Ben's Soft Pretzels taps Square all in one restaurant platform across its Stateside wide operations
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 says it has transformed its customer engagement and operational efficiency - from loyalty programmes to back of house insights - giving its teams the tools needed to scale while maintaining the CX that started 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.
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," says 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%."
"Someone who visits us every day shouldn't be approached the same way as someone who comes weekly or monthly," Krider adds. "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."
"Ben's Soft Pretzels demonstrates how the right technology can bring customers closer to the brands they love and drive measurable growth," says Nick Molnar, Global Head of Sales and Marketing at Block, which includes Square and Cash App.
"When loyalty members spend 40% more per visit and return 64% more frequently, it shows how our integrated platform helps restaurants become their neighbourhood favorites. 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.”
2025 RTIH INNOVATION AWARDS
PoS solutions were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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