Clover, not Toast
$TOST, is the share leader in small-restaurant POS.
Toast's "roughly 1 in 5 U.S. restaurants" stat is real. But it measures Toast against every restaurant in the country, not the smaller-restaurant pool where Toast, Clover, and Square actually compete.
A January 2026 Baird report estimated card-processing share for U.S. restaurants below the top 250 chains, ~75% of a ~$1.1T market:
→ Clover (Fiserv): 20%, 175,000 locations.
→
$TOST: 17%, 145,000.
→ Square (Block): 13%.
→ Global Payments: 11%.
The ~171K locations
$TOST reports is its total across all segments, enterprise included.
In the below-top-250 slice, Baird credits it with ~145K. Clover is ahead by ~30K.
Square is the one moving. Its food-and-beverage GPV grew 16% y/y in Q4 2025, slower than
$TOST's 22%, but its parent Block said fine-dining and other full-service operators (sit-down restaurants) are increasingly switching to Square.
Full-service is the segment
$TOST leads.
Then there's DoorDash. It hasn't launched a POS, but analysts report it's testing one in San Francisco, Phoenix, and New York.
A projection reported by PYMNTS has DoorDash reaching 20% of U.S. restaurants by 2035 if it launches. Small restaurants already lean on DoorDash for delivery, so a combined POS-and-delivery offer would be hard to ignore.
However, these threats are unlikely to impact
$TOST's numbers in the near term.
$TOST's win rates rose y/y in FY2025, and it's adding 30,000 net locations a year.
Baird also surveyed 37 restaurateurs, and most said they liked their vendor and planned to expand with it, with no talk of leaving.
So bulls aren't wrong that
$TOST scaled. They're wrong if they think SMB leadership is settled. Clover is ahead in the SMB slice by Baird's count, and Square is pushing into full-service, where
$TOST leads.