Black Seed Bagels, the acclaimed artisan bagel brand led by James Beard–nominated executive chef and head baker Dianna Daoheung, is demonstrating how a thoughtfully chosen technology foundation can fuel sustained growth without compromising craftsmanship. By leveraging the unified commerce platform from Square, the company has expanded its footprint across New York City to 10 locations and counting, while tripling its gross payments volume since first adopting the system in 2017.
What began as a modest neighborhood concept has evolved into one of the city’s most recognizable artisan food brands. Yet, despite the scale it has achieved, Black Seed Bagels has remained committed to the handcrafted quality and hospitality that defined its earliest days. Its journey reflects a broader shift in the foodservice industry, where independent brands increasingly rely on integrated digital tools to compete in fast-paced urban markets.
A Vision to Redefine the Classic Bagel
The origins of Black Seed Bagels trace back to a simple but ambitious idea: that New York City deserved a better bagel experience. Co-founders Noah Bernamoff and Matt Kliegman identified what they saw as a gap in the market. Many traditional bagel shops, while iconic, often lacked the service quality and atmosphere that modern consumers were beginning to expect.
Determined to reimagine the category, the founders introduced a fast-casual concept centered on transparency, hospitality, and culinary innovation. Open kitchens allowed customers to witness the baking process firsthand, while the menu showcased a distinctive hybrid bagel—slightly larger than the Montreal-style version but smaller than the classic New York variety. Boiled in honey-infused water and baked in a wood-fired oven, the product quickly set itself apart in a crowded market.
This combination of product differentiation and customer experience laid the foundation for early success and positioned the brand for expansion.
Scaling Up in a Competitive Market
Between 2017 and 2019, Black Seed Bagels entered a period of rapid growth, more than doubling its number of locations from three to eight. This expansion coincided with its adoption of Square’s unified commerce platform, which became the backbone of its operations.
However, the brand’s upward trajectory was soon challenged by the unprecedented disruption of the COVID-19 pandemic. Like many foodservice businesses, Black Seed Bagels experienced a sharp decline in foot traffic, with operations at times nearing a complete halt. The crisis tested not only the resilience of its business model but also the adaptability of its operational systems.
Emerging from this period, the company demonstrated remarkable recovery. By 2023, it achieved a significant milestone, surpassing $1 million in gross payments volume in a single month for the first time. This marked a turning point, signaling both financial recovery and renewed growth momentum. Since then, the brand has continued to expand, ultimately tripling its gross payments volume compared to its earlier years.
According to Lindsay Todres, Director of Experience at Black Seed Bagels, Square has been a consistent partner throughout this journey, supporting the company through expansion, crisis, and recovery alike. The platform’s ability to provide real-time insights and centralized control across multiple locations has enabled leadership to make informed decisions with confidence.
Enabling Craft at Scale Through Technology
Operating a high-volume artisan food business in New York City presents unique challenges. Speed and efficiency must be balanced with quality and consistency, all while maintaining a strong brand identity. Black Seed Bagels has addressed these challenges by building a comprehensive technology ecosystem around Square’s platform.
At the core of its operations are tools such as Square Register and Square for Restaurants, which streamline in-store transactions and service workflows. Customer engagement is driven by integrated solutions like Square Loyalty and Email Marketing, helping the brand maintain strong relationships with its regular clientele.
Beyond in-store operations, the company has expanded into catering and digital ordering. Square Flex supports catering workflows, while Advanced Access provides multi-location reporting and oversight. For online orders, integrations with platforms like Uber Eats, Grubhub, and DoorDash—powered through Lunchbox—extend the brand’s reach to a broader audience. Workforce management is further optimized באמצעות tools such as 7shifts.
This interconnected system provides end-to-end visibility, allowing operators to track everything from in-store transactions and loyalty redemptions to catering orders and third-party deliveries. The result is a seamless operational flow that supports both efficiency and growth.
James Schonzeit, Head of Food & Beverage at Square, noted that Black Seed Bagels exemplifies the type of business the platform was designed to support—one that blends community roots with ambitious expansion. The company’s ability to scale while maintaining its identity, he emphasized, reflects the synergy between skilled operators and the right technological tools.
Adapting to a Dynamic Urban Food Scene
The New York City foodservice landscape is among the most competitive in the world. Brands must navigate high customer expectations, dense urban traffic, fluctuating demand, and a constant influx of new competitors. For Black Seed Bagels, success has depended on its ability to adapt while staying true to its core values.
In addition to its retail locations, the brand has diversified its offerings to include catering services and retail distribution. Its products are available in frozen form at select outlets of Whole Foods Market and through FreshDirect, expanding its presence beyond physical storefronts.
The company also keeps its menu fresh and relevant through monthly collaborations with other chefs and restaurants across the city. These partnerships not only drive customer interest but also reinforce its position within New York’s vibrant culinary community.
Square’s platform plays a critical role in supporting this diversified business model. Whether handling daily counter service, processing catering invoices, or managing loyalty programs, the system ensures that each aspect of the operation functions cohesively.
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