PAR Technology Corporation (NYSE: PAR) shares showed strong gains Monday. The company, 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: 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.
According to this morning’s news release, “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.”
“Adding Bridg will propel us toward delivering the industry’s most complete and intelligent platform, built to unlock 1:1 customer connections at scale,” said Savneet Singh, PAR CEO.
“As we connect data seamlessly across every touchpoint, we will redefine what insight-driven execution looks like and empower brands to move faster, operate smarter, and achieve stronger profitable growth in a marketplace that will only become more competitive.”
PAR shares leaped 68 cents, or 2.2%, to $32.29, while those for CLDX gathered 24 cents to $26.16.
