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Global foodservice technology provider PAR Technology Corporation has entered into a definitive agreement to acquire Bridg, an identity resolution and shopper intelligence platform, from Cardlytics, Inc.

The transaction, structured as an asset acquisition, is valued at $27.5 million (subject to adjustments up to a maximum of $30 million) and will be paid in PAR Technology common stock. The deal is expected to close in the first quarter of 2026, subject to customary closing conditions.

Unifying Loyalty and Non-Loyalty Data

The acquisition is designed to integrate Bridg’s proprietary Identity Resolution (IDR) technology into the PAR ecosystem. Bridg’s platform specialises in converting anonymous in-store transactions into enriched customer profiles, allowing brands to identify and engage shoppers who are not enrolled in loyalty programs.

By combining Bridg’s capabilities with PAR’s existing infrastructure, the company aims to create one of the industry’s first unified data sets. This integration will enable retailers, restaurants, and CPG companies to activate offers for previously unknown customers and accurately attribute marketing spend across the entire funnel.

Key Synergies:

• Full Funnel Visibility: Retailers can fill data gaps on anonymous transactions, gaining end-to-end visibility into the majority of customer activity.

• Identity-Driven Personalisation: The platform turns unknown shoppers into addressable audiences, allowing for 1:1 personalisation at scale.

• Closed-Loop Attribution: Leveraging deterministic purchase data to measure media impact across nearly all transactions.

Savneet Singh, CEO of PAR Technology, emphasised the shift towards a more intelligent data model:

Background and Deal Structure

Bridg has operated as a trusted identity resolution platform in the retail space since 2012, servicing major grocers, convenience stores, and quick-service restaurants (QSRs). It was previously acquired by Cardlytics in 2021.

Under the terms of this new agreement, PAR Technology will assume certain liabilities associated with the acquired assets. The deal positions PAR to offer a "measurable ecosystem" where customer interactions are tied directly to tangible business outcomes.