PAR Technology buys Bridg for $27.5M

PAR Technology announced plans to acquire Bridg from Cardlytics for $27.5 million in stock. The total could reach $30 million through potential earnouts. At the time of the announcement, the transaction was expected to close in Q1 2026.

Bridg provides identity resolution and shopper intelligence. The deal combines loyalty and non-loyalty transaction data in a single analytics system for restaurants, retailers, and consumer packaged goods (CPG) brands seeking 1:1 customer connections.

What Bridg adds to loyalty data

Bridg addresses a persistent problem for brick-and-mortar operators: its Identity Resolution (IDR) platform converts anonymous in-store transactions into enriched customer profiles. Even a guest who pays cash and never joins a loyalty program can become known in a brand’s first-party data, the information it collects itself.

PAR already serves thousands of restaurant locations through its Brink POS and Punchh loyalty platforms. Loyalty programs capture only part of a business’s transactions. Bridg promises to fill this gap in PAR’s analytics with information about purchases outside those programs.

What operators need and what PAR says

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 is to help brands achieve “stronger profitable growth” through 1:1 customer connections at scale.

What to check before choosing a platform

Check whether your current platform can combine customer analytics for purchases by loyalty members and nonmembers. If it can’t, consider rethinking your ecosystem approach.