A viral video captured at a Salt Lake City Shake Shack location has ignited widespread discussion about tipping practices, particularly at self-service kiosks. The video, posted by Utah resident Brian Powell, appears to show prices for milkshakes increasing after his wife selected the "no tip" option.
Powell stated that he was initially skeptical when his wife told him about the price discrepancy. He recreated the order at the same kiosk, recording the transaction on his phone. The video documentation shows that after the "no tip" option was selected, a notice of a "pricing update" appeared, and the price per milkshake increased by 50 cents. Initially, two milkshakes were listed at $5.99 each, but after the no-tip selection, they rose to $6.49 each.
Shake Shack has responded to the video, attributing the price change to a technology error. A company spokesperson clarified that it is not their policy, nor that of their licensees, to increase menu item prices when a customer declines to add a tip. The specific location where the incident occurred is reportedly owned and operated by HMSHost, a Shake Shack licensee.
HMSHost has investigated the issue and informed Shake Shack that the kiosk technology error has since been resolved. "We'll continue working with all our licensed partners to make sure every guest is taken care of at Shake Shack," the spokesperson added.
Powell, who was vacationing in London when interviewed, expressed surprise at the video's viral reception. He mentioned that he posted the edited video while waiting for a delayed flight and observed its rapid spread afterwards. "The video has been overwhelming," he said, noting the sheer volume of comments received on social media.
Powell suggested that the experience reflected a broader frustration felt by many Americans regarding tipping prompts in self-service environments. "I think my own personal opinion is maybe tipping culture's a little bit out of hand, based on this experience," Powell commented. He added that the video was partly generated by his "frustration that, you know, here I was being charged for something I didn't necessarily feel like I should have been charged for."
He indicated that he might check the kiosk again upon returning to Salt Lake City to confirm if the issue has indeed been rectified. The incident has drawn attention to the evolving dynamics of tipping in the digital age and the customer experience at automated ordering stations.