Square whole foods

On Tuesday, Feb. 11, Square and Whole Foods Market announced a new partnership. The goal of this partnership is, “to make shopping faster and more convenient with new on-the-go purchasing options.”1 These on-the-go payments will allow Whole Foods customers to bypass the main check-out lines while shopping at, “in-store venues — including sandwich counters, juice and coffee bars, pizzerias, and beer and wine bars.”2


Square WalletThese in-store venues will now have accept payments using either the Square Register or Square Stand (above) and drastically reduce the average check-out time. What’s more, “At select venues, Whole Foods Market will offer customers the option to use a mobile device to pay using Square Wallet, Square’s payer application, thereby avoiding the traditional front-end checkout lines.”3 This is a major partnership for Square, and testament to the growing success of the company led by Jack Dorsey, one of the creators of Twitter. While this is Square’s first partnership with a national grocery store chain, the company is no stranger to massive deals. Way back in August of 2012, Square announced a massive partnership with Starbucks, which included the Seattle company investing $25 million into the mobile payment company.4

The Whole Foods Market partnership is just the latest news in what has been a productive several months for Square. Back in October, Square announced a new service, Square Cash. “Square Cash allows users to send payments without any transaction fees to individuals through email. Transfers are 100% free for both the recipient and the sender.”5 Further, according to a VentureBeat article, Square has also inked deals with Uniqlo – a Japanese clothing retailer – and Godiva.6

It will be interesting to follow this partnership, especially in the wake of the massive downward spike in the Whole Foods Market stock price on Thursday.7

  1. Square Newsroom, “Square and Whole Foods Market(R) Partner to Create Faster, Easier Payment and Checkout Experiences,” Feb. 11, 2014.  
  2. Ibid  
  3. Ibid  
  4. Devindra Hardawar, VentureBeat, Square teams up with Starbucks, which is also investing $25M,” August 7, 2012.  
  5. That is me quoting myself. “Square Cash: A Look at the Hype and the Alternatives” October 16, 2013.  
  6. Rebecca Grant, VentureBeat, “Whole Foods is 1 of 3 major deals Square announced in the past week,” February 12, 2014.  
  7. Sue Chang and Ben Eisen, MarketWatch, Time Warner soars on buyout; Whole Foods sinks,” Feb. 13, 2014.