Accepting credit and debit cards may have its costs, but supermarket executives say electronic payments are a valuable customer service they'd be remiss not to offer.
"If you put a price next to it, maybe you wouldn't decide to take credit cards," said Don Gallegos, president of Denver-based King Soopers. "But maybe taking credit cards is the on-button that makes people shop with us."
Gallegos' view is typical among supermarket executives. Most are uncomfortable with the rates