In the bustling landscape of New York City’s café scene, Birch Coffee is brewing success by strategically leveraging technology to fuel its expansion. Recently, the beloved coffee brand opened its twelfth location, a milestone powered by Square’s unified commerce platform. This development showcases how small businesses can harness modern tools to streamline operations and enhance customer engagement.
Founded in 2009 by two passionate bartenders, Birch Coffee has transformed from a local newcomer into a well-known name, celebrated for its exceptional coffee and community-focused ethos. With a dedication to quality, Birch has fostered close relationships with South American farmers to ensure that every cup tells a story. As the brand scales, the need for effective operational systems has become clear. Jeremy Lyman, co-founder of Birch Coffee, emphasized the brand’s evolution, stating, “What started as a small, uncertain venture has grown into a more established and intentional brand.”
The transition to Square marks a significant move from a legacy point-of-sale (POS) system, which struggled to meet the demands of an increasingly competitive market. In 2025, Birch Coffee reported a remarkable 16% year-over-year growth. This success can be attributed not only to the brand’s reputation but also to the capabilities provided by Square. Lyman pointed out the system’s ease of use and scalability, essential features for any growing establishment. “It’s easy to use, easy to train on, and easy to scale with,” he explained.
Birch Coffee integrates multiple Square products, including Square Register and Square for Restaurants, which enhance service efficiency and improve the customer experience. These tools facilitate email marketing and gift card sales, fostering customer loyalty and community connections. Moreover, Birch Coffee has developed a coffee subscription service, leveraging Square’s eCommerce capabilities to create additional revenue streams.
Operating in New York City presents unique challenges, from managing high transaction volumes to meeting the expectations of discerning customers. Nick Molnar, Global Head of Sales & Marketing at Block, affirmed Square’s suitability for independent coffee operators. "Cafés have some of the most demanding commerce needs," he explained, highlighting that Square is built to handle the complexities involved in running a busy café. Its ability to support multi-location management without added complexity has proven beneficial for Birch Coffee.
Despite the challenges of high competition and limited space, Birch Coffee’s commitment to quality and community remains unwavering. As they expand further, the integration of advanced technology with their hospitality-driven values positions them for sustained growth. Lyman noted, “We’ve become much clearer about who we are and how we operate, and we need systems that support that as we grow.”
For small business owners, Birch Coffee’s journey underscores the importance of choosing the right technology to facilitate growth while maintaining core values. As they prepare for more expansion, Birch Coffee illustrates that scaling does not have to come at the expense of community connection or product integrity.
With its twelfth location now open, Birch Coffee continues to cement its role within the vibrant NYC coffee community. Square, acting as their unified commerce provider, allows the brand to maintain its commitment to exceptional hospitality, poised for future success.
For additional insights on how Square empowers coffee shops and cafés, visit their site: Square for Coffee Shops. Explore Birch Coffee and its story at Birch Coffee and learn more about Square’s offerings at Square.
Birch Coffee’s approach to blending quality coffee with modern operational technology offers valuable lessons for small business owners aiming to thrive in today’s competitive market.
Image Via BizSugar
