Core Viewpoint - PAR Technology has agreed to acquire Bridg for $27.5 million, aiming to enhance its data-driven customer activation capabilities in the foodservice sector [1][2] Group 1: Acquisition Details - PAR Technology will acquire all assets of Bridg for a total purchase price of up to $30 million, with payment made in common stock [1] - The transaction is expected to close in the current quarter, pending customary closing conditions [6] Group 2: Strategic Objectives - The acquisition aims to link loyalty and in-store transaction data for restaurant, retail, and consumer packaged goods (CPG) operators, enhancing PAR's capabilities [2][4] - Bridg's Identity Resolution platform will enable the conversion of in-store transactions into customer profiles, linking previously unidentified shoppers to first-party data [3][4] Group 3: Expected Benefits - The integration is designed to allow brands to activate offers for a broader set of shoppers and personalize customer journeys at scale [5] - The unified data set is anticipated to support closed-loop attribution models, enabling measurement of campaign impacts across customer interactions [5]

Core Insights - PAR Technology Corporation has launched Smart Passes, a wallet-native loyalty solution that integrates with Apple and Google Wallet, aiming to enhance customer engagement without the need for app downloads or logins [1][2][3] Company Overview - PAR Technology Corporation is a leading provider of foodservice technology, offering a unified platform that includes point-of-sale, digital ordering, loyalty, back-office, payments, and hardware solutions [7] Product Features - Smart Passes allows for one-tap enrollment and real-time delivery of loyalty points and offers, making it easier for guests to engage with loyalty programs [2][4] - The solution is designed to remove barriers associated with traditional loyalty programs, which often see a 70% drop-off due to cumbersome sign-up processes [3][4] Market Context - The loyalty market is projected to reach $217 billion by 2028, highlighting the need for innovative and frictionless loyalty solutions for brands to remain competitive [3] Customer Feedback - Early adopters, such as Salsarita's, report increased guest return rates and higher redemption rates due to the convenience of the app-less loyalty system [5] Availability - Smart Passes is currently available for restaurant brands, with Offer Passes set to roll out in Q1 2026 [5]