Woops! is a New York-born French macaron and gifting brand, with franchises and bakeshops across the country. E-commerce has always been a primary channel for the brand. Their macarons show up everywhere from a weekday treat to a corporate gift box, so ordering online has to be easy for guests and simple for every franchise location.
In September 2026, Woops! went live on unPLUG with Square online ordering: a switch to Square POS, a new branded app and web ordering, and the Woops! rewards program on one growth marketing platform. We sat down with Matt Engles, VP of Franchise Operations, to talk about why Woops! chose unPLUG, how launch went, and what he is excited to grow next.
At a glance
- Brand: Woops! (French macarons, desserts, and gifts; franchise kiosks and bakeshops)
- Voice: Matt Engles, VP of Franchise Operations
- Stack: Square POS with unPLUG branded web ordering, mobile app, and guest engagement connected to the Woops! rewards and loyalty program
- Go-live: September 2026, on the planned launch date
- Ambition: Grow guest frequency through more online orders every week at every location, a rewards program guests love using, and a bigger nationwide e-commerce presence
What Woops! wanted from a new ordering setup
Q: What were you looking for when you started thinking about a new ordering setup?
Matt Engles, VP of Franchise Operations: Streamlined online ordering. We wanted orders to land on the point of sale accurately, and we wanted that tied directly to our rewards and loyalty program.
Online customers tend to spend more. So it really matters that ordering online is easy, that it is accurate when it reaches the store, and that guests can see where they stand with their rewards.
Square online ordering on one platform
Q: Why did having Square POS, unPLUG online ordering and growth marketing in one platform matter to Woops!?
Engles: My early conversations with the unPLUG team really pinpointed the ability to have a single platform provided by two partners that work extremely well together.
unPLUG could offer us a seamless integration with our new point of sale. And on top of that, making rewards and loyalty program usable, with a nice visual component as well as best practices from across the industry. Those were the main draws.
Being able to bring ordering, rewards, and the register together, instead of managing separate systems with disjoint capabilities, was very appealing.
What made unPLUG the right fit
Q: What made unPLUG the right fit?
Engles: I looked at brands already running unPLUG with Square here in New York. I see Bluestone Lane everywhere, so I visited a couple of their locations to see the retail experience and the app experience.
The other thing I liked was the team. A small, responsive engineering team that welcomed requests and ideas for future functions. I was not met with "that's not in the current build." The response was, if there's a use case and a real need, let's build it, see how it works, and make it work.
When I looked at other options, I did not see as much flexibility on the rewards side, or the potential for marketing and CRM. That mattered to us.
How onboarding and launch went
Q: How did onboarding feel for you and your team?
Engles: The team was responsive throughout. We could see progress and timelines as the projects were being executed, and that was helpful.
We worked through details like colors, fonts, and accessibility together. At the end of it, the final product is very pretty and very usable.
Q: And how did launch go?
Engles: It's been great. The team made themselves more than available. They were responsive, and they kept pushing to make sure we stayed on our timeline.
We met our go-live date. I was surprised by that, in a good way.
Overall, I'm happy with the product, and also with the team. I've enjoyed working with both.
Q: What happens now that the app is live?
Engles: We're rolling out general access to the app download. Existing customers are already finding us through the main homepage and through conversations in our stores. Now we're sending emails and notifications so new and existing customers download the app. I'm hoping to see substantial signups.
How Engles would describe unPLUG to a peer
Q: If a peer asked you about unPLUG, how would you describe it?
Engles: Great. Worthwhile. Responsive. The flexibility on the build was great, and the final product was awesome. It gave us the ability to do something we didn't think was within our reach, at least at this time.
So yes, I would absolutely recommend it. A hundred percent. And I want to keep working together, to help unPLUG grow and to deepen our relationship.
What Woops! will measure and grow next
Q: How will you measure success on the new platform?
Engles: Number one is orders. I want to see a larger volume of online orders coming in every week at every location. Next is average spend, because online customers tend to spend more.
Then the next big things for this relationship: more engagement with the rewards and loyalty program, and positive feedback from customers on the new app and its user experience.
Q: What are you most excited to grow on the digital side?
Engles: With this new stack in place, between register, rewards, and e-commerce, we're in a position to grow. That's what we're working on now, and I'm optimistic about it.
Longer term, I'd love a larger nationwide e-commerce presence. The holidays have been wildly successful for us online. Together with our e-commerce and the app, I think there's absolutely room there, including shipping to customers beyond our corporate gifting. I see a lot of potential.
What other operators can take from this
- Strong partnerships can be better than all-in-ones. Woops! chose unPLUG so online orders, the loyalty program, and Square POS work as one system that guests and franchise locations can rely on, with the guest data to market and grow from.
- Visit a live customer before you decide. Matt walked into Bluestone Lane stores and used the app himself. Seeing the guest experience in the wild is the best reference check there is.
- Judge a partner by how they answer requests. A team that says "let's build it and see how it works" will keep growing with your brand after launch.
- Name your launch metrics on day one. Woops! went live knowing what it wanted to see: a consistent, large volume of weekly orders per location, average spend, loyalty engagement, and guest feedback.
- Plan the push that follows go-live. A launch is not the end of the partnership, but just the beginning. An app download button on the homepage, staff conversations in store, and email and notifications give the new app a strong first few weeks.
For more on rolling out across franchise locations, see our guide to a QSR franchise digital ordering rollout.
How unPLUG supports brands like Woops!
unPLUG is first-party revenue infrastructure for multi-unit restaurant and specialty retail brands.
For Woops!, that means:
- Square-integrated ordering: Branded web ordering and a branded ordering app for franchises that send orders straight to the Square point of sale.
- Rewards and loyalty that drive repeat orders: The Woops! loyalty program looks good, is easy to follow, and lives in the same app as ordering. Every reward earned also builds a guest profile Woops! can market to on the same restaurant growth marketing platform.
- A team that builds with you: Hands-on onboarding, a launch that hit its date, and an engineering team open to what the brand needs next.
Model your economics: Hidden Revenue Calculator
One Platform. Focused on Growth.
Woops! went live on unPLUG with what Matt wanted from the start: Square POS, online ordering, the Woops! loyalty program, and the marketing tools to grow, all in one place. The product is pretty and usable, and the team stayed responsive through launch.
Now the focus is growth. More guests downloading the app, more orders every week at every location, rewards that bring people back, and a bigger nationwide e-commerce presence over time. We're excited to build it together.
Next steps:
- See more proof points: Case studies
- Plan a franchise rollout: QSR franchise digital ordering rollout
- Model recoverable revenue: Hidden Revenue Calculator
- Book an intro call: unplugdining.com
About unPLUG: unPLUG helps restaurant brands grow first-party revenue by connecting their tech, integrating loyalty and marketing, and improving the entire guest journey from first tap to checkout. Trusted by California Fish Grill, Luna Grill, Pure Green, Bluestone Lane, Parakeet Cafe, Woops!, and leading multi-unit operators nationwide.