Most merchants are extremely hesitant to change anything in their payments process. Even if you told them that there are X number of people wanting to use it and it costs only 1% to process, they'll be skeptical at first. The credit card processing industry was/is overrun by seedy ISO's, tagging on steep discount rates via hidden fees etc. Getting someone to adopt a new revenue stream, via a new somewhat untested currency that is digital in nature would be hard at first. The best way to go would be top down. Sign "Starbucks" and the rest will follow. By the way, this is the route Square went. They got Starbucks to commit to having a number of stores rollout Square acceptance. It was huge news that Square leveraged to get mom and pop coffee shops/small restaurants across the country to sign up. It didn't last long as the product/process had a number of failings and Starbucks pulled the plug.