ECONOMY & WORK
MONEY 101
NEWS
PERSONAL FINANCE
NET WORTH
About Us Contact Us Privacy Policy Terms of Use DMCA Opt-out of personalized ads
© Copyright 2023 Market Realist. Market Realist is a registered trademark. All Rights Reserved. People may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.
MARKETREALIST.COM / NEWS

Fascinating study reveals how restaurants are using this simple trick to make you tip more

This simple addition to the bill may seem subtle but has a significant impact on customer behavior.
PUBLISHED OCT 25, 2024
A man leaving cash at a restaurant and a happy waitress counting her tips at the end of a shift | (Cover image sources: Stock photo/Getty Images)
A man leaving cash at a restaurant and a happy waitress counting her tips at the end of a shift | (Cover image sources: Stock photo/Getty Images)

With food delivery drivers and hairdressers demanding tips just like others in the service industry, the topic has triggered several debates on social media in the past couple of years. As people grow increasingly weary of tipping, there may be a trick that could help restaurants. According to a study published in the International Journal of Hospitality Management, diners are inclined to tip a little extra when they see a smiley-face emoji printed alongside the suggested gratuity on their bill.

Emoji rating scale for feedback - (Image source: Stock photo/Getty Images)
Emoji rating scale for feedback - (Image source: Stock photo/Getty Images)

The Subtle yet Significant Impact of Emojis

According to recent research, a graded smiley face emoji on a bill can increase the tips by a whopping 11%. The authors of the study established this through three nationwide surveys.



 

Customers were found to be most generous when multiple emojis were printed with suggested tip amounts. The trick that worked the best was putting neutral faces beside the lower gratuities and gradually adding a smile as the recommended amount went up.  

A man choosing a green happy mood icon rating review in a survey of customer satisfaction - (Image source: stock photo/Getty Images)
A man choosing a green happy emoji to express customer satisfaction - (Image source: stock photo/Getty Images)

The study found that at full-service restaurants, the presence of emojis increased the average tip from 22.86% to 25.38% even though an 18% to 20% gratuity generally represents customer satisfaction.

In the case of takeaway orders, the effect of emojis was far greater as they caused a net increase of 32.8%. It works well for food delivery apps as well, since the average tip jumped by 10%, from 14.66% of the bill to 16.11%.

Close-up Of Woman Giving Us Dollar Note To The Pizza Deliver Man- (Image source: Stock photo/Getty Images)
Close-up Of Woman Giving a tip To The Pizza Deliver Man- (Image source: Stock photo/Getty Images)

Similar to previously conducted research, the new study also indicated that emojis are processed by the human brain just like an actual smiling face. As per the New York Post, a smiley face stimulates the brain's occipitotemporal cortex, which internalizes facial perceptions, leading to a more positive reaction. 

Emojis to the Rescue

The study's co-author Sarah Lefebvre, Ph.D and associate professor of marketing at Murray State University in Kentucky, noted that the findings present yet another opportunity for restaurants to maximize tips or at least prevent their clientele from getting agitated. This is significant as Americans have increasingly become reluctant to add extra dollars to their tab. According to a Bankrate survey conducted earlier this year, a whopping 59% of Americans view at least one aspect of tipping negatively.

Man holding a tablet with tipping screen inside a restaurant-(Image source: stock photo/Getty Images)
Man holding a tablet with tipping screen inside a restaurant-(Image source: stock photo/Getty Images)

As service providers were reeling from the losses inflicted by the COVID-19 pandemic, a sense of gratitude encouraged people to tip more. However, resentment crept in after customers were prompted to tip through a touch screen at quick-service or minimal-service establishments. 



 

When the findings of the study were compared to those of last year’s tipping survey, one sentiment stood out in particular. In 2024, more people believed that the "tipping culture has gotten increasingly out of control" in the U.S. More than one in three (35%) of the people surveyed this year, agreed to the statement, compared to 30% in 2023. The Bankrate survey also indicated that customers wanted businesses to pay their employees fairly rather than relying on tips.



 

This sentiment has pushed many states including New York and California to pass legislations that did away with the tip credit system and increased the minimum wage for workers.

MORE ON MARKET REALIST
According to the expert, personal letters and a signature from Tolkien himself added to the value of the book.
8 hours ago
Chistina and Katie Currie won over $88,000 in cash and two exotic vacations with their stunning performance.
9 hours ago
After everyone backed out, the billionaire Shark stepped up to help the founder of Diaper Dust.
1 day ago
Sun kept repeating the incorrect phrase but couldn't identify the error in time.
1 day ago
After almost closing a deal with Mr Wonderful, the founder of 'Simply Good Jars' pivoted hard.
1 day ago
The host thought it was the "worst possible answer" to give even as the team felt it was good enough.
2 days ago
Adding to the controversy, the owner of Dr. Mudd's lapdesk asked Harrison for $100,000.
2 days ago
With just milliseconds to spare, Sarah LaPilusa pulled off an incredible Bonus Round win.
2 days ago
Ozark Trail 64 oz Water Bottles were recalled after the lids of faulty bottles forcefully ejected.
3 days ago
The player laughed and giggled her way through the puzzles to win prizes worth over $57,000.
3 days ago
Scott Riccardi placed an unbelievable wager during Final Jeopardy! to win a massive amount in a day!
3 days ago
The guest got a 200% return on investment on her sculpture that she bought from Macy's.
3 days ago
Jennings had a record-setting winning streak as a contestant before he became the host.
4 days ago
The player, Ron Wheeler, tragically got no clues after his letter picks for the final puzzle.
4 days ago
The former kids champion, Skyler Hornback knew what was coming.
4 days ago
The fans took issue with the clue being too tough and unnecessary for the contestants.
5 days ago
Cuban wanted to strike a deal with the founder of Coconut Girl and gave her an ultimatum.
5 days ago
Although the word did make a lot of difference, some fans felt that the decision was ridiculous.
5 days ago
The guest, who found the item online, didn't think it was the real deal until he heard its value.
6 days ago
The player Samantha secured the first big win of Ryan Seacrest's run on the show.
6 days ago