How Kaffeine Brews Excellence With Square in Fitzrovia, London
Inspired by Australia and New Zealand’s vibrant coffee culture, Peter Dore-Smith opened the first Kaffeine café and espresso bar in 2009. Just six months later, it was awarded Best Independent Coffee Shop in Europe, and today it operates across two bustling locations in London’s Fitzrovia – just minutes from Oxford Street and Tottenham Court Road.
“I’ve grown up working in hospitality,” says Peter. “And, while I was living in Australia, I noticed its coffee culture was changing. When I came back to London, there were Starbucks and Caffè Nero, and that was basically it.
“I saw an opportunity to open up an Australian-style coffee shop. It worked there; surely it could work here?”
Challenge: the need for speed
Sixteen years on, Peter has succeeded in turning his passion into a reality, and Kaffeine has become a local institution – not just for its expertly crafted flat whites, but for the warm welcome and attention to detail that defines every visit. Peter has always been clear: hospitality is at the heart of Kaffeine’s success. Whether someone’s dashing in for a quick espresso or sitting down to lunch (all food is prepared on-site by chefs who start their day at 6am), the goal is the same – to make every customer feel cared for.
And with a team of over 28 part-time and full-time staff members and hundreds of guests passing through the two locations each day, delivering a consistent experience requires a point-of-sale system that can keep up with the fast pace and uncompromising standards.
Previously, the business had cycled through several providers, including systems with clunky interfaces, frequent dropouts, and slow transaction speeds. “Our previous supplier had dropouts all the time,” recalls Peter. “You’d tap your card, and there would be a four-second delay. When you’re doing a transaction every 30 seconds, that’s not good enough.”
Not only was the customer experience impacted by sluggish systems, but the team also lacked access to reliable back-of-house data, making it difficult to track performance in real time and make informed business decisions.
Menu Item Cost Calculation Tool
Solution: a hospitality-savvy system
Following consistent outreach from Square, Peter made the leap and switched point-of-sale systems in November 2024. “Square approached me at least six times,” he laughs. “It’s not an easy decision to make, but they convinced me, and I’m very happy they did. We’ve had help from our customer support manager, Emma, and any glitches or things not quite working out have been fixed really quickly. You want to be treated as if you’re a supplier’s only customer, and that’s how it feels.”
Today, Kaffeine uses a range of Square tools, including the Square Register and Square Terminal, each playing a role in enhancing both front-of-house speed and back-end intelligence. The integrated tipping system has been especially transformative. “We were nervous about adding tipping at first,” Peter explains, “but now staff are making an extra £100 a week in tips. It’s fantastic for staff retention and morale.”
Not only that, Square’s handheld devices have helped the team manage rush times, like before work and around midday, using technology to boost the customer experience and making the venues more streamlined and efficient. “When there’s a line, one person can stay on the register and another can use the handheld to take orders – and boom, off you go! That was a major selling point, and I’m looking forward to seeing how Square develops that technology even further to make it even better.”
Building a legacy
Since implementing Square, Kaffeine has gained greater insight into its daily operations, with Peter saying that the ability to monitor real-time sales from anywhere has been a game-changer. “We do a read at noon every day. I can check the dashboard from my phone, no matter where I am in the world. I know whether we’re up or down and by what percent, and that gives me the data to make decisions.”
Managing two locations is made easier when you can compare performance metrics, says Peter. “You can see if one shop’s quieter than the other – which might be the result of bad weather, but it might be a sign that something’s off. And over time, the year-on-year data helps us understand how we’re doing.”
But the impact of Square goes beyond numbers. It aligns with Peter’s commitment to empowering his team and fostering long-term growth. “Some staff are here because they love coffee and want this to be their industry. Others are here because it’s a stepping stone in their careers – and we support them in that,” says Peter.
In fact, his blog post – 15 years of legends – showcases Kaffeine alumni and charts the kinds of opportunities for personal and professional development that the business supports. “I always want people who work here to look back on this job fondly and with great memories,” he says. “That’s the legacy I want – people looking back and saying: ‘Kaffeine helped me get here.’”
An emphasis on attention to detail
From celebrating team members every step of the way to the expertly brewed flat whites flying off the counter, every detail at Kaffeine has been meticulously considered. And that includes their ordering and payment processing systems.
In Square, Peter has found a platform that doesn’t just support transactions – it supports his vision for the business, the team, and the customers who return day after day. “Everything has equal importance – food, coffee, service, people. Square helps us bring it all together.”
As Peter looks ahead, he remains grounded yet proud. “Every now and then, I’ll sit down when everybody’s gone home and just look around the shop. It’s like watching your child sleep. It’s running around all day, full of energy and laughing.
“But when it’s all quiet, you have a moment where you’re like: ‘Wow, that’s amazing, I made that.’ But let’s not get ahead of ourselves, because every day, you’ve got to come back and create the whole thing again!”
