Birch Coffee just opened its twelfth location in New York City, and the way they’re scaling is actually pretty straightforward—keep the vibe personal, but tighten everything behind the scenes. They’ve been leaning on Square to run most of the operational side, and it’s clearly working. The brand started back in 2009, founded by two bartenders who didn’t come from the coffee world at all. They kind of learned everything on the fly—sourcing beans, figuring out flavor profiles, building relationships with farmers in South America.