Rolling out a surcharge program at one location is relatively straightforward. But scaling that same approach across multiple sites, each with different teams, workflows, and customer expectations, requires more than just updating a few terminals.
From what we’ve seen, the most successful rollouts aren’t just about flipping a switch. They’re about creating consistency, setting clear expectations, and making sure both staff and customers understand what’s happening and why. When that alignment is there, surcharge becomes part of the routine. When it’s rushed or fragmented, it can lead to confusion or pushback.
At Rescue Payments, we’ve supported rollouts for everything from regional dental groups to national automotive chains. We’ve observed firsthand how a clear, phased approach can set teams up for long-term success, and how avoidable missteps can make an otherwise sound strategy harder to maintain.
Here’s what’s worked for others, and what you might consider if you’re planning a multi-location rollout of your own.
Start with Internal Alignment
Before the signage goes up or the terminals get updated, it’s important to start with shared internal clarity. Why is your business choosing to implement a surcharge program? What does success look like for finance, operations, and frontline staff?
In our experience, successful teams begin by:
- Building a business case that speaks to each department’s priorities
- Outlining clear compliance rules (e.g. credit only, not debit)
- Clarifying roles: who’s handling signage, training, and customer communication
When everyone’s aligned on the “why,” it becomes much easier to communicate the “how” with consistency and confidence.
Pre-Rollout Checklist: What to Confirm Before Launch
Before rolling out at even one location, make sure you’ve:
- Mapped out your eligible transaction types (credit only)
- Reviewed compliance guidelines by province or state
- Assigned rollout leads across ops, finance, and customer service
- Have signage and internal FAQ docs
- Set realistic launch timelines based on your staff’s capacity
A solid foundation here makes scaling far more seamless, Rescue provides signage, assistance with staff training and materials for a smooth transition.
Allow Time for a Thoughtful Rollout
It’s easy to underestimate the role timing plays in a successful surcharge launch, especially when leadership is eager to act on projected savings. But when multiple locations are asked to implement change all at once, without clear communication or preparation, the impact on staff and customers can be difficult to contain.
We’ve seen it happen: teams suddenly fielding questions they weren’t trained for, signage being inconsistently applied, and frontline staff feeling left to “wing it” in the moment. In these cases, the result isn’t just confusion, it’s distrust. Programs may need to be paused and relaunched, often taking more time to correct than it would have taken to add a few extra days to the initial rollout.
By contrast, a 15-location automotive group we worked with took a measured, phased approach, and saw long-term success because of it. Here’s what worked well for them:
- Internal alignment first: Leadership established clear goals, compliance rules, and defined responsibilities across departments
- Service-first rollout: They launched in the service department before expanding to other areas, allowing staff to ease into conversations with customers
- Unified signage and scripts: Every location received matching materials and simple, confident language for frontline staff
- Time for feedback: Managers were given space to gather team input, make small tweaks, and reinforce training
As a result:
- Fewer than 3% of customers opted out of the fee
- Staff reported higher confidence and fewer negative interactions
- The group saved over $366,000 in credit card fees within the first year
Want a closer look at how they structured it? Read the full case study here.
Standardize What Customers See (and Hear)
Customers don’t expect every location to be identical, but they do expect consistency, especially when it comes to payment.
We’ve found it helpful to:
- Use standardized signage at all physical and digital touchpoints
- Align website messaging with what’s being communicated in-store
- Equip staff with conversational scripts that feel natural and approachable
A simple line like, “We offer multiple ways to pay, there’s a small fee for credit, but debit and cash are fee-free” goes a long way in reassuring customers without sounding defensive.
What Consumers Look For
It’s not the presence of a surcharge that tends to bother customers, it’s the way it’s handled. A fee that catches someone off guard feels like a penalty. But when it’s presented clearly, with the option to choose another method, it feels like part of the process.
Most customers just want to understand what they’re paying and why. That’s why the way your team communicates, through signage, tone, and conversation, matters more than the fee itself. When staff speak with ease and clarity, it signals confidence. When they hesitate or over-apologize, it can make customers second-guess the experience.
A little preparation goes a long way in creating trust at the point of payment.
Focus Training on More Than Just Policy
When staff understand the purpose behind a change, they’re more confident in how they communicate it.
We encourage businesses to supplement policy training with context and tone:
- The why: how surcharge offsets rising processing costs without blanket price increases
- The rules: clarity around what is and isn’t subject to the fee
- The how: scripting and coaching for delivery
The goal isn’t to turn every employee into a payments expert, it’s to equip them with the knowledge and language to have smooth, honest conversations.
Choose Tech That Simplifies, Not Complicates
Especially at scale, the right tech can reduce admin work, minimize reconciliation errors, and help teams stay consistent.
Rescue Payments offers:
- Unified dashboards with location-level visibility
- Built-in surcharge logic to ensure compliance
- Multi-user access for staff and managers
- Custom signage templates to speed up setup
Whether you’re managing three terminals or 300, having the right infrastructure in place can take the guesswork out of execution.
Monitor, Adjust, and Build From What Works
Even with strong planning, feedback and questions are part of the rollout process, and a valuable one.
After launch, teams we’ve worked with often watch for:
- An increase in customer questions
- Locations with higher opt-out rates
- Team members who feel unsure or need more support
From there, small adjustments, such as clarifying scripts or repositioning signage, can make a big difference. Once you’ve built a strong foundation, those insights also help guide expansion to new locations.
Final Thought: Scale With Intention, Not Urgency
Implementing a surcharge program across multiple sites doesn’t have to be complicated, but it does require coordination.
Customers are increasingly fee-aware, but they’re also open to transparent communication when it’s handled well. That starts with your internal teams and extends through every touchpoint they manage.
Whether you’re actively planning a rollout or just curious about how surcharge works at scale, we’re here to share what’s worked for others, and what to watch out for.
Let’s make sure your next move is smooth, strategic, and built to last.
