Starbucks will license technology to and take a minority stake in Brightloom, an integrated digital platform for restaurant brands. The solution provider, which was formerly known as eatsa, also raised $30 million in a Series B funding round led by Tao Capital Partners and Valor Equity Partners.
The deal gives Brightloom a software license for select components of Starbucks’ proprietary digital flywheel software, including its mobile and loyalty technology. Starbucks will take an equity stake in Brightloom and receive a seat on the company’s board of directors.
Additionally, the Brightloom platform will be made available to all Starbucks license partners around the world. The combined solution suite is capable of handling tasks including mobile engagement, loyalty, payment and omnichannel digital ordering on a single cloud-based platform.
Brightloom prepared for this transformation by appointing Adam Brotman, former co-CEO, President and Chief Experience Officer at J.Crew and a former Starbucks Chief Digital Officer as its CEO in April. The solution provider will continue developing its technology, including integrating Starbucks’ software into a comprehensive technology suite.
“The fact that we will now be combining our platform with the leading digital flywheel software in the world, Starbucks, perfectly positions us to offer the best-in-class solution to the industry,” said Brotman in a statement. “We believe any restaurant brand should be able to engage customers digitally using a seamless combination of mobile, omnichannel ordering and loyalty offerings. Up until now, only a select few brands could afford, or knew how, to put together a truly seamless mobile ordering, loyalty and top-notch digital platform.”