Chip City Cookies, founded in 2017 and known for its rotating lineup of 100+ inventive flavors, has partnered with Square to power its national expansion from five to over 50 stores across nine states, utilizing Square’s all-in-one restaurant platform for operational transformation from customer experience to back-of-house insights.
Founded in 2017 in Astoria, Queens, Chip City Cookies began as a casual baking competition and has since grown into a prominent cookie brand. The company transitioned to Square in 2020 and has since expanded from five locations to over 50 stores across nine states, with plans for continued growth. This expansion has been underpinned by Square’s integrated restaurant platform, which supports various operational aspects.
Square’s technology stack for Chip City encompasses point-of-sale, loyalty programs, labor management, and back-of-house performance insights. This comprehensive platform aims to enable the cookie brand to maintain agility, make data-driven decisions, and sustain its focus on hospitality as it scales.
Peter Phillips, CEO and Co-Founder of Chip City, stated that smooth behind-the-scenes operations are crucial for delivering a positive guest experience. He noted that Square simplifies tasks such as staff training, menu management, and performance tracking, allowing the company to concentrate on brand development initiatives like new flavor releases, social media engagement, and marketing strategies.
Across its locations, Chip City uses Square Register and Square Terminal to streamline order-taking and payment processing, aiming for efficiency for both customers and staff. Furthermore, Square Dashboard provides real-time performance insights across all stores, assisting leadership in optimizing operations, including store hours and cookie offerings. These data-driven insights are applied to strategic decisions, from site selection to investment planning.
The brand also attributes its repeat customer base to the Square Loyalty program. This system allows customers to earn points on each cookie purchase, which can then be redeemed for future rewards. Mr. Phillips commented on the program’s success, highlighting that Chip City’s customer base largely consists of repeat patrons.
The investment in technology and the resulting growth have also contributed to Chip City securing venture capital. The company has raised a total of $17.5 million from Danny Meyer’s Enlightened Hospitality, intended to fuel its ongoing expansion, team development, and brand innovation.
Nick Molnar, Global Head of Sales and Marketing at Block (which includes Square and Cash App), commented on the partnership, stating that Chip City exemplifies how a strong brand can combine creativity with appropriate technology. He added that Square’s integrated restaurant platform is designed for brands seeking rapid growth without compromising their core hospitality and product quality.
