Birch Coffee has opened its twelfth location in New York City, with all operations now powered by Block’s Square unified commerce platform. The new café uses Square Register for in‑store payments, Square for Restaurants for kitchen and order management, and Square’s e‑commerce, email‑marketing, and gift‑card tools to support both physical and online sales. The company also integrated 7shifts for workforce scheduling, a move that has helped streamline staffing across its growing chain. Birch Coffee reported 16% year‑over‑year growth in 2025, underscoring the momentum behind its expansion.
"We've become much clearer about who we are and how we operate, and we need systems that support that as we grow," said Jeremy Lyman, co‑founder of Birch Coffee. "It's easy to use, easy to train on, and easy to scale with… The overall simplicity and flexibility would be hard to replace. Being able to run so much of the business through one ecosystem while still integrating with best‑in‑class partners is a big advantage." Nick Molnar, Global Head of Sales & Marketing at Block, added, "cafés have demanding commerce requirements including high transaction volumes and complex shift work. The same platform that powers a single neighborhood café can run a multi‑location enterprise without adding complexity."
Block’s Q4 2025 earnings reinforced the strategic value of this partnership. The company posted an adjusted EPS of $0.65, beating estimates, and revenue of $6.25 billion, up 3.6% year‑over‑year, while gross profit grew, signaling strong demand for its payment and commerce solutions. The addition of Birch Coffee, a multi‑location client, further expands Square’s footprint in the food‑and‑beverage vertical.
In contrast, Block’s Q1 2025 results showed an EPS miss of $0.56 versus an estimate of $0.98 and revenue of $5.77 billion versus an estimate of $6.21 billion. The company also announced a workforce reduction from over 10,000 employees to under 6,000 in February 2026, a move aimed at improving operational efficiency and focusing resources on core growth areas.
The competitive landscape in New York City’s coffee market has seen several operators adopt Square, prompting Birch Coffee to replace its legacy POS system with Square’s integrated solution. The legacy system had struggled to keep pace with evolving customer expectations, while Square’s platform offers real‑time analytics, seamless integration with third‑party partners, and a unified experience across all locations.
This partnership demonstrates Square’s ability to support high‑volume hospitality merchants and expands Block’s market share in a key vertical. By providing a scalable, integrated ecosystem, Square helps Birch Coffee maintain operational consistency while driving growth across its new locations, aligning with Block’s broader strategy of scaling commerce solutions for small‑to‑medium businesses.
Birch Coffee’s expansion and its adoption of Square’s platform illustrate Block’s commitment to delivering end‑to‑end commerce solutions that can grow with merchants, reinforcing its competitive position and supporting its long‑term growth objectives.
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