Foodservice technology provider PAR Technology has entered an agreement to acquire shopper intelligence and identity resolution platform Bridg from Cardlytics.
As agreed, PAR Technology will acquire all Bridg’s assets for $27.5m, subject to purchase price adjustments. The consideration will be paid in PAR Technology common stock, with a total purchase price of up to $30m.
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The acquisition aims to link loyalty and in‑store transaction data for restaurant, retail and consumer packaged goods (CPG) operators, expanding PAR’s capabilities in data‑driven customer activation and measurement.
PAR Technology CEO Savneet Singh said: “Adding Bridg will propel us toward delivering the industry’s most complete and intelligent platform, built to unlock 1:1 customer connections at scale.
“As we connect data seamlessly across every touchpoint, 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.”
Bridg’s Identity Resolution platform can convert in‑store transactions into customer profiles, linking previously unidentified shoppers to a brand’s first‑party data.
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By GlobalDataPAR Technology plans to leverage this capability with the goal of unifying loyalty and non‑loyalty transaction data for retail, restaurant, and CPG clients.
By combining Bridg’s identity resolution with PAR’s loyalty and customer engagement tools, the companies intend to provide full‑funnel visibility into customer activity, including previously anonymous transactions.
The integration is designed to enable brands to activate offers for a broader set of shoppers, personalise customer journeys at scale, and attribute marketing and media spend to in‑store and other transactions using deterministic purchase data.
The unified data set is expected to support closed‑loop attribution models, allowing retailers, restaurants, and CPG companies to measure the impact of campaigns and media across most customer interactions and transactions.
Bridg has provided identity resolution services to the retail sector since 2012, working with grocery, convenience, and quick‑service restaurant operators to connect in‑store purchases to privacy‑compliant customer profiles.
The transaction is expected to close in this quarter, subject to customary closing conditions.
Last month, PAR Technology introduced Smart Passes, a wallet-based loyalty tool for restaurants.
