Brightloom, formerly eatsa, has rebranded itself as an integrated digital platform for restaurants.
The company is offering a complete end-to-end, cloud-based software-as-a-service platform, allowing any restaurant to provide its own mobile engagement, loyalty and omnichannel digital ordering offerings to its guests.
Along with the rebrand announcement, Starbucks revealed that it is granting Brightloom a software license to select components of Starbucks proprietary digital flywheel software; Brightloom will combine its existing technology assets with software licensed from Starbucks’ industry-leading digital flywheel. As part of the deal, Starbucks will take an equity stake in Brightloom — as well as a seat on the company’s board of directors.
In addition, Brightloom has closed a $30 million funding round led by Tao Capital Partners and Valor Equity Partners, along with Starbucks licensees, including Alshaya Group and Alsea. Brightloom will use the funds for technology development, including integrating Starbucks’ software into what will become a comprehensive technology suite.
“We are confident that the digital flywheel strategy is the best way for brands to enhance and build their customer relationships. 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,” Adam Brotman, Brightloom CEO, said in an emailed press release. “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 offering, 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.”
“The food service and restaurant industry is in the middle of a seismic shift — it’s no longer just optional to have a front-footed strategy when it comes to mobile ordering, delivery platforms, loyalty and personalized digital engagement. We are excited to partner with restaurant operators, big and small, to bring that strategy to life,” he added.