OAKBERRY: Market Domination Through Simplicity
Founded in 2016, OAKBERRY is a Snowbank Brands Company that has been widely dominating Western Canada, filling a significant gap within the fast-food market by offering access to healthy menus. OAKBERRY’s açaí-based products are vegan, organic, gluten-free, cholesterol-free, and trans-fat-free — making them appealing to health-conscious customers. This explains the rapid success the restaurant chain has experienced since opening its first location, now boasting over 700 restaurants worldwide.
Carter Friesen, CEO of Snowbank Brands, and Kyla Friesen, Operation lead for Snowbank Brands’ OAKBERRY division in Western Canada, reveal that the integration of Square systems played an important role in the brand’s steady growth, providing valuable support in their daily operations.
Creating efficiency in the kitchen
OAKBERRY has been using Square’s kitchen display system since its inception because of its user-friendliness and seamless integration with the Square system and third-party ordering apps.
“I believe it probably takes me less than 2 minutes to install the KDS to our Square cash registers,” explains Kyla.
Strikingly, it is not the only thing the restaurant manages to achieve in under two minutes. The restaurant chain’s employees enjoy challenging themselves with the timer linked to each order. To maximize order flow and minimize customer wait time, the restaurant aims to complete every order in under two minutes.
While using the KDS system, employees came up with the idea of engaging in playful speed competitions. In return, while having fun, the restaurant’s efficiency has increased. An unexpected advantage that delights everyone.
“Our operations are quite simple, which is great. That’s why we love it, because it keeps our process simple, just as it should be,” notes Kayla.
“I’d also say that thanks to its simplicity and easy integration with our other third-party apps, we get the data we need on our kitchen efficiency whenever we need it. So, whenever I need information on our efficiency, I can see it through the KDS system,” adds Carter.
To ensure efficiency, the restaurant also values order accuracy, reducing the risk of errors and waste while increasing customer satisfaction. The Square Kiosk software minimizes communication errors that can occur when, for example, an order is relayed by a front counter team member. Given that customers can review and modify their orders on the spot, Square Kiosk makes it easier to provide them with exactly what they want from the get-go.
Managing the relationships that matter
Customer loyalty is an important aspect of the restaurant industry. That’s why OAKBERRY offers its visitors the chance to join its rewards program with Square Loyalty. Signing up is simple and can be done in person or online, allowing customers to start earning points for every 3$ spent.
To participate, customers only need to provide their phone number. The system also easily recognizes returning customers if they use the same credit card more than once. This feature streamlines the process and speeds up transactions. A simplified process appreciated by both OAKBERRY and its customers.
Carter was astonished to see that during the opening of a new restaurant, where the general manager was particularly skilled at asking customers to join the reward program, the sign-up rate was nearly at one hundred percent. He attributes these amazing results to the simplicity of the registration process.
“People only had to enter their phone number, and it went straight to their cell phone,” Carter notes.
Additionally, the program represents an integral part of the relationship between employees and customers. Employees become, in a certain way, allies to the customers, helping them get the rewards they want.
“It’s funny. We have a T-shirt and a hoodie that people can save their points for. Many people save up to get their OAKBERRY shirt,” adds Kyla. A promising sign that the reward program powered by Square Loyalty is paying off.
Moreover, Square’s team management tool simplifies daily tasks for both employees and administrators. Employees can schedule their availability and request time off directly from the app on their phones. There are no delays. Administrators are notified automatically and cannot assign a shift outside of an employee’s available hours. The app simply doesn’t allow it.
Employees can also swap shifts as needed. If they forget to clock out at the end of the day, they can request the adjustment through the app. The control provided by the team management tool is one of the most appreciated key benefits it has to offer.
Taking a responsible approach to growth
When OAKBERRY opened its first restaurant, the cost unfortunately turned out to be higher than expected. The team decided to turn towards Square Loans to better manage their cash flow. The speed at which the funds were transferred was a major advantage and a decisive factor.
“If you borrow from your bank, it can take months and months, and they ask for a million things,” explains Carter.
In fact, with Square, the funds arrive within a day or two. Following this positive experience, the team plans to turn to Square for future borrowings for similar reasons.
“I would recommend it for those who understand that dealing with a bank results in longer delays and costly loans. A Square loan is simple, fast, in your bank within a few days, and worth the extra cost given its simplicity,” says Carter.
Ultimately, the company plans to open new locations. The restaurant chain plans to open 60 locations in Western Canada by the end of 2026 and aspires to establish OAKBERRY as the most recognized superfood brand in Western Canada. Doing so by increasing its presence at local community sports and recreational events.
“Wherever there are outdoor sports or community events in Western Canada, we want you to think of OAKBERRY,” concludes Carter.
The team understands that as they stride for market dominance, they can depend on Square to simplify the management of each of their restaurants.