End to End App = the app is your full POS — rings the order, takes payment, captures the customer (100% capture). Payment Only = you keep your current POS; a device added beside it takes payment, and an External tender closes the order — nothing changes on your POS.
What the phone-number lookup finds: a new customer, a returning one, or a returning one with a reward ready to redeem. (Rewards only.)
Optional reward to lift survey opt-ins. Direct discount = guaranteed $ off their next visit. Chance to win = a $100 gift-card drawing. Either rewards COMPLETING the survey (any rating), not the review.