New Data Deal: Food Tech Giant Adds Customer‑Insight Tool
PAR Technology Corp. will acquire most of Bridg, a Los Angeles‑based data platform owned by Cardlytics, for $27.5 million to $30 million in PAR shares. The transaction is slated to close in early 2026 pending standard regulatory approvals.
Why This Deal Matters
Instant Access to Loyalty & Transaction Data
Bridg uniquely blends loyalty program insights with everyday transaction data, turning anonymous shoppers into identifiable customers.Targeted Marketing Power
Retailers, restaurants, and consumer‑packaged goods firms can now precisely target shoppers they previously couldn’t track and evaluate the effectiveness of their campaigns.Near‑Universal Reach
The integration promises brands a near‑complete view of each customer they encounter, enabling more personalized outreach.
PAR’s Vision
PAR CEO highlighted that the acquisition advances the company toward a “complete and intelligent platform”. The goal is to:
- Connect data across all customer touchpoints.
- Enable brands to act faster and smarter.
- Drive profit growth in an increasingly competitive market.
A Legacy of Innovation
PAR, a food‑service tech pioneer since 1968, offers:
- Point‑of‑sale systems
- Digital ordering solutions
- Loyalty programs
- Back‑office tools
- Payment processing
All designed to enhance operations and guest experiences worldwide.
Bridg’s Background
Founded in 2012, Bridg transforms purchase records into known customers by leveraging in‑store data and unique offline shopping insights. It operates under Cardlytics, a media company focused on making buying smarter and more rewarding.
