How an act of gratuity became normalized
Design by Sophie Yang.
Sophie Yang, Staff Writer
As you walk into any establishment, typically a food establishment, you can expect to see the question, "Add a tip?" on a screen as you swipe your card. Americans have also recently been asked to tip in unconventional places. Whether you're at a fine dining restaurant or a self-serve frozen yogurt spot, you're faced with this question of whether to tip, and requests for gratuity are multiplying. Consumers have felt more pressure than ever.
Tipping originated in medieval Europe; it was all about the rich showing off. Previously, it wasn't expected or standard. After the Civil War, the United States tried to mimic Europe, but it wasn't a success: many states tried to ban it. However, corporations normalized it. They paid workers less and put the responsibility on the customers to pay.
So how has tipping become so widespread?
A major reason is the rise of digital options, which replace cash exchanges with electronic payments, automatic calculations, and contactless forms. Simply pressing a percentage has made it easier than ever. The added social pressure of employees watching you has also made customers feel scrutinized, leading to resentment and reduced loyalty. When researchers compared tipping setups with varying levels of privacy, results showed that when tipping isn’t entirely voluntary, it's often seen as an expectation. When customers feel pressured, they lose the sense of control that makes tipping a positive experience.
Tipping culture has gotten out of hand. Places that don't provide service even ask for tips. Restaurants have also started to ask for a larger percentage. There are different practices in other countries, though. In Europe, it's common to leave a few dollars, while establishments commonly ask for 15%-20% in the U.S. In other parts of the world, employers pay staff a livable wage or restaurants already build service charges into the bill, but in the United States, federal laws allow employers to pay workers very little. Consumers seem to grow frustrated with a growing sense of pressure from foodservice and retail companies. More Americans oppose rather than support suggested tip amounts. Nine in 10 (90%) of Americans believe it's gotten out of hand.
This consensus shows a growing divide between expectations and standard practices in the industry. However, that doesn't mean customers should stop tipping altogether: Employers must still compensate workers for their work. It's important for restaurants to adopt flat service charges or find solutions to pay higher hourly wages, placing the responsibility back on the business.
