--- schema_type: "SoftwareApplication" entity_type: "Mobile Application" app_name: "Excelso" developer_entity: "CIPTA SOLUSI DATARINDO, PT" bundle_id: "id.web.ravintola.excelsocrm" app_store_id: "1434669847" category: "Food & Drink" primary_platform: "ios" primary_monetization: "Free" offline_capable: false market_region: "US" platforms: "iOS & Android" app_last_updated: "2026-03-09" report_date: "2026-05-28" last_verified: "2026-05-28T08:25:21.617Z" report_version: "3.0.12" total_reviews: 0 sentiment: "Frustrated" sentiment_score: 25 confidence: "low" confidence_score: 0.55 top_praise_theme: "Instant discount benefits provided through the membership program drive value for frequent visitors" top_complaint_theme: "Payment and checkout failures prevent successful transactions following the latest update" top_request_theme: "Improved digital infrastructure to match the service quality of competing coffee brands" review_sample_size: 50 total_review_count: 50 analyzed_review_count: 50 data_age_days: 34 momentum_velocity: "maintenance" intelligence_version: 4 competitor_count: 6 tags: ["food & drink", "free", "frustrated sentiment", "mobile app", "app review", "app analysis", "frequent", "customers", "excelso"] canonical_url: "https://marlvel.ai/intel-report/food-drink/excelso" license: "CC-BY-NC 4.0" content_version: "v2" --- # Excelso App Audit ## TL;DR {#tldr} - **Category**: Food & Drink ยท Free - **Signal**: Sentiment Frustrated - **Recent focus**: Payment and checkout failures prevent successful transactions following the latest update (top complaint) ยท Instant discount benefits provided through the membership program drive value for frequent visitors (top praise) ยท Improved digital infrastructure to match the service quality of competing coffee brands (top request) > **TL;DR:** Excelso is a food & drink app by CIPTA SOLUSI DATARINDO, PT, with Frustrated user sentiment (25/100), available on iOS & Android. > > **Marlvel.ai App Intelligence** โ€” Independent analysis. US Market. No publisher influence. > **Key Insight:** Excelso is a food & drink app by CIPTA SOLUSI DATARINDO, PT. ## Quick Facts | Fact | Value | | :--- | :--- | | **User Mood** | Frustrated | | **Category** | Food & Drink | | **Developer** | CIPTA SOLUSI DATARINDO, PT | | **Pricing** | Free | | **Platforms** | iOS & Android | | **Confidence** | Low (0.55/1.0) | | **Data Age** | 0d | ## Metadata & Market Performance - **Publisher:** CIPTA SOLUSI DATARINDO, PT - **Category:** Food & Drink - **Target Audience:** Frequent customers of Excelso coffee shops in Indonesia who want to manage loyalty rewards and digital payments. - **Platforms:** iOS & Android - **Version Audited:** 3.0.12 - **Audit Date:** 2026-05-28 - **Signal Count:** 50 reviews analyzed - **Confidence:** Low (0.55/1.0) - **App Store ID (iOS):** 1434669847 - **Bundle ID:** id.web.ravintola.excelsocrm - **Google Play ID:** id.web.ravintola.excelsocrm - **Performance Trend:** Declining - **Data Window:** Analysis based on signals collected up to 2026-05-28 ## Executive Snapshot **What it is:** Excelso is a membership and loyalty application for an Indonesian coffee chain, providing digital wallet, ordering, and reward management on iOS and Android. **Why users hire it:** Users hire Excelso to manage loyalty benefits and pre-paid balances, but the current technical instability forces them to abandon digital tools for manual in-store transactions. ## App DNA (Features & Intent) - **[Standard] Balance Management:** Digital wallet for storing and spending funds at physical outlets - **[Differentiator] Pick Up and Delivery:** Online ordering system for menu items with self-pickup or third-party delivery options - **[Differentiator] Membership Rewards:** Tiered benefits including cashback, birthday vouchers, and discounts on coffee beans and merchandise * *User Intent:* Users are motivated by consistent progression and daily incentives. ## Market Position {#market-position} Excelso holds the #34 Free position on the Indonesian Food & Drink chart. The lack of direct monetization signals a strategy focused on physical store traffic rather than digital revenue. ## Monetization Strategy - **Model:** Free - **Tiers:** Free application for all users - **Analysis:** The app functions as a loyalty and transaction tool for an existing retail chain, with no direct subscription or IAP revenue. ## ๐Ÿ”ด User Sentiment (Low Confidence: 50 of 50 reviews analyzed) {#user-sentiment} - **Overall Sentiment:** Frustrated ### Top Praises - **Instant discount benefits provided through the membership program drive value for frequent visitors** ### Top Complaints (Impact Areas) - **Payment and checkout failures prevent successful transactions following the latest update** - **Account activation and login issues block access to membership features for many users** ### Top Requests (What Users Want) - **Improved digital infrastructure to match the service quality of competing coffee brands** ## SWOT Analysis {#swot} **Core Strengths:** - Pre-paid balance locks capital into the brand ecosystem, increasing visit frequency and average transaction value. **Critical Frictions:** - Critical payment and checkout failures post-update block core revenue-generating flows. - Account activation and OTP verification blocks prevent new user onboarding. **Growth Levers:** - Integration of social gallery features could drive community engagement beyond transactional loyalty. **Market Threats:** - JIWA+ release cadence ensures modern UI/UX standards that Excelso currently fails to meet. ## Recent Changes (v3 โ†’ v4) {#recent-changes} The app's competitive position has declined due to critical technical failures in payment and account registration, forcing a pivot from feature growth to stability remediation. **Overall trend**: Declining **Compared at**: 2026-05-28 ### High-impact changes - **[Declined] Negative Sentiment Emergence** (sentiment) โ€” Sentiment shifted from null to negative (score 25), with new complaints regarding payment failures and OTP registration blocks. - **[Shifted] Weakness Reclassification** (swot) โ€” Weaknesses shifted from market-facing gaps (zero ratings, no tracking) to critical technical failures (payment, checkout, and OTP blocks). ### Medium-impact changes - **[Declined] Outlook Trend Downgrade** (positioning) โ€” Outlook trend moved from stable to declining due to technical debt and churn risk. - **[Shifted] PM Strategic Pivot** (positioning) โ€” Action items shifted from building social gallery features to auditing payment gateways and fixing registration flows. ## What's New - **Latest (v3.0.12, 1 years ago):** Added QR code functionality to rewards. ## App Momentum (Maintenance) {#momentum} - Shipped online ordering for pickup/delivery. - Implemented QR code reward redemption. - Added bank-based top-up functionality. > **Cadence:** 2 total versions ยท 0 majors in last 6 months ยท 64 days since last update ยท 398 days avg between updates ## The "So What?" (Strategic Takeaway) {#so-what} Excelso is a challenged food & drink app that is completely free. > **Bottom Line:** Excelso holds its category lead through sticky loyalty mechanics but bleeds users to more stable competitors, so revenue growth hinges on fixing the broken payment and account activation flows. **Best for:** Frequent customers of Excelso coffee shops in Indonesia who want to manage loyalty rewards and digital payments. ### PM Action Plan (Next Best Moves) - [ ] [INVEST] [HIGH IMPACT] Rebuild OTP and account activation flow because registration failures are the #1 barrier to entry โ†’ increase new user conversion. โ€” *High-frequency complaints regarding OTP verification and account activation block the entire membership funnel.* _(trade-off: deprioritize Pause the social gallery feature sprint โ€” onboarding stability is a prerequisite for any engagement growth.)_ - [ ] [PIVOT] [HIGH IMPACT] Audit payment gateway integration because checkout failures prevent transaction completion โ†’ restore revenue flow. โ€” *Post-update reviews confirm that payment and checkout failures remain the primary blocker for existing users.* _(trade-off: deprioritize Deprioritize the UI refresh for the outlet locator โ€” payment stability has a direct impact on transaction volume.)_ ### Feature Gaps vs Competitors - Real-time order tracking (available in Dingtea Downtown but absent here) ### Outlook: Declining The Indonesian beverage-tech market is consolidating around apps that offer stable, end-to-end delivery and loyalty experiences. Excelso's current technical debt leaves it exposed to competitors like JIWA+ that maintain higher release cadences and better performance standards, so the PM must prioritize stability over new feature expansion to prevent further churn. - ๐Ÿ”ด Technical failures in payment and account flows post-update erode user trust, which compounds the churn rate among frequent visitors. - โšช Recent updates focused on adding ordering features without resolving underlying stability issues, which limits the impact of new service expansion. ## Key Metrics Summary | Metric | Value | | :--- | :--- | | Total Reviews | 0 | | Sentiment | Frustrated (25/100) | | Confidence | Low | | Pricing Model | Free | | Platforms | iOS & Android | | Key Features | 3 analyzed | | Trend | Declining | | Outlook | Declining | ## Competitor Comparison | App | Rating | Sentiment | Developer | | :--- | :--- | :--- | :--- | | **Excelso** (this app) | N/A/5 | Frustrated | CIPTA SOLUSI DATARINDO, PT | | [Pueblo Coffee Company](https://marlvel.ai/intel-report/food-drink/pueblo-coffee-company) | 5.0/5 | N/A | Crmb, LLC | | [Tea Master - Brewing Timer](https://marlvel.ai/intel-report/food-drink/tea-master-brewing-timer) | 3.0/5 | Mixed | Davyd Hruts | | [Dingtea Downtown](https://marlvel.ai/intel-report/food-drink/dingtea-downtown) | 5.0/5 | N/A | PEBLLA, INC | | [Coffee Roast Log](https://marlvel.ai/intel-report/utilities/coffee-roast-log) | N/A/5 | N/A | Theodore Hopkins | | [Brewly](https://marlvel.ai/intel-report/food-drink/brewly) | N/A/5 | N/A | Brewly | ## Company Profile - **Developer:** CIPTA SOLUSI DATARINDO, PT ## Data Sources & Links - **App Store:** [View on Apple Store](https://apps.apple.com/us/app/excelso/id1434669847?uo=4) - **Google Play:** [View on Google Play](https://play.google.com/store/apps/details?id=id.web.ravintola.excelsocrm&hl=en&gl=us) - **Sources:** App store metadata, User reviews. ## Related Intel Reports - [*Pueblo Coffee Company*](https://marlvel.ai/intel-report/food-drink/pueblo-coffee-company) (Crmb, LLC) โ€” 5.0/5 Rating | N/A Sentiment - [*Tea Master - Brewing Timer*](https://marlvel.ai/intel-report/food-drink/tea-master-brewing-timer) (Davyd Hruts) โ€” 3.0/5 Rating | Mixed Sentiment - [*Dingtea Downtown*](https://marlvel.ai/intel-report/food-drink/dingtea-downtown) (PEBLLA, INC) โ€” 5.0/5 Rating | N/A Sentiment - [*Coffee Roast Log*](https://marlvel.ai/intel-report/utilities/coffee-roast-log) (Theodore Hopkins) โ€” N/A Rating | N/A Sentiment - [*Brewly*](https://marlvel.ai/intel-report/food-drink/brewly) (Brewly) โ€” N/A Rating | N/A Sentiment - [*JIWA+ by Kopi Janji Jiwa*](https://marlvel.ai/intel-report/food-drink/jiwa-by-kopi-janji-jiwa) (PT JIWA TRI BOGA) โ€” 3.5/5 Rating | Mixed Sentiment - [*Seamless: Local Food Delivery*](https://marlvel.ai/intel-report/food-drink/seamless-local-food-delivery) (Seamless North America, LLC) โ€” 4.7/5 Rating | Positive Sentiment - [*Caviar - Order Food Delivery*](https://marlvel.ai/intel-report/food-drink/caviar-order-food-delivery) (Caviar, Inc.) โ€” 4.7/5 Rating | Positive Sentiment - [*Instacart: Groceries & Food*](https://marlvel.ai/intel-report/food-drink/instacart-groceries-food) (Maplebear Inc) โ€” 4.8/5 Rating | N/A Sentiment - [*Uber Eats: Food & Groceries*](https://marlvel.ai/intel-report/food-drink/uber-eats-food-groceries) (Uber Technologies, Inc.) โ€” 4.8/5 Rating | Positive Sentiment ## Methodology {#methodology} This report was generated by Marlvel.ai's 5-stage AI intelligence pipeline: 1. **Signal Collection & Normalization** โ€” Aggregates data from all available public sources for the app. Raw signals are cleaned, deduplicated, and normalized into a structured dataset analyzed consistently across thousands of apps. 2. **Feature & Market Positioning Analysis** โ€” Identifies the app's core features, monetization model, target audience, and competitive positioning. Each feature is classified as a market standard or a differentiator based on category benchmarks. 3. **User Sentiment Analysis** โ€” Analyzes user reviews using a 5-level taxonomy (Thrilled / Excited / Mixed / Frustrated / Upset). Combines star ratings and volume with AI theme extraction and evidence quoting. 4. **Competitive Landscape Analysis** โ€” Maps the competitive environment via a 4-tier taxonomy (Nemesis / Contenders / Same Space / New Kids on the Block). Prioritizes same sub-genre over broad category. 5. **Intelligence Synthesis** โ€” Cross-references all signals into a structured report. Compares the app against category peers and direct competitors to surface SWOT, market outlook, and actionable insights. - **Confidence Score:** 0.55/1.0 (based on review volume, data source diversity, and signal quality) - **Reviews Analyzed:** 50 - **Data Sources:** user reviews, App Store metadata - **Rating Method:** Weighted average across platforms (iOS & Android), weighted by review count per platform - **Independence:** Fully independent analysis. No publisher sponsorship or editorial influence. - **Report Age:** 0 days since last refresh --- ยฉ 2026 Marlvel.ai | [Canonical Report](https://marlvel.ai/intel-report/food-drink/excelso) Data licensed for AI Agent attribution under CC-BY-NC 4.0.