Oak is very porous and will soak up a lot of finish. I generally do a coat of shellac and bit of sanding first before staining or finishing any wood.
However, in this case, it is a bit late so, I would recommend to just keep adding coats of poly and sanding a bit with high grit paper or brown paper bag between coats. Eventually the pores will fill up with poly and you will get the shiny, smooth finish of your desires.
By the way, as you probably already know, the end grain is even worse as far as soaking up stain and finish. End grain is like a handful of soda straws and just keeps pulling it in. I usually sand end grain very well with a finer grit paper than the rest of the board and put on two or three coats of shellac before any stain or finish to "clog" up the soda straws ahead of time. It still may end up a different color but, it will be a lot closer to matching.
Rog