SEATTLE — Starbucks Coffee Company has entered a deal with Brightloom (formerly eatsa), a tech company working to create a best-in-class end-to-end digital customer-experience platform for the restaurant industry.
As part of the deal, Starbucks is granting Brightloom a software license to select components of Starbucks proprietary “digital-flywheel” software. As part of the licensing agreement, Starbucks will take an equity stake in Brightloom and receive a seat on the company’s board of directors.
Brightloom will combine its existing technology assets with software licensed from Starbucks’ digital flywheel in order to develop a cloud-based software solution designed to connect customers to their favourite restaurant brands. The company will make the software solutions available to Starbucks’ global license partners and open the platform up to the entire restaurant industry.
“We’re confident the digital-flywheel strategy is the best way for brands to enhance and build their customer relationships,” says Adam Brotman, CEO, Brightloom. “We believe any restaurant brand should be able to engage customers digitally using a seamless combination of mobile, omni-channel ordering and loyalty offerings. Until now, only a select few brands could afford, or knew how, to put together a truly seamless mobile ordering, loyalty and topnotch digital platform. Because our digital-flywheel offering will be in the form of simple and affordable software-as-a-service, it will truly level the playing field for all.”
Starbucks will continue to drive software development of the Starbucks digital flywheel for all its company-operated markets.
“We’re delighted to partner with Brightloom and drive a broad innovation agenda that extends relevant customer experiences from brick-and-mortar to a digital-mobile customer connection,” says Kevin Johnson, CEO of Starbucks. “At Starbucks, we’ve experienced first-hand the power that comes through digital customer connections that are relevant to the customer. The results we’ve seen in customer loyalty and frequency within our digital ecosystem speak for themselves and we’re excited to apply these innovations toward an industry solution that elevates the customer experience across the restaurant industry.”