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PAR庐 Technology Leads the Way in Tier 4 Enablement for Altria Group Distribution Company鈥檚 2026 Digital Trade Program

Retailers can stay ahead with PAR Retail鈥檚 fully qualified, ready-to-deploy platform

NEW HARTFORD, N.Y.--(BUSINESS WIRE)-- (NYSE: PAR) today announced that PAR^庐 Retail, a leading provider of technology solutions purpose-built for convenience retail, is currently qualified to support retailers at Tier 4 participation in Altria Group Distribution Company鈥檚 (AGDC) 2026 Digital Trade Program (DTP).

Tier 4 is the highest level of AGDC鈥檚 2026 DTP, offering retailers the highest potential to build loyalty and drive store traffic through enhanced digital engagement. To qualify, retailers must meet criteria, including Loyalty ID (LID) segmentation, Personalization+ (P+) participation, and the ability to deliver targeted communications to age-verified adult tobacco consumers, all of which are core capabilities of PAR Retail鈥檚 platform.

鈥淭ier 4 of AGDC DTP gives retailers a powerful edge鈥攁ccess to more competitive prices, exclusive offers, and engagement streams in an increasingly competitive industry,鈥� said Jake Kiser, General Manager of PAR Retail. 鈥淲e鈥檙e proud to be ready today with the capabilities to get them there.鈥�

Key Tier 4 Capabilities Delivered by PAR Retail:

• LID Segmentation: Delivering personalized offers based on purchase history, location, and product category.
• Personalization+ Execution: Integrating AGDC鈥檚 Loyalty Offer and Content Delivery APIs to deliver and report on P+ offers.
• Digital Communications to Age and Identity Verified Consumers: Enabling retailers to send digital communications to segmented P+ audiences, with support for these channels built into the platform.

PAR Retail is fully 2026 AGDC DTP Tier 4 ready, giving its retailers a competitive edge in a fast-paced industry. By anticipating market shifts and driving innovation, PAR helps retailers stay ahead. For example, when LID segmentation is activated, PAR Retail customers have seen loyalty members eligible for tobacco offers more than double, demonstrating that the platform doesn鈥檛 just meet standards, it delivers measurable results.

鈥淧AR Retail doesn鈥檛 just help you check the box on tobacco programs,鈥� said Kiser, 鈥淥ur platform is purpose-built to work together鈥攍oyalty, offers, data, and compliance鈥攕o retailers can focus on growing their business as a whole, not managing complexity.鈥�

For more information about how retailers can maximize their participation in AGDC鈥檚 2026 DTP and unlock Tier 4 benefits, visit .

About PAR^庐 Technology

PAR Technology Corporation (NYSE: PAR) is a leading foodservice technology provider, powering a unified, purpose-built platform engineered to scale and adapt with brands at every stage of growth. Designed with flexibility and openness at its core, PAR鈥檚 solutions鈥攕panning point-of-sale, digital ordering, loyalty, back-office, payments, and hardware鈥攊ntegrate with others, yet deliver maximum impact as a unified system. With intentional innovation at the forefront, PAR鈥檚 solutions streamline operations, drive higher engagement, and strengthen guest experiences in over 130,000 restaurants globally and 26,000 national c-store retailers. To learn more, visit or connect with us on social media.

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Christopher R. Byrnes (315) 743-8376

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Source: PAR Technology Corporation