The practice of tipping in the United States is facing increased scrutiny, with consumers expressing growing dissatisfaction with automatic gratuity prompts on self-service kiosks and ever-higher suggested tip percentages in traditional dining settings. Experts suggest this sentiment is part of a larger shift in attitudes toward tipping.
William Michael Lynn, a professor at Columbia University who has studied tipping for over 40 years, noted a significant increase in negative public sentiment. His research indicates that the percentage of people who want tipping abolished rose from 32% in 2016 to 52% by 2022. This discontent is fueled by an expansion in the number of occupations requesting tips and an increase in the suggested amounts, which often start at 20% and can climb to 30%.
This trend has been amplified by incidents like a viral social media claim involving a self-service kiosk at a Shake Shack location. A customer alleged that the price of his order increased after he selected "no tip," though the company attributed the price discrepancy to an error. Regardless, the incident resonated with a public feeling pressured to tip.
Etiquette expert Jacqueline Whitmore advises against tipping at unmanned kiosks, stating there is no reason to add a tip if no direct service is provided. "If you’re not having any contact, if somebody’s not bagging up your food, if there’s no one touching your food, no one cleaning your table, there’s absolutely no reason to add any additional tip … any tip at all," Whitmore said. She suggested that tips made at kiosks likely go directly to the business's profits rather than to individual employees.
Whitmore also addressed the phenomenon of "guilt tipping," where customers feel obligated to tip cashiers or other service workers who have performed minimal tasks. She recommended carrying cash for tipping in situations where there might be doubt or guilt, allowing individuals to leave a smaller, voluntary amount.
While generally discouraging tips at kiosks, Whitmore noted exceptions for takeout orders at frequented establishments where staff might prepare custom items, suggesting a few extra dollars as a thank you. She also emphasized the importance of tipping delivery drivers for services like Uber Eats or Postmates, recommending 10% to 15% or more depending on the distance traveled.
In traditional restaurant settings, Whitmore advised patrons to seek clarification if unsure about automatic gratuity. "It’s perfectly acceptable to say, ‘Is a tip included? Is a service charge included?’" she stated.
Lynn pointed out that the U.S. tipping culture is distinct, particularly because many service workers are paid a sub-minimum wage, placing the onus on consumers to supplement their income through tips. He suggested that the increasing cost of dining out due to high tip expectations could eventually harm the restaurant industry. Lynn advocates for restaurants to cap suggested tips around 20% and to promote the 15% to 20% norm rather than encouraging significantly higher amounts. "How much more can the average tip increase before it starts to backfire and hurt businesses?" Lynn questioned, adding that "it can’t keep going up forever."