Eatsa, a provider of self-service technology for restaurants, has rebranded itself as Brightloom and announced plans to offer an end-to-end, cloud-based software as a service platform that combines a number of digital solutions for restaurant brands, including mobile engagement, loyalty and omnichannel digital ordering.

Brightloom will combine aspects of Starbucks' digital flywheel technology into its existing platform, including Starbucks' mobile and loyalty technology, according to a press release. As part of this technology license, Starbucks will take an equity stake in Brightloom, along with a seat on the board of directors.

Brightloom also announced 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 work with global Starbucks license partners to deploy the platform worldwide. Brightloom will use the funds for technology development, including integrating Starbucks' software into what will become a comprehensive technology suite.

Brightloom will unveil the next generation platform at its upcoming Roadmap Reveal Day in October where existing and prospective customers will get a first look at the integrated technology and product roadmap. 

"Up until now, only a select few brands could afford, or knew how, to put together a truly seamless mobile ordering, loyalty and topnotch digital platform," Adam Brotman, CEO, who joined Brightloom in April, said in the release. "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."

Brightloom will provide customizable solutions through a software and hardware platform to simplify the entire guest journey from the time of order and payment, through the kitchen, all the way to pick-up, and even after the in-store experience with digital rewards and offers.