PAR Technology (NYSE:PAR) is doubling down on its data-driven "unified commerce" strategy, announcing Monday an agreement to acquire Bridg, the identity resolution and shopper intelligence platform from Cardlytics (NASDAQ:CDLX).
The deal, valued at up to $30 million, aims to solve one of the most persistent challenges in the foodservice and retail sectors: understanding the behavior of the "anonymous" majority of shoppers who do not participate in loyalty programs.
The transaction is structured as an asset purchase with a base price of $27.5 million, payable entirely in PAR common stock.
This stock-based consideration, which includes a potential $2.5 million adjustment true-up, is expected to result in the issuance of approximately 950,000 shares, representing roughly 2.3% of PAR’s outstanding common stock.
The acquisition is slated to close in the first quarter of 2026.
Bridg’s core technology, its Identity Resolution (IDR) platform, specializes in converting raw, fragmented in-store transaction data into enriched, privacy-safe customer profiles.
While traditional loyalty programs often only capture 10% to 20% of a brand's total customer base, Bridg identifies the remaining 80% or more of "unknown" shoppers by linking credit card signals and SKU-level data to a persistent identity graph.
For PAR Technology—which already powers point-of-sale (POS) systems for giants like Burger King and Papa Johns—the addition of Bridg creates a closed-loop ecosystem.
By merging Bridg’s shopper intelligence with PAR’s existing loyalty and digital ordering tools, brands can now attribute marketing spend and personalize offers across their entire customer base, rather than just their most frequent loyalty members.