Melbourne’s iconic Brunetti Oro chooses Square to modernise its operations and supercharge growth

Jul 08, 2024

The legendary Melbourne-based, Italian-born cafe and cake store is using Square technology to streamline its operations, adapt to new dining expectations, and support continued growth

Brunetti Oro, one of Melbourne’s most iconic cake and pastry stores, has partnered with Square to supercharge its growth and streamline operations for its 200-plus workforce. Square’s technology is being used for everything from payment acceptance to team management, online ordering to email marketing across Brunetti Oro’s three Melbourne stores, with two further venues opening in Chadstone Shopping Center and Swanston Street in the coming months.

The Brunetti brand is synonymous with Melbourne’s artisan food scene. Its story dates back to 1956 when Giorgio Angele first came to Australia as the official pastry chef for the Italian Olympic team. When the Olympics finished, he decided to stay in Melbourne, opening up his first cake shop in Kew. Fast forward to today, and what was once a small shop, is now a full Italian dining experience – serving everything from cakes and coffee to woodfired pizza, classic cocktails and creamy pastas.

“Our vision for Brunetti Oro was, and is, that it’s an evolution of an Italian tradition. Rather than sticking with the status quo, our aim is to expand upon our traditions - creating innovations in products and practices that bring a new life and enhanced quality into the Brunetti experience,” said Yuri Angele, Owner and Director of Brunetti Oro.

Square helps Brunetti provide gold standard service

In Italian, Oro means gold, which Angele says is a mark of Brunetti Oro’s commitment that every customer who walks through its doors, or visits its online shop, is treated to a gold standard experience - both in quality and service. According to Angele, Square is a key cog in delivering on this promise.

One key factor in providing the best experience for diners - whether in-restaurant or increasingly at home as diners look to order-in - is ensuring that front and back of house are seamlessly integrated.

“Square’s point-of-sale (POS) and Kitchen Display System help our kitchen manage orders more efficiently and stay on top of wait times for a better customer experience,” Angele says. “Its integration with delivery companies such as UberEats and Doordash also helps to communicate the orders to the kitchen without any human interaction – preventing human error.”

Keeping consistency in operations across over 200 staff is critical. Square’s user-friendly interface for frontend and backend users means that once staff are shown how to use the point-of-sale system, they rarely have to come back to it. Furthermore, taking orders and payments on the Square Register is efficient, and gets glowing reviews from staff.

“The intuitive design of Square Register simplifies the entire process, making it easy for our staff to navigate through order-taking and payment collection without any hitches,“ Angele says. “Using Square Register has proven to be a positive addition to our operations, streamlining our processes and providing a superior experience for both our team and our customers.”

On-the-go reporting and additional revenue streams unlocked

According to Brunetti Oro, its previous POS system did not have all the functionalities it needed to tap into additional revenue streams and customer loyalty initiatives. This included gift card synchronisation and the ability to sell gift cards online.

Square provides Brunetti Oro with a one-stop solution under one roof - ensuring its services and offerings are consolidated and synced to the point-of-sale. Brunetti uses Square’s Franchise Suite across each of its venues, which enables the company to sync all gift cards across the business so customers can redeem them in any store including online.

“Square’s on-the-go reporting functionality is a real game changer for me, especially via the mobile app Dashboard, where I can access reports anywhere at any time. Ensuring you always have your finger on the pulse is critical for me and Square gives me that peace of mind,” said Angele.

“Brunetti Oro is a Melbourne institution, and we’re delighted to be supporting their next stage of growth,” said Jean Magalhães, Hospo Product Lead for Square in Australia. “Our local Square team has been working very hard to empower Australian hospitality businesses of all sizes to operate more resourcefully, improving their workflows and offering the best possible service to their communities.”

To learn more about how Square can power your food and beverage business, visit our website.