Let's be honest, shopping for an EPOS system feels like navigating a minefield of fine print and vague pricing promises. Sales reps love to lead with those headline numbers that sound brilliant on paper, but there's always more to the story. Today, we're pulling back the curtain on what you're not being told about SumUp, Toast, and EPOS Now pricing.
If you're comparing EPOS systems right now, you've probably noticed that getting a straight answer about total costs feels impossible. That's not by accident. Let's dive into the pricing secrets that could save you thousands.
The Hardware Cost Surprise Nobody Mentions
Here's something most sales calls conveniently gloss over: the actual hardware costs that sit on top of those attractive monthly subscriptions.
SumUp markets itself as affordable, and at £99/month for their POS Suite, it does look tempting. But what they don't shout about is that the hardware itself costs £799 upfront. That's right, before you've processed a single transaction, you're nearly £800 down. When you're budgeting for a new system, this changes the maths considerably.
EPOS Now takes a different approach entirely. They offer what they call a "Complete Solution" at £1,099, which bundles both hardware and software together. On the surface, this looks pricier than SumUp's monthly plan, but if you're in it for the long haul, paying upfront can actually work out cheaper than stacking monthly fees year after year. The catch? You need that capital sitting in your account on day one.
Toast is primarily US-focused, but if you're considering them, be aware that hardware costs vary dramatically depending on your setup. Their pricing model favours restaurants that process higher volumes, which brings us to our next secret.
Transaction Fees: The Devil's in the Details
This is where things get properly sneaky. Every provider advertises their best rate, usually the in-person card payment rate. But most businesses don't exclusively take in-person payments, do they?
Let's break down what actually happens:
- Toast: 2.49% + 15p for in-person payments, but 3.5% + 15p for keyed-in transactions
- SumUp: 2.6% + 10p in-person, jumping to 3.5% + 15p for keyed-in or online payments
- EPOS Now: Offers a flat 2.6% + 10p rate across most transaction types
See the problem? If you're running a restaurant that takes phone orders or processes online deliveries, you're paying a full percentage point more with SumUp and Toast. That might not sound like much, but on a £50 order, you're losing an extra 50p every single time someone pays over the phone.
For restaurants doing £10,000 monthly in phone and online orders, that's an extra £100 in fees compared to a flat-rate provider. Over a year, you're looking at £1,200 that's quietly disappearing. Most sales reps won't mention this unless you specifically ask about keyed-in rates.
Optional Fees and Integration Costs That Mysteriously Appear
Here's where the budget you thought was sorted starts to unravel. "Optional" features that should really be standard often come with price tags attached.
EPOS Now has been known to charge extra for certain advanced integrations and reporting modules. The base system is solid, but if you want specific accounting software integrations or deeper analytics, you might find yourself in negotiation territory. The upside? Because their pricing is quote-based, there's often room to negotiate if you know what you're doing. Check out our full EPOS Now review to understand exactly what's included in their standard packages and what costs extra.
SumUp keeps things simpler on this front, what you see is largely what you get. But their ecosystem of integrations is more limited, which means you might need additional third-party tools that create their own subscription costs.
Toast offers various modules and add-ons that can inflate your monthly costs quickly. Their online ordering system, advanced kitchen display systems, and inventory management all come with additional fees on top of the base subscription.
The Break-Even Point Sales Reps Hope You Won't Calculate
Here's a secret that could fundamentally change which system makes sense for your business: there's a break-even point where paying for a premium plan actually saves you money compared to "free" or cheaper options.
According to industry analysis, if you're processing around £80,000 monthly in sales, Toast's £69/month paid plan becomes more economical than their free tier or cheaper competitors. Why? Because the operational improvements and slightly lower transaction fees offset the subscription cost at that volume.
Most small businesses don't sit down and do this maths. They see "free" or "£99/month" and make decisions based on that headline figure without calculating their actual transaction volumes.
Let's say you're doing £60,000 monthly. At 2.6% transaction fees, that's £1,560 in monthly fees. If a different provider charges 2.49% but adds a £69 subscription, you're paying £1,563 total, nearly identical. But if that premium system includes better inventory management that reduces waste by even 1%, you're coming out ahead.
The point? Don't just compare monthly subscriptions. Calculate your total cost of ownership based on your actual expected sales volumes.
The Transparency Problem (Or Lack Thereof)
EPOS Now has a bit of a reputation for opacity. Unlike SumUp and Toast, they don't publish complete pricing details online. You need to contact their sales team for accurate quotes, which means you're entering a negotiation before you've even decided if you want the system.
Is this necessarily bad? Not always. For one thing, it means there's flexibility in what you pay. Larger businesses or those committing to longer contracts can often secure better rates. But it does make comparison shopping more time-consuming.
On the flip side, this lack of upfront transparency means you need to be prepared to ask specific questions:
- What's the total hardware cost?
- Are there setup or training fees?
- Which integrations cost extra?
- What happens if I need to add terminals later?
- Are there cancellation fees?
For a detailed breakdown of what to expect from the EPOS Now system and pricing structure, our comprehensive review walks through real-world costs and contract terms.
Regional Pricing Variations Nobody Talks About
Here's one final curveball: published pricing often doesn't apply to your specific location. This is particularly true for EPOS Now, where regional pricing can vary significantly.
If you're in London versus Manchester, or Scotland versus Wales, you might be quoted different rates for identical systems. Payment processing fees can also vary depending on your merchant account provider and location.
Always ask: "Is this the rate for my specific postcode?" It sounds paranoid, but it's a legitimate question that can save you from surprises after signing.
What This Actually Means for Your Business
Right, so we've covered the secrets: now what? Here's the practical takeaway: the cheapest headline price almost never represents the total cost of running an EPOS system.
Before you commit to any provider:
- Calculate your expected monthly transaction volume and work out fees at that level
- Factor in all hardware costs upfront, not just monthly subscriptions
- Identify which integrations you actually need and confirm they're included
- Ask specifically about keyed-in transaction rates if you take phone or online orders
- Request a quote for your exact location to avoid regional pricing surprises
For most UK hospitality businesses, EPOS Now offers a solid middle ground between affordability and functionality: especially once you negotiate based on your specific needs. Their flat transaction rates can save restaurants significant money if you're processing a mix of payment types.
Whatever system you choose, make sure you're comparing apples to apples. That means total monthly costs including subscriptions, transaction fees at your expected volume, hardware amortised over your expected usage period, and any integration or optional feature costs.
If you're still weighing up your options, our detailed EPOS system comparison includes real screenshots and honest pricing for the UK's most popular systems.
The EPOS market loves to hide the real numbers behind glossy brochures and pushy sales calls. But armed with the right questions and a clear understanding of your transaction volumes, you can cut through the noise and find a system that actually fits your budget: not just the budget the sales rep wants you to believe you have.