PAR Technology Buys Bridg for $27.5M

Key Takeaways:

• PAR Technology acquires Bridg’s identity resolution platform for $27.5M (up to $30M) in stock
• Deal combines loyalty and non-loyalty transaction data into a single intelligence layer
• Acquisition targets restaurants, retailers, and CPG brands seeking 1:1 customer connections
• Transaction expected to close Q1 2026

The restaurant technology sector just witnessed another consolidation move that signals where the industry is heading: unified customer intelligence. PAR Technology announced it will acquire Bridg, an identity resolution and shopper intelligence platform, from Cardlytics for $27.5 million in stock, with potential earnouts bringing the total to $30 million.

Why This Matters

Bridg’s core technology solves a persistent headache for brick-and-mortar operators. Its Identity Resolution (IDR) platform converts anonymous in-store transactions into enriched customer profiles. That means the guest who pays cash and never joins a loyalty program can finally become a known entity in a brand’s first-party data ecosystem.

For PAR, which already serves thousands of restaurant locations through its Brink POS and Punchh loyalty platforms, Bridg fills a critical gap. Loyalty programs capture only a fraction of transactions. Bridg promises to illuminate the rest.

The Bigger Picture

The acquisition reflects a broader shift in hospitality technology. Operators increasingly demand platforms that unify fragmented data streams: POS transactions, loyalty interactions, delivery orders, and in-store behavior. The winners will be those who can tie every campaign and offer to measurable business outcomes.

“We’re building the industry’s most complete and intelligent platform,” said Savneet Singh, PAR’s CEO.

The goal: empowering brands to achieve “stronger profitable growth” through 1:1 customer connections at scale.

What It Means for Operators

For restaurant and retail operators evaluating their tech stack, the PAR-Bridg deal underscores an emerging truth. Data fragmentation is becoming a competitive liability. Brands that unify customer intelligence across loyalty and non-loyalty channels will outpace those still working with siloed systems. The question for operators is whether their current platforms can deliver that integration, or whether they need to rethink their ecosystem approach entirely.