New Data Deal: Food Tech Giant Adds Customer‑Insight Tool

PAR Technology Corp. will buy most of Bridg, a Los Angeles data platform owned by Cardlytics, for between $27. 5 million and $30 million in PAR shares. The deal will close early 2026 after standard approvals. The purchase gives PAR instant access to a rare mix of loyalty and everyday transaction data. Retailers, restaurants and consumer‑packaged goods firms can now target shoppers who were once anonymous and measure how well their marketing works. This could help brands reach almost every customer they encounter.PAR’s chief executive said the addition moves the company toward a “complete and intelligent platform” that connects data across all customer interactions. The goal is to let brands act faster, work smarter and grow profits in an increasingly tough market. PAR has been a food‑service tech leader since 1968, offering point‑of‑sale, digital ordering, loyalty, back‑office and payment solutions that aim to improve operations and guest experience worldwide. Bridg began in 2012 as a tool that turns purchase records into known customers by using in‑store data and unique insights into offline shopping habits. It is part of Cardlytics, a media company that makes buying smarter and more rewarding.