Brand Family Privacy Notice
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Last Updated: October 2, 2025
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This Brand Family Privacy Notice (“Privacy Notice”) explains how Diverse Concepts, LLC and our affiliated and related entities and restaurant brands—including, without limitation, Lake Partners, LLC, NP Properties, LLC, Smoky Mountain Blue Moose, LLC, Alcoa Blue Moose, LLC, Chattanooga Blue Moose, LLC, Johnson City Blue Moose, LLC, Liberty Park Grill, LLC, Harrisons Group, LLC, Island Amenities, LLC, Bullfish of Pigeon Forge, LLC, and any future brands or affiliates we add (collectively, “Diverse Concepts,” “we,” “us,” or “our”)—collect, use, disclose, and otherwise process personal information in connection with our websites, mobile apps, in-store technologies (e.g., guest Wi-Fi, waitlist tools, CCTV), and other online and offline services that link to or reference this Privacy Notice (collectively, the “Services”).
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This Privacy Notice is not a contract and does not create legal rights beyond those provided by applicable law.

1) State-Specific Disclosures
Residents of California, Colorado, Connecticut, Delaware, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, Nevada, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah, and Virginia have additional rights and disclosures. See “U.S. State Privacy Disclosures” below (including details on sales/sharing, targeted advertising, sensitive data, GPC, appeals, and “Shine the Light”).

2) What Is “Personal Information”?
“Personal information” means information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked (directly or indirectly) to a particular person or household. “Personal information” does not include aggregated, deidentified, or publicly available information to the extent those terms are defined by law.

3) Personal Information We May Collect
We may collect personal information directly from you, automatically (via cookies, pixels, SDKs, Wi-Fi device telemetry, and similar), from our restaurants and affiliates, and from third parties (e.g., analytics/advertising partners, social networks, delivery/ordering partners, data enrichment services). We may combine information collected across touchpoints and brands.
A. Information You Provide
• Contact & Profile: name, email, mobile number, mailing address, preferred location, birthday (month/day), dietary or seating preferences, communication preferences.
• Transactions & Payments: items purchased, order details, date/time, coupons/loyalty usage, gift card details, and payment card/billing info processed via PCI-compliant providers.
• Waitlist/Reservations/Events: party size, highchair/wheelchair needs, special requests, timing/status updates, and contact info for notifications.
• Loyalty, Promotions & Contests: enrollment data, account credentials, preferences, entries, and user-generated content.
• Customer Care & Feedback: messages, phone/email/chat records, survey responses, photos/incidents you submit (including health/safety information you voluntarily provide).

B. In-Restaurant & On-Premise
• Guest Wi-Fi & Proximity Tech: device identifiers (e.g., MAC hashed/rotated per system design), session metadata, signal strength/zone information; in some locations we may use Bluetooth/geofencing to improve operations or deliver messages (per your device settings).
• CCTV/Video: video/images in and around stores for safety, security, loss prevention, incident reporting, analytics, and operational improvements.

C. Automatic Collection (Websites/Apps/Emails)
• Usage & Device Data: IP address, cookie IDs, mobile ad IDs, app/SDK identifiers, browser/device type, OS/version, referrer/exit pages, timestamps, clickstream, page response times, error logs.
• Interactions: pages viewed, links clicked, items added to cart, ad views/clicks, email open/click data, multi-device/session attribution.
• Location Data: coarse location (IP-derived) and precise geolocation when you grant permission (e.g., store finder, mobile waitlist).

D. From Other Sources
• Social & Authentication Services: information you allow a platform (e.g., Google, Apple, Facebook/Instagram, TikTok) to share with us when you connect, log in, or interact with our content.
• Affiliates/Brands/Operators: information shared within the Diverse Concepts family to provide Services, consolidate loyalty, or coordinate offers.
• Partners & Vendors: delivery providers, analytics/advertising networks, data brokers/enrichment, fraud prevention, and payments.

4) How We Use Personal Information
We may use personal information to:
• Provide & operate the Services, including orders, delivery/pickup, e-commerce, waitlist/reservations, loyalty/rewards, gift cards, and customer support.
• Communicate with you (transactional, service, and—per your preferences—marketing/promotional).
• Personalize & improve experiences, content, menus, and offers; perform analytics, research, and reporting.
• Market & advertise, including interest-based/targeted ads across sites, apps, emails, and social media; measure and optimize campaigns; create custom or look-alike audiences.
• Detect and prevent fraud, abuse, security incidents, and illegal activities; protect our rights, users, and property.
• Comply with legal obligations, law enforcement requests, and our Terms & policies; manage risk, audits, tax, accounting, and corporate governance.
• Manage our business, including mergers, acquisitions, reorganizations, financings, or transfers of assets.
• Any other purpose you direct or to which you consent, and any compatible purpose permitted by law.

Future-proofing: Where permitted by law, we may expand our collection and use for additional features, programs, data partnerships, or analytics/advertising capabilities. If required, we will provide updated notices and obtain any necessary consents.

5) How We Disclose Personal Information
We may disclose personal information to:
• Affiliates/Brands/Related Entities within Diverse Concepts for centralized operations, combined loyalty, marketing, analytics, and store support.
• Service Providers & Processors (e.g., hosting, payments, ordering/delivery, reservation/waitlist systems, marketing platforms, analytics/measurement, SMS/email providers, security/CCTV, fraud prevention).
• Advertising & Analytics Partners for interest-based advertising, measurement, attribution, and audience tools (see Cookie Notice).
• Business Transfers in connection with a merger, acquisition, financing, due diligence, bankruptcy, or sale of all/part of the business.
• Legal/Compliance: to law enforcement, regulators, courts, and advisors to comply with law or protect rights/safety, or to enforce our terms.

Depending on your state, some disclosures (especially via cookies/SDKs for targeted ads) may be deemed a “sale” or “sharing”. See U.S. State Privacy Disclosures for opt-out rights and GPC handling.

6) Children’s Privacy
Our Services are not directed to children under 13, and we do not knowingly collect personal information from children under 13 online. If we learn we have collected such information, we will delete it. We do not knowingly “sell” or “share” personal information of consumers under 16. Parents/guardians may contact us to request deletion of a minor’s information.

7) Third-Party Links, Platforms & Embedded Features
Our Services may link to third-party sites/apps or include third-party widgets (e.g., social buttons, maps, embedded videos). We do not control third parties’ practices. Review their privacy notices before providing information.

8) Your Choices & Controls
• Account & Device Settings: manage permissions (e.g., location, notifications) in your browser, OS, or app settings.
• Email: unsubscribe via the link in marketing emails. We may still send non-marketing/transactional messages.
• SMS: for promotional texts, reply STOP to opt out. Message/data rates may apply.
• Push Notifications: disable in your device/app settings.
• Cookies/Tracking: manage preferences via our Cookie Banner/Settings and your browser controls; see Cookie Notice for details.
• Global Privacy Control (GPC): where required, we process GPC signals for browser-level opt-outs on our sites.

9) Data Security
We maintain commercially reasonable administrative, technical, and physical safeguards appropriate to the nature of the information we process. No method of transmission or storage is fully secure.

10) Data Retention
We retain personal information only as long as necessary for the purposes described above (including legal, tax, accounting, security, and dispute-resolution obligations). When no longer needed, we will delete, deidentify, or aggregate the data consistent with applicable law and our policies.

11) Do Not Track
“DNT” browser signals are not standardized; we do not respond to DNT. We do honor GPC where required by state law.

12) Changes to This Privacy Notice
We may update this Privacy Notice. The “Last Updated” date reflects the latest version. For material changes, we will provide additional notice as required (e.g., prominent posting, email, or in-app notice).

13) Contact Us
Diverse Concepts, LLC – Privacy
Address: 1900 N. Winston Rd., Ste. 300, Knoxville, TN 37919
Email: info@dclfood.com
Phone: 865-584-4245 (toll-free where required)

If you are a resident of a state with consumer privacy rights, also see the U.S. State Privacy Disclosures below for how to submit requests or appeals.

U.S. State Privacy Disclosures
Last Updated: October 2, 2025
These U.S. State Privacy Disclosures (“Disclosures”) supplement the Privacy Notice for residents of CA, CO, CT, DE, IN, IA, KY, MD, MN, MT, NE, NV, NH, NJ, OR, RI, TN, TX, UT, VA.
Categories, Sources, Purposes
See Sections 3–5 of the Privacy Notice. In the prior 12 months, we may have collected: Identifiers; Customer Records; Commercial Data; Internet/Network Data; Geolocation; Inferences; and, as applicable, Audio/Visual (CCTV) and Communications Records.

Sensitive Information
Where applicable, we may process account credentials, precise geolocation (with your permission), and health/safety information that you voluntarily submit (e.g., incident reports). We do not sell sensitive information or use it for targeted advertising. You may have the right to limit certain processing depending on your state.
“Sales,” “Sharing,” and Targeted Advertising
Some states define “sale” broadly to include making personal information available to third parties for valuable consideration; “sharing” includes cross-context behavioral advertising. Our use of cookies/SDKs and audience/advertising tools may be considered a sale or sharing.
• You can opt out of sales/sharing/targeted advertising by sending us an email, via Cookie Settings, and by using a supported GPC signal. App users can also adjust mobile ad settings (e.g., Limit Ad Tracking on iOS; Opt-out of Ads Personalization on Android) and may use the DAA’s AppChoices.

Your State Rights (subject to legal exceptions)
• Know/Access: confirm whether we process your personal information and access it.
• Portability: obtain a copy in a portable format where technically feasible.
• Correction: request correction of inaccuracies.
• Deletion: request deletion of personal information we maintain.
• Opt-Out: of sales, sharing for targeted advertising, and certain profiling (where applicable).
• Appeal: if we deny your request (CO/CT/VA and others).
• Non-discrimination: we won’t discriminate for exercising rights; however, price/service differences may result from a loyalty program or where permitted by law.

How to Exercise Your Rights
• Toll-Free:865-584-4245
• Email: info@dclfood.com

We will verify your request (e.g., by matching info such as name, email, phone, address, interaction dates, or by authenticated login). Authorized agents may submit requests with proof of authority (e.g., power of attorney or signed authorization), and we may require direct confirmation from you.

Data Retention
See Section 10 of the Privacy Notice.

California Disclosures (including “Shine the Light”)
• In the last 12 months we may have disclosed the categories listed above to affiliates, service providers, operators, advertising/analytics partners, and social networks for business purposes.
• Shine the Light: California residents may request how we share certain categories of personal information with third parties for their direct marketing. To opt out of such sharing, contact us as above and include “Shine the Light” in the subject.

Nevada Opt-Out
Nevada residents may submit a request to opt out of the sale of “covered information” by contacting us at info@dclfood.com with “Nevada Do Not Sell” in the subject line.

Appeals (CO/CT/VA and similar)
If we deny your request, you may appeal within 45 days by replying to our decision or using the webform (select “Appeal”). We will provide a written explanation of our decision.

Notice of Financial Incentives (Loyalty/Clubs/Promotions)
We may offer loyalty programs, clubs, sweepstakes, limited-time offers, and similar promotions that provide benefits (e.g., discounts, rewards, birthday offers) in exchange for personal information such as name, email, mobile number, ZIP code, birthday month/day, and preferred location. Participation is voluntary, and you may withdraw at any time (e.g., unsubscribe links, “STOP” for SMS, account deletion request). We reasonably estimate the value of program data based on related operational and marketing costs and the value of offers provided. Full terms will be presented at enrollment.

Cookie & Tracking Technologies Notice
Effective: October 2, 2025
We and our partners use cookies, pixels, SDKs, tags, local storage, and similar technologies to operate the Services; remember preferences; measure traffic; prevent fraud; personalize content; and deliver, measure, and improve advertising (including cross-site/app interest-based ads).

What We Collect via Cookies/SDKs
• Device/browser identifiers, mobile ad IDs, session IDs, IP address, timestamps, pages viewed, referrers, clickstream, ad interactions, cart events, coarse/precise location (if permitted), and linkage across devices/accounts (e.g., hashed email) for measurement and audience tools.

Managing Preferences
• Use our Cookie Banner/Settings to manage categories (e.g., strictly necessary, performance, functional, advertising).
• Browser controls may block/delete cookies; features may not work as intended if disabled.
• GPC signals are honored where required.
• App users can limit ads personalization in OS settings and via DAA AppChoices.
• Learn about Google Analytics and opt-outs at Google’s support pages.

Opt-outs are browser/device-specific. Clearing cookies or changing devices/browsers may require you to opt out again unless you use a supported GPC signal.

Contact (Cookies/Tracking)
Questions about this Cookie Notice? Contact info@dclfood.com or write to the address above.