Access Group to acquire US digital guest engagement provider Paytronix

It has agreed to buy US-based Paytronix, a provider in guest engagement for restaurants and convenience stores, for an undisclosed sum.

The investment represents one of Access Group’s most significant acquisitions in its 30-plus-year history and is a major step forward for the group as it continues to focus on its product offering in the United States.

It hopes to add further support to the Paytronix team, helping to accelerate its growth and expand the footprint, bringing high-quality products and a digital guest engagement platform to more clients worldwide, helping them to excel in meeting ever-evolving customer demands.

Currently, the full Paytronix guest engagement platform includes numerous capabilities for online ordering, loyalty, omnichannel messaging, branded mobile apps, gift cards, third-party marketplace management and payments.

Leveraging data from transactions and personalised customer accounts, Paytronix creates targeted marketing campaigns that motivate increased interaction and spending throughout the customer journey.

Paytronix will retain its name and plans to integrate its platform with a selection of Access products; the enhanced comprehensive suite of products and services will further improve the guest experience.

Founded in 2001 by executive chairman Andrew Robbins, Paytronix is based in Newton, MA. Its platform is deployed in over 50,000 sites across 1,800 brands and has processed more than 40 billion consumer transactions.

It boasts over 500 partnerships including many of the biggest names in the restaurant and convenience space, such as Google and Apple Pay, Toast, Square, DoorDash, UberEats, and many more. Customers range from single operators to successful regional chains and large multi-unit enterprises like Panera, Qdoba, Nando’s and Five Guys.

The Access Group has extensive experience in delivering tech solutions to the hospitality sector across the UK, Europe and APAC with a suite of products covering front-of-house and operations, including the ResDiary online reservations management system, Wireless Social guest wi-fi and QikServe digital order and pay capabilities.

The company’s leading software solutions also cover HR, payroll, learning, staff scheduling, procurement, EPoS, property management and accounting.

Access Hospitality’s managing director, Champa Magesh, said: “By partnering with Paytronix, together we can achieve a broader footprint in the Americas and further strengthen our wider strategy to offer a comprehensive suite of unified technologies, that enhance the customer experience across hospitality and convenience store businesses.”

The acquisition will double Access’ team in North America to over 450 people.