Concrete Craft Privacy Policy
Effective Date: August 12, 2025
Purpose of this Notice
The purpose of this Privacy Policy (“Privacy Policy”) is to inform you of how American Decorative Coatings, LLC. (“Concrete Craft”) protects and uses your personal information when accessing and using www.concretecraft.com (the “Website”). We are committed to respecting your privacy rights. Please read this Privacy Policy carefully. It gives you important information about how we handle your personal information.
This Privacy Policy is effective as of the date first listed above and has been developed with the recognition that applicable laws regarding privacy and personally identifying information, and the dissemination thereof, are evolving. Accordingly, this Privacy Policy is subject to change at any time and Concrete Craft expressly reserves the right to modify the terms of this Privacy Policy at any time and in our reasonable discretion. Your continued use of the Website that links to this Privacy Policy following our posting of a change notice will constitute binding acceptance of this Privacy Policy and all changes thereto.
This Privacy Policy provides you with a notice of our privacy policies and practices informing you of the types of information that we collect from you and the persons or entities to whom your personal information may be disclosed.
Information We Collect
In the course of your use of the Website, you may voluntarily share information about yourself, for example, through the “Find Your Franchise” form on our Website. The following are the categories of personal information we may collect from you when you share it with us:
- Identifiers (e.g., name, email address, phone number, internet protocol address, referral information, or other similar identifiers);
- Information that identifies, relates to, describes, or is capable of being associated with, a particular individual, including, but not limited to, his or her name, signature, address, telephone number, bank account number, credit card number, debit card number, or any other financial information;
- Protected classification characteristics (e.g., age (40 years or older) citizenship, marital status, sex, veteran or military status;
- Government identifiers (e.g., Social Security number, driver’s license, or state identification card);
- Internet or other similar network activity (e.g., browsing history, search history, information on a consumer's interaction with a website, application, or advertisement);
- Geolocation data;
- Mail, email, or text messages contents;
- Current or past job history; and
- Inferences drawn from other personal information (e.g., a profile reflecting a person's preferences, characteristics, predispositions, behavior, attitudes, intelligence, abilities, and aptitudes).
We obtain the information listed above from the following categories of sources:
- Directly from you. For example, from forms you complete;
- Indirectly from you. For example, from observing your actions on our Website;
- Automatically from you. For example, through cookies we or our service providers set on your device as you navigate through our website; and
- Through other sources, such as service providers, third party services and joint marketing partners. For example, third-party vendors to monitor and analyze the use of our website, third-party vendors to deliver targeted advertising to you, or third-party data brokers.
When you visit the Website, we also collect technical and usage information that does not identify you personally (“Other Information”), including information about your Internet service provider, the date and time you access the Website, the Internet address of websites from which you linked to our Website, the type of device, browser and operating system you are using, and your movements and preferences on our Website.
Use of Personal Information
We may use, sell, or disclose the personal information we collect for one or more of the following purposes:
- To fulfill or meet the reason you provided the information. For example, if you share your name and contact information to ask a question about our franchise opportunities, we will use that personal information to respond to your inquiry;
- To provide, support, personalize, and develop our Website, products, and services;
- To provide you with support and to respond to your inquiries, including to investigate and address your concerns and monitor and improve our responses;
- To personalize your Website experience and to deliver content relevant to your interests, including targeted offers and ads through our Website, third-party sites, and via email or text message (with your consent, where required by law);
- To facilitate cross-context behavioral advertising;
- To help maintain the safety, security, and integrity of our Website, products and services, databases and other technology assets, and business;
- For testing, research, analysis, and product development, including to develop and improve our Website, products, and services;
- To respond to law enforcement requests and as required by applicable law, court order, or governmental regulations;
- As described to you when collecting your personal information; andTo evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which personal information held by us about our Website users/consumers is among the assets transferred.
You may choose to opt out of receiving future marketing or promotional email from us. Each such email sent by us contains an “unsubscribe,” “opt-out,” or similar link with instructions on how to remove yourself from the applicable email list. Additionally, we may always email you or text message you via SMS in response to your correspondence or in connection with any other transactions you have with us. If you wish to opt out of receiving non-marketing text messages, you can reply with 'STOP' or follow the instructions provided in the message.
We may use Other Information, which does not identify you personally, for any reason we deem appropriate, including for purposes of administering, protecting, and improving our Website and systems, to better understand the preferences of our Website visitors, to identify server problems, to compile aggregated statistics about Website usage, and to help personalize your experience on our Website.
Sharing Personal Information
We do not sell or share your personal information to third parties or disclose your personal information to third parties for their marketing purposes, except as set forth in this Privacy Policy. We may disclose your personal information:
- To other franchisees, subsidiaries, and affiliates for the purpose of marketing certain products and services of such franchisees, subsidiaries, and affiliates to you;
- To contractors, service providers, and other third parties we use to support our business;
- To a buyer or other successor in the event of a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Concrete Craft’ assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which personal information held by Concrete Craft about our Website users is among the assets transferred;
- To fulfill the purpose for which you provide it;
- For any other purpose disclosed by us when you provide the information; and
- With your consent.
We have disclosed for a business purpose to our franchisees and/or to our service providers the following categories of personal information that identifies, relates to, describes, is capable of being associated with, or could reasonably be linked, directly or indirectly, with a consumer:
- Identifiers (e.g., name, email address, phone number, internet protocol address, referral information, other similar identifiers)
- Information that identifies, relates to, describes, or is capable of being associated with, a particular individual, including, but not limited to, his or her name, signature, address, telephone number, bank account number, credit card number, debit card number, or any other financial information.
- Inferences drawn from other personal information;
- Geolocation data; and
- Internet or other electronic network activity information (e.g., internet protocol address, browser type, cookies used for identification, and information regarding a consumer’s interaction with the Website)
We may share Other Information (which does not identify you personally) with any party for any purpose we deem appropriate.
Mobile information will not be shared with third parties or affiliates for marketing or promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.
Cookies
In order to personalize and enhance your experience on our Website, we also may collect information through “cookies.” Cookies are small strings of text sent by our Website to your browser and then stored by your browser on your computer’s hard drive. Our cookies allow us to not only personalize your experience on our Website, make your visit more convenient, and understand how you and others are using our Website so we can improve your experience on the Website. We use cookies to identify repeat visitors to our Website and to determine the paths visitors take on our Website. We also use cookies to determine whether you visited our Website from a particular Internet link or advertisement. Most Web browsers automatically accept cookies, but it is possible to change your browser setup, so it does not accept cookies. However, not utilizing cookies may prevent you from using certain functions and features of the Website.
Through cookies we place on your browser or device, we may collect information about your online activity after you leave our Website. Just like any other usage information we collect, this information allows us to improve the Website and customize your online experience, and otherwise as described in this Privacy Policy.
Additionally, we use certain advertisement networks (such as Google Ads and Facebook/Meta Audience Network) that use retargeting cookies to collect certain information about you (including the URLs, pages, and content you view, the date and time of such views, and location information associated with your IP address).
Third-Party Analytics Services
Additionally, we use Google Analytics to better understand the behavior of visitors to our websites. This includes anonymized data associated with your IP address, such as pages viewed on the Website, length of time on the Website, browser used to access the sites, and device used to access the Websites. The information collected does not personally or directly identify you or your street address. To learn more about how Google uses data when you visit our Website please visit: How Google uses information from sites or apps that use our services – Privacy & Terms – Google. You can opt out from the use of Google Analytics by following the instructed provided at: Google Analytics Opt-out Browser Add-on Download Page.
Data Retention
We will retain your personal information and non-personal information for as long as it is reasonably necessary to fulfill the purpose for which it was given. Different retention periods apply for different types of personal information based on the purpose for which it was gathered.
We reserve the right to dispose of or delete any or all such personal information or non-personal information at any time (including prior to any specific retention timeframe we may communicate), except as set forth in any other agreement or document executed by both you and us concerning the same or as required by law.
State Privacy Rights
You may be entitled the following privacy rights listed below based on various state privacy laws, including if you are a resident of California, Colorado, Connecticut, Oregon, Texas, Utah, and Virginia:
- The rights to know/access. You may have the right to request to access or know (i) the specific pieces of personal information we have about you; (ii) the categories of personal information we have collected about you; (iii) the categories of sources from which that personal information was collected; (iv) the categories of personal information we have sold or disclosed; (v) the categories of third parties to whom your personal information was sold or disclosed; and (vi) the purposes for collecting and selling your personal information. Generally:
- Concrete Craft has collected the categories of personal information detailed in the section titled “Information We Collect” above; and
- Concrete Craft has disclosed the categories of personal information detailed in the section titled “Sharing Personal Information” above.
- The right to correction. You may have the right to request that we correct the personal information that we have collected or maintain about you.
- The right to data portability. You may have right to request your personal information in a format that is portable and useable.
- The right to deletion. You may have the right to request that we delete the personal information that we have collected or maintain about you. We may deny your request under certain circumstances, such as if we need to comply with our legal obligations or complete a transaction for which your personal information was collected. If we deny your request for deletion, we will let you know the reason why.
- The right to restrict or opt out of the sale of your personal information. You may have the right to opt out of the sale of your personal information. We do not sell your personal information. If this changes, we will update our privacy policy accordingly.
- The right to equal service. If you choose to exercise any of these rights, we will not discriminate against you in any way. If you exercise certain rights, understand that you may be unable to use or access certain features of our services.
You may request your right to know and your right to deletion free of charge up to two (2) times in any twelve (12) month period.
To exercise the rights described above, please contact us as follows:
Email: hfc.privacy@gohfc.com (please use “Consumer Privacy” in the subject line)
Phone: (888) 926-3801
Mail: 19000 MacArthur Blvd, Ste. 100 Irvine, CA 92612, Attn: Legal Department
We may require verification of your identity before further processing your request. In certain instances, we may be permitted by law to decline some or all of such request.
Data Security
We recognize the importance of protecting access to personal information. We restrict access to personal information about you to only those employees who need to know that information to provide products or services to you. We maintain commercially reasonable physical, electronic, and procedural safeguards to guard your personal information. While our security measures are intended to protect your personal information, the complete security of any transmission over the public internet cannot be guaranteed.
How to Contact Us
Should you have other questions or concerns about this Privacy Policy, please send us an email at info@concretecraft.com.
Third-Party Websites
This Privacy Policy does not govern, and we are not responsible for, the privacy, information security, or other practices of any third parties, including any third party operating any site or service to which the Website. The inclusion of a link on the Website does not imply our endorsement of the linked site or service.
Children’s Data
The Website is not directed at or intended to be used by children, and Concrete Craft will not intentionally collect or maintain personal information about anyone under the age of 16, except for information provided by the relevant parent(s) or guardian(s). If we discover that we have collected any other personal information about anyone under the age of 16, we will take reasonable steps to promptly delete such information from our systems.
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