PAR Technology (PAR) said Tuesday it has launched a new customer data platform to recognize restaurant guests from their first transaction and unify activity across ordering, payment and other channels.

The Guest360 platform works alongside PAR Punchh to create unified guest profiles from in-store, digital and loyalty activity, PAR Technology said.

The platform can use the profiles to create dynamic audiences that update automatically based on real spend, visit frequency, menu preference for personalized offers and loyalty milestones, it said.

PAR Technology shares were 2% lower in Tuesday premarket activity.