PAR Technology to Add In-Store Consumer Data by Acquiring Bridg

Core Insights - PAR Technology is acquiring Bridg, a shopper intelligence platform, for $27.5 million, potentially increasing to $30 million after adjustments [2][3] - The acquisition aims to integrate Bridg's Identity Resolution platform with PAR's loyalty solutions, enhancing customer profiling and marketing attribution [3][5] Acquisition Details - The transaction is expected to close in the first quarter, pending customary closing conditions [4] - Bridg's platform will enable retailers and restaurants to activate offers for previously anonymous shoppers [3] Strategic Goals - PAR Technology's CEO stated that the acquisition will help create a comprehensive platform for customer connections, enhancing operational efficiency and profitability in a competitive market [5] - The company has previously acquired three other firms in the foodservice technology sector, indicating a strategy to consolidate disjointed products [6][7] Background on Bridg - Bridg was founded in 2012 to provide consumer data to brick-and-mortar businesses, previously available mainly to online merchants [8] - Cardlytics acquired Bridg in April 2021, enhancing its digital advertising capabilities [9]