Maria Mastrorillo walked into a Quiznos sub shop in Bangor on a recent afternoon looking to buy a warm, toasted sandwich. The pink-haired twenty-something ordered, selected a drink and handed over her debit card. In fewer than 10 seconds, the Quiznos employee swiped her card, printed a receipt and sent Mastrorillo on her way – without asking for a signature or personal identification number.

The cashier was following sandwich-selling protocol, using a new kind of credit transaction that is becoming the norm at fast-food restaurants and convenience stores nationwide. No signature or PIN is required.

Having penetrated just about every other market, including gas stations, department stores and sit-down restaurants, credit card companies now are targeting quick-service industries by offering a transaction that rivals cash for convenience and ease of use.

Fast-food executives say the service allows consumer choice, keeps lines moving and presents little liability to their business.

“There’s been an extremely low incidence of any type of liability concerns,” Gary Eckmann, owner-operator of nine McDonald’s restaurants in the Bangor area, said recently.

Credit card companies assume responsibility for fraudulent purchases, but limit their liability by offering the service in small-ticket industries and for purchases generally under $25.

The program is in use at the Union Street McDonald’s, including at the drive-through, and Eckmann said it will expand to other stores next year. So far, it’s going well, he said.

“It’s convenience to our customers. It’s the way society is today,” Eckmann said. “It’s very easy for both the customers and our employees to use.”

In previous years, the McDonald’s corporation tested other systems and opted out of the program because dial-up technology was too slow, Eckmann said. The advent of faster telephone connections prompted the company to take a second look, he said.

“The technology has really allowed us to go forward with this,” Eckmann said.

Merchants that allow credit and debit card purchases decide whether to require a signature or PIN, and customers can request receipt for their transaction.

About 30 percent of all purchases at Quiznos are by credit and debit card, and can be quicker to process than cash, according to co-owner Walter Cirone.

“We run it through and it’s really seamless,” he said. “I think a lot more younger people are using credit cards and debit cards.”

Mastrorillo, 22, of Auburn, is a prime example. She swipes her debit card for most purchases and typically doesn’t carry much cash.

“I use it for pretty much everything. It’s just easier,” she said.

She doesn’t worry much about would-be thieves stealing her debit card and running up exorbitant charges at fast-food restaurants. Most people who would steal a wallet are in the market for big-ticket items, she said, not a Big Mac and vanilla shake.

“They’re going to try and get something bigger,” she said.

Credit card executives agree. The service has had no impact on fraud or consumer disputes, according to Mary Stewart, a spokeswoman for Visa USA. It has, however, increased profits.

Visa collects a few cents on the dollar on no-signature transactions, which have increased 250 percent since October, when fast-food giants like McDonalds and Wendy’s signed on to the program, she said.

Those pennies add up to millions of dollars nationwide. Visa is looking to expand the program to video rentals, movie theatres and even New York City cabs, Stewart said.

The program is designed to encourage acceptance of debit and credit cards among industries that historically have shied away from them, according to MasterCard spokeswoman Barbara Coleman.

“Some of these merchants did not accept cards before,” she said.

A study performed by MasterCard in 2003 showed that 86 percent of consumers reported wanting to use cash less often, and 50 percent choose cards over cash, Coleman said.

Consumers spend more with plastic than they do with cash, too, credit card and fast-food executives agree. Card users are more likely to add a bag of chips or cookie to their lunch, just as they tend to spend more at department stores or sit-down restaurants.

“People are moving away from cash and checks,” Coleman said. “It’s just easier to pull out a card,” rather than fumble for change or run to the ATM.

The no-signature transactions reflect a growing trend among consumers, who enjoy the ease and convenience of plastic over cold, hard cash, Eckmann said.

“You usually don’t carry hundreds of dollars in your pockets these days,” he said.