US-based hospitality software and hardware developer BrightLoom received $30m on Monday in a series B round that included retail franchise operators Alshaya and Alsea, both of which are licensees for coffeehouse chain Starbucks.
The round was co-led by investment firm Tao Capital and private equity firm Valor Equity Partners, and Starbucks has acquired an equity stake in the business through the round.
Incubated by investment holding company The Production Board, BrightLoom has created software that helps restaurant operators manage payments and orders, analyse customer behaviour and provide loyalty rewards.
The company also provides hardware that helps users set up digital menu and marketing boards, provide in-store kiosks and establish in-store pick up systems. The funding was disclosed alongside Brightloom’s rebranding from Eatsa to reflect a move away from running its own staffless restaurants.
Brightloom intends to leverage Starbuck’s mobile and loyalty technology, working with the corporation’s license partners to expand the availability of its platform globally.
Adam Brotman, chief executive of Brightloom, said: “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.”