PAR Technology to Add In-Store Consumer Data by Acquiring Bridg

PAR Technology aims to continue its efforts to combine previously disjointed foodservice technology solutions by acquiring identity resolution and shopper intelligence platform Bridg, a division of Cardlytics.

The global foodservice technology provider agreed to acquire Bridg for $27.5 million or up to $30 million after potential purchase price adjustments, PAR Technology said in a Monday (Jan. 26) press release.

The acquisition will add Bridg’s Identity Resolution (IDR) platform, which converts in-store transactions into enriched customer profiles, to PAR’s loyalty solution, creating a unified data set that combines loyalty and non-loyalty transactions, according to the release.

The combination will help retailers, restaurants and consumer packaged goods companies activate offers for shoppers who were previously anonymous, and accurately attribute marketing spend across nearly all transactions, the release said.

The transaction is expected to close during the first quarter, subject to customary closing conditions, per the release.

“Adding Bridg will propel us toward delivering the industry’s most complete and intelligent platform, built to unlock 1:1 customer connections at scale,” PAR Technology CEO Savneet Singh said in the release. “As we connect data seamlessly across every touch point, we will redefine what insight-driven execution looks like and empower brands to move faster, operate smarter and achieve stronger profitable growth in a marketplace that will only become more competitive.”

Cardlytics said in a filing with the Securities and Exchange Commission that the agreement has been approved by its board of directors.

PAR Technology has made three other acquisitions over the past two years. The firm acquired restaurant analytics provider Delaget in December 2024, global foodservice transaction platform TASK Group in March 2024 and digital engagement software provider Stuzo Holdings in March 2024.

Singh said in September 2024 that after the acquisitions of TASK Group and Stuzo Holdings, the company could land another deal at any time. He added that products in the foodservice technology industry are “very disjointed” and that PAR Technology aims to stitch them together.

Bridg was founded in 2012 to provide brick-and-mortar restaurants and retailers with the sort of consumer data that was previously available only to online merchants, PYMNTS reported in 2017. It got its start by providing its platform to leading national and regional restaurant chains in the United States.

Cardlytics announced its acquisition of Bridg in April 2021 and completed it in May of the same year, saying the move would bring Bridg’s enhanced SKU-level insights to Cardlytics’ digital advertising platform.

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