Excelso is a membership and loyalty application for an Indonesian coffee chain, providing digital wallet, ordering, and reward management on iOS and Android.
Product velocity
Maintenance
Daily rank 🇺🇸
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Food & Drink
Sentiment
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Nemesis
Fragmented field
The App DNA
What makes this app unique?
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.
For Frequent customers of Excelso coffee shops in Indonesia who want to manage loyalty rewards and digital payments.
What does it look like?
Key features
Digital wallet for storing and spending funds at physical outlets
Online ordering system for menu items with self-pickup or third-party delivery options
Tiered benefits including cashback, birthday vouchers, and discounts on coffee beans and merchandise
How much does it cost?
The app functions as a loyalty and transaction tool for an existing retail chain, with no direct subscription or IAP revenue.
Velocity
Maintenance developmentopaqueShow more...
The app has released only two updates over the past 15 months, resulting in a cadence of approximately 0.03 releases per week. This frequency falls well below the threshold for active development, indicating a maintenance-focused lifecycle. The latest release lacks descriptive notes, and there is no evidence of live-ops or feature-driven development. The development trend is stable at a low-intensity maintenance level.
Who built it?
CIPTA SOLUSI DATARINDO, PT
2 apps tracked · Food & Drink
Bandar Djakarta +User Sentiment
What do users think recently?
Fresh user feedback skews frustrated. Users appreciate instant discount benefits provided through the membership program drive value for frequent visitors, but report payment and checkout failures prevent successful transactions following the latest update.
How are ratings & reviews evolving?
What users say, by theme
- Instant discount benefits provided through the membership program drive value for frequent visitors
- Payment and checkout failures prevent successful transactions following the latest update
50 of 50 recent reviews analyzed · high confidence · Frustrated overall
Read the full review analysisUnlock 1 more frustration theme and 1 user request, each backed by review evidence.
Access the full report for freeCompetition
Competitive landscape for Excelso
How's the Food & Drink market?
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.
Read the market outlookThe rivals identified
Unlock the deeper market read.
Access the full report for freeThe Analyst's Read
Key takeaways for Excelso
Where is it heading?
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.
- Technical failures in payment and account flows post-update erode user trust, which compounds the churn rate among frequent visitors.
- Recent updates focused on adding ordering features without resolving underlying stability issues, which limits the impact of new service expansion.
The SWOT
- Pre-paid balance locks capital into the brand ecosystem, increasing visit frequency and average transaction value.
- Integration of social gallery features could drive community engagement beyond transactional loyalty.
Next best moves
Rebuild OTP and account activation flow because registration failures are the #1 barrier to entry → increase new user conversion.
+ 1 more prioritized moveThe counter-intuitive read
The app's #34 chart position is a liability…
Read the full takeFeature gaps
Real-time order tracking (available in Dingtea Downtown but absent here)
Since the last report: 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.
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.
Unlock 2 critical frictions, 1 market threat, 1 more prioritized move and the analyst’s take.
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