Charma Parker

At Chick-fil-A, hospitality has always started with a warm welcome at the counter. And with a vision to be the world’s most caring company, that care now guides how the brand stewards guest data. Using Databricks and Hightouch, Chick-fil-A is building a secure guest intelligence and activation layer that can understand every visit, order, and interaction while rigorously protecting customer data. This session follows that journey — how the team brings restaurant, app, and loyalty data together in Databricks and uses Hightouch’s Composable CDP to turn trusted insights into more relevant, timely lifecycle programs and offers across channels. Attendees will leave with a vision and reference architecture for caring, data-driven guest marketing on Databricks.