PAR Technology To Acquire Bridg For $27.5M To Expand Consumer Data, Loyalty And Media Capabilities

Acquisition will accelerate PAR's roadmap for consumer data, loyalty, and media innovation

PAR Technology Corporation (NYSE:PAR), a leading global foodservice technology provider, today announced that it has agreed to acquire the identity resolution and shopper intelligence platform Bridg, a division of Cardlytics, Inc. (NASDAQ Global Market: CDLX). The transaction is structured as an acquisition of substantially all Bridg assets. The purchase price is $27.5 million, subject to purchase price adjustments with a maximum total purchase price of $30.0 million, and is payable in shares of PAR Technology common stock. PAR Technology will also assume certain liabilities associated with the acquired assets. The transaction is expected to close in the first quarter of 2026, subject to customary closing conditions.

Bridg's proprietary Identity Resolution (IDR) platform converts in‑store transactions into enriched customer profiles, uncovering previously unknown shoppers and integrating them into a brand's first‑party data set. The acquisition is expected to bring immediate differentiated value to the PAR platform, creating one of the industry's first unified data sets that combines loyalty and non‑loyalty transactions. This will enable retailers, restaurants, and CPG companies to activate offers for previously anonymous shoppers and accurately attribute marketing spend, giving brands the ability to see and engage with nearly all of their customers. Together, PAR and Bridg will create a more measurable ecosystem—one where every offer, campaign, and customer interaction can be tied to tangible business outcomes.