonstrating reliability at scale. Chapman’s roles at Olo and GRUBBRR involved that kind of multi-stakeholder enterprise engagement across restaurant and retail technology categories.
Voices on the Appointment
Roy Baharav, CEO and Co-founder of Hi Auto, made clear that Chapman’s combination of backgrounds drove the decision. “Parrish brings a unique combination of enterprise sales leadership, restaurant operational knowledge, and deep understanding of hospitality technology,” Baharav 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 his perspective on the opportunity. “AI-driven guest engagement and operational efficiency are rapidly becoming critical priorities for restaurant brands,” he said. “Hi Auto is exceptionally well-positioned to help operators deliver faster, more consistent, and more personalized drive-thru experiences.”
Scaling From a Position of Strength
Hi Auto enters this next phase with an established product and existing operator relationships. Chapman’s appointment is about acceleration. His job is to extend the AI Order Taker’s reach across the enterprise accounts that will define Hi Auto’s growth over the next several years.
The hire puts someone at the top of the sales organization who can engage QSR leadership at the operational level, not just the technology level. Chapman’s career has built toward precisely that capability, and Hi Auto is now asking him to put it to work.
