Restaurant technology company PAR Technology (ParTech) has announced a strategic partnership between its loyalty and offer solution, PAR Punchh, and Attentive, a specialist in AI-driven SMS [short message service] marketing.

The collaboration aims to transform anonymous guests into loyal customers and increase engagement through personalised SMS content.

The integration between PAR Punchh and Attentive will provide restaurants with advanced customer acquisition and communication tools.

According to Attentive’s Global Consumer Survey Report, 93% of customers are open to brand communication via SMS, highlighting the channel’s potential for fostering customer relationships.

Restaurants leveraging the PAR Punchh Attentive partnership can expect to grow their loyalty memberships by encouraging SMS opt-ins.

They will be able to send targeted campaigns that promote app downloads and loyalty programme sign-ups, utilising advanced SMS features such as MMS [multimedia messaging service], video, GIFs and A/B testing [split testing] to optimise engagement.

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Attentive’s expertise will aid restaurants in navigating SMS compliance, ensuring that marketing efforts adhere to regulations while reaching customers effectively.

PAR Technology CEO Savneet Singh said: “Partnering with Attentive equips our customers with more robust tools to engage guests through timely, relevant messaging.

“SMS engagement is critical for growing loyal customers and repeat visits in today’s restaurant industry. With Attentive, we can help brands create seamless omnichannel relationships with customers, fostering loyalty across digital interactions and real-world visits.”

Attentive partnerships vice-president Angelique Kamara said: “We’re thrilled to be able to offer restaurants a convenient way to engage with customers, by using personalised and visual text messaging in every step of the omnichannel journey to meet customers where they are.

“This partnership with PAR Punchh helps our joint brands unlock the full potential of SMS marketing, further strengthening brand loyalty and increasing revenue.”

In March 2024 ParTech agreed to acquire Australian foodservice transaction platform TASK Group for $206m. The acquisition will be finalised in the third quarter of 2024, pending approvals from TASK’s shareholders, the Australian courts and regulatory bodies.