Making a name for himself.

It’s amazing to watch the customers come in and out of Mr. Tod’s Pie Factory in Englewood, New Jersey. They’re greeted with a smile and a handshake by owner and baker Tod Wilson. His name is on the door, and he takes pride in his brand. “What you see is what you get. There’s no airs, no one is pretentious. You come into the bakery, you’re coming into my home, and I treat you like that.” He likes things plain and simple. That’s why Square is a perfect fit for his business.

Out with the old, in with the new

Mr. Tod used to suffer from what he calls the $3,500 dinosaurs—those big, clunky cash registers that once dominated his store’s countertop. And the processors weren’t much better. “I got tired of the complicated bank statements. The fees were higher. They were confusing. They change randomly. I can’t tell you how much of a breath of fresh air it is to be using Square. It takes all the headache out.”

“Square just pushes the dinosaur out of the way and it’s less than $500, if not free. That’s a no-brainer. Who wouldn’t do that?” Tod says installation was a snap and training his employees was a piece of cake, and “it’s a seamless transaction once you get to the customer.”

Square also made bookkeeping easy for Mr. Tod. He says it feels “like you’re in business together, because you go to the banks, the credit unions, and they’re making you jump through hoops and whistle and chew gum at the same time. It doesn’t get much easier than Square. It’s probably one of the best moves I’ve ever made in business.”

An offer he couldn’t refuse.

Switching to Square was originally just a way to accept credit cards at a “lower, consistent rate without all the jibber jab,” but then Mr. Tod was invited to take advantage of an offer from Square Capital. Square was willing to give him a cash advance to help grow his business. “I thought about it for a millisecond, and within 16 hours, literally, the money was in my account. It was unbelievable.”

A Capital investment

“I’m in the process of expanding, and Square Capital has been instrumental in that.” Mr. Tod wanted to see an instant return on his investment. “I was able to add a freezer to the food truck that allows us to do pie à la mode, and that comes back into your pocket.”

Just like everything else, Mr. Tod found Square made paying off his Capital advance incredibly easy, too. “As deposits go into your account, the payback comes out. They do it automatically. So that’s one less thing I have to think about. It’s really a seamless process.” He can’t recommend the experience enough. “I think if more people knew about Square Capital, it’d be like the next gold rush, because it’s a great program.”

It all adds up.

Like so many Square merchants, Mr. Tod gets valuable insights into his business from his Square Dashboard. “I check my analytics definitely two or three times throughout the day. Not only are we able to determine how many pies we need to make, but on what day of the week. It’s seeing behind the numbers.”

“The thing that we really look hard at is the average ticket price, which in retail translates to numbers per square foot. It’s very powerful when you’re trying to operate several locations.”

Nice doing business with you

Mr. Tod loves how Square helped him clear the clutter, boost his brand, and manage his business better. Not only does Square make doing business simpler for him, but he really feels like Square understands his needs.

“It’s almost as if they’ve got people that were in the trenches like we are that just get what today’s small business owner needs and wants. With Square, they've got a lifelong customer in me, and I feel like I've got a lifelong business partner.”

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