Coffee giant, Starbucks is set to start licensing their mobile and loyalty program technologies, which will allow other companies to offer its mobile app to their customers.
In exchange for the license to Starbucks’ software, the company will receive an equity stake in Brightloom (formerly Eatsa), as well as a seat on the its board. When the software is fully integrated into Brightloom’s system, they plan on offering this tech to other similar companies and licensed Starbucks shops.
Less than half of Starbucks’ 80 global markets have the mobile app. In the US, approximately 40% of all transactions are made from the Starbucks’ mobile app. According to data from Deloitte, customers who do their ordering online, usually spend 20% more.
The company’s CEO, Kevin Johnson said: “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.”
Before becoming the CEO, Johnson was the CEO of Juniper Networks, a tech company, as well as an executive at Microsoft. Because of his tech-related background, it should come to no surprise that he is looking into ways to further modernize the coffee chain, such as with prioritizing digital engagement with customers.
Brightloom, which was recently renamed from Eatsa, first began as a San Francisco-based restaurant that used high-tech cubbies, reminiscent of the 1940s and 1950s automats, to dispense quinoa bowls. They expanded very quickly and pivoted to instead sell their proprietary tech to other restaurants.
Brightloom CEO Adam Brotman said that their plans are to offer any restaurant – regardless of size or scope – the same high-quality technology that has helped Starbucks stand out from the rest. He said that the coffee giant has “formed the gold standard in digital platforms.”