PAR Technology Corporation (NYSE: PAR) shares kicked off Thursday in the green. The company, a leading foodservice technology provider, today announced the launch of Smart Passes, a wallet-native loyalty solution that transforms Apple and Google Wallet into a real-time, app-free loyalty channel.
Smart Passes, built into the PAR® Punchh® platform and designed for mobile-first guests, gives restaurant brands a new way to reach, convert, and retain guests where they already are: their phones. With one-tap enrollment and real-time delivery of points, perks, and offers, Smart Passes brings loyalty into guests’ daily routines without downloads, logins, or delays.
“This isn’t loyalty tacked on; it’s loyalty-first by design,” said CEO Savneet Singh. “Smart Passes creates a new, native loyalty channel that removes friction without disrupting the guest experience or operational flow. By embedding this into the tech stack, brands can deliver a truly unified guest experience—where loyalty feels effortless, intuitive, and part of every interaction.”
“As the loyalty market surges toward $217 billion by 2028,” according to this morning’s news release, “brands need frictionless solutions to stay competitive. Yet, many loyalty programs still fall short with outdated systems, such as forcing logins and tedious sign-ups, that drive away 70% of guests.”
PAR shares picked up 25 cents to $37.81.
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