PAR Technology is acquiring Bridg to solve a problem most restaurants still haven’t, we don’t know who the majority of our guests are.
Despite years of investment in apps and loyalty programs, 60% to 80% of restaurant transactions remain anonymous, leaving brands blind to attribution and personalization.
And that’s where this PAR + Bridg deal quietly intersects with what Branded’s portfolio company, LuckyDiem, has already been doing (without asking operators to rip and replace their tech stack).
PAR’s stated rationale for acquiring Bridg was clear, to connect the anonymous in-store transaction to known customer identities and link marketing spend to real-world behavior.
I’m feeling a little poetic today, so here we go: PAR will use Bridg to turn darkness into daylight (nice, right?).
LuckyDiem attacks the same darkness, but from a different angle.
The company doesn’t ask guests to download another app, remember a password, or join yet another loyalty program.
LuckyDiem uses Card-Linked Offers to recognize customers by how they already pay, their credit and debit cards. No sing-up, no apps, no friction.
Even better, LuckyDiem only gets paid when a transaction happens, producing ROIs that often exceed 250%.
The dirty secret of restaurant marketing has always been attribution. Clicks don’t equal visits, impressions don’t equal revenues, and promo codes get shared, spoofed, and abused.
One of the main drivers behind the PAR + Bridg deal is closed loop attribution, the holy grail of tying digital marketing dollars to an actual in-store swipe.
LuckyDiem already does this! 100% deterministic attribution that sees exactly which campaign, drove which customer, to spend real dollars at a real restaurant.
No guessing. No modeled assumptions. Just math.
To learn more about LuckyDiem or to discuss opportunities with this operator-centric company, please click here.
