Bakery Thrives as Square Powers Growth and Strengthens Community Bonds for Blackbird
Square, the innovative business platform helping sellers become beloved neighborhood favorites, is proud to spotlight its partnership with Blackbird Bakery, a cherished South London institution that has been serving communities with artisan breads, pastries, and coffee for more than two decades.
Founded and still owned by its original creators, Blackbird Bakery has grown organically from a small neighborhood bakery into a thriving business with ten locations across South London, in addition to its market stalls and partnerships with mainstream retailers. The bakery has built its reputation on craftsmanship, community, and consistency—staying true to its founding principles of quality, natural ingredients, and authentic connection with local residents rather than pursuing rapid or profit-driven expansion.
Among Blackbird’s standout offerings is its signature sourdough, which now represents roughly a quarter of its total trade. The bakery’s loyal customer base values the slow-fermented, naturally leavened bread that embodies both artisanal skill and a commitment to wholesome production.
As Blackbird prepared for its next stage of growth, the leadership recognized the need for greater operational efficiency and modern tools to support its expanding footprint. In 2024, the bakery appointed Valerio Diecidue as Head of Retail Operations, bringing in fresh energy and structure to guide its next phase of development. One of Diecidue’s first major initiatives was to overhaul the bakery’s outdated till system—introducing a platform capable of supporting the team’s growing ambitions.
“If we wanted to expand and grow, we needed the right technology,” said Diecidue. “Square was already on my radar as a great solution, and it was also recommended by several operators we trust. It has transformed how we run our business—from giving us real-time data and insights to making both the customer and staff experience effortless. Square looks great from a customer perspective, is simple to use, and gives us the tools we need to keep growing.”
Blackbird now runs on Square’s integrated ecosystem, utilizing Square Point of Sale and the Square Kitchen Display System (KDS) across all its locations. This connected system enables orders to flow seamlessly from the counter to the kitchen, minimizing wait times and ensuring accuracy for every transaction. The result is a smoother, more cohesive experience for both staff and customers.
Ease of use has also been a significant benefit. With Square’s clean, minimalistic interface, new team members can confidently learn and operate the tills in under 20 minutes, greatly reducing training time and allowing staff to focus on delivering exceptional service.
To further enhance customer engagement, Blackbird Bakery’s loyalty program is powered by Embargo, a Square partner known for helping hospitality businesses reward returning guests. The integration between Square and Embargo allows Blackbird to build deeper relationships with customers, driving repeat visits and community loyalty—values central to its identity.
Looking ahead, Blackbird Bakery continues to blend tradition with innovation. With community at its heart and expansion firmly in view, the bakery is exploring new locations across London, while continuing to prioritize the handmade quality and neighborhood spirit that define its brand.
Through every phase of this journey, Square remains a key partner, offering the flexibility, insights, and scalability that empower Blackbird to make data-informed decisions while maintaining its artisanal soul.
“Square is proud to partner with iconic businesses like Blackbird Bakery that embody the spirit of their local communities while pursuing ambitious growth,” said Ming-Tai Huh, Head of Food & Beverage at Square. “By combining Square’s flexible technology with their passion for craftsmanship and connection, Blackbird is perfectly positioned to continue thriving for the next 20 years and beyond.”
As it moves into the future, Blackbird Bakery continues to rise—both as a business and as a cornerstone of the communities it serves—powered by the seamless integration of technology and tradition through its partnership with Square.
