Birch Coffee has opened its twelfth location in New York City, continuing its expansion using Square's commerce platform for operations management. The independent coffee brand, founded in 2009, reported 16% year-over-year growth in 2025.

The coffee company uses Square Register and Square for Restaurants to handle service operations, along with email marketing and gift card functionality. Square also powers the company's coffee subscription service and integrates with workforce scheduling through 7shifts.

"It's easy to use, easy to train on, and easy to scale with," said Jeremy Lyman, Birch Coffee co-founder. "Being able to run so much of the business through one ecosystem while still integrating with best-in-class partners is a big advantage."

Birch Coffee switched from a legacy point-of-sale system to Square after observing other local coffee companies making similar transitions. The brand established relationships with South American coffee farmers and has grown from a neighborhood operation to a citywide presence.

Nick Molnar, Global Head of Sales & Marketing at Block, noted that cafés have demanding commerce needs 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," Molnar said.

The company plans continued expansion while maintaining its hospitality focus. Square provides payment processing, staff management tools, and cash flow solutions on a unified platform for businesses of various sizes.

Square, which began in 2009 with the first mobile card reader, has developed into a global business platform serving millions of sellers. The company offers point-of-sale systems, online commerce tools, and business management solutions.