Powering People, Brands, and Innovation: Kristin Lynch Named Top Woman in Restaurant Tech
Kristin Lynch, Senior Director of Strategy & Analytics at Paytronix, An Access Group Company, was honored with the Top Women in Restaurant Technology Innovator Award at the MURTEC 2025 Experience Matters.
Lynch began her brand management career at consumer packaged goods giants including The Kraft Heinz Company and Kimberly-Clark, later transitioning to retail with Sears Holdings and convenience with Thorntons. In 2017, she shifted into the restaurant industry, bringing her marketing expertise to Round Table Pizza and Global Franchise Group (GFG Management, LLC).
It was at Round Table Pizza, serving as Vice President of Marketing, where Lynch uncovered a deep passion for restaurant marketing—particularly the challenge and reward of connecting with millions of customers at once. That spark led her to Paytronix, where she could amplify her impact across numerous restaurant brands.
Since joining Paytronix in 2019 as a Senior Strategist, Lynch has steadily climbed the ranks, becoming Director of Strategy & Analytics and ultimately landing in her current senior director role in 2023.
“My 20-plus years in brand marketing have been a boon to my 100+ clients,” she says. “Restaurant technology enables me to explore my curiosity, creativity, and innovation.”
Colleagues describe Lynch as a dynamic leader who thrives in fast-paced, complex environments. “As a business leader and working mom, she knows it takes a village to make things happen. Kristin builds the right team and provides the right guidance to deliver plans that drive impactful business results,” they say.
Today, Lynch is focused on helping brands forge stronger connections with their guests.
“I’m a marketer at heart and always looking to improve brand decision-making. Technology—especially AI—lets us do that in smarter, more personalized ways,” she says.
She’s particularly interested in the balance between human interaction and automation, and how tools like advanced segmentation, predictive analytics, and personalized, one-to-one campaigns can elevate the guest experience.
On Leveraging AI and Gamification
“As tech becomes more embedded in the restaurant space, brands must ensure it brings them closer to guests—not creates distance,” Lynch explains. “Too much automation can chip away at the essence of hospitality.”
Her philosophy? Use technology to enhance hospitality, not replace it.
“If a guest wants to sit down and talk to a server, they should absolutely have that opportunity. But tech—like gamification—can also make interactions more fun and engaging.”
Gamification is on trend for restaurants, according to HT's 2025 Restaurant Technology Study. Approximately 40% of restaurants believe that online gamers are likely (33%) or very likely (6%) to respond positively to pop-up messages for food orders.
Connections Over Discounts
Lynch and the Strategy & Analytics team work closely with restaurant partners to implement smart loyalty programs that go beyond basic offers.
“In 2025, I’m focused on helping brands deliver maximum value to loyalty members while minimizing over-discounting,” she says. “It’s about meaningful engagement, not just promotions.”
On Mentorship and Empowerment
“Coaching and development have always been a priority for me,” Lynch says. “Helping nurture the next generation of restaurant tech leaders—on my team, with clients, or at industry events—is one of my proudest achievements.”
She also leads H.E.R., the Paytronix Women’s Affinity Group, advocating for gender equity in the workplace through mentorship, knowledge-sharing, and professional development.
Receiving the Innovator Award is more than a personal milestone—it’s a reflection of the ecosystem Lynch has helped cultivate.
“This award isn’t just about me,” she says. “It celebrates how Paytronix and our clients are using technology to enhance guest engagement and elevate the industry as a whole."
About the Top Women Awards
After a call for nominations, Top Women in Restaurant Technology Award winners were chosen by Hospitality Technology magazine editors and members of its Research Advisory Board. The winners were announced and honored during an awards program, sponsored by Milagro, at the 30th annual MURTEC (Multi-Unit Restaurant Technology Conference), in Las Vegas. HT will begin accepting nominations for the 2026 Top Women in Restaurant Technology Awards and 2026 Rising Stars in Restaurant Technology in December.