Before E-Card Systems was powering gift card programs for tens of thousands of restaurants, Benjamin Berg saw something most operators overlooked: gift cards were not just a product. They were a missed opportunity.
When Berg became CEO in 2017, the company had already grown from a basement startup into a trusted provider of physical gift cards. But restaurants were changing. Online ordering, delivery, and digital expectations were reshaping the business.
Berg saw the gap. “We make it as easy as possible to order gift cards. Buy online, redeem in store. Buy in store, redeem online,” he said.
The goal was not just to sell gift cards. It was to simplify them. By combining manufacturing and processing under one roof, E-Card Systems removed friction for operators. That simplicity fueled growth.
Today, the company supports more than 100,000 restaurant brands annually and works with over 50,000 Toast locations.
The Wake-Up Call
When the pandemic hit, restaurants shut down overnight. Then came a shift. “Buy gift cards, support local.” Gift cards became a lifeline. “They were micro loans,” Berg said.
Guests were not just buying meals. They were helping restaurants survive. For operators with strong gift card programs, it meant immediate cash flow when it mattered most. Even now, many operators underestimate gift cards. “I’ve ordered gift cards before and they just don’t sell.” The issue is not the product. It is a promotion.
Gift cards generate cash upfront. A guest buys $100, the restaurant gets paid immediately.
From there, the upside grows. Guests often spend more than the card value, bring others, or never fully redeem it. “Brands win either way,” Berg said.
Gift cards also drive new customer acquisition and bring back lapsed guests. But they need to be used intentionally. In-store displays, website placement, and promotions all matter.
Removing the Complexity
As restaurants scale, gift cards get complicated. Multiple locations. Different POS systems. Online and delivery channels. E-Card Systems focuses on making that simple. Through integrations with platforms like Toast, gift cards work seamlessly across channels. Buy online, redeem in store. Purchase in store, use digitally.
“We make the complex very, very simple,” Berg said. That simplicity extends beyond technology. It includes speed, support, and execution, whether for large brands or small operators.
Digital Hospitality in Action
For Berg, gift cards are about meeting guests where they are. Some buy in store. Others online. Some send digital cards minutes before a holiday. The expectation is not one channel. It is every channel. That is digital hospitality.
Gift cards connect in-store and online, marketing and operations. They turn one transaction into multiple opportunities. And for operators, they offer something powerful. Control.
Control over cash flow. Customer acquisition. Brand experience. Berg’s advice is simple. Start small. Test. Improve. But do not overlook the opportunity. Because sometimes the most powerful tools in a restaurant are the ones already in front of you.
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