Oakberry, which specialises in Brazilian-inspired açai bowls, will target 100 UK locations over the next four to five years, according to UK MD, Jonathan Coxon.
The Sao Paulo-founded business now operates four London stores alongside Brighton and Belfast outposts, with plans for 16 new locations across the UK in 2024.
The brand, which operates over 700 stores in 43 countries since its launch six years ago, sees the UK as a key growth lever for its global expansion.
Oakberry offers customers the ability to create and customise açaí bowls, choosing from three sizes and a selection of unlimited toppings, such as seasonal fruit, peanut butter, and chia pudding, with extra add-ons available. It also provides customisable smoothies, protein bars, matcha, and specialty coffee. Açaí is a dark purple berry that grows in the Amazon rainforest, and is hailed for its antioxidants, fiber, and healthy fats.
Coxon outlined the company’s ambitious expansion strategy is underscored by a growing understanding of the product. “The awareness of açaí and its benefits is growing rapidly both globally and in the UK market,” Coxon tells MCA.
“We see huge potential to grow at pace,” he says, adding that Oakberry will target equity stores and franchisee locations, and is actively seeking experienced multi-site operators. “The model works at various sales levels so the future opportunities are huge.”
The brand’s recent openings in London, specifically on St John’s Road in Battersea and Hammersmith Broadway Shopping Centre, mark the beginning of a focused expansion strategy.
“Our St Johns Road location has fantastic visibility and footfall in a neighbourhood with our kind of health-conscious demographic. Hammersmith has really strong footfall and is a great kiosk location.”
“London is where the majority of growth will come over the next 12 months with a couple of key out of London locations in the pipeline, watch this space” Coxon added.
This strategy aligns with the brand’s emphasis on securing high footfall, central locations to maximise visibility and consumer awareness. Looking forward, growth will primarily focus on primary high street locations, with a couple of shopping centres also in the pipeline.
“There are a few neighbourhoods that we would consider at this stage”, Coxon adds.
Reflecting on the brand’s progress in the London market so far, Coxon shared some key learnings and adjustments since launching its inaugural Rathbone Place store last year. “We’ve had a fantastic launch into the London market.” He adds, “selection and franchisee selection are clearly crucial to our sustainable growth.
Another focus has been on trial and education. “Açaí is a superfood and awareness is building at a fast rate, but there is still work to do in order to educate a broader public about the health benefits. We are highly focused on maximizing brand awareness in our first year to market.”
Oakberry remains confident in its current quick service restaurant model. “Our healthy food QSR model is really on point in terms of what the modern-day consumer is looking for. The format works in 43 countries and the UK is no different” Coxon explains.
To further enhance customer experience and engagement, the brand plans to launch an app for customers to order ahead, gain loyalty points, and receive targeted campaigns and promotions. It will also be launching a new smoothie range, with more ”top secret” menu items under development.
