ESB

What ESB does

ESB (PT Esensi Solusi Buana) is an Indonesian-headquartered F&B technology company founded in 2018 that operates an integrated SaaS platform purpose-built for the food-and-beverage industry. The core stack pairs ESB POS (a web-based, offline-capable point-of-sale application supporting Windows, Linux, iOS, and Android, with table management, split bill, multi-cashier, and fraud-detecting transaction logging) with ESB Core (a back-office ERP covering inventory, multi-level BOM/production, finance, accounting, supply chain, and CORETAX DJP tax reporting). Around these foundations, ESB has assembled an ecosystem of add-on modules: ESB Order (QR-based online ordering with delivery-platform integration), ESB Goods (supply chain management), ESB Loop (loyalty and customer segmentation), ESB Book (table reservations), ESB Kitchen/Kiosk/Lounge (order management and queue), OLIN (a proprietary AI application providing sales forecasting with claimed 98% accuracy, anomaly/fraud detection, upselling recommendations, and performance monitoring), ESB Capital (collateral-free merchant financing via OJK-licensed institutions), and Ayomakan (a consumer-facing restaurant directory and promotion platform).

The platform serves Indonesian F&B businesses ranging from micro UMKM to large enterprise chains such as Starbucks, Subway, Krispy Kreme, Wingstop, Haagen-Dazs, Gyu-Kaku, Marugame Udon, Richeese Factory, Boga Group, Almaz Fried Chicken, and Kebuli Abuya. Revenue is generated primarily through tiered SaaS subscriptions (Basic free, Advanced at Rp 499,000/month, Enterprise custom-priced), with secondary streams from ESB Capital financing partnerships and ecosystem-level integrations with GoFood, GrabFood, ShopeeFood, and Google Order Online. The company employs 251-500 people, operates from a headquarters in Gading Serpong, Tangerang, and has extended operations into Southeast Asia and Europe, reaching 30,000+ merchants and 60,000+ culinary entrepreneurs. ESB is venture-backed, having raised approximately USD 39.6M cumulatively across a Series A, Series A+, and a USD 29M Series B in August 2022 co-led by Northstar Group and Alpha JWC Ventures, and was named to the Forbes Asia 100 to Watch 2025 list.

Name

ESB

Legal name

PT Esensi Solusi Buana

Website

https://esb.id

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

251–500 employees

Short description

ESB (PT Esensi Solusi Buana) is an Indonesian F&B SaaS provider offering an integrated POS, ERP, AI (OLIN), supply chain, loyalty, and financing platform serving 30,000+ restaurants and culinary businesses across Indonesia, Southeast Asia, and Europe, from micro UMKM to global chains.

Ownership category

akta.pro rank

Product category

Restaurant Management Software (F&B SaaS)

NAICS

Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)

SIC

Services-Computer Integrated Systems Design (7373), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Grocery, Food & Essentials Commerce Platforms (BPAMAGAF)

akta.pro secondary industries

B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ), Wholesale-to-Business Online Ordering (B2B Food E-Commerce) (AFAIAMAD)

Keywords

• Restaurant POS software
• F&B ERP system
• Online food ordering
• Restaurant supply chain
• F&B AI analytics

Headquarters

HQ city

Tangerang

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription (ESB POS, Core, Order, etc.): ESB generates primary recurring revenue through tiered SaaS subscription plans for its POS, ERP, order management, and other F&B operational modules. Plans range from free Basic tier to Rp 499,000/month for Advanced and custom Enterprise pricing. Revenue is recurring on a monthly or annual billing cycle.
2. ESB Capital - Collateral-Free Business Financing: ESB Capital provides business loans to F&B merchants without collateral, with funding sourced from OJK-licensed financial institutions. Revenue is generated through interest/bagihasil (profit sharing) on loans extended to merchants, offering ESB a commission or partnership fee from the lending institutions.
3. Online Order Platform Integration Commissions: ESB Order integrates with GoFood, GrabFood, and ShopeeFood. While ESB Order itself is commission-free for merchants, ESB may generate referral or service fees through its ecosystem positioning and data monetization within the F&B platform network.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core offering

ESB sells an integrated cloud-based F&B operational SaaS platform combining a restaurant-specific POS (ESB POS), a back-office ERP (ESB Core), AI analytics (OLIN), online ordering (ESB Order), supply chain management (ESB Goods), customer loyalty (ESB Loop), order management (ESB Kitchen/Kiosk/Lounge), reservations (ESB Book), merchant financing (ESB Capital), and a promotional directory (Ayomakan). The platform is delivered on tiered subscriptions (Free Basic, Rp 499,000/month Advanced, custom Enterprise) and is targeted at F&B businesses from UMKM micro-merchants to enterprise chains across Indonesia, Southeast Asia, and Europe.

Product overview

ESB (Esensi Solusi Buana) operates as a comprehensive, integrated F&B technology ecosystem rather than a single product. The platform consists of ESB POS (front-end point-of-sale cashier application) and ESB Core (back-end ERP system) as the core foundational products, which are then complemented by a suite of specialized modules including ESB Order (online ordering with QR codes), ESB Loop (customer loyalty/membership), ESB Goods (supply chain management), ESB Kitchen/Kiosk/Lounge (order management and queue systems), ESB Book (reservations), and OLIN (AI-powered analytics and forecasting). Additionally, ESB Capital provides financing and Ayomakan serves as a promotional platform. All products are designed to interconnect, creating an integrated workflow from customer-facing POS to back-office ERP, supply chain, and AI-powered business intelligence.

Differentiator

Problem solved

Functional benefit

Products and services

• ESB POS Web-based F&B-specific point-of-sale (POS) application for restaurants with table management, multi-device support (Windows, Linux, iOS, Android), fraud-detecting transaction logging, customer display, split bill, multi-cashier capability, integration with GoFood/GrabFood/ShopeeFood, and real-time sales data sync to ESB Core ERP.
• ESB Core Comprehensive F&B ERP managing inventory, procurement, production with multi-level BOM/HPP, finance, accounting, asset management, and supply chain. Supports multi-branch/multi-brand operations with centralized dashboards, automatic journal entries, and CORETAX DJP tax reporting integration via open API.

Quantifiable outcome

• Increases customer transactions by 60%+
• +9 more outcomes

Named customers22 records

Segments9 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration22 records

AI capability8 records

Feature11 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• IWAREcoreTechnology or IntegrationIWARE is one of ESB's certified hardware partners providing POS-compatible hardware (printers, scanners, EDC machines) for ESB merchants across Indonesia.
• KassencoreTechnology or IntegrationKassen is a certified hardware partner supplying POS hardware devices that integrate with ESB's restaurant management software ecosystem.
• SunmicoreTechnology or IntegrationSunmi is a key hardware partner supplying smart POS devices and commercial IoT hardware that power ESB's POS terminals in restaurants across Indonesia.
• BCA (Bank Central Asia)coreGTM or Marketing PartnerBCA supports ESB's community events (Kopdar Racik Bisnis F&B) as a co-sponsor, providing financial services support for the F&B community meetups organized by ESB across Indonesia.
• Komunitas TDA PalembangminorGTM or Marketing PartnerKomunitas TDA Palembang (Palembang Entrepreneur Community) co-organizes 'Kopdar Racik Bisnis F&B' events with ESB in Palembang, expanding ESB's reach to local F&B business owners.
• JenarminorGTM or Marketing PartnerJenar co-sponsored the Bali Kopdar Racik Bisnis F&B event with ESB, supporting F&B business community development in Bali.
• GoFood (Gojek)coreTechnology or IntegrationGoFood is integrated with ESB POS, automatically recording online food delivery orders from GoFood into the restaurant's POS without manual re-entry. Available on all ESB plan tiers.
• GrabFood (Grab)coreTechnology or IntegrationGrabFood is integrated with ESB POS, automatically syncing delivery orders to the restaurant's operational system. Available on Basic and higher tiers.
• ShopeeFoodcoreTechnology or IntegrationShopeeFood integration is available on ESB Advanced and Enterprise plans, enabling automatic order syncing from ShopeeFood into the restaurant's POS system.
• Google Order OnlinecoreTechnology or IntegrationESB Order integrates with Google Order Online, allowing restaurants to receive orders directly through Google Maps. This expands restaurant reach without commission fees.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• iSeller: Indonesian multi-industry POS and retail management platform serving F&B and retail SMBs. Comparable to ESB in customer segment and product offering overlap, particularly in the SMB and mid-market Indonesian merchant segment.
• Nadi POS: Indonesia-focused POS and restaurant management software for F&B businesses. Direct peer with similar target customer base in the Indonesian restaurant market and comparable multi-branch feature set.
• Majoo: Indonesia-based POS and business management platform targeting F&B and retail SMBs. Closely comparable to ESB in feature set, pricing tier structure (including freemium), and target market in the Indonesian restaurant ecosystem.
• TouchBistro: Restaurant-focused POS and operations platform serving SMB and enterprise F&B globally. Most directly comparable to ESB's vertical F&B focus and integrated operations approach across POS, ordering, and back-office.
• DealPOS: Indonesian cloud-based POS platform for F&B and retail businesses. Direct competitor to ESB in the Indonesian market with overlapping SMB and multi-outlet restaurant customer base and similar pricing tier structure.
• Moka POS: Indonesian POS and payments provider for F&B and retail, backed by Gojek. Competes directly with ESB in Indonesian SMB and enterprise restaurant segments with similar integrated POS, payments, and back-office offerings, and represents the most direct head-to-head competitor in Indonesia.

Broad incumbents

• Toast: US-listed restaurant POS platform with integrated payments, online ordering, and operations. Larger established player targeting restaurant chains; a relevant comparable for ESB's enterprise go-to-market motion and integrated payments strategy.
• Lightspeed Restaurant: Global POS and commerce platform with a dedicated restaurant vertical. Expanding into SEA; competes with ESB in mid-market and enterprise restaurant segments with a broader product portfolio that includes retail and golf verticals.

Regional players

• Foodics: MENA-focused restaurant and F&B POS platform with integrated payments and operations. Comparable vertical SaaS model for restaurants in a different geography than ESB, useful as a benchmark for international expansion.
• Petpooja: India-based restaurant POS and management platform serving restaurant SMBs and chains. Comparable restaurant-vertical SaaS model operating in a different geographic market, with similar integrated POS, online ordering, and back-office capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@esbrestauranttechnology
• Facebookfacebook.com/esb.co.id
• LinkedInlinkedin.com/company/pt-esensi-solusi-buana-esb
• Instagraminstagram.com/esb.id
• TikToktiktok.com/@esb.id
• Xx.com/esb_indonesia

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds6 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ESB