Ben’s Soft Pretzels Taps Square’s Restaurant Platform

The collaboration leverages Square’s all-in-one restaurant platform to enhance loyalty, optimise franchise management, and deliver a seamless experience across more than 185 locations in the US.

Ben’s Soft Pretzels has partnered with Square to power its nationwide operations across the US.

With Square’s all-in-one restaurant platform, Ben’s has enhanced its customer engagement and operational efficiency – from loyalty programmes to back-of-house insights – providing its teams with the tools needed to scale while maintaining the exceptional customer experience that began on an Amish homestead.

Founded in 2008 in Elkhart, Indiana, the company has grown from a single mall kiosk into a national presence with more than 185 locations across malls, Walmart stores, and sports venues nationwide.

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After exploring various PoS solutions, the team turned to Square’s ecosystem. 

Across its locations, Ben’s Soft Pretzels taps Square’s suite of commerce solutions, including Square for Franchises for multi-location management, Square Register for payments, Square Loyalty for customer engagement, Square Marketing for automated communications, Square Dashboard for workforce management and data analytics, and online ordering profiles for multi-channel ordering. 

“We identified seven key criteria during our search for a PoS partner,” said Brian Krider, Co-Founder and COO at Ben’s Soft Pretzels. “Number one for us is always the consumer: how the transaction feels, how loyalty works, and how easy online or app ordering is.”

“Next is the franchisee: our operators and what their day-to-day experience looks like running the store. And finally, the back office: reporting, menu changes, and ease of use. Those are the big three, and Square is checking all those boxes 100%.”

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Krider added, “Someone who visits us every day shouldn’t be approached the same way as someone who comes weekly or monthly.” 

“We need to be able to segment these groups, track shifts in behaviour, and adjust our communication accordingly. That way, we can spot trends, understand patterns, and create more meaningful interactions that meet each customer where they are in their journey.”

Nick Molnar, Global Head of Sales and Marketing at Block, which includes Square and Cash App, said, “Ben’s Soft Pretzels demonstrates how the right technology can bring customers closer to the brands they love and drive measurable growth.”

“When loyalty members spend 40% more per visit and return 64% more frequently, it shows how our integrated platform helps restaurants become their neighbourhood favourites.”

“We’re proud to provide the tools that help innovative brands like Ben’s create deeper connections with their customers while giving their franchisees the operational control they need to maintain quality and profitability.”

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