In the heart of McMinnville, Oregon, Baker St Cafe – Thai Kitchen & Bubble Tea has rapidly transformed from a newly opened family-owned restaurant into one of the community’s most cherished dining destinations. Just two years after opening its doors, the restaurant has built an impressive reputation for authentic Thai cuisine, exceptional customer service, and strong community engagement. Behind much of that success is its strategic use of Square’s integrated commerce platform, which has helped the business streamline operations, deepen customer relationships, and support continued growth.
Square recently highlighted Baker St Cafe as an example of how independent restaurants can leverage technology to compete effectively while maintaining the personal touch that customers value. Through tools such as Square Register, Square Kiosk, Square Marketing, and the Neighborhoods on Cash App program, the restaurant has developed an efficient operational model that supports thousands of transactions each month while preserving its family-centered approach.
A Family Business Built on Authentic Thai Traditions
Baker St Cafe was founded by Fon Khunsamart, a Thai immigrant whose passion for cooking was cultivated from an early age. Growing up in Thailand, Fon spent countless hours learning recipes and culinary techniques from her grandmother and her father, a professional chef. Those experiences laid the foundation for a lifelong commitment to authentic Thai cooking.
When Fon and her husband, Thomas Khunsamart, decided to establish a restaurant in McMinnville, they envisioned more than just a business. They wanted to introduce genuine Thai home-style cuisine to their adopted community while creating a family enterprise that could involve future generations.
Today, the restaurant is truly a family operation. Fon oversees the culinary side of the business, ensuring every dish reflects authentic Thai flavors and traditions. Thomas manages technology, operations, and business strategy, while the couple’s three sons actively participate in learning the restaurant trade.
The restaurant’s commitment to authenticity has earned significant recognition. Baker St Cafe recently received the prestigious Thai SELECT certification, an honor granted by the Royal Thai Government to restaurants that meet rigorous standards for authentic Thai cuisine. Only nine restaurants across Oregon currently hold this distinction, making the achievement especially notable for a relatively young establishment.
The combination of traditional recipes, high-quality ingredients, and attentive customer service has enabled the restaurant to attract a substantial local following. According to company data, Baker St Cafe now serves approximately one out of every seven residents in McMinnville, a remarkable accomplishment for a business that has been operating for only two years.
Using Technology to Support Growth
As customer demand increased, the Khunsamarts recognized the importance of implementing technology solutions capable of supporting growth without compromising service quality.
Square’s unified commerce ecosystem became the foundation of the restaurant’s operational strategy. The platform currently supports more than 5,700 monthly transactions, helping the team manage everything from point-of-sale operations to customer communications and marketing campaigns.
Rather than spending valuable time on administrative tasks, the family has been able to automate many routine functions. This allows Fon to focus on food preparation and menu innovation while Thomas concentrates on improving business operations and enhancing the overall customer experience.
Thomas credits Square’s ongoing innovation as a major factor in the company’s success.
Unlike many technology providers that release products and make few improvements afterward, Square consistently introduces new features and capabilities that help businesses adapt to changing customer expectations and market conditions.
Building Customer Loyalty Through Automated Marketing
One of the most impactful aspects of Baker St Cafe’s technology strategy has been its use of Square Marketing.
Customer acquisition and retention are critical challenges for restaurants of all sizes, particularly in smaller communities. To address this, the restaurant has developed a sophisticated automated marketing system powered by Square’s tools.
At any given time, Baker St Cafe operates more than 28 automated email and SMS marketing campaigns simultaneously. These campaigns are designed to engage customers at different stages of their journey, encouraging repeat visits, promoting special offers, and strengthening brand loyalty.
The results have been significant. More than 700 promotional redemptions have been generated through the campaigns, demonstrating strong customer engagement despite the relatively modest population size of McMinnville.
Automation has proven especially valuable for the family-owned business. Instead of manually managing customer outreach and promotions, the system works continuously in the background. This allows the restaurant’s leadership team to focus on food quality, customer service, and operational excellence while maintaining consistent communication with patrons.
Embracing the Neighborhoods on Cash App Program
Baker St Cafe also became an early participant in the Neighborhoods on Cash App initiative in 2026.
The program provides local businesses with new opportunities to connect directly with nearby customers and encourage repeat purchases. For Baker St Cafe, participation has generated promising results, particularly among loyal customers who actively follow the restaurant’s updates and promotions.
According to Thomas, customers who follow the cafe through the program tend to visit more frequently than average diners. This increased engagement creates a valuable channel for building long-term customer relationships while reducing reliance on third-party ordering platforms.
Third-party delivery and ordering services often charge substantial fees that can impact restaurant profitability. By encouraging customers to order directly and remain connected through Neighborhoods, Baker St Cafe can strengthen customer loyalty while improving margins.
The program also provides a direct communication pathway, allowing the restaurant to share updates, promotions, and special offers with customers who have already expressed interest in the brand.
Data-Driven Decision Making
While authentic food remains at the center of the business, data plays an increasingly important role in shaping operational decisions.
Thomas regularly utilizes Square’s reporting and analytics tools to evaluate menu performance, identify customer preferences, and improve profitability.
Detailed item-level sales reports reveal which dishes generate the strongest demand and which menu items may need adjustment. When redesigning the menu, the team carefully analyzes performance metrics to determine which products should remain, which should be replaced, and where opportunities for innovation exist.
This data-driven approach also extends into kitchen operations. Historical sales trends help the restaurant forecast demand more accurately, allowing staff to adjust food preparation levels based on expected customer traffic.
By preparing the right amount of inventory and ingredients, the restaurant minimizes waste, improves efficiency, and protects profit margins without sacrificing quality.
Streamlining Service with Square Kiosk
Another important component of the restaurant’s operations is Square Kiosk, which serves as a central part of the in-store ordering process.
For Thomas, one of the kiosk’s greatest advantages is its seamless integration with the broader Square ecosystem. Whenever menu changes are made within Square’s system, updates automatically appear on the kiosk without requiring additional manual work.
This feature has become especially valuable as the restaurant continues to refine its menu and introduce new offerings. Automatic synchronization eliminates the risk of outdated information while reducing administrative workload.
The result is a smoother customer ordering experience and a more efficient operation for staff members.
A Blueprint for Local Restaurant Success
Square executives view Baker St Cafe as a powerful example of how independent restaurants can combine authentic culinary traditions with modern technology to achieve sustainable growth.
In just two years, the family-owned establishment has evolved into a recognized community institution, earning accolades for both its food and its business practices. By embracing technology while remaining committed to authenticity and customer relationships, Baker St Cafe has created a model that many independent restaurants can learn from.
As the restaurant continues to expand its reach and deepen its connection with the McMinnville community, its story demonstrates that the combination of family values, culinary excellence, and smart technology adoption can create lasting success in today’s competitive restaurant industry.
Source Link:https://www.businesswire.com/
