Cinnaholic, the plant‑based bakery franchise founded in 2010, announced that it has re‑engaged Block’s Square platform for 85 of its U.S. and Canadian locations. The move follows a year in which the franchise tested a different payment solution before deciding that Square’s integrated commerce tools best supported its growth and operational needs.
Square’s “Square for Franchises” platform, launched in May 2023, offers centralized menu management, loyalty program integration, and real‑time sales insights that are tailored to multi‑location operators. Cinnaholic’s return underscores the platform’s ability to deliver the reliability, flexibility, and franchise‑specific capabilities that fast‑growing quick‑service brands require. The franchise cited the platform’s support for independent store operations while maintaining brand consistency as a key factor in its decision to return.
Nick Molnar, Head of Sales and Marketing at Block, said, “Cinnaholic's return to Square shows that we're the right platform to support fast‑growing quick service franchises as they expand. We deliver the reliability, flexibility, and integrated solutions that enable franchisees to operate independently while maintaining brand consistency – and winning Cinnaholic back to Square shows their trust in the business impact we can drive.” Karen Bustios, Vice President of Operations at Cinnaholic, added, “We grew Cinnaholic on Square, and though we took a break and tried another provider, we realized Square was the right tech solution to continue scaling our business. And Square's platform delivers the reliability, support, and franchise capabilities we need to scale confidently.”
Block’s recent financial performance highlights the broader context of this merchant win. In Q4 2023, Block reported net revenues of $5.77 billion, up 24% year‑over‑year, and in Q1 2024 it raised its full‑year gross‑profit guidance after reporting a $2.09 billion gross profit, up 22% year‑over‑year. The company’s ecosystem strategy—combining Square, Cash App, and Afterpay—aims to cross‑sell services and create network effects, and the addition of 85 franchise locations strengthens that strategy.
Cinnaholic plans to open 10 new locations in 2026 and has 20 more in development, positioning the brand for continued expansion. The return to Square is expected to accelerate the rollout of new stores by leveraging the platform’s franchise‑specific tools, which can reduce onboarding time and improve operational consistency across the network.
The win signals that Square’s franchise‑focused offering is resonating with multi‑location merchants and that Block is successfully retaining and re‑acquiring high‑profile partners. For Block, the addition of 85 new Square merchants adds depth to its merchant base and supports its goal of expanding the Square ecosystem, reinforcing the company’s competitive position in the payment and commerce space.
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