3 Perks of Integrated Credit Card Processing for Restaurants
By: Kelly Sennatt Esten
Mar 26, 2018
Credit card payment processing is often treated as a necessary evil by restaurateurs – a fee that must be paid for the right to accept credit cards.
But what if the fees you paid for credit card processing actually benefited your business?
Integrated credit card processing – or payment processing tied directly to your point of sale system – creates value for your business by helping you understand your customers more deeply. Restaurants with this feature have been able to take something typically treated as a commodity – to be negotiated to the lowest price possible and then forgotten – and turned it into something that makes their businesses stronger.
These features allow credit card and transaction data to flow through your technology solutions and enable you to do things like track your customers’ transactions and build a database of loyal guests.
Below, we go in-depth on three reasons why restaurants with integrated credit card processing benefit from this decision.
Reason #1: Capturing Data
The most direct benefit that integrated credit card processing provides restaurants is the ability to securely capture diner data from credit cards right in the point of sale.
Drink, a unique bar concept in Boston, MA, is a great example of a restaurant that is taking advantage of integrated credit card processing. The system allows guests to start tabs with customer names on them just with a swipe of the card thanks to preauthorization.
For restaurants that use loyalty programs, integrated credit card processing can tie a consumer’s credit card to their loyalty program, eliminating the need for guests to carry around a loyalty card. This gives you the insight into customer behavior that you need to run targeted marketing campaigns and offer your guests rewards that will turn them into loyal repeat customers.
Tip: Ask your processor how credit card data is captured to help you better understand your market, your guests, and ways to grow revenue.
Reason #2: Processing Fees Are Re-Invested into Your Restaurant
An often overlooked benefit of integrated credit card processing is how your credit card processing fees are re-invested.
If you choose a pure play credit card processor or a local intermediary as your processor, what investments in your business are your credit card processor making? Chances are, they’re just straight to their bottom line.
With an integrated credit card processor for your restaurant, those fees can help fuel your business by getting invested back into the technology that is supporting your point of sale, loyalty, reporting, CRM, and even enhanced ordering technology.
Tip: Ask your integrated credit card processor or other payments provider how they re-invest their fees in your business.
Reason #3: Maintain a Single Support Team
No matter how great your technology and integrated payment processing solution is, questions or issues inevitably arise.
In fact, when shopping for credit card processing, the National Restaurant Association lists 24/7 support as one of its key criteria you should use to evaluate a credit card processor.
With multiple vendors across payment processing, point of sale, and additional restaurant technology solutions, it can become the restaurant staff’s responsibility to figure out which piece of the puzzle is causing the issue, often by calling multiple vendors to chase down a resolution.
With an integrated credit card processor and restaurant technology vendor, you just have one place to go when something comes up in your restaurant. On a Saturday night, that can mean the difference between pulling key staff off the floor to call multiple vendors or having a single point of contact for resolving issues quickly with minimal disruption.
Tip: Ask your integrated credit card processor or other payments provider how they troubleshoot support issues across payments, POS and reporting to identify the root cause of any issues.
Integrated Credit Card Processing: Saving the Day, One Restaurant at a Time
Integrated credit card processing can help you better understand your customers and improve the guest experience with enhanced loyalty. It can also put a single partner on your side to invest in better technology to grow your business and a single support team to turn to when the inevitable challenge arises.
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