Dive Brief:
- Oakberry, an açaí berry bowl and smoothie brand founded in Brazil, has signed a 100-unit franchising deal in Texas with Rand Group, which operates licensed Starbucks locations in South Africa through a subsidiary.
- The deal grants Rand Group exclusive development rights for the Texas market for Oakberry, which currently has about 45 U.S. locations, according to its website. Globally the chain has about 900 units.
- Starting in 2026, the operator will develop locations across the Houston, Austin and Dallas metro areas, focusing on “high-traffic, high-visibility areas near universities, fitness and wellness hubs, as well as major sports and lifestyle destinations,” according to the press release.
Dive Insight:
The 100-unit deal also brings the chain’s total development pipeline to over 250 planned locations nationwide with the Lone Star State likely to be one of its most prominent states. It currently has a presence in Florida, New York, Massachusetts, Colorado, Wisconsin, Washington, California and Hawaii.
Oakberry’s menu consists of fruit-based bowls and smoothies, which might position it well to capture consumer interest in healthier-seeming restaurant options. The dual menu trends towards snackability and perceived healthiness have reshaped QSR and fast casual menus in recent years, with a greater emphasis on things like fresh ingredients and protein content.
Texas has been a significant target for a number of emerging brands, with Layne’s Chicken Fingers signing a 44-store franchising deal in the state last month. White Castle is also planning to open its first Texas location next year.
Bruno Cardinali, Oakberry’s CMO, said the state’s “multiple major metro areas create the ideal environment to build a thriving, scalable business and further strengthen OAKBERRY's footprint.”
Despite this, Texas has posed a problem for some brands this year, with Jack in the Box and Wingtstop both reporting the market underperformed as Hispanic consumers have pulled back on spending.
Oakberry raised $67 million in Series C funding last year in large part to finance its U.S. expansion. The broader smoothie sector has continued to attract investor interest, with Smoothie King securing a significant investment from Main Post Partners earlier this year.
