It is my understanding that the Dodd-Frank law prohibits a payment card network such as Visa “from inhibiting the ability of anyone to provide a discount for payment by cash, checks, debit cards, or credit cards”. So it is my understanding that the law prevents any processor from preventing a store from offering a cash discount.
Not sure about other parts of the Country but in South Florida gas stations charge about .10 more per gallon of gas for using a credit card or debit card. The State is now requiring all gas stations to change their signs to post the price of card sales per gallon as well as the price of cash sales on their billboard signs. Gas stations would post the price per gallon at $x.xx and when you pulled into the pump and swiped the card the price jumped 10 cents per gallon. I hated the bait and switch and would pump $1.00 worth and drive off. Now I know going in I will have to have to pay $x.xx a gallon for using a card I don’t have a problem and gladly pump away. I don’t carry cash and use a debit card for all my purchases and when I put 25 gallons in my truck I could save $2.50 if I would go in and pay cash but it is not worth it to carry cash.
So my question is this. Why don’t the restaurants give a “cash” discount? If it is costing the restaurant 3% to 4% of the sale in processing fees why not add the 3% to 4% to the price of the food item and offer a 4% discount for using the card? Heck most Pizza joints around here are not bashful in tacking on a $2 delivery fee and people that want delivery will pay it.
I am sure there are some that will say that adding an extra 4% to the price of a pizza will drive the customer off and their customers will go to the competitor. Really? If you sell a quality pie for $15.50 and raise it to $15.98 is that really going to make the customer go to your competitor that does not serve the quality that you are known for? If the customer wants to save the $.48 and get the $15.50 price then they can pay cash for it. Heck it may be a positive way to promote the food instead of offering coupons. Raise the prices 4% and post a big sign and say we give a 5% discount on any item if paid by CASH.
I think I would much rather eat 15 cents for giving out an extra 1% on a $15.50 item than offering a coupon of buy one get one free or at ½ price.
It’s pretty easy to figure out the percentage to increase your prices. If you want to charge an extra 3% you take your regular price and divide it by 97%. $15.50/97% = $15.97. $15.97 X 3% = .478 or 48 cents. I would also add that most Pizza joints think their pies are the best around and proud of their product. If that is the case then charge for it. Let the competitor continue selling their pies and eat the 4% the card processors are charging.
Bottom line is the cashless society is here to stay and I think a business owner needs to figure out a way to cash in on it.
I have my hard hat on and got my eye protection on so I am ready for all of the rotten eggs that are headed my way.