Oakberry Açaí Chain Plans 30 Branches Across Israel

The international açaí chain Oakberry has reopened in Tel Aviv, launching two new branches at the TLV mall and Bograshov beach. The Bograshov location experienced exceptionally high demand in its first week, with Israelis flocking to it for the brand's popular açaí bowls and smoothies, despite prices ranging from 37 to 61 shekels for açaí bowls and 35 to 42 shekels for smoothies. Oakberry, founded in 2016, is now the world's largest açaí company, boasting 1,100 branches in 60 countries. The chain, led by Brazilian entrepreneur Giorgios Frangoulis, who is also the partner of tennis player Aryna Sabalenka, began as a small kiosk in Brazil. Most Oakberry locations operate under franchise agreements.

Flavio Mansour, the Israeli representative for Oakberry, previously operated a branch in Tel Aviv that closed a few months ago. He currently manages eight other branches across Israel, including franchised locations in Achziv, Eilat, Jerusalem, and Kiryat, as well as a food truck. Mansour plans to open ten more branches within the next year, bringing the total to 30 across the country. He aims to open new branches in Azrieli Malha mall and other Azrieli malls in Tel Aviv, Ayalon, and Beersheba, and plans to introduce new items from Brazil to the menu. Mansour stated that the company is not concerned about expanding in Israel, noting that the brand has kosher certification in some branches worldwide and that they do not engage in political discussions.

The investment for each new branch is approximately 400,000 shekels. Oakberry's menu features customizable açaí bowls and smoothies, with prices comparable to those in Europe. For example, a "The Works" size açaí bowl costs 56 shekels in Israel, while a classic smoothie is 42 shekels. The article notes that açaí is rich in antioxidants and vitamins, but can become high in sugar with added toppings. Yulia Plotkin, owner of the Bograshov beach branch, expressed optimism about sales even during winter, describing the location as a vibrant, young, and cool spot that attracts a diverse clientele. She highlighted the quality of the açaí base, which is 75% açaí and water, and mentioned that customers have praised the texture as superior to that found in New York.