Charlotte-based Cloosiv is joining forces with a New York tech platform with a mission to help small businesses.
Cloosiv, founded in 2018 by Tim Griffin, is a mobile platform that allows users to order from independent coffee shops through its free app. The platform released to both Android and iOS users in March and gave users the option for curbside pickup for the first time.
Now, Griffin said, the platform will have an even broader reach as it merges with Odeko, a tech platform that helps local cafes, bakeries and coffee shops grow their business. On Sept. 1, Cloosiv will officially become Odeko and roll out a new version of the app.
"We went through a full rebranding experience and attempted to come up with a better name together, but in the ended we decided to stick with Odeko," he said.
Current Cloosiv users will see the updated app automatically on Sept. 1. They can expect a very similar interface with an updated color scheme and some new features like favorite order customization.
"I think the coolest thing is the ability to share with the customer the exact details of where those coffee beans or the shop's dairy came from," he said. "We'll be creating a connection across the supply chain... That is in line with our original vision of a broader educational platform."
Because Odeko already services many larger coffee chains like Birch Coffee, which has 14 locations in NYC, Griffin said the merger will allow the company to expand its footprint and serve a greater number of customers and cafes.
To kickstart the expansion, Cloosiv and Odeko teamed up earlier this summer to raise a Series A round.
"We had started a conversation [with Odeko], and we realized how aligned our visions were, so it made sense to join forces and go out and raise that round together," Griffin said.
The companies closed on a $12 million equity round led by GGV Capital on Aug. 7.
Griffin said the most exciting part of the merger is what the two brands will be able to do together. Currently, 750 active cafes are available on the app. In the next couple of months, he expects more than 1,000 cafes across the country will be available for mobile ordering.
"Cloosiv has been operating in a very lean capacity, but this is a really opportune time to provide cafes with tech that not only allows for them to stay alive, but sets them up for success once [Covid] passes," he said. "The more we can build up these independent brands, the better chance they have of surviving and going head-to-head with Starbucks."
