ESB charts a new path for Indonesia’s F&B sector through data and AI
Published on October 15, 2025
ACV Capital-backed Esensi Solusi Buana (ESB) has been named in the Forbes Asia 100 to Watch 2025, recognizing its role as a notable innovator in Indonesia’s food and beverage (F&B) sector. The company is redefining restaurant management through an integrated SaaS platform and AI-driven solutions that enable merchants to operate more efficiently and support sustainable growth.
Founded in 2018 by Gunawan Woen and his co-founders, ESB began with a goal of helping culinary entrepreneurs from small and medium-sized businesses to global F&B chains manage operations more effectively.
Over the past seven years, the company has grown to become Indonesia’s largest fully integrated restaurant management platform, serving over 30,000 active merchants, recording more than 500 million transactions, and processing IDR 65 trillion in transaction value.
ESB’s suite of solutions addresses all aspects of restaurant operations. Its Point-of-Sale (POS) system streamlines transactions, while the Enterprise Resource Planning (ERP) module integrates inventory, production, and financial reporting. ESB Order enables online and QR-based self-service ordering, and ESB Loop supports customer retention through membership and rewards programs.
The platform also features OLIN, an AI assistant that enables sales forecasting, menu optimization, performance tracking, and fraud prevention through conversational commands. Merchants using OLIN have reported revenue growth of up to 40%, backed by 90% accuracy in sales forecasting.
ESB is also addressing a broader challenge by providing financial access to micro- and small F&B enterprises, often underserved by traditional banks. By analyzing transaction and operational data, ESB facilitates connections to working capital and supplier financing, supporting business stability and growth.
As ESB expands its ecosystem, the company is evolving beyond SaaS to provide the infrastructure layer behind Indonesia’s F&B operations. Every transaction, from restaurant orders to supplier payments, contributes to a growing dataset that informs pricing, demand trends, and business planning. This creates a cycle that strengthens both merchants and suppliers and encourages more connected commerce.
Reflecting on the company’s approach, Gunawan Woen, Co-founder and CEO of ESB, said, “Being recognized by Forbes Asia 100 to Watch highlights the work we have done to support culinary businesses in becoming more efficient, transparent, and profitable. We are grateful for the recognition and remain committed to improving our solutions and helping F&B businesses grow across the region.”
Through its integrated SaaS platform, AI-driven tools, and collaborations with financial institutions, ESB is building a stronger foundation for Indonesia’s F&B sector. The company prioritizes practical, scalable solutions that help businesses improve operations and achieve sustainable growth.
