Looming changes in credit card processing technology have restaurant owners scratching their heads. What should you do to keep moving forward.

1. What the heck is
EMV and why
should I care?
65,000 DATA BREACHES AND MANY MYTHS LATER,
THE HARD FACTS

2. CORE Restaurant
Webinar
WELCOME!
7/15/2015 © CORE RESTAURANT MARKETING

3. What we’ll cover today
EMV, what is stands for and background info
EMV October liability shift
Operator attitudes and concerns on EMV technology
Q&A from moderator – Debunking EMV myths
 9 Myths you’ll hear about EMV
Solutions & conclusions
Q&A from audience
7/15/2015 © CORE RESTAURANT MARKETING

4. Webinar panel
Tony Ventre,
Chief Strategy Officer, emaginePOS
Relationship Manager, Heartland Payment Systems
Joe Welsh,
Managing Principal, CORE Restaurant Marketing
Rick Zambrano (Moderator)
President, Maryland Restaurant Consulting
7/15/2015 © CORE RESTAURANT MARKETING

5. Tony Ventre: EMV background
EMV Chip-Cards – What are they?
How the standard has been
implemented outside the U.S.
What has caused the delay in
moving EMV standards forward in
the U.S.
How do “tap-and-go” technologies
like Apple Pay come into play?
7/15/2015 © CORE RESTAURANT MARKETING

6. Tony Ventre: What does the
October deadline mean?
What’s the date and what does it
mean?
Does EMV acceptance reduce or
eliminate PCI scope?
Does EMV harden my defenses
against a data breach?
What does EMV acceptance
technology look like and what will
it cost?
Photo credit: Calendarcraze
7/15/2015 © CORE RESTAURANT MARKETING

7. Joe Welsh: Operator attitudes
Confusion
Wait and see
What operators are hearing from
some payment processors and
POS providers
Costs and credit card processing
rates
7/15/2015 © CORE RESTAURANT MARKETING

8. Taking on EMV myths. Fact or
fiction?
Lawmakers have set the October deadline as a hard stop for operators
to start accepting EMV Chip-Cards
Restaurant operators should only evaluate accepting the new
technology for EMV from a risk assessment perspective
“I can only get a reliable EMV Chip-Card solution from my POS company.
It’s an additional, worthwhile investment in what I already have.”
7/15/2015 © CORE RESTAURANT MARKETING

9. Taking on EMV Myths. Fact or
fiction?
“Getting equipment to process EMV Chip-Cards helps me with Apple
Pay and other mobile wallet technologies.”
“My current credit-card processing company is best equipped to
provide me with the facts on EMV.”
Leasing equipment is a short-term solution restaurants and retailers can
afford and free* POS systems are particularly cost-effective
7/15/2015 © CORE RESTAURANT MARKETING

10. Taking on EMV myths. Fact or
fiction?
Operators can afford to wait for more EMV technology acceptance
solutions to come out
“Customers don’t care whether I have the new technology or not.
Certainly, EMV Chip-Card solutions have no bearing at all on my
restaurant branding or marketing.”
“If credit card processors presents solutions, they will only try to sell
their own products.”
7/15/2015 © CORE RESTAURANT MARKETING

11. Solutions for EMV acceptance
7/15/2015 © CORE RESTAURANT MARKETING

12. Other considerations
Point-to-point encryption
End-to-end encryption
Tokenization
Out-of-scope card processing
Network management
Breach insurance
7/15/2015 © CORE RESTAURANT MARKETING

13. Thank you for joining us!
Tony Ventre,
e. anthony.ventre@e.hps.com
t. 800-917-6711 ext 120
Joe Welsh,
e. jwelsh@corerestaurantmarketing.com
t. 888-890-9492 ext 101
Rick Zambrano (Moderator)
e. rick@marylandrestaurantconsulting.net
t. 301.944.0452
7/15/2015 © CORE RESTAURANT MARKETING

14. The End
WE HAVE 10 MINUTES TO TAKE ANY QUESTIONS
YOU HAVE
7/15/2015 © CORE RESTAURANT MARKETING