Visa's New Dual Pricing Rules: What Restaurant Owners Need to Know

Visa's Dual Pricing Rules Are Here, and They're No Joke

Imagine you’re flipping brisket one minute, and the next, you’re reading an email that says you could be fined $1,000 for your menu layout. Yes, really. That’s exactly what happened to one of my restaurant clients, and honestly? I wanted to throw hands on their behalf.

If your restaurant offers a cash discount or charges more for card payments (aka "dual pricing"), Visa's new rules mean your menus need a serious update. Here's everything you need to know to stay compliant— without making your digital or printed menus look like a tax document.

What Is Dual Pricing?

Dual pricing is when you charge one price for cash payments and another (slightly higher) price for non-cash methods like credit cards. It’s a totally legal and increasingly common way to offset the ever-rising cost of card processing fees.

For example:

• Cash Price: $10.00

• Card Price: $10.40 (after applying a 3.99% non-cash fee)

Simple, right? Not anymore.

What Visa Now Requires

Visa has rolled out new compliance standards that say:

1. You must clearly show both the cash and card prices on all your menus—printed, digital, chalkboard, back-of-the-napkin, you name it.

2. Card fees must not be hidden or added at checkout. Prices must be clearly stated up front.

3. Non-compliance could cost you $1,000 or more per violation.

And yes, Visa actually does in-person spot checks. Welcome to Big Menu Energy.

What Restaurant Owners Need to Do

This update might feel like a gut punch, but it doesn’t have to be a total headache. Here’s how to get ahead of it:

Step 1: Run a Dual Pricing Report

If you’re using a POS like Rezku, log into your back office and export the Dual Pricing report. This will show you both the cash and card prices for every item on your menu.

Step 2: Update Every Menu

This includes:

• Your printed menus

• Digital screens/menu boards

• Website menu pages

• In-store signage

Everywhere you list a price, you now need to list two.

Step 3: Use Clear, On-Brand Language

You don’t have to sound robotic. Keep it real with your customers:

"Cash saves you money. Card adds a small fee. Visa made us say that. We’re just the messengers."

Or:

"$10 cash / $10.40 card (because Visa wants their cut)"

Your brand can still do its thing— just make sure the pricing is transparent.

Why This Is Also a Branding Opportunity

Yes, it’s a compliance thing. But it’s also a rare opportunity to:

• Revisit your menu design and pricing strategy

• Reconnect with your values (transparency, local-first, etc.)

• Educate your customers in a fun, respectful way

Great design can make all the difference. A beautiful, easy-to-read menu that clearly shows dual pricing? That says you’re a pro who cares about both quality and honesty.

TL;DR: Visa's Dual Pricing Rule Cheat Sheet

• Visa now requires both prices (cash and card) to be listed on every menu

• You must show this clearly and upfront

• Failure to comply could mean a $1,000+ fine

• Use your POS system to export both prices easily

• Make it on-brand, make it compliant, and make it beautiful

Need Help Making the Shift?

If this update has you sweating over your menus (instead of your smoker), take a breath. I help restaurant owners handle this stuff without losing their minds or their brand voice.

Whether you need:

• New printed menus

• A digital menu refresh

• In-store signage templates

• Or a full website update

I’m your go-to. Let’s make your menu compliant and still drool-worthy. Book a discovery call or shoot me an email.