Everyone in business is in the customer service business, but that is second to your primary business function. We are all in the food service business first, and customer service running a close second. IMHO, a B&M sit down restaurant will need to take credit cards but a vending cart or trailer does not.
4.3% is a lot. Would you be OK with a 4.3% increase in your income taxes? If you work for someone, a 4.3% annual raise is doing pretty good nowadays.