New York-based foodservice technology provider PAR Technology Corporation is set to acquire identity resolution platform Bridg at a price tag of $27.5 million, with the transaction expected to close in the first quarter of 2026.
PAR announced the acquisition Jan. 26, just two weeks after Papa John’s selected the company’s technology to anchor its next-generation in-house tech stack across approximately 3,200 U.S. locations.
Bridg’s Identity Resolution platform creates customer profiles from in-store transactions, identifying previously unknown shoppers and integrating them into a brand’s first-party data set, according to a Jan. 26 press release. The final purchase price is subject to purchase price adjustments, capped at $30 million. PAR will assume certain liabilities associated with the acquired assets/
The acquisition from PAR creates a unified data set that combines loyalty and non-loyalty transactions, enabling brands to activate offers for previously anonymous shoppers. The deal also enables accurate attribution of marketing spend, allowing businesses to view and engage with nearly their entire customer base.
“Adding Bridg will propel us toward delivering the industry’s most complete and intelligent platform, built to unlock one-to-one customer connections at scale,” Savneet Singh, PAR’s CEO, said in a release. “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.”
Bridg has operated as an identity resolution platform in the retail space since 2012, connecting in-store transactions at major grocery stores, convenience stores and quick-service restaurants to privacy-safe customer profiles. Commerce media platform Cardlytics Inc. purchased Bridg in 2021.
