Technology

Par acquiring Bridg in $30M deal to unify guest data

Photo: gemini

January 26, 2026

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Par Technology Corp. has reached an agreement to acquire Bridg, an identity resolution and shopper intelligence platform, from Cardlytics Inc. The deal, valued at up to $30 million, aims to bridge the gap between loyalty and non-loyalty customer data for the restaurant and retail sectors.

The transaction is structured as an asset purchase for $27.5 million in Par common stock, with a maximum price of $30 million pending adjustments. The deal is expected to close in the first quarter of 2026.

Solving the anonymous guest problem

For restaurant operators, one of the biggest hurdles in digital marketing is identifying the "anonymous" guest — those who do not sign up for loyalty programs. Bridg's proprietary platform converts these in-store transactions into enriched customer profiles, allowing brands to see a more complete picture of their customer base, according to Par CEO Savneet Singh.

By integrating Bridg into the PAR ecosystem, the company plans to offer:

Unified Data Sets: Combining loyalty and non-loyalty transaction data.
Full-Funnel Visibility: Identifying previously unknown shoppers to create addressable audiences.
Closed-Loop Attribution: Using deterministic purchase data to measure the exact impact of marketing spend on actual sales.

"Adding Bridg will propel us toward delivering the industry's most complete and intelligent platform, built to unlock 1:1 customer connections at scale," Singh said in a company press release. "As we connect data seamlessly across every touch point, we will redefine what insight-driven execution looks like."

The move marks a significant step in PAR's evolution from a hardware and POS provider to a comprehensive "unified commerce" platform, Singh said.

Bridg, which was acquired by Cardlytics in 2021, has been a player in the retail and QSR space since 2012, specializing in SKU-level insights and privacy-safe customer profiling.

Following the acquisition, PAR intends to leverage Bridg's data to help brands personalize guest journeys and improve unit economics through more targeted, measurable promotions.

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