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Starbucks to license its loyalty and mobile technology to Brightloom

San Francisco, Sun, 28 Jul 2019 Deepak Kumar

Starbucks (SBUX), the American coffee chain giant which is a worldwide name for cafe experience is already well known for its sophisticated mobile technology to allow customers making orders with ease. Now, Starbucks has just decided to give part of the license of its proprietary mobile technology to the technology company Brightloom for the express purpose of building a more sophisticated cloud based software as a service (SaaS) platform. The new SaaS platform based on Cloud will be developed specifically to fulfill the typical needs of the restaurant industry.

According to the latest reports, Starbucks just signed an agreement with the tech company Brightloom which will provide Starbucks a membership seat in the board of directors of the new venture along with a fair equity stake in the same. This in many ways, will give Starbucks a firm footing for pursuing its ambition to build and leverage cutting-edge software and mobile solutions for the restaurant industry.

If we remember well, the mobile solution developed by Starbucks was really  a market-leading and pathbreaking platform for the entire industry. Now Starbucks is trying to make its foray among the several major SaaS players just to capitalise on the growth potential of cloud based third-party services in the restaurant and cafe chain sector. Just what Amazon is doing with the Amazon Web Services (AWS) to drive growth, the development of a fully-fledged tech platform by Brightgloom will give Starbucks more growth and leadership opportunity. 

The CEO of Starbucks, Mr. Kevin Johnson said that his company has already experienced the way digital connection with customers helped pushing growth and improving customer experience. The huge output that the company has already seen in terms of customer engagement and loyalty thanks to its proprietary mobile solution is a proof of the power of technology in driving growth. According to him, now the company is ambitious to deliver a comprehensive cloud solution for the entire restaurant and food chain industry.

The CEO of Brightloom Adam Brotman also sounded very enthusiastic and appreciated Starbucks for pioneering the idea of digital relationships with customers through its mobile platform. He further designated the Starbucks mobile solution as the experience-rich, connected and frictionless platform that could integrate all key elements like personalised experience, payment, loyalty, and ordering process into one.

In this respect, the potential of digital platform in the restaurant and food chain industry is literally huge. U.S. alone boasts of a $1 trillion restaurant industry while a minuscule 3% of all restaurant orders are now digital. This clearly shows the huge potential that the new joint venture of Starbucks and Brightloom is banking upon. A comprehensive cloud based Software as a Service (SaaS) platform built entirely for restaurant industry makes the promise of transforming restaurant industry and customer experience in a never-before way.

As per latest reports, the particularities of the stake in the new venture and the names of the board members are yet to be announced. The first look and feel of this cloud SaaS platform will be disclosed to the public this October.

Author: Deepak Kumar

Deepak Kumar is Science Graduate from Delhi University with more than 18 years of experience in Technical field. Currently his interest lies in researching for Media and Journalism field. He has years of rich experience in various technological fields. With a background in Science and Media field, Deepak has been offering services in the media houses and technical research. He has worked as director and chief in many companies. As a technical writer, editor and reviewer, he is offering services to many research organizations, media houses and online educational portals.

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