PAR Technology Shares Soar 1.02% on Altria Partnership

PAR Technology (PAR) shares surged 1.02% today, marking the third consecutive day of gains, with a cumulative increase of 2.59% over the past three days. The stock price reached its highest level since February 2025, with an intraday gain of 2.33%.

The strategy of buying PAR shares after they reached a recent high and holding for 1 week yielded moderate returns over the past 5 years, with an annualized return of 8.46% and a maximum drawdown of 10.47%. This suggests while the strategy provided some growth, it was not without risk, as indicated by the drawdown during market downturns.

PAR Technology's recent stock price surge can be attributed to its strategic involvement in Altria Group Distribution Company's 2026 Digital Trade Program. As of July 23, 2025, PAR Technology has achieved Tier 4 qualification, which allows retailers to comply with Altria's requirements through P+ API integration and automated loyalty tools. This development enhances PAR Technology's market position by providing retailers with advanced tools to attract and retain loyal shoppers, potentially boosting the company's financial performance.