Square, Block Inc.’s point-of-sale payments unit, continues to focus on growing its POS business in the wake of its decision earlier this year to reduce its workforce by more than 40%.
The latest deal is an expansion of an existing relationship with Birch Coffee, a New York City-based coffee chain. Birch Coffee will use Square’s platform to process payments and provide back-office management to its newest and 12th location in New York.
Founded in 2009, Birch Coffee saw 16% year-over-year growth in 2025 due in part to “the commerce foundation” provided by Square, the chain says.
The deal with Birch Coffee is the latest in a series of announcements by Square to grow its business since announcing in February during its year-end earnings call that it was drastically reducing its work force. At the time, Square announced it was reducing its workforce from more than 10,000 employees to fewer than 6,000.
In addition to payment processing, Birch Coffee will use Square’s applications for such tasks as email marketing and issuing gift cards, and for the chain’s subscription service, which delivers coffee beans direct to consumers. Square’s platform also supports Birch Coffee’s integration to the 7shifts employee scheduling platform through an application programming interface.
Prior to selecting Square as its processor, Birch Coffee used a legacy POS system that struggled to keep up with customers evolving expectations, the chain says. Simplicity is a key reason Birch Coffee continues to partner with Square as the chain expands, according to the chain’s founder Jeremy Lyman.
“It’s easy to use, easy to train on, and easy to scale with,” Lyman says in a statement. “The overall simplicity and flexibility would be hard to replace.”