wwwchrcornelledu

Vol 2 No 1 March 2011

MegaTips 2Twenty Tested Techniques to Increase Your Tips

by W Michael Lynn PhD

Cornell Hospitality Tools

Advisory Board

The Robert A and Jan M Beck Center at Cornell University

Cornell Tools for Hospitality Industry Vol 2 No 1 (March 2011)

copy 2011 Cornell University

Cornell Hospitality Report is produced for the benefit of the hospitality industry by The Center for Hospitality Research at Cornell University

Rohit Verma Executive DirectorJennifer Macera Associate DirectorGlenn Withiam Director of Publications

Center for Hospitality ResearchCornell University School of Hotel Administration489 Statler HallIthaca NY 14853

Phone 607-255-9780Fax 607-254-2922wwwchrcornelledu

Back cover photo by permission of The Cornellian and Jeff Wang

Niklas Andreacuteen Group Vice President Global Hospitality amp Partner Marketing Travelport GDS

Rarsquoanan Ben-Zur Chief Executive Officer French Quarter Holdings Inc

Scott Berman Principal Industry Leader Hospitality amp Leisure Practice PricewaterhouseCoopers

Raymond Bickson Managing Director and Chief Executive Officer Taj Group of Hotels Resorts and Palaces

Stephen C Brandman Co-Owner Thompson Hotels IncRaj Chandnani Vice President Director of Strategy WATGBenjamin J ldquoPatrickrdquo Denihan Chief Executive Officer

Denihan Hospitality GroupBrian Ferguson Vice President Supply Strategy and Analysis

Expedia North AmericaChuck Floyd Chief Operating OfficerndashNorth America

HyattGregg Gilman Partner Co-Chair Employment Practices

Davis amp Gilbert LLPSusan Helstab EVP Corporate Marketing

Four Seasons Hotels and ResortsJeffrey A Horwitz Chair Lodging + Gaming and Co-Head

Mergers + Acquisitions ProskauerKevin J Jacobs Senior Vice President Corporate Strategy amp

Treasurer Hilton WorldwideKenneth Kahn PresidentOwner LRP PublicationsKirk Kinsell President of Europe Middle East and Africa

InterContinental Hotels GroupRadhika Kulkarni PhD VP of Advanced Analytics RampD

SAS InstituteGerald Lawless Executive Chairman Jumeirah GroupMark V Lomanno President Smith Travel ResearchBetsy MacDonald Managing Director HVS Global Hospitality

ServicesDavid Meltzer Vice President of Global Business Development

Sabre Hospitality SolutionsWilliam F Minnock III Senior Vice President Global

Operations Deployment and Program Management Marriott International Inc

Mike Montanari VP Strategic Accounts Sales - Sales Management Schneider Electric North America

Shane OrsquoFlaherty President and CEO Forbes Travel GuideThomas Parham Senior Vice President and General Manager

Philips Hospitality AmericasChris Proulx CEO eCornell amp Executive EducationCarolyn D Richmond Partner Hospitality Practice Fox

Rothschild LLPSteve Russell Chief People Officer Senior VP Human

Resources McDonaldrsquos USAMichele Sarkisian Senior Vice President MaritzJanice L Schnabel Managing Director and Gaming Practice

Leader Marshrsquos Hospitality and Gaming PracticeTrip Schneck President and Co-Founder TIG Global LLCAdam Weissenberg Vice Chairman and US Tourism

Hospitality amp Leisure Leader Deloitte amp Touche USA LLP

Advisory Board

The Robert A and Jan M Beck Center at Cornell University

Cornell Tools for Hospitality Industry Vol 2 No 1 (March 2011)

copy 2011 Cornell University

Cornell Hospitality Report is produced for the benefit of the hospitality industry by The Center for Hospitality Research at Cornell University

Rohit Verma Executive DirectorJennifer Macera Associate DirectorGlenn Withiam Director of Publications

Center for Hospitality ResearchCornell University School of Hotel Administration489 Statler HallIthaca NY 14853

Phone 607-255-9780Fax 607-254-2922wwwchrcornelledu

Back cover photo by permission of The Cornellian and Jeff Wang

Niklas Andreacuteen Group Vice President Global Hospitality amp Partner Marketing Travelport GDS

Rarsquoanan Ben-Zur Chief Executive Officer French Quarter Holdings Inc

Scott Berman Principal Industry Leader Hospitality amp Leisure Practice PricewaterhouseCoopers

Raymond Bickson Managing Director and Chief Executive Officer Taj Group of Hotels Resorts and Palaces

Stephen C Brandman Co-Owner Thompson Hotels IncRaj Chandnani Vice President Director of Strategy WATGBenjamin J ldquoPatrickrdquo Denihan Chief Executive Officer

Denihan Hospitality GroupBrian Ferguson Vice President Supply Strategy and Analysis

Expedia North AmericaChuck Floyd Chief Operating OfficerndashNorth America

HyattGregg Gilman Partner Co-Chair Employment Practices

Davis amp Gilbert LLPSusan Helstab EVP Corporate Marketing

Four Seasons Hotels and ResortsJeffrey A Horwitz Chair Lodging + Gaming and Co-Head

Mergers + Acquisitions ProskauerKevin J Jacobs Senior Vice President Corporate Strategy amp

Treasurer Hilton WorldwideKenneth Kahn PresidentOwner LRP PublicationsKirk Kinsell President of Europe Middle East and Africa

InterContinental Hotels GroupRadhika Kulkarni PhD VP of Advanced Analytics RampD

SAS InstituteGerald Lawless Executive Chairman Jumeirah GroupMark V Lomanno President Smith Travel ResearchBetsy MacDonald Managing Director HVS Global Hospitality

ServicesDavid Meltzer Vice President of Global Business Development

Sabre Hospitality SolutionsWilliam F Minnock III Senior Vice President Global

Operations Deployment and Program Management Marriott International Inc

Mike Montanari VP Strategic Accounts Sales - Sales Management Schneider Electric North America

Shane OrsquoFlaherty President and CEO Forbes Travel GuideThomas Parham Senior Vice President and General Manager

Philips Hospitality AmericasChris Proulx CEO eCornell amp Executive EducationCarolyn D Richmond Partner Hospitality Practice Fox

Rothschild LLPSteve Russell Chief People Officer Senior VP Human

Resources McDonaldrsquos USAMichele Sarkisian Senior Vice President MaritzJanice L Schnabel Managing Director and Gaming Practice

Leader Marshrsquos Hospitality and Gaming PracticeTrip Schneck President and Co-Founder TIG Global LLCAdam Weissenberg Vice Chairman and US Tourism

Hospitality amp Leisure Leader Deloitte amp Touche USA LLP

Thank you to our generous Corporate Members

FriendsAmerican Tescor LLC bull Argyle Executive Forum bull Berkshire Healthcare bull Center for Advanced Retail Technology bull Cody Kramer Imports bull Cruise Industry News bull DK Shifflet amp Associates bull ehoteliercom bull EyeforTravel bull 4Hotelierscom bull Gerencia de Hoteles amp Restaurantes bull Global Hospitality Resources bull Hospitality Financial and Technological Professionals bull hospitalityInsidecom bull hospitalitynetorg bull Hospitality Technology Magazine bull Hotel Asia Pacific bull Hotel China bull HotelExecutivecom bull Hotel Interactive bull Hotel Resource bull International CHRIE bull International Hotel Conference bull International Society of Hospitality Consultants bull iPerceptions bull JDA Software Group Inc bull JD Power and Associates bull The Lodging Conference bull Lodging Hospitality bull Lodging Magazine bull LRA Worldwide Inc bull Milestone Internet Marketing bull MindFolio bull Mindshare Technologies bull PhoCusWright Inc bull PKF Hospitality Research bull Resort and Recreation Magazine bull The Resort Trades bull RestaurantEdgecom bull Shibata Publishing Co bull Synovate bull The TravelCom Network bull Travel + Hospitality Group bull UniFocus bull USA Today bull WageWatch Inc bull The Wall Street Journal bull WIWIHCOM bull Wyndham Green

PartnersDavis amp Gilbert LLP Deloitte amp Touche USA LLPDenihan Hospitality GroupeCornell amp Executive EducationExpedia Inc Forbes Travel GuideFour Seasons Hotels and Resorts Fox Rothschild LLP French Quarter Holdings Inc HVS Hyatt InterContinental Hotels Group Jumeirah GroupLRP PublicationsMarriott International IncMarshrsquos Hospitality Practice MaritzPricewaterhouseCoopersProskauer Sabre Hospitality Solutions Schneider Electric Southern Wine and Spirits of AmericaThayer Lodging Group Thompson HotelsTravelportWATG

Senior PartnersHilton WorldwideMcDonaldrsquos USAPhilips HospitalitySASSTRTaj Hotels Resorts and PalacesTIG Global

4 TheCenterforHospitalityResearchbullCornellUniversity

ExECuTivE SuMMary

ApproximatelytwomillionwaitersandwaitressesintheUnitedStatesdependontipsfortheirincomeTheseserverswouldbenefitfromknowingandusingtechniquestoincreasetheir tipsThismanualoffers twenty such techniquesAll twenty techniques listedherehavebeenexperimentallytestedandfoundtoincreasetipsNotallthetechniquesworkfor

all servers in all situations but many are universally applicable The techniques are as follows usemakeup(forwaitresses)wearsomethingunusualintroduceyourselfbynamesquatdownnexttothetablestandphysicallyclosetothecustomertouchthecustomersmilecomplimentthecustomerrsquosfoodchoicesrepeattheorderbacktothecustomerbuildthecheckwithsuggestivesellingentertainthecustomerforecastgoodweatherwriteldquothankyourdquoonthecheckwriteapatrioticmessageonthecheckdrawapictureonthecheckcallthecustomerbynameusetiptrayswithcreditcardinsigniagive the customer candy provide tipping guidelines and play songs with pro-social lyrics ThetechniquesaredescribedindetailtogetherwiththeexperimentsthatdemonstratetheireffectivenessandthereasonsIthinktheywork

MegaTips2

byMichaelLynn

Twenty Tested Techniques to Increase Your Tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 5

abouT ThE auThor

Michael Lynn PhD the Burton M Sack Professor of Food and Beverage Management at the Cornell University School of Hotel Administration is a nationally recognized expert on tipping (wml3cornelledu) He has a total of 45 papers either in press or published on this topic His work on tipping has been covered by ABCrsquos 2020 BETrsquos Nightly News and NPRrsquos Morning Edition as well as by The Economist Forbes The Wall Street Journal New York Times International Herald Tribune and numerous other newspapers and radio programs around the world A former bartender busboy and waiter he received his PhD in social psychology from the Ohio State University in 1987 and has taught in the marketing departments of business and hospitality schools since 1988

Much of the information in this booklet has previously appeared in articles published in the Cornell Hospitality Quarterly and its predecessor the Cornell Hotel and Restaurant Administration Quarterly Used here with permission Michael Lynn ldquoSeven Ways to Increase Your Serversrsquo Tipsrdquo Cornell Hotel and Restaurant Administration Quarterly Vol 37 No 3 (June 1996

pp 24-29 [Translated into Spanish and reprinted in Alta Hoteleria Septiembre-Octubre 1996 pp 17-23]Michael Lynn ldquoTip Levels and Service An Update Extension and Reconciliationrdquo Cornell Hotel and Restaurant Administration Quarterly Vol

42 No 6 (December 2003) pp 139-148Michael Lynn and Michael McCall ldquoTechniques for Increasing Serversrsquo Tips How Generalizable Are Theyrdquo Cornell Hospitality Quarterly Vol

50 No 2 (May 2009) pp 198-208

6 TheCenterforHospitalityResearchbullCornellUniversity

CornELL TooLS for ThE hoSpiTaLiTy induSTry

Approximately twomillionpeopleworkaswaitersorwaitresses in theUnitedStatesThat is nearly 1 percent of the nationrsquos adult population These servers depend onvoluntary gifts of money (or tips) from their customers for most of their incomeHoweverfewserversaregiveninstructioninwaystoincreasethetipstheircustomers

leaveMostserversarelefttolearntheldquotricksofthetraderdquofromexperienceorfromotherserversThisbooklet iswritten for thoseserversmdashitprovides instruction in thepsychologyof tippingaswellasspecifictechniquesthatcanbeusedtoearnlargertips

MegaTips2Twenty Tested Techniques to Increase Your Tips

byMichaelLynn

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 7

This edition of MegaTips updatesandexpandstheorigi-nalinseveralwaysFirstandmostimportantsixnewMega-Tipshavebeenaddedfora40-percentincreaseincontentJustliketheexistingMegaTipsthesenewtechniqueshavebeenscientificallyproventoincreasetipsSecondIpresentnewdataonthetechniqueofsquattingdownnexttothetablebecausethisisnotauniversallyacceptedapproachItturnsoutthatthistechniqueisineffectiveandmayevenbackfirewhenusedonaparticulargroupofpeopleReadtherelevantMegaTip(number4)tofindoutwhothosepeopleareThirdatablesummarizingtheexperimentalresearchontippingwasaddedsoyoucanseeataglancehoweffectivethesetech-niquesareFinallyIhavealsoaddedaresponsetocommoncriticismsoftheearliermanualandIalsoexpresslysolicitfeedbackfromreaderswhilesharingsomeofthefeedbackIreceivedontheearliermanual

Thetechniquesdescribedbelowweremostlytestedinlowtomid-pricedcasual-diningrestaurantsThusthesetechniquesshouldworkinApplebeersquosBenniganrsquosBobEvansBuccadiBeppoChi-ChirsquosChilirsquosGrillampBarCrackerBarrelDennyrsquosFriendlyrsquosHardRockCafeacuteInternationalHouseofPancakesJoersquosCrabShackLoneStarSteakhouseampSaloonMaxampErmarsquosOliveGardenOntheBorderOut-backSteakhousePizzaHutPizzeriaUnoRedLobsterRubyTuesdaysShoneyrsquosTGIFridayrsquosandsimilarestablishmentsItisnotclearhowwellthetechniqueswouldgooverorworkinmoreupscalediningestablishmentslikeMortonrsquosorRuthrsquosChrisSteakHouseInfactmanyofthetechniqueswouldbeinappropriateinthemoreformalatmosphereoffine-diningrestaurants

Thelastfourtechniqueswillrequiremanagementap-provalorinvolvementmdashtoapproveorprovidethecreditcardtiptraysafterdinnercandytippingguidesandbackgroundmusicrequiredofthosetechniquesHowevermostofthetechniquesinthisbookletaresimpleeasytocopybehaviorsthatyoucandoonyourownYoudonothavetochangeyourpersonalityorengageinsomeelaborateanddifficultroutinetomakethesetechniquesworkSoreadonYouwillbesurprisedhoweasytheroadtobig-gertipsreallyis

NotetoSkepticsAlthoughthetechniquespresentedherehavebeenscientificallytestedandtheevidencesup-portingtheireffectivenessisdescribedalongwiththetechniquesomereaderswillhavedoubtsThesimplicityofthetechniquescanbemisleadingItjustdoesnrsquotmakesensetosomepeoplethatsimplelittlebehaviorscanhavesuchabigeffectontheamountofmoneythatotherpeoplegiveawayForthosereadersun-persuadedbythescientificevidenceIprovide

The MegaTips 1 Use makeup (for waitresses)

2 Wear something unusual

3 Introduce yourself by name

4 Squat down next to the table

5 Stand physically close to the customer

6 Touch the customer

7 Smile

8 Compliment the customersrsquo food choices

9 Repeat the order back to the customer

10 Build the check with suggestive selling

11 Entertain the customer

12 Forecast good weather

13 Write ldquoThank Yourdquo on the check

14 Write a patriotic message on the check

15 Draw a picture on the check

16 Call the customer by name

17 Use tip trays with credit card insignia

18 Give the customer candy

19 Provide tipping guidelines

20 Play songs with pro-social lyrics Note Newly added megatips are shown in color

8 TheCenterforHospitalityResearchbullCornellUniversity

Megatip1(ForWaitresses)Use Cosmetics Peoplegenerallyrespondmorepositivelytophysicallyat-tractiveindividualsthantolessattractiveonesandmenevenmorethanwomenvaluephysicalattractivenessintheoppositesexThusitisnotsurprisingthatseveralresearch-ershavefoundattractivewaitressesearnlargertipsthanlessattractivewaitresses(Existingdatacannotruleoutthepossibilitythatphysicalattractivenessincreasesthetipsofwaiterstoobutitdoessuggestthatanysucheffectismuchweakerthantheeffectonwaitressesrsquotips)Thesefindingssuggestthatwaitressescanincreasetheirtipsbyusingcos-meticstoenhancetheirphysicalattractiveness

CelineJacobandseveralofhercolleaguestestedthispossibilityinarestaurantinFranceTheyhadabeauticianapplyfacialmake-uptotwowaitresses(whowere19and20yearsold)ontenrandomlyselecteddaysoutoftwentyandassessedtheeffectsofthistreatmentonthetipsthewaitress-

esreceivedduringthetwentylunchshiftsstudiedWear-ingmake-updidnotaffectthewaitressrsquotipsfromfemalepatronsbutdidincreasetheirtipsfrommalepatronsThepercentageofmalesleavingatipincreasedfrom34percentintheno-makeupconditionto51percentinthemakeupconditionandtheaverageamountleftbythosemaletippersincreasedfromeuro111toeuro140

ThelessonofthisstudyisstraightforwardIfyouareawaitressmakeupmakesformoretips

Megatip2Wear Something UnusualAlthoughserversmustusuallywearauniformatworkmanyadduniqueelementsofclothingjewelryorotheradorn-menttotheiruniformstostandoutandmakecustomersperceivethemasanindividualpersonratherthanaface-lessmemberofthestaffIstillrememberonewaitressataNewYorkCityrestaurantwhowaitedonmeseveralyearsagoSheworeagoofyhatthatnooneelseintherestaurantwaswearingWearingthathatmadethewaitressseemmoreinterestingandpersonableanditincreasedthetipIleftSimilareffectsofadornmentontippingwereobservedinastudybyJeri-JayneStillmanandWayneHensley

SixwaitressesatanupscalerestaurantagreedtorecordinformationabouttheirdiningpartiesforfournightsandtowearaflowerintheirhairfortwoofthosenightsWhichtwoofthefournightstheflowerwaswornwasdeterminedrandomlyforeachserverEachnightthosewaitressesin

thefollowingtestimonialsenttomebyJoshuaOglemdashares-taurantworkerwhofoundoneofmyearlierarticlesonwaystoincreasetipsandsharedthatarticlewithhisco-workers

HerersquoshowitallhappenedIwasbrowsingaroundtheCornellwebsiteHotelSchoolsectionandcameacrossyourarticleIreaditacknowl-edgeditasanicepieceandcontinuedreadingthroughthesiteWhenIwenttowork(IworkatarestaurantcalledTexasRoadhouse)IstartedtonoticeafterreadingyourpaperthatpeoplekeptonandkeptoncomplainingaboutnotmakinglotsoftipsIrememberedsomeofthetipsthatyouhadinthepaperandIlookedaroundtoseeifIsawpeopledoingwhatyousaidworkedwrit-ingmessagesonthebackofchecksusingcheck-holderswithcreditcardsymbolsonthemetcItoldafewpeopleabouttheideasandtwosaidthattheywouldtrysomestuffoutbecausetheyweretiredofmakingnotipsTheothercouplesaidthattheywerefinehowtheywereandthattheinformationinthearticlewasldquobullcraprdquo

SoBaileyandJohn(theirnamesnaturally)proceededtofollowyourteachingsandattheendofthenightbothcameoutbetween8and10percenthigherintipsIrsquodsaythatrsquosveryimpres-siveandtheythoughtthesamebuttheotherswhodidnotbelievemesaiditmustjustbeacoincidenceBaileyandJohnagainthefollow-ingnightbroughtinmoretipsthantheyhadbeenbeforeThentheothersstartedtalkingtoeachotherandgivinghintstoeachotherandtellingabouthowIrsquodtoldthemaboutitetcSoIwenttothesiteprinteditoffandhungituponournightlynewsboardforeveryonetoseeOfcourseIgavecompletecredittoyou(IprinteditwithfullldquoCornellrdquosymbolsatthetopaswellasyournameonitandwhatnot)andpeoplehavethankedmeaboutonceaweeksincethenaboutthreemonthsagoOveralleveryonewashappyanddefinitelysawanincreasethankstoyourdquo

SkepticismisgoodmdashitkeepsyoufromfallingpreytoemptypromisesHowevertoomuchskepticismcanalsomakeyoumissoutonworthwhileopportunitiesThatalmosthappenedtosomeofJoshuarsquoscoworkersThosewhodecidedwithoutevidencethatmyarticlewasldquobullcraprdquoandrefusedtotrythetechniqueswouldhavecontinuedmakinglousytipsifsomeoftheirlessskepticalcoworkershadnotbeenwillingtogivethetechniquesatryandthensharedtheirexperiencesDonrsquotletthefatethatalmostbefellthoseskepticshappentoyouKeepyourskepticismintactbutreadaboutthesetechniqueswithanopenmindandaboveallgivethematryThetechniquesareeasytoimplementandyougotthisbookletfreeofchargesowhathaveyougottolose

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 9

theflowerconditionwereldquoprovidedaselectionofflowersfromwhichonewaschosenfortheeveningrdquoTheresultsindicatedthatthewaitressesrsquotipsincreasedfromabout$150percustomer(ordiner)inthecontrolconditiontoabout$175percustomerintheflowerconditionTheyearned17

percentmoresimplybywearingflowersintheirhair

Theresultsofthisstudysuggestthat(ifpossible)youshouldwearsomethingspe-cialorunusualwhenyouworkWhetheritisaflowerinyourhair

(orasaboutonniere)aloudtieorafunnybuttonwearingsomethingthatstandsoutasunusualwillpersonalizeyoutoyourcustomersandwillresultinlargertipsHowevertakecarenottowearthingswithpoliticalreligiousorotherwisecontroversialmessagesandmeaningssoasnottooffendthosecustomerswithdifferentpointsofview

Megatip3Introduce Yourself by NameManyserversintroducethemselvesbynamewhengreetingtheircustomersIfdoneproperlytheseintroductionsmaketheserverseemfriendlyandpoliteandmakethecustomerfeelmoreempathyfortheserverBothoftheseeffectsshouldincreasetipsKimberlyGarrityandDouglasDegel-mantestedthisexpectationinanexperimentconductedataCharlieBrownrsquosrestaurantinsouthernCalifornia

Two-personpartiescom-ingtotherestaurantforSun-daybrunchwereincludedinthestudyandwererandomlyassignedtooneoftwocondi-tionsInthenameconditionawaitressapproachedhertablessmiledandsaidldquoGoodmorn-ingMynameisKimandIwillbeservingyouthismorningHaveyoueverbeentoCharlie

BrownrsquosforbrunchbeforerdquoIntheno-nameconditionthesameapproachsmileandgreetingwereusedexceptthatthewaitressomittedhernameThismanipulationhadalargeandstatisticallysignificanteffectontipsThewaitressreceivedanaveragetipof$349(15)whenshedidnotgivehernameandreceivedanaveragetipof$544(23)whenshedidgivehernameThiswaitressearnedalmost$200morefromeachtablewhensheintroducedherselfbyname

TheresultsofthisstudysuggestthatyoushouldintroduceyourselfbynametoyourtablesOfcoursetheseself-introductionsneedtobemadewithagenuineandpro-

fessionalattitudeSurlyorinsincereintroductionsarelikelytobackfireThewordsldquoHiIrsquom___andIwillbeservingyouthiseveningrdquocanbeirritatingifsaidinanuncaringorau-tomaticwayHoweverifyouintroduceyourselfinasincereandprofessionalwaycustomersshouldleaveyoulargertips

Megatip4Squat Next to the TableMostserversstandthroughouttheserviceencounterHoweversomeserverssquatdownnexttothetablewheninteractingwiththeircustomersSquattingdownnexttoatabledoesseveralpositivethingsmdashitincreasesthecongru-encebetweentheserverrsquosandcustomersrsquoposturesbringstheserverrsquoseyeleveldowntothecustomersrsquoeyelevel(whichfacilitateseyecontact)andbringstheserverrsquosfaceclosertothecustomersrsquofacesResearchonnonverbalcommunicationhasfoundthatposturalcongruencemoreeyecontactandgreaterproximityareassociatedwithgreaterrapportandlikingConsumersreportthattheytipfriendlyserversmorethantheydolessfriendlyserverssosquattingdownnexttothetableshouldincreasetipsKirbyMynierandItestedthisexpectationattworestaurantsinHoustonTexas

ACaucasianwaiterataMexicanrestaurantandanAsianwaitressataChineserestaurantflippedcoinstorandomlydeter-minewhethertheywouldsquatdownorstandduringtheirinitialvisitstotablesOther-wisetheserverstriedtotreatalltheirtablesidenticallyAsexpectedsquattingdownsignificantlyincreasedthetipsofbothserversThewaiterreceivedanaveragetipof$518(15)whenheremainedstandingthroughouttheserviceencounterandreceivedanaveragetipof$640(18)whenhesquatteddownduringhisfirstvisittothetableThecor-respondingnumbersforthewaitresswere$256(12)and$328(15)

Overalltheserversreceivedapproximately$100morefromeachtablethattheysquattednexttoThisisasubstan-tialpayoffforasimplebehaviorImustnotethatsquattingdownnexttoatableistooinformalforfine-diningrestau-rantsbutifyouworkatacasual-diningestablishmentyoushouldsquatdownnexttoyourtablesorevenpulloutachairtositatthetablewhentakingorders

KeepinmindhoweverthatnotallcustomerswillwelcomesuchproximityandinformalityGinaLeodoroandIfoundthatsquattingnexttoorsittingdownatthetableincreasedawhitewaitressrsquostipsfromwhitecustomersbut

10 TheCenterforHospitalityResearchbullCornellUniversity

tingdownatthetablewhichalsoincreasesperceivedproximityhasbeenshowntoincreasetipsintheUSasdescribedpreviouslyWhenusingthistechniquehoweverserversshouldbeawarethatHispanicsmaintainsmallerpersonalspaceswhileAsiansandBlacksmaintainlargerpersonalspacesthandoWhitesThusIwouldrecommendstandingveryclosetothetablewhenservingHispanicsandWhitesbutwouldrecommendmaintainingagreaterdistancefromthetablewhenservingAsiansandBlacks

Megatip6Touch CustomersTouchingisapowerfulformofinterpersonalbehav-iorthatcancommunicateaffectionappreciationaggressiondominanceorsocialsupportaswellasothermeaningsdependingonthecontextinwhichitoccursIncommercialsettingscasuallytouchingcustomershasbeenshowntoincreasethetimetheyspendshoppinginastoretheamountsthattheypur-chaseandthefavorabilityoftheirstoreevaluationsThesepositiveeffectssuggestthatbeingtouchedmayalsoincreasethetipsthatcustomersleavetheirserv-ersAprilCruscoandChristopherWetzeltestedthispossibilityattworestaurantsinOxfordMississippi

ThreewaitressesattworestaurantsrandomlyassignedtheircustomerstooneofthreetouchconditionsCus-tomerseitherwerenottouchedwerecasuallytouchedontheshoulderonceforaboutoneanda

halfsecondsorwerecasuallytouchedonthepalmofthehandtwiceforabouthalfasecondeachtimeAlltouchesoccurredasthewaitressesreturnedchangetotheircustomersattheendofthemealEyecontactwasavoidedduringthistime

TheeffectsofthetouchmanipulationweresignificantCustomersleftanaveragetipof12percentwhentheywerenottouchedascomparedto14percentwhentheyweretouchedonceontheshoulderand17percentwhentheyweretouchedtwiceonthepalmofthehandSubsequentresearchconductedbyvariousotherresearchershasdemonstratedthat(1)casuallytouchingcustomersincreasesthetipsofbothmaleandfemaleservers(2)touchingincreasestipsmorewhenwaitressestouchthefemalemembersofmixed-sexdiningpartiesthanwhentheytouchthemalemembersofthosediningpartiesand(3)touch-

slightlydecreasedhertipsfromblackcustomersIbelievethatAfricanAmericansprefertomaintaingreaterinterper-sonaldistancesduringsocialinteractionsthandoWhitesandthatsquattingorsittingatthetablemayhaveviolatedtheBlacksrsquobutnottheWhitesrsquopersonalspaceOfcoursethewaitressrsquosracemayhavealsoplayedapartintheseresultsClearlyyouneedtoexercisesomejudgmentaboutwhetherornotagiventablewillwelcomesuchbehaviorbuttheresearchdescribedabovesuggeststhatsquattingnexttothetableisgenerallywelcomeandwillresultinhigherincomesforthoseserverswillingtodoit

Megatip5Stand Close to CustomersThoseserverswhoareunableorunwillingtosquatnexttotablescanstillincreasetheirrapportwithandtipsfromatablesimplybystandingclosertothecustomersProxim-itysignalsinterpersonallikingandpreviousresearchhadfoundthatpeoplecomplywithsmallrequestsmorewhentherequesterstoodphysicallyclosetothemthanwhenheorshestoodfurtherawaysoitislikelythatphysicalprox-imitywouldincreasetipsaswell

CelineJacobandNicolasGueguentestedthisexpecta-tionbyhavingfivewaitressesatthreedifferentrestaurantsinFrancevarytheirproximitytothecustomerandrecordthetipstheyreceivedfromthosecustomersBasedonarandomdetermina-tionthewaitressesstoodeithercloserthantypical(5feetor15meters)normaldistance(15feetabout5meters)orfartherthanusual(25feetabout75meters)

fromtheircustomerswhentakingthefoodorderother-wisethewaitressesfollowednormalproximityandserviceprotocols

ResultsindicatedthatgreaterphysicalproximitywhiletakingthefoodorderdoesincreasetippingThecustom-ersinthisstudyweremorelikelytoleaveatipwhenthewaitressesstoodone-halffootaway(43tipped)thanwhentheystoodoneandone-halffeetaway(31tipped)ortwoandone-halffeetaway(23tipped)Furthermorethetippingcustomersleftlargertipswhenthewaitressesstoodcloserthannormal(averagetipofeuro141)thanwhentheystoodanormaldistancefromthecustomers(averagetipofeuro117)orafartherthannormaldistance(averagetipofeuro115)

WhileitistruethatSouthernEuropeans(liketheFrench)generallymaintainsmallerpersonalspacesthandoNorthAmericansIbelieveJacobandGueguenrsquosresultswouldalsobefoundintheUnitedStatesbecausesquat-

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 11

ingincreasesthetipsofyoungcustomersmorethanthoseofoldercustomers

TheresultsofthesestudiessuggestthatyoushouldreachoutandbrieflytouchyourcustomersManyserverswillfeeluncomfortablewiththisrecommendationmdashfearingthatcustomersmightobjecttobeingtouchedHowevertheresearchsuggestsotherwiseFurthermoreresearchershavefoundthatmanysubjectswhosebehaviorhasbeeninflu-encedbytouchesareunawarethattheyhavebeentouchedThisbeingthecaseyoumayfindthatthebenefitsofbrieflytouchingcustomersmorethanoutweightheslightrisksinvolved

Megatip7Smile at CustomersSmilingisawell-knowntacticofingratiationandsocialinfluenceItisararepersonwhohasnrsquotheardthestandard

ldquoWhenYoursquoreSmiling(TheWholeWorldSmileswithYou)rdquopopularizedbyLouisArmstrongin19291ResearchhasconfirmedtheculturalwisdomonsmilingandhasfoundthatsmilingpeopleareperceivedasmoreattractivesinceresociableandcompetentthanareunsmilingpeopleTheseinterpersonaleffectsofsmilingsuggestthatserversmaybeabletoincreasetheirtipearningsbysmilingattheircustom-ersKathiTiddandJoanLockardtestedthispossibilityatacocktailloungeinSeattleWashington

CustomerssittingaloneintheloungewereusedassubjectsThewaitresswhowaitedonthesecustomersrandomlyassignedhalfofthemtoreceivealargeopen-mouthsmileandtheotherhalftoreceiveasmallclosed-mouthsmileThosecustomersreceivingasmallsmileleftanav-eragetipof20centswhilethosecustomersreceivingalargesmile

leftanaveragetipof48centsThisrepresentsanincreaseof140percent

Theaveragebillandtipsizesinrestaurantsaretypicallymuchlargerthanincocktailloungessosmilingprob-ablywillnothavequiteasdramaticaneffectonthetipsofrestaurantserversasitdidonthetipsofthecocktailwaitressinthisstudyHowevertheseresultsdoindicatethatsmilingincreasestipsYoushouldtrygivingcustomersbigopen-mouthedsmilesandseehowmuchyourtipsimprove

Megatip8Compliment Customersrsquo Food ChoicesComplimentingpeoplemakesthemfeelgoodandenhancestheirlikingforthesourceofthecomplimentIthasalso

1ComposedbyLarryShayMarkFisherandJoeGoodwinTheearliersimilarconceptwasldquolaughandtheworldlaughswithyourdquofirstwrittenbytheGreekHoraceandlatersetasapoembyEllaWWilcoxin1883

beenshowntoincreasepeoplersquoscompliancewithsmallre-questsTheseeffectssuggestthatcomplimentingcustomersmayalsoincreasethetipstheyleave

JohnSeiterhastestedthisexpectationintwostudiesofrestauranttippingInthosestudiesrestaurantserverseithercomplimentedtheircustomersrsquofoodchoicesordidnotandrecordedthetipsleftbybothsetsofcustomersDin-ingpartieswererandomlyassignedtoconditionsbyhavingtheserverpulloneoftwopenniesfromhisorherpocketiftheselectedpennyhadwasmarkedthentheservercomplimentedthecustomersrsquofoodorderandifthepennyselectedwasunmarkedthentheserverdidnotcomplimentthecustomerThedeliveryofthecomplimentsdifferedacrossthetwostudiesInthefirststudywhichincludedonlytwo-personpartiestheservercomplimentedthefirstpersontoorderbysaying

ldquoYoumadeagoodchoicerdquoandcomplimentedthesecondpersonbysayingldquoYoudidgoodtoordquoInthesecondstudyaftereveryoneatthetablehadorderedtheserversaideither

ldquoYoumadeagoodchoicerdquoldquoYoubothmadegoodchoicesrdquoorldquoYouallmadegoodchoicesrdquodependingonhowmanypeoplewereatthetable

Inbothstudiescustomerstippedmorewhencompli-mentedInthefirststudytipsincreasedfrom164to189percentofthebillandinthesecondtipsincreasedfrom188to203percentofthebillInthelatterstudyhoweverthiseffectwasmoderatedbythenumberofpeopleinthediningpartysuchthatcomplimentsincreasedtipsmorewhenthediningpartywassmallpresumablybecausecomplimentingallthechoicesoflargegroupsseemedlessgenuine

ComplimentingcustomersrsquofoodchoicesisaneasywaytoincreasetipsItalsosupportstherestaurantrsquosmarketingeffortsandreinforcescustomersrsquopositiveperceptionsoftherestaurantrsquosfoodsoyourmanagershouldparticularlyap-preciateandapproveofthistechniqueSoingratiateyourselfwithbothyourcustomersandmanagerbycomplimentingcustomersontheirfoodchoices

Megatip9Repeat Customersrsquo OrdersBeingmimickedorcopiedcanbeirritatingwhenitisobviousandprolongedThatiswhymimicryissopopularamongchildrenasameansoftormentingtheirsiblingsHoweverresearchershavefoundthatbrieflyandsubtlyimitatingormimickingothersincreasesthoseothersrsquolikingforandinterpersonalclosenesstotheimitatorThissuggests

12 TheCenterforHospitalityResearchbullCornellUniversity

weeksofasix-weekperiodInthesuggestivesellingcondi-tionthewaitressdidthefollowingthingsasdescribedbytheresearchers

UponinitialcontactwiththegroupthewaitresssuggestedldquoWouldanyonecareforadrinkrdquoAf-terconsumptionofthefirstcocktailgroupssubjecttomanipulativetreatmentwereaskedtoconsiderasecondcocktailTheseinitialstepswerefollowedbythewaitress-researcherpromptingthegroupforthedinnerorderaskingfirstwhowouldcareforanappetizerDuringtheprocessoforderingdinnerthewaitressrecommendedtotheundecidedcertainitemsAtthispointthemostexpensiveitemswerealwayspromotedThewaitresscheckedbacktwiceduringtheconsumptionofthemaincourse

atwhichtimethewaitresspromotedfurtherconsumptionofliquorFinallyuponcompletionofthemaincoursethewaitresssuggesteddessertorafterdinnerdrinks

Followingtheseproceduresincreasedtheaveragetabby25percentThattranslatesintoasimilarincreaseintipsThusyoucanearnmoremoneyduringaslowshiftbyprac-ticingsuggestiveselling

Duringabusyshifthoweversuggestivesellingmaybecounter-productivebecauseadd-onsalesmayincreasethecustomerrsquosmealdurationandslowdowntableturnoverYourtotaltipsattheendoftheshiftdependonyourtotalsalesSinceentreacuteesaremoreexpensivethanappetizersanddessertsyoushouldavoidsuggestivesellingofappetizersanddessertsinfavorofturningtablesquicklyaslongasnewcustomersarewaitingtobeseatedWhenturningtablesisnotpossiblethensellmoreappetizersanddesserts

Megatip11Entertain CustomersPeoplegotorestaurantsforentertainmentaswellasforfoodThatiswhyrestaurantshavealonghistoryofhiringmusiciansandsingerstoperformintheirdiningroomsItisalsowhyrecentyearshaveseenthecreationandspreadofawholenewclassofldquoeatertainmentrdquoandthemerestaurantssuchasChuckECheeseHardRockCafeacutePlanetHolly-woodandRainforestCafeacuteRegardlessofwhetheryouworkinoneofthesethemerestaurantsyourcustomerswanttobeentertainedandthatdesiregivesyouanopportunitytoearnlargertipsResearchindicatesthatserverswhorecognizeandsatisfytheircustomersrsquoneedsforentertainmentaretippedmorethanthosewhodonot

thatserversmaybeabletoincreasetheirtipsbysubtlymim-ickingtheircustomersrsquoverbalbehaviorRickvanBaarenandhiscolleaguestestedthispossibilityatarestaurantintheNetherlands

Twowaitressesrandomlyassignedtheircustomerstoei-theramimicryoranon-mimicryconditionInthemimicryconditionthewaitressesliterallyrepeatedcustomersrsquoorderswhentakingthoseordersInthenon-mimicryconditionthewaitressesdidnotrepeattheordersbutdidindicatethattheygottheorderbysayingthingslikeldquookayrdquoorldquocom-inguprdquoMimicryincreasedthenumberofcustomerswholeftatipfrom52percentinthenon-mimicryconditionto78percentinthemimicryconditionItalsodoubledtheaveragetipofthoseleavingtipsfrom136Dutchguildersinthenon-mimicryconditionto273Dutchguildersinthemimicrycondition

TippingpracticesaremuchdifferentintheUnitedStatesthanintheNetherlandssomimicrymaynotpro-ducequiteasdramaticaneffectinthiscountryasitdidintheNether-landsHoweverhumannatureisbasicallythesameeverywheresothatstudydoessuggest

thatyoucanincreaseyourtipstosomedegreebyrepeatingyourcustomersrsquoordersGiventhelowcostofthisbehavioritiscertainlyatacticworthtrying

Megatip10Sell Sell SellItiscustomarytotipwaitersandwaitresses15to20percentofthebillsizeandnationalsurveysindicatethatabout75percentofrestaurantpatronsdobasetheirtipsonapercent-ageofthebillThusdollar-and-centtipamountsincreasewithbillsizeInfactarecentreviewofresearchontippingfoundthatbillsizewastwiceapowerfulaseverythingelsecombinedindeterminingthesizeoftipsleftbydifferentdiningpartiesThismeansthatthebestwayforyoutoincreaseyourtipsistoincreaseyoursales

DuringaslowshiftsalescanbeincreasedthroughsuggestivesellingThusyoushouldrecommendappetizersliquorwineexpensiveentreacuteeselectionsanddessertsduringslowshiftsAlthoughmanyserverswillseethelinkbetweensuggestivesellingandbillsizesasobviousotherswillques-tiontheabilityofserverstosubstantiallyaltertheircustom-ersrsquoordersandexpendituresThatquestionwasaddressedinanexperimentbySuellenButlerandWilliamSnizekTheyhadawaitressatanupscaleldquofancyrdquodiningrestaurantinthenortheasternUnitedStatestrysuggestivesellingonalternate

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 13

InonestudyconductedinFrancebyNicolasGueguenwaitersandwaitressesatabargavehalftheircustomersacardwiththefollowingjokewrittenonit

AnEskimohadbeenwaitingforhisgirlfriendinfrontofamovietheatreforalongtimeanditwasgettingcolderandcolderAfterawhileshiveringwithcoldandratherinfuriatedheopenedhiscoatanddrewoutathermometerHethensaidloudlyldquoIfsheisnothereat15Irsquomgoingrdquo

Forty-twopercentofthosecustomersgettingthejokecardleftatipascomparedtoonly25percentofthose

notgettingthejokecardMoreoverthosewhodidtipleftmoreinthejoke-cardcondition(averagetipof23percent)thanintheno-cardcondition(averagetipof16percent)

Inanotherstudycon-ductedbyBruceRindandDavidStrohmetzaNewJerseywaitressgavehalfofhercustomersacardwith

thefollowingwords

Finishedfilesaretheresultofyearsofscientificstudycombinedwiththeexperienceofmanyyears

SheencouragedthecustomerstocountthenumberofldquoFsrdquowhichismoreofachallengethanyoumightthinkbe-causeoftheFattheendofthewordldquoof rdquo(whichinadditiontobeingattheendofthewordispronouncedasav)ThuscustomerswereoftensurprisedwhenthewaitresstoldthemthecorrectnumberofFswassixTheyalsogaveherlargertipsthanthosecustomersnotgivenacardmdashanaveragetipof22percentversusanaveragetipof19percent

AsthesestudiestestifyyoudonrsquothavetobeRobinWil-liamstoentertainyourwayintoabiggertipSocollectjokesorsimplepuzzlestosharewithyourcustomersandlettheentertainmentbegin

Megatip12Forecast Good WeatherSunnyweatherputspeopleinagoodmoodandpeopleinagoodmoodleavebiggertipsthanthoseinabadmoodEventheprospectofsunnyweathertomorrowelevatespeoplersquosmoodsThissuggeststhatserverswholivewheretheweatherishighlyvariablecanincreasetipsbytellingtheircustomersthatsunnyweatherisonthewayTotestthisideaBruceRindandDavidStrohmetzhadawaitressatamid-pricedItalianrestaurantinNewJerseywriteaweatherforecastonthebacksofsomeofherchecksbutnotothersThefavorableweatherforecastread

TheweatherissupposedtobereallygoodtomorrowIhopeyouenjoytheday

Thewaitressreceivedanaveragetipof222percentwhensheforecastgoodweatherandanaveragetipof187percentwhenshemadenoforecastThatisa19-percentincrease

AlthoughyoushouldnotlietocustomersyoushouldtrytoprofitfromfavorableweatherforecastsSimplykeepupwiththelocalweatherforecastandremindyourcustomersthatgoodweatherisonthewaywhentheforecastreallyispositiveYoucantrygivingtheseforecastsorallybutIwouldrecom-mendwritingthemonthecheckaswasdoneinthisstudySpeakingisquickerandeasierthanwritingbutspokenwordscanbeeasilymissedorignoredwhilewrittenonescannotInadditionpartoftheeffectivenessofthewrittenforecastsinthestudydescribedmayhavedependedontheperceivedeffortoftheservermdashifsoyouwillwanttodupli-catethateffort

Megatip13Write ldquoThank Yourdquo on ChecksSavvyserverswriteldquoThankyourdquoandsigntheirnamesonthebacksofchecksbeforetheydeliverthecheckstotheircustomersTheseexpressionsofgratitudemayincreasetheperceivedfriendlinessoftheserverwhichwouldincreasetipsbecauseconsumerstipfriendlyserversmorethantheydounfriendlyonesExpressionsofservergratitudemayalsomakecustomersfeelobligatedtoearnthatgratitudebyleavinglargertipsWhateverthemechanisminvolvedexpres-sionsofgratitudeseemlikelytoincreasethetipsserversreceiveBruceRindandPrashantBordiatestedthisexpectationatanupscalerestaurantinPhiladel-phiaPennsylvania

Awaitressconductedthisstudybyrandomlyassign-ingherlunchcustomerstooneofthreeconditionsOnthebackofthecheckshewroteeithernothingldquoThankyourdquoor

ldquoThankyourdquoandsignedhernameAsexpectedthisma-nipulationsignificantlyaffectedthesizeofthewaitressrsquostipsShereceivedanaveragetipof16percentwhennothingwaswrittenonthebackofthecheckandshereceivedanaverage

14 TheCenterforHospitalityResearchbullCornellUniversity

tipof18percentwhenshewroteldquoThankyourdquoonthebackofthecheckAddinghersignaturetothethanksproducedthesameleveloftipsasthethanksalone

SincethereislittledownsidetoexpressionsofgratitudeyoushouldalwayswriteldquoThankyourdquoorsomecomparablemessageonthebacksofyourchecksToavoidtimepres-suresduringbusyshiftsyoucanwritethesemessagesonyourchecksbeforecustomersarriveDoingsowillonlytakeafewminutesofyourtimeandshouldincreaseyourtipincome

Megatip14Write a Patriotic Message On ChecksPatrioticfervorvariesacrossindividualsbutmostpeoplefeelsomedegreeoflovefortheirhomecountryExpress-ingaloveofcountryisthereforeonewaytohighlightyoursimilaritytoyournativecustomersandshouldincreasethetipstheyleaveyou

JohnSeiterandRobertGasstestedthispossibilityinastudyconductedseveralmonthsaftertheterroristat-tacksofSeptember112001TheyhadtwowaitressesinUtahplacemessagesontheirchecksaccordingtooneoffourconditionsandrecordtheresultingtipsThe

fourmessageconditionswhichthewaitressesdeterminedrandomlywere(1)ano-messagecontrol(2) ahandwritten

ldquoHaveaNiceDayrdquomessageaccompaniedbyasmiley-facesticker(3) ahandwrittenldquoGodBlessAmericardquomessageac-companiedbyanAmericanflagstickerand(4) ahandwrit-tenldquoUnitedWeStandrdquomessageaccompaniedbyanAmeri-canflagstickerAssignmenttoconditionswasdonejustbeforedeliveringthechecksothewaitresseswereunawareofthestudyconditionduringmostoftheirinteractionswiththediningparties

CustomersintheldquoUnitedWeStandrdquoandldquoGodBlessAmericardquoconditionsleftlargertipsthanthoseintheldquoHaveaNiceDayrdquoandcontrolconditionsTheamountswere199percentforldquoUnitedWeStandrdquoand179percentforldquoGodBlessAmericardquocomparedto159percentforldquoHaveaNiceDayrdquoand155fornomessageSupportingtheideathatpatrioticmessagesincreasetippingthroughtheireffectsonperceivedsimilarityisthefactthattheldquoUnitedWeStandrdquomessagehadslightly(butnotsignificantly)strongereffectsthantheldquoGodBlessAmericardquomessagebecausetheldquoUnitedWeStandrdquomessageshouldhaveevokedgreaterfeelingsofunityorsimilarity

TheeffectsofpatrioticmessagesontippingobservedbySeiterandGasswereprobablyheightenedbythewaveofpatrioticfeelingsfollowingthe911attacksNeverthelesstheydemonstratethepotentialtoturnpatriotismintotips

ServersinlesspatrioticregionsofthecountrymaywanttolimittheiruseofthistactictotimesofheightenednationalpatriotismsuchastimesofwarterroristattacksnationalelectionsornationalholidaysHoweverserversinregionsofthecountrywherepatriotismisparticularlystronglikeinmanyldquoRedStatesrdquoshouldbeabletoincreasetheirtipswithpatrioticmessagesallthetimeInsumevokingpatrioticfeelingsinyourpatronswillencouragethemtoleaveyoumorebillswithpicturesofpatriotssuchasWashingtonLincolnHamiltonandJackson

Megatip15Draw Pictures on the CheckOccasionallywaitresseswilldrawaldquosmileyfacerdquoonthebacksofchecksThesedrawingsarelikelytohaveseveraleffectsonconsumersFirsttheymaypersonalizetheservertocustomersandtherebyincreasecustomersrsquoempathyfortheserverSeconddrawingsofldquosmileyfacesrdquomaycommu-nicatetocustomersthattheserverishappytohaveservedthemwhichwouldingratiatetheservertothecustomerFinallyseeingldquosmileyfacesrdquodrawnonchecksmaysimplymakecustomerssmileandimprovetheirmoodsAllofthesepotentialeffectssuggestthatdrawingaldquosmileyfacerdquoonthebacksofcheckswillincreasetipsBruceRindandPrashantBordiatestedthispossibilityinastudyconductedatthesameupscalePhiladelphiarestaurantthatwasthesettingfortheirldquoThankyourdquoresearch

AwaiterandawaitressattherestaurantconductedthisstudyontheirlunchcustomersHalfofthesecustomersreceivedacheckonwhichtheserverhaddrawnaldquosmileyfacerdquoandhalfreceivedacheckwithoutthedrawingTheassignmentofatabletoconditionswasmadeattheendofthecustomerrsquosmealwhenthemajorityoftheservicehadalreadybeenrenderedandthe

serverwasreadytodeliverthecheckAtthattimetheserverrandomlydeterminedtheconditionthetablewasassignedtoandeitherdrewaldquosmileyfacerdquoonthecheckordidnot

ThismanipulationsignificantlyaffectedthewaitressrsquostipsbutnotthoseofthewaiterThewaitressreceivedanaveragetipof28percentwhennothingwasdrawnonthecheckandreceivedanaveragetipof33percentwhenshedrewaldquosmileyfacerdquoonthebackofthecheckDrawingaldquosmileyfacerdquoincreasedthewaitressrsquostipsby17percentHowevernocomparableeffectwasobservedforthewaiterHereceivedanaveragetipof21percentwhennothingwasdrawnonthecheckandreceivedanaveragetipofonly18

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 15

percentwhenhedrewasmileyfaceonthebackofthecheckThisdecreaseintipsizewasnotstatisticallysignificantbutitsuggeststhatdrawingaldquosmileyfacerdquomayactuallybackfireforwaitersPerhapsldquosmileyfacesrdquoaretooemotionalandfemininetoseemnormalcomingfromwaiters

Theresultsofthisstudysuggestthatwaitressescanimprovetheirtipsbydrawingldquosmileyfacesrdquoontheircheckswhilewaiters(aswellaswaitresses)canalwaysdrawotherpicturesontheirchecksForexampleserversatanupscaleseafoodrestaurantcouldmakeasimplelinedrawingofalobsteronthebacksofchecksTheseotherdrawingsshouldserveaswellassmileyfacestopersonalizeserversandel-evatecustomersmoodsThereforetheyshouldalsoincreasetipsConsistentwiththisreasoningonestudyconductedbyNicolasGueguenatabarinFrancefoundthatdrawingapictureofthesunonchecksincreasedthepercentageofcustomersleavingatipfrom21percentto38percentThedrawingalsoincreasedtheaveragesizeofthetipsthatwereleftfrom19percentofthebillto26percent

ThelessonsfromthisresearchareclearYoudonotneedtobePicassotodrawlargertipsfromyourcustomersSopickupapencilandstartdoodling

Megatip16Call Customers by NameCallingpeoplebytheirnamestellsthemthattheyarecon-sideredimportantMostpeoplefindsuchrecognitionflatter-ingandenjoyableThusserversshouldgetlargertipswhentheycalltheircustomersbynameThisexpectationwastestedbyKarenRodrigueatseveralrestaurantsinKansas

ThestudyfocusedoncustomerspayingbycreditcardWaitersandwaitressesrandomlyassignedthosecustomerstoanameorano-nameconditionInthenameconditiontheserversnotedthecustomersrsquonamesontheircreditcardsandthankedthembyname(eg

ldquoThankyouMrJonesrdquo)whenreturningthecreditcardsandchargeslipsIntheno-nameconditionserversthankedthecustomerswithoutmention-ingtheirnames

Customersleftanaveragetipof14percentintheno-nameconditionandanaveragetipof154percentinthenameconditionSayingtwowordsmdashthecustomerrsquosname

mdashincreasedtheserversrsquotipsby10percentThisfindingsug-gestsanewanswertotheoldquestionldquoWhatrsquosinanamerdquoThatanswerisldquobiggertipsrdquo

Megatip17Use Tip Trays with Credit Card Insignia RestaurantsoftenpostsignsinformingcustomersthatcreditcardsareacceptedThesesignsandotherdisplaysofcreditcardinsigniacanbeseenonrestaurantdoorswindowscountersmenustabletentstiptraysandcashregistersRe-searchhasfoundthatsimplyseeingtheseinsigniaincreasesconsumersrsquowillingnesstospendmoneyThiseffectmaybeduetothefactthatcreditcardinsigniaaresooftenpresentwhenconsumersbuythingsthattheyhavebecomecondi-tionedstimulithatelicitspendingAlternativelycreditcardinsigniamayremindconsumersoftheavail-abilityofcreditandtherebyincreasetheirperceptionoftheirownspend-ingpower(evenwhentheyintendtopaywithcash)RegardlessoftheexplanationtheeffectsuggeststhatserversmayreceivelargertipswhencreditcardinsigniaarepresentatthetablethanwhentheseinsigniaarenotpresentMichaelMcCallandHeatherBelmonttestedthishypothesisattwoestablish-mentsmdashafamilyrestaurantandacafeacutemdashinupstateNewYork

ThepresenceofcreditcardinsigniawasmanipulatedintheseestablishmentsviatiptrayssomeofwhichhadcreditcardemblemsonthemandsomeofwhichdidnotThesetiptrayswererandomlymixedandserverswereinstructedtotakeatrayasneededfromthetopofthestackAtbothestablishmentscustomerstippedsignificantlymorewhenthebillwaspresentedonatiptraycontainingacreditcardemblemTipsincreasedfrom16percentofpre-taxbillsattherestaurantto20percentandincreasedfrom18percentofpre-taxbillsatthecafeacuteto22percentThiseffectwasnotduetoanincreaseduseofcreditcardstopaythebillInfactallofthecafeacutersquoscustomerspaidcashSimplyseeingthecreditcardinsigniaonthetiptrayscausedcustomerstotipanadditional25percentattherestaurantand22percentatthecafeacute

InlightoftheseresultsyoushouldaskyourmanagertoreplaceplaintiptrayswithtraysthatcontaincreditcardemblemsThesetiptrayscanbeobtainedatlittleornocostfromcreditcardcompaniesandusingthemwillincreaseyourtips

Megatip18Give Customers CandyPeoplegenerallyfeelobligatedtoreciprocatewhentheyreceivegiftsfromothersServerscanbenefitfromthisbygivingtheircustomersafter-dinnermintsorcandiesUponreceivingsuchgiftsmostcustomerswillfeelaneedtoreciprocateandshoulddosobyincreasingtheirtipsDavidStrohmetzandhiscolleaguestestedthisexpectationintwostudies

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

Explore develop and apply ideas with global hospitality leaders and

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

4 TheCenterforHospitalityResearchbullCornellUniversity

ExECuTivE SuMMary

ApproximatelytwomillionwaitersandwaitressesintheUnitedStatesdependontipsfortheirincomeTheseserverswouldbenefitfromknowingandusingtechniquestoincreasetheir tipsThismanualoffers twenty such techniquesAll twenty techniques listedherehavebeenexperimentallytestedandfoundtoincreasetipsNotallthetechniquesworkfor

all servers in all situations but many are universally applicable The techniques are as follows usemakeup(forwaitresses)wearsomethingunusualintroduceyourselfbynamesquatdownnexttothetablestandphysicallyclosetothecustomertouchthecustomersmilecomplimentthecustomerrsquosfoodchoicesrepeattheorderbacktothecustomerbuildthecheckwithsuggestivesellingentertainthecustomerforecastgoodweatherwriteldquothankyourdquoonthecheckwriteapatrioticmessageonthecheckdrawapictureonthecheckcallthecustomerbynameusetiptrayswithcreditcardinsigniagive the customer candy provide tipping guidelines and play songs with pro-social lyrics ThetechniquesaredescribedindetailtogetherwiththeexperimentsthatdemonstratetheireffectivenessandthereasonsIthinktheywork

MegaTips2

byMichaelLynn

Twenty Tested Techniques to Increase Your Tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 5

abouT ThE auThor

Michael Lynn PhD the Burton M Sack Professor of Food and Beverage Management at the Cornell University School of Hotel Administration is a nationally recognized expert on tipping (wml3cornelledu) He has a total of 45 papers either in press or published on this topic His work on tipping has been covered by ABCrsquos 2020 BETrsquos Nightly News and NPRrsquos Morning Edition as well as by The Economist Forbes The Wall Street Journal New York Times International Herald Tribune and numerous other newspapers and radio programs around the world A former bartender busboy and waiter he received his PhD in social psychology from the Ohio State University in 1987 and has taught in the marketing departments of business and hospitality schools since 1988

Much of the information in this booklet has previously appeared in articles published in the Cornell Hospitality Quarterly and its predecessor the Cornell Hotel and Restaurant Administration Quarterly Used here with permission Michael Lynn ldquoSeven Ways to Increase Your Serversrsquo Tipsrdquo Cornell Hotel and Restaurant Administration Quarterly Vol 37 No 3 (June 1996

pp 24-29 [Translated into Spanish and reprinted in Alta Hoteleria Septiembre-Octubre 1996 pp 17-23]Michael Lynn ldquoTip Levels and Service An Update Extension and Reconciliationrdquo Cornell Hotel and Restaurant Administration Quarterly Vol

42 No 6 (December 2003) pp 139-148Michael Lynn and Michael McCall ldquoTechniques for Increasing Serversrsquo Tips How Generalizable Are Theyrdquo Cornell Hospitality Quarterly Vol

50 No 2 (May 2009) pp 198-208

6 TheCenterforHospitalityResearchbullCornellUniversity

CornELL TooLS for ThE hoSpiTaLiTy induSTry

Approximately twomillionpeopleworkaswaitersorwaitresses in theUnitedStatesThat is nearly 1 percent of the nationrsquos adult population These servers depend onvoluntary gifts of money (or tips) from their customers for most of their incomeHoweverfewserversaregiveninstructioninwaystoincreasethetipstheircustomers

leaveMostserversarelefttolearntheldquotricksofthetraderdquofromexperienceorfromotherserversThisbooklet iswritten for thoseserversmdashitprovides instruction in thepsychologyof tippingaswellasspecifictechniquesthatcanbeusedtoearnlargertips

MegaTips2Twenty Tested Techniques to Increase Your Tips

byMichaelLynn

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 7

This edition of MegaTips updatesandexpandstheorigi-nalinseveralwaysFirstandmostimportantsixnewMega-Tipshavebeenaddedfora40-percentincreaseincontentJustliketheexistingMegaTipsthesenewtechniqueshavebeenscientificallyproventoincreasetipsSecondIpresentnewdataonthetechniqueofsquattingdownnexttothetablebecausethisisnotauniversallyacceptedapproachItturnsoutthatthistechniqueisineffectiveandmayevenbackfirewhenusedonaparticulargroupofpeopleReadtherelevantMegaTip(number4)tofindoutwhothosepeopleareThirdatablesummarizingtheexperimentalresearchontippingwasaddedsoyoucanseeataglancehoweffectivethesetech-niquesareFinallyIhavealsoaddedaresponsetocommoncriticismsoftheearliermanualandIalsoexpresslysolicitfeedbackfromreaderswhilesharingsomeofthefeedbackIreceivedontheearliermanual

Thetechniquesdescribedbelowweremostlytestedinlowtomid-pricedcasual-diningrestaurantsThusthesetechniquesshouldworkinApplebeersquosBenniganrsquosBobEvansBuccadiBeppoChi-ChirsquosChilirsquosGrillampBarCrackerBarrelDennyrsquosFriendlyrsquosHardRockCafeacuteInternationalHouseofPancakesJoersquosCrabShackLoneStarSteakhouseampSaloonMaxampErmarsquosOliveGardenOntheBorderOut-backSteakhousePizzaHutPizzeriaUnoRedLobsterRubyTuesdaysShoneyrsquosTGIFridayrsquosandsimilarestablishmentsItisnotclearhowwellthetechniqueswouldgooverorworkinmoreupscalediningestablishmentslikeMortonrsquosorRuthrsquosChrisSteakHouseInfactmanyofthetechniqueswouldbeinappropriateinthemoreformalatmosphereoffine-diningrestaurants

Thelastfourtechniqueswillrequiremanagementap-provalorinvolvementmdashtoapproveorprovidethecreditcardtiptraysafterdinnercandytippingguidesandbackgroundmusicrequiredofthosetechniquesHowevermostofthetechniquesinthisbookletaresimpleeasytocopybehaviorsthatyoucandoonyourownYoudonothavetochangeyourpersonalityorengageinsomeelaborateanddifficultroutinetomakethesetechniquesworkSoreadonYouwillbesurprisedhoweasytheroadtobig-gertipsreallyis

NotetoSkepticsAlthoughthetechniquespresentedherehavebeenscientificallytestedandtheevidencesup-portingtheireffectivenessisdescribedalongwiththetechniquesomereaderswillhavedoubtsThesimplicityofthetechniquescanbemisleadingItjustdoesnrsquotmakesensetosomepeoplethatsimplelittlebehaviorscanhavesuchabigeffectontheamountofmoneythatotherpeoplegiveawayForthosereadersun-persuadedbythescientificevidenceIprovide

The MegaTips 1 Use makeup (for waitresses)

2 Wear something unusual

3 Introduce yourself by name

4 Squat down next to the table

5 Stand physically close to the customer

6 Touch the customer

7 Smile

8 Compliment the customersrsquo food choices

9 Repeat the order back to the customer

10 Build the check with suggestive selling

11 Entertain the customer

12 Forecast good weather

13 Write ldquoThank Yourdquo on the check

14 Write a patriotic message on the check

15 Draw a picture on the check

16 Call the customer by name

17 Use tip trays with credit card insignia

18 Give the customer candy

19 Provide tipping guidelines

20 Play songs with pro-social lyrics Note Newly added megatips are shown in color

8 TheCenterforHospitalityResearchbullCornellUniversity

Megatip1(ForWaitresses)Use Cosmetics Peoplegenerallyrespondmorepositivelytophysicallyat-tractiveindividualsthantolessattractiveonesandmenevenmorethanwomenvaluephysicalattractivenessintheoppositesexThusitisnotsurprisingthatseveralresearch-ershavefoundattractivewaitressesearnlargertipsthanlessattractivewaitresses(Existingdatacannotruleoutthepossibilitythatphysicalattractivenessincreasesthetipsofwaiterstoobutitdoessuggestthatanysucheffectismuchweakerthantheeffectonwaitressesrsquotips)Thesefindingssuggestthatwaitressescanincreasetheirtipsbyusingcos-meticstoenhancetheirphysicalattractiveness

CelineJacobandseveralofhercolleaguestestedthispossibilityinarestaurantinFranceTheyhadabeauticianapplyfacialmake-uptotwowaitresses(whowere19and20yearsold)ontenrandomlyselecteddaysoutoftwentyandassessedtheeffectsofthistreatmentonthetipsthewaitress-

esreceivedduringthetwentylunchshiftsstudiedWear-ingmake-updidnotaffectthewaitressrsquotipsfromfemalepatronsbutdidincreasetheirtipsfrommalepatronsThepercentageofmalesleavingatipincreasedfrom34percentintheno-makeupconditionto51percentinthemakeupconditionandtheaverageamountleftbythosemaletippersincreasedfromeuro111toeuro140

ThelessonofthisstudyisstraightforwardIfyouareawaitressmakeupmakesformoretips

Megatip2Wear Something UnusualAlthoughserversmustusuallywearauniformatworkmanyadduniqueelementsofclothingjewelryorotheradorn-menttotheiruniformstostandoutandmakecustomersperceivethemasanindividualpersonratherthanaface-lessmemberofthestaffIstillrememberonewaitressataNewYorkCityrestaurantwhowaitedonmeseveralyearsagoSheworeagoofyhatthatnooneelseintherestaurantwaswearingWearingthathatmadethewaitressseemmoreinterestingandpersonableanditincreasedthetipIleftSimilareffectsofadornmentontippingwereobservedinastudybyJeri-JayneStillmanandWayneHensley

SixwaitressesatanupscalerestaurantagreedtorecordinformationabouttheirdiningpartiesforfournightsandtowearaflowerintheirhairfortwoofthosenightsWhichtwoofthefournightstheflowerwaswornwasdeterminedrandomlyforeachserverEachnightthosewaitressesin

thefollowingtestimonialsenttomebyJoshuaOglemdashares-taurantworkerwhofoundoneofmyearlierarticlesonwaystoincreasetipsandsharedthatarticlewithhisco-workers

HerersquoshowitallhappenedIwasbrowsingaroundtheCornellwebsiteHotelSchoolsectionandcameacrossyourarticleIreaditacknowl-edgeditasanicepieceandcontinuedreadingthroughthesiteWhenIwenttowork(IworkatarestaurantcalledTexasRoadhouse)IstartedtonoticeafterreadingyourpaperthatpeoplekeptonandkeptoncomplainingaboutnotmakinglotsoftipsIrememberedsomeofthetipsthatyouhadinthepaperandIlookedaroundtoseeifIsawpeopledoingwhatyousaidworkedwrit-ingmessagesonthebackofchecksusingcheck-holderswithcreditcardsymbolsonthemetcItoldafewpeopleabouttheideasandtwosaidthattheywouldtrysomestuffoutbecausetheyweretiredofmakingnotipsTheothercouplesaidthattheywerefinehowtheywereandthattheinformationinthearticlewasldquobullcraprdquo

SoBaileyandJohn(theirnamesnaturally)proceededtofollowyourteachingsandattheendofthenightbothcameoutbetween8and10percenthigherintipsIrsquodsaythatrsquosveryimpres-siveandtheythoughtthesamebuttheotherswhodidnotbelievemesaiditmustjustbeacoincidenceBaileyandJohnagainthefollow-ingnightbroughtinmoretipsthantheyhadbeenbeforeThentheothersstartedtalkingtoeachotherandgivinghintstoeachotherandtellingabouthowIrsquodtoldthemaboutitetcSoIwenttothesiteprinteditoffandhungituponournightlynewsboardforeveryonetoseeOfcourseIgavecompletecredittoyou(IprinteditwithfullldquoCornellrdquosymbolsatthetopaswellasyournameonitandwhatnot)andpeoplehavethankedmeaboutonceaweeksincethenaboutthreemonthsagoOveralleveryonewashappyanddefinitelysawanincreasethankstoyourdquo

SkepticismisgoodmdashitkeepsyoufromfallingpreytoemptypromisesHowevertoomuchskepticismcanalsomakeyoumissoutonworthwhileopportunitiesThatalmosthappenedtosomeofJoshuarsquoscoworkersThosewhodecidedwithoutevidencethatmyarticlewasldquobullcraprdquoandrefusedtotrythetechniqueswouldhavecontinuedmakinglousytipsifsomeoftheirlessskepticalcoworkershadnotbeenwillingtogivethetechniquesatryandthensharedtheirexperiencesDonrsquotletthefatethatalmostbefellthoseskepticshappentoyouKeepyourskepticismintactbutreadaboutthesetechniqueswithanopenmindandaboveallgivethematryThetechniquesareeasytoimplementandyougotthisbookletfreeofchargesowhathaveyougottolose

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 9

theflowerconditionwereldquoprovidedaselectionofflowersfromwhichonewaschosenfortheeveningrdquoTheresultsindicatedthatthewaitressesrsquotipsincreasedfromabout$150percustomer(ordiner)inthecontrolconditiontoabout$175percustomerintheflowerconditionTheyearned17

percentmoresimplybywearingflowersintheirhair

Theresultsofthisstudysuggestthat(ifpossible)youshouldwearsomethingspe-cialorunusualwhenyouworkWhetheritisaflowerinyourhair

(orasaboutonniere)aloudtieorafunnybuttonwearingsomethingthatstandsoutasunusualwillpersonalizeyoutoyourcustomersandwillresultinlargertipsHowevertakecarenottowearthingswithpoliticalreligiousorotherwisecontroversialmessagesandmeaningssoasnottooffendthosecustomerswithdifferentpointsofview

Megatip3Introduce Yourself by NameManyserversintroducethemselvesbynamewhengreetingtheircustomersIfdoneproperlytheseintroductionsmaketheserverseemfriendlyandpoliteandmakethecustomerfeelmoreempathyfortheserverBothoftheseeffectsshouldincreasetipsKimberlyGarrityandDouglasDegel-mantestedthisexpectationinanexperimentconductedataCharlieBrownrsquosrestaurantinsouthernCalifornia

Two-personpartiescom-ingtotherestaurantforSun-daybrunchwereincludedinthestudyandwererandomlyassignedtooneoftwocondi-tionsInthenameconditionawaitressapproachedhertablessmiledandsaidldquoGoodmorn-ingMynameisKimandIwillbeservingyouthismorningHaveyoueverbeentoCharlie

BrownrsquosforbrunchbeforerdquoIntheno-nameconditionthesameapproachsmileandgreetingwereusedexceptthatthewaitressomittedhernameThismanipulationhadalargeandstatisticallysignificanteffectontipsThewaitressreceivedanaveragetipof$349(15)whenshedidnotgivehernameandreceivedanaveragetipof$544(23)whenshedidgivehernameThiswaitressearnedalmost$200morefromeachtablewhensheintroducedherselfbyname

TheresultsofthisstudysuggestthatyoushouldintroduceyourselfbynametoyourtablesOfcoursetheseself-introductionsneedtobemadewithagenuineandpro-

fessionalattitudeSurlyorinsincereintroductionsarelikelytobackfireThewordsldquoHiIrsquom___andIwillbeservingyouthiseveningrdquocanbeirritatingifsaidinanuncaringorau-tomaticwayHoweverifyouintroduceyourselfinasincereandprofessionalwaycustomersshouldleaveyoulargertips

Megatip4Squat Next to the TableMostserversstandthroughouttheserviceencounterHoweversomeserverssquatdownnexttothetablewheninteractingwiththeircustomersSquattingdownnexttoatabledoesseveralpositivethingsmdashitincreasesthecongru-encebetweentheserverrsquosandcustomersrsquoposturesbringstheserverrsquoseyeleveldowntothecustomersrsquoeyelevel(whichfacilitateseyecontact)andbringstheserverrsquosfaceclosertothecustomersrsquofacesResearchonnonverbalcommunicationhasfoundthatposturalcongruencemoreeyecontactandgreaterproximityareassociatedwithgreaterrapportandlikingConsumersreportthattheytipfriendlyserversmorethantheydolessfriendlyserverssosquattingdownnexttothetableshouldincreasetipsKirbyMynierandItestedthisexpectationattworestaurantsinHoustonTexas

ACaucasianwaiterataMexicanrestaurantandanAsianwaitressataChineserestaurantflippedcoinstorandomlydeter-minewhethertheywouldsquatdownorstandduringtheirinitialvisitstotablesOther-wisetheserverstriedtotreatalltheirtablesidenticallyAsexpectedsquattingdownsignificantlyincreasedthetipsofbothserversThewaiterreceivedanaveragetipof$518(15)whenheremainedstandingthroughouttheserviceencounterandreceivedanaveragetipof$640(18)whenhesquatteddownduringhisfirstvisittothetableThecor-respondingnumbersforthewaitresswere$256(12)and$328(15)

Overalltheserversreceivedapproximately$100morefromeachtablethattheysquattednexttoThisisasubstan-tialpayoffforasimplebehaviorImustnotethatsquattingdownnexttoatableistooinformalforfine-diningrestau-rantsbutifyouworkatacasual-diningestablishmentyoushouldsquatdownnexttoyourtablesorevenpulloutachairtositatthetablewhentakingorders

KeepinmindhoweverthatnotallcustomerswillwelcomesuchproximityandinformalityGinaLeodoroandIfoundthatsquattingnexttoorsittingdownatthetableincreasedawhitewaitressrsquostipsfromwhitecustomersbut

10 TheCenterforHospitalityResearchbullCornellUniversity

tingdownatthetablewhichalsoincreasesperceivedproximityhasbeenshowntoincreasetipsintheUSasdescribedpreviouslyWhenusingthistechniquehoweverserversshouldbeawarethatHispanicsmaintainsmallerpersonalspaceswhileAsiansandBlacksmaintainlargerpersonalspacesthandoWhitesThusIwouldrecommendstandingveryclosetothetablewhenservingHispanicsandWhitesbutwouldrecommendmaintainingagreaterdistancefromthetablewhenservingAsiansandBlacks

Megatip6Touch CustomersTouchingisapowerfulformofinterpersonalbehav-iorthatcancommunicateaffectionappreciationaggressiondominanceorsocialsupportaswellasothermeaningsdependingonthecontextinwhichitoccursIncommercialsettingscasuallytouchingcustomershasbeenshowntoincreasethetimetheyspendshoppinginastoretheamountsthattheypur-chaseandthefavorabilityoftheirstoreevaluationsThesepositiveeffectssuggestthatbeingtouchedmayalsoincreasethetipsthatcustomersleavetheirserv-ersAprilCruscoandChristopherWetzeltestedthispossibilityattworestaurantsinOxfordMississippi

ThreewaitressesattworestaurantsrandomlyassignedtheircustomerstooneofthreetouchconditionsCus-tomerseitherwerenottouchedwerecasuallytouchedontheshoulderonceforaboutoneanda

halfsecondsorwerecasuallytouchedonthepalmofthehandtwiceforabouthalfasecondeachtimeAlltouchesoccurredasthewaitressesreturnedchangetotheircustomersattheendofthemealEyecontactwasavoidedduringthistime

TheeffectsofthetouchmanipulationweresignificantCustomersleftanaveragetipof12percentwhentheywerenottouchedascomparedto14percentwhentheyweretouchedonceontheshoulderand17percentwhentheyweretouchedtwiceonthepalmofthehandSubsequentresearchconductedbyvariousotherresearchershasdemonstratedthat(1)casuallytouchingcustomersincreasesthetipsofbothmaleandfemaleservers(2)touchingincreasestipsmorewhenwaitressestouchthefemalemembersofmixed-sexdiningpartiesthanwhentheytouchthemalemembersofthosediningpartiesand(3)touch-

slightlydecreasedhertipsfromblackcustomersIbelievethatAfricanAmericansprefertomaintaingreaterinterper-sonaldistancesduringsocialinteractionsthandoWhitesandthatsquattingorsittingatthetablemayhaveviolatedtheBlacksrsquobutnottheWhitesrsquopersonalspaceOfcoursethewaitressrsquosracemayhavealsoplayedapartintheseresultsClearlyyouneedtoexercisesomejudgmentaboutwhetherornotagiventablewillwelcomesuchbehaviorbuttheresearchdescribedabovesuggeststhatsquattingnexttothetableisgenerallywelcomeandwillresultinhigherincomesforthoseserverswillingtodoit

Megatip5Stand Close to CustomersThoseserverswhoareunableorunwillingtosquatnexttotablescanstillincreasetheirrapportwithandtipsfromatablesimplybystandingclosertothecustomersProxim-itysignalsinterpersonallikingandpreviousresearchhadfoundthatpeoplecomplywithsmallrequestsmorewhentherequesterstoodphysicallyclosetothemthanwhenheorshestoodfurtherawaysoitislikelythatphysicalprox-imitywouldincreasetipsaswell

CelineJacobandNicolasGueguentestedthisexpecta-tionbyhavingfivewaitressesatthreedifferentrestaurantsinFrancevarytheirproximitytothecustomerandrecordthetipstheyreceivedfromthosecustomersBasedonarandomdetermina-tionthewaitressesstoodeithercloserthantypical(5feetor15meters)normaldistance(15feetabout5meters)orfartherthanusual(25feetabout75meters)

fromtheircustomerswhentakingthefoodorderother-wisethewaitressesfollowednormalproximityandserviceprotocols

ResultsindicatedthatgreaterphysicalproximitywhiletakingthefoodorderdoesincreasetippingThecustom-ersinthisstudyweremorelikelytoleaveatipwhenthewaitressesstoodone-halffootaway(43tipped)thanwhentheystoodoneandone-halffeetaway(31tipped)ortwoandone-halffeetaway(23tipped)Furthermorethetippingcustomersleftlargertipswhenthewaitressesstoodcloserthannormal(averagetipofeuro141)thanwhentheystoodanormaldistancefromthecustomers(averagetipofeuro117)orafartherthannormaldistance(averagetipofeuro115)

WhileitistruethatSouthernEuropeans(liketheFrench)generallymaintainsmallerpersonalspacesthandoNorthAmericansIbelieveJacobandGueguenrsquosresultswouldalsobefoundintheUnitedStatesbecausesquat-

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 11

ingincreasesthetipsofyoungcustomersmorethanthoseofoldercustomers

TheresultsofthesestudiessuggestthatyoushouldreachoutandbrieflytouchyourcustomersManyserverswillfeeluncomfortablewiththisrecommendationmdashfearingthatcustomersmightobjecttobeingtouchedHowevertheresearchsuggestsotherwiseFurthermoreresearchershavefoundthatmanysubjectswhosebehaviorhasbeeninflu-encedbytouchesareunawarethattheyhavebeentouchedThisbeingthecaseyoumayfindthatthebenefitsofbrieflytouchingcustomersmorethanoutweightheslightrisksinvolved

Megatip7Smile at CustomersSmilingisawell-knowntacticofingratiationandsocialinfluenceItisararepersonwhohasnrsquotheardthestandard

ldquoWhenYoursquoreSmiling(TheWholeWorldSmileswithYou)rdquopopularizedbyLouisArmstrongin19291ResearchhasconfirmedtheculturalwisdomonsmilingandhasfoundthatsmilingpeopleareperceivedasmoreattractivesinceresociableandcompetentthanareunsmilingpeopleTheseinterpersonaleffectsofsmilingsuggestthatserversmaybeabletoincreasetheirtipearningsbysmilingattheircustom-ersKathiTiddandJoanLockardtestedthispossibilityatacocktailloungeinSeattleWashington

CustomerssittingaloneintheloungewereusedassubjectsThewaitresswhowaitedonthesecustomersrandomlyassignedhalfofthemtoreceivealargeopen-mouthsmileandtheotherhalftoreceiveasmallclosed-mouthsmileThosecustomersreceivingasmallsmileleftanav-eragetipof20centswhilethosecustomersreceivingalargesmile

leftanaveragetipof48centsThisrepresentsanincreaseof140percent

Theaveragebillandtipsizesinrestaurantsaretypicallymuchlargerthanincocktailloungessosmilingprob-ablywillnothavequiteasdramaticaneffectonthetipsofrestaurantserversasitdidonthetipsofthecocktailwaitressinthisstudyHowevertheseresultsdoindicatethatsmilingincreasestipsYoushouldtrygivingcustomersbigopen-mouthedsmilesandseehowmuchyourtipsimprove

Megatip8Compliment Customersrsquo Food ChoicesComplimentingpeoplemakesthemfeelgoodandenhancestheirlikingforthesourceofthecomplimentIthasalso

1ComposedbyLarryShayMarkFisherandJoeGoodwinTheearliersimilarconceptwasldquolaughandtheworldlaughswithyourdquofirstwrittenbytheGreekHoraceandlatersetasapoembyEllaWWilcoxin1883

beenshowntoincreasepeoplersquoscompliancewithsmallre-questsTheseeffectssuggestthatcomplimentingcustomersmayalsoincreasethetipstheyleave

JohnSeiterhastestedthisexpectationintwostudiesofrestauranttippingInthosestudiesrestaurantserverseithercomplimentedtheircustomersrsquofoodchoicesordidnotandrecordedthetipsleftbybothsetsofcustomersDin-ingpartieswererandomlyassignedtoconditionsbyhavingtheserverpulloneoftwopenniesfromhisorherpocketiftheselectedpennyhadwasmarkedthentheservercomplimentedthecustomersrsquofoodorderandifthepennyselectedwasunmarkedthentheserverdidnotcomplimentthecustomerThedeliveryofthecomplimentsdifferedacrossthetwostudiesInthefirststudywhichincludedonlytwo-personpartiestheservercomplimentedthefirstpersontoorderbysaying

ldquoYoumadeagoodchoicerdquoandcomplimentedthesecondpersonbysayingldquoYoudidgoodtoordquoInthesecondstudyaftereveryoneatthetablehadorderedtheserversaideither

ldquoYoumadeagoodchoicerdquoldquoYoubothmadegoodchoicesrdquoorldquoYouallmadegoodchoicesrdquodependingonhowmanypeoplewereatthetable

Inbothstudiescustomerstippedmorewhencompli-mentedInthefirststudytipsincreasedfrom164to189percentofthebillandinthesecondtipsincreasedfrom188to203percentofthebillInthelatterstudyhoweverthiseffectwasmoderatedbythenumberofpeopleinthediningpartysuchthatcomplimentsincreasedtipsmorewhenthediningpartywassmallpresumablybecausecomplimentingallthechoicesoflargegroupsseemedlessgenuine

ComplimentingcustomersrsquofoodchoicesisaneasywaytoincreasetipsItalsosupportstherestaurantrsquosmarketingeffortsandreinforcescustomersrsquopositiveperceptionsoftherestaurantrsquosfoodsoyourmanagershouldparticularlyap-preciateandapproveofthistechniqueSoingratiateyourselfwithbothyourcustomersandmanagerbycomplimentingcustomersontheirfoodchoices

Megatip9Repeat Customersrsquo OrdersBeingmimickedorcopiedcanbeirritatingwhenitisobviousandprolongedThatiswhymimicryissopopularamongchildrenasameansoftormentingtheirsiblingsHoweverresearchershavefoundthatbrieflyandsubtlyimitatingormimickingothersincreasesthoseothersrsquolikingforandinterpersonalclosenesstotheimitatorThissuggests

12 TheCenterforHospitalityResearchbullCornellUniversity

weeksofasix-weekperiodInthesuggestivesellingcondi-tionthewaitressdidthefollowingthingsasdescribedbytheresearchers

UponinitialcontactwiththegroupthewaitresssuggestedldquoWouldanyonecareforadrinkrdquoAf-terconsumptionofthefirstcocktailgroupssubjecttomanipulativetreatmentwereaskedtoconsiderasecondcocktailTheseinitialstepswerefollowedbythewaitress-researcherpromptingthegroupforthedinnerorderaskingfirstwhowouldcareforanappetizerDuringtheprocessoforderingdinnerthewaitressrecommendedtotheundecidedcertainitemsAtthispointthemostexpensiveitemswerealwayspromotedThewaitresscheckedbacktwiceduringtheconsumptionofthemaincourse

atwhichtimethewaitresspromotedfurtherconsumptionofliquorFinallyuponcompletionofthemaincoursethewaitresssuggesteddessertorafterdinnerdrinks

Followingtheseproceduresincreasedtheaveragetabby25percentThattranslatesintoasimilarincreaseintipsThusyoucanearnmoremoneyduringaslowshiftbyprac-ticingsuggestiveselling

Duringabusyshifthoweversuggestivesellingmaybecounter-productivebecauseadd-onsalesmayincreasethecustomerrsquosmealdurationandslowdowntableturnoverYourtotaltipsattheendoftheshiftdependonyourtotalsalesSinceentreacuteesaremoreexpensivethanappetizersanddessertsyoushouldavoidsuggestivesellingofappetizersanddessertsinfavorofturningtablesquicklyaslongasnewcustomersarewaitingtobeseatedWhenturningtablesisnotpossiblethensellmoreappetizersanddesserts

Megatip11Entertain CustomersPeoplegotorestaurantsforentertainmentaswellasforfoodThatiswhyrestaurantshavealonghistoryofhiringmusiciansandsingerstoperformintheirdiningroomsItisalsowhyrecentyearshaveseenthecreationandspreadofawholenewclassofldquoeatertainmentrdquoandthemerestaurantssuchasChuckECheeseHardRockCafeacutePlanetHolly-woodandRainforestCafeacuteRegardlessofwhetheryouworkinoneofthesethemerestaurantsyourcustomerswanttobeentertainedandthatdesiregivesyouanopportunitytoearnlargertipsResearchindicatesthatserverswhorecognizeandsatisfytheircustomersrsquoneedsforentertainmentaretippedmorethanthosewhodonot

thatserversmaybeabletoincreasetheirtipsbysubtlymim-ickingtheircustomersrsquoverbalbehaviorRickvanBaarenandhiscolleaguestestedthispossibilityatarestaurantintheNetherlands

Twowaitressesrandomlyassignedtheircustomerstoei-theramimicryoranon-mimicryconditionInthemimicryconditionthewaitressesliterallyrepeatedcustomersrsquoorderswhentakingthoseordersInthenon-mimicryconditionthewaitressesdidnotrepeattheordersbutdidindicatethattheygottheorderbysayingthingslikeldquookayrdquoorldquocom-inguprdquoMimicryincreasedthenumberofcustomerswholeftatipfrom52percentinthenon-mimicryconditionto78percentinthemimicryconditionItalsodoubledtheaveragetipofthoseleavingtipsfrom136Dutchguildersinthenon-mimicryconditionto273Dutchguildersinthemimicrycondition

TippingpracticesaremuchdifferentintheUnitedStatesthanintheNetherlandssomimicrymaynotpro-ducequiteasdramaticaneffectinthiscountryasitdidintheNether-landsHoweverhumannatureisbasicallythesameeverywheresothatstudydoessuggest

thatyoucanincreaseyourtipstosomedegreebyrepeatingyourcustomersrsquoordersGiventhelowcostofthisbehavioritiscertainlyatacticworthtrying

Megatip10Sell Sell SellItiscustomarytotipwaitersandwaitresses15to20percentofthebillsizeandnationalsurveysindicatethatabout75percentofrestaurantpatronsdobasetheirtipsonapercent-ageofthebillThusdollar-and-centtipamountsincreasewithbillsizeInfactarecentreviewofresearchontippingfoundthatbillsizewastwiceapowerfulaseverythingelsecombinedindeterminingthesizeoftipsleftbydifferentdiningpartiesThismeansthatthebestwayforyoutoincreaseyourtipsistoincreaseyoursales

DuringaslowshiftsalescanbeincreasedthroughsuggestivesellingThusyoushouldrecommendappetizersliquorwineexpensiveentreacuteeselectionsanddessertsduringslowshiftsAlthoughmanyserverswillseethelinkbetweensuggestivesellingandbillsizesasobviousotherswillques-tiontheabilityofserverstosubstantiallyaltertheircustom-ersrsquoordersandexpendituresThatquestionwasaddressedinanexperimentbySuellenButlerandWilliamSnizekTheyhadawaitressatanupscaleldquofancyrdquodiningrestaurantinthenortheasternUnitedStatestrysuggestivesellingonalternate

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 13

InonestudyconductedinFrancebyNicolasGueguenwaitersandwaitressesatabargavehalftheircustomersacardwiththefollowingjokewrittenonit

AnEskimohadbeenwaitingforhisgirlfriendinfrontofamovietheatreforalongtimeanditwasgettingcolderandcolderAfterawhileshiveringwithcoldandratherinfuriatedheopenedhiscoatanddrewoutathermometerHethensaidloudlyldquoIfsheisnothereat15Irsquomgoingrdquo

Forty-twopercentofthosecustomersgettingthejokecardleftatipascomparedtoonly25percentofthose

notgettingthejokecardMoreoverthosewhodidtipleftmoreinthejoke-cardcondition(averagetipof23percent)thanintheno-cardcondition(averagetipof16percent)

Inanotherstudycon-ductedbyBruceRindandDavidStrohmetzaNewJerseywaitressgavehalfofhercustomersacardwith

thefollowingwords

Finishedfilesaretheresultofyearsofscientificstudycombinedwiththeexperienceofmanyyears

SheencouragedthecustomerstocountthenumberofldquoFsrdquowhichismoreofachallengethanyoumightthinkbe-causeoftheFattheendofthewordldquoof rdquo(whichinadditiontobeingattheendofthewordispronouncedasav)ThuscustomerswereoftensurprisedwhenthewaitresstoldthemthecorrectnumberofFswassixTheyalsogaveherlargertipsthanthosecustomersnotgivenacardmdashanaveragetipof22percentversusanaveragetipof19percent

AsthesestudiestestifyyoudonrsquothavetobeRobinWil-liamstoentertainyourwayintoabiggertipSocollectjokesorsimplepuzzlestosharewithyourcustomersandlettheentertainmentbegin

Megatip12Forecast Good WeatherSunnyweatherputspeopleinagoodmoodandpeopleinagoodmoodleavebiggertipsthanthoseinabadmoodEventheprospectofsunnyweathertomorrowelevatespeoplersquosmoodsThissuggeststhatserverswholivewheretheweatherishighlyvariablecanincreasetipsbytellingtheircustomersthatsunnyweatherisonthewayTotestthisideaBruceRindandDavidStrohmetzhadawaitressatamid-pricedItalianrestaurantinNewJerseywriteaweatherforecastonthebacksofsomeofherchecksbutnotothersThefavorableweatherforecastread

TheweatherissupposedtobereallygoodtomorrowIhopeyouenjoytheday

Thewaitressreceivedanaveragetipof222percentwhensheforecastgoodweatherandanaveragetipof187percentwhenshemadenoforecastThatisa19-percentincrease

AlthoughyoushouldnotlietocustomersyoushouldtrytoprofitfromfavorableweatherforecastsSimplykeepupwiththelocalweatherforecastandremindyourcustomersthatgoodweatherisonthewaywhentheforecastreallyispositiveYoucantrygivingtheseforecastsorallybutIwouldrecom-mendwritingthemonthecheckaswasdoneinthisstudySpeakingisquickerandeasierthanwritingbutspokenwordscanbeeasilymissedorignoredwhilewrittenonescannotInadditionpartoftheeffectivenessofthewrittenforecastsinthestudydescribedmayhavedependedontheperceivedeffortoftheservermdashifsoyouwillwanttodupli-catethateffort

Megatip13Write ldquoThank Yourdquo on ChecksSavvyserverswriteldquoThankyourdquoandsigntheirnamesonthebacksofchecksbeforetheydeliverthecheckstotheircustomersTheseexpressionsofgratitudemayincreasetheperceivedfriendlinessoftheserverwhichwouldincreasetipsbecauseconsumerstipfriendlyserversmorethantheydounfriendlyonesExpressionsofservergratitudemayalsomakecustomersfeelobligatedtoearnthatgratitudebyleavinglargertipsWhateverthemechanisminvolvedexpres-sionsofgratitudeseemlikelytoincreasethetipsserversreceiveBruceRindandPrashantBordiatestedthisexpectationatanupscalerestaurantinPhiladel-phiaPennsylvania

Awaitressconductedthisstudybyrandomlyassign-ingherlunchcustomerstooneofthreeconditionsOnthebackofthecheckshewroteeithernothingldquoThankyourdquoor

ldquoThankyourdquoandsignedhernameAsexpectedthisma-nipulationsignificantlyaffectedthesizeofthewaitressrsquostipsShereceivedanaveragetipof16percentwhennothingwaswrittenonthebackofthecheckandshereceivedanaverage

14 TheCenterforHospitalityResearchbullCornellUniversity

tipof18percentwhenshewroteldquoThankyourdquoonthebackofthecheckAddinghersignaturetothethanksproducedthesameleveloftipsasthethanksalone

SincethereislittledownsidetoexpressionsofgratitudeyoushouldalwayswriteldquoThankyourdquoorsomecomparablemessageonthebacksofyourchecksToavoidtimepres-suresduringbusyshiftsyoucanwritethesemessagesonyourchecksbeforecustomersarriveDoingsowillonlytakeafewminutesofyourtimeandshouldincreaseyourtipincome

Megatip14Write a Patriotic Message On ChecksPatrioticfervorvariesacrossindividualsbutmostpeoplefeelsomedegreeoflovefortheirhomecountryExpress-ingaloveofcountryisthereforeonewaytohighlightyoursimilaritytoyournativecustomersandshouldincreasethetipstheyleaveyou

JohnSeiterandRobertGasstestedthispossibilityinastudyconductedseveralmonthsaftertheterroristat-tacksofSeptember112001TheyhadtwowaitressesinUtahplacemessagesontheirchecksaccordingtooneoffourconditionsandrecordtheresultingtipsThe

fourmessageconditionswhichthewaitressesdeterminedrandomlywere(1)ano-messagecontrol(2) ahandwritten

ldquoHaveaNiceDayrdquomessageaccompaniedbyasmiley-facesticker(3) ahandwrittenldquoGodBlessAmericardquomessageac-companiedbyanAmericanflagstickerand(4) ahandwrit-tenldquoUnitedWeStandrdquomessageaccompaniedbyanAmeri-canflagstickerAssignmenttoconditionswasdonejustbeforedeliveringthechecksothewaitresseswereunawareofthestudyconditionduringmostoftheirinteractionswiththediningparties

CustomersintheldquoUnitedWeStandrdquoandldquoGodBlessAmericardquoconditionsleftlargertipsthanthoseintheldquoHaveaNiceDayrdquoandcontrolconditionsTheamountswere199percentforldquoUnitedWeStandrdquoand179percentforldquoGodBlessAmericardquocomparedto159percentforldquoHaveaNiceDayrdquoand155fornomessageSupportingtheideathatpatrioticmessagesincreasetippingthroughtheireffectsonperceivedsimilarityisthefactthattheldquoUnitedWeStandrdquomessagehadslightly(butnotsignificantly)strongereffectsthantheldquoGodBlessAmericardquomessagebecausetheldquoUnitedWeStandrdquomessageshouldhaveevokedgreaterfeelingsofunityorsimilarity

TheeffectsofpatrioticmessagesontippingobservedbySeiterandGasswereprobablyheightenedbythewaveofpatrioticfeelingsfollowingthe911attacksNeverthelesstheydemonstratethepotentialtoturnpatriotismintotips

ServersinlesspatrioticregionsofthecountrymaywanttolimittheiruseofthistactictotimesofheightenednationalpatriotismsuchastimesofwarterroristattacksnationalelectionsornationalholidaysHoweverserversinregionsofthecountrywherepatriotismisparticularlystronglikeinmanyldquoRedStatesrdquoshouldbeabletoincreasetheirtipswithpatrioticmessagesallthetimeInsumevokingpatrioticfeelingsinyourpatronswillencouragethemtoleaveyoumorebillswithpicturesofpatriotssuchasWashingtonLincolnHamiltonandJackson

Megatip15Draw Pictures on the CheckOccasionallywaitresseswilldrawaldquosmileyfacerdquoonthebacksofchecksThesedrawingsarelikelytohaveseveraleffectsonconsumersFirsttheymaypersonalizetheservertocustomersandtherebyincreasecustomersrsquoempathyfortheserverSeconddrawingsofldquosmileyfacesrdquomaycommu-nicatetocustomersthattheserverishappytohaveservedthemwhichwouldingratiatetheservertothecustomerFinallyseeingldquosmileyfacesrdquodrawnonchecksmaysimplymakecustomerssmileandimprovetheirmoodsAllofthesepotentialeffectssuggestthatdrawingaldquosmileyfacerdquoonthebacksofcheckswillincreasetipsBruceRindandPrashantBordiatestedthispossibilityinastudyconductedatthesameupscalePhiladelphiarestaurantthatwasthesettingfortheirldquoThankyourdquoresearch

AwaiterandawaitressattherestaurantconductedthisstudyontheirlunchcustomersHalfofthesecustomersreceivedacheckonwhichtheserverhaddrawnaldquosmileyfacerdquoandhalfreceivedacheckwithoutthedrawingTheassignmentofatabletoconditionswasmadeattheendofthecustomerrsquosmealwhenthemajorityoftheservicehadalreadybeenrenderedandthe

serverwasreadytodeliverthecheckAtthattimetheserverrandomlydeterminedtheconditionthetablewasassignedtoandeitherdrewaldquosmileyfacerdquoonthecheckordidnot

ThismanipulationsignificantlyaffectedthewaitressrsquostipsbutnotthoseofthewaiterThewaitressreceivedanaveragetipof28percentwhennothingwasdrawnonthecheckandreceivedanaveragetipof33percentwhenshedrewaldquosmileyfacerdquoonthebackofthecheckDrawingaldquosmileyfacerdquoincreasedthewaitressrsquostipsby17percentHowevernocomparableeffectwasobservedforthewaiterHereceivedanaveragetipof21percentwhennothingwasdrawnonthecheckandreceivedanaveragetipofonly18

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 15

percentwhenhedrewasmileyfaceonthebackofthecheckThisdecreaseintipsizewasnotstatisticallysignificantbutitsuggeststhatdrawingaldquosmileyfacerdquomayactuallybackfireforwaitersPerhapsldquosmileyfacesrdquoaretooemotionalandfemininetoseemnormalcomingfromwaiters

Theresultsofthisstudysuggestthatwaitressescanimprovetheirtipsbydrawingldquosmileyfacesrdquoontheircheckswhilewaiters(aswellaswaitresses)canalwaysdrawotherpicturesontheirchecksForexampleserversatanupscaleseafoodrestaurantcouldmakeasimplelinedrawingofalobsteronthebacksofchecksTheseotherdrawingsshouldserveaswellassmileyfacestopersonalizeserversandel-evatecustomersmoodsThereforetheyshouldalsoincreasetipsConsistentwiththisreasoningonestudyconductedbyNicolasGueguenatabarinFrancefoundthatdrawingapictureofthesunonchecksincreasedthepercentageofcustomersleavingatipfrom21percentto38percentThedrawingalsoincreasedtheaveragesizeofthetipsthatwereleftfrom19percentofthebillto26percent

ThelessonsfromthisresearchareclearYoudonotneedtobePicassotodrawlargertipsfromyourcustomersSopickupapencilandstartdoodling

Megatip16Call Customers by NameCallingpeoplebytheirnamestellsthemthattheyarecon-sideredimportantMostpeoplefindsuchrecognitionflatter-ingandenjoyableThusserversshouldgetlargertipswhentheycalltheircustomersbynameThisexpectationwastestedbyKarenRodrigueatseveralrestaurantsinKansas

ThestudyfocusedoncustomerspayingbycreditcardWaitersandwaitressesrandomlyassignedthosecustomerstoanameorano-nameconditionInthenameconditiontheserversnotedthecustomersrsquonamesontheircreditcardsandthankedthembyname(eg

ldquoThankyouMrJonesrdquo)whenreturningthecreditcardsandchargeslipsIntheno-nameconditionserversthankedthecustomerswithoutmention-ingtheirnames

Customersleftanaveragetipof14percentintheno-nameconditionandanaveragetipof154percentinthenameconditionSayingtwowordsmdashthecustomerrsquosname

mdashincreasedtheserversrsquotipsby10percentThisfindingsug-gestsanewanswertotheoldquestionldquoWhatrsquosinanamerdquoThatanswerisldquobiggertipsrdquo

Megatip17Use Tip Trays with Credit Card Insignia RestaurantsoftenpostsignsinformingcustomersthatcreditcardsareacceptedThesesignsandotherdisplaysofcreditcardinsigniacanbeseenonrestaurantdoorswindowscountersmenustabletentstiptraysandcashregistersRe-searchhasfoundthatsimplyseeingtheseinsigniaincreasesconsumersrsquowillingnesstospendmoneyThiseffectmaybeduetothefactthatcreditcardinsigniaaresooftenpresentwhenconsumersbuythingsthattheyhavebecomecondi-tionedstimulithatelicitspendingAlternativelycreditcardinsigniamayremindconsumersoftheavail-abilityofcreditandtherebyincreasetheirperceptionoftheirownspend-ingpower(evenwhentheyintendtopaywithcash)RegardlessoftheexplanationtheeffectsuggeststhatserversmayreceivelargertipswhencreditcardinsigniaarepresentatthetablethanwhentheseinsigniaarenotpresentMichaelMcCallandHeatherBelmonttestedthishypothesisattwoestablish-mentsmdashafamilyrestaurantandacafeacutemdashinupstateNewYork

ThepresenceofcreditcardinsigniawasmanipulatedintheseestablishmentsviatiptrayssomeofwhichhadcreditcardemblemsonthemandsomeofwhichdidnotThesetiptrayswererandomlymixedandserverswereinstructedtotakeatrayasneededfromthetopofthestackAtbothestablishmentscustomerstippedsignificantlymorewhenthebillwaspresentedonatiptraycontainingacreditcardemblemTipsincreasedfrom16percentofpre-taxbillsattherestaurantto20percentandincreasedfrom18percentofpre-taxbillsatthecafeacuteto22percentThiseffectwasnotduetoanincreaseduseofcreditcardstopaythebillInfactallofthecafeacutersquoscustomerspaidcashSimplyseeingthecreditcardinsigniaonthetiptrayscausedcustomerstotipanadditional25percentattherestaurantand22percentatthecafeacute

InlightoftheseresultsyoushouldaskyourmanagertoreplaceplaintiptrayswithtraysthatcontaincreditcardemblemsThesetiptrayscanbeobtainedatlittleornocostfromcreditcardcompaniesandusingthemwillincreaseyourtips

Megatip18Give Customers CandyPeoplegenerallyfeelobligatedtoreciprocatewhentheyreceivegiftsfromothersServerscanbenefitfromthisbygivingtheircustomersafter-dinnermintsorcandiesUponreceivingsuchgiftsmostcustomerswillfeelaneedtoreciprocateandshoulddosobyincreasingtheirtipsDavidStrohmetzandhiscolleaguestestedthisexpectationintwostudies

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 5

abouT ThE auThor

Michael Lynn PhD the Burton M Sack Professor of Food and Beverage Management at the Cornell University School of Hotel Administration is a nationally recognized expert on tipping (wml3cornelledu) He has a total of 45 papers either in press or published on this topic His work on tipping has been covered by ABCrsquos 2020 BETrsquos Nightly News and NPRrsquos Morning Edition as well as by The Economist Forbes The Wall Street Journal New York Times International Herald Tribune and numerous other newspapers and radio programs around the world A former bartender busboy and waiter he received his PhD in social psychology from the Ohio State University in 1987 and has taught in the marketing departments of business and hospitality schools since 1988

Much of the information in this booklet has previously appeared in articles published in the Cornell Hospitality Quarterly and its predecessor the Cornell Hotel and Restaurant Administration Quarterly Used here with permission Michael Lynn ldquoSeven Ways to Increase Your Serversrsquo Tipsrdquo Cornell Hotel and Restaurant Administration Quarterly Vol 37 No 3 (June 1996

pp 24-29 [Translated into Spanish and reprinted in Alta Hoteleria Septiembre-Octubre 1996 pp 17-23]Michael Lynn ldquoTip Levels and Service An Update Extension and Reconciliationrdquo Cornell Hotel and Restaurant Administration Quarterly Vol

42 No 6 (December 2003) pp 139-148Michael Lynn and Michael McCall ldquoTechniques for Increasing Serversrsquo Tips How Generalizable Are Theyrdquo Cornell Hospitality Quarterly Vol

50 No 2 (May 2009) pp 198-208

6 TheCenterforHospitalityResearchbullCornellUniversity

CornELL TooLS for ThE hoSpiTaLiTy induSTry

Approximately twomillionpeopleworkaswaitersorwaitresses in theUnitedStatesThat is nearly 1 percent of the nationrsquos adult population These servers depend onvoluntary gifts of money (or tips) from their customers for most of their incomeHoweverfewserversaregiveninstructioninwaystoincreasethetipstheircustomers

leaveMostserversarelefttolearntheldquotricksofthetraderdquofromexperienceorfromotherserversThisbooklet iswritten for thoseserversmdashitprovides instruction in thepsychologyof tippingaswellasspecifictechniquesthatcanbeusedtoearnlargertips

MegaTips2Twenty Tested Techniques to Increase Your Tips

byMichaelLynn

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 7

This edition of MegaTips updatesandexpandstheorigi-nalinseveralwaysFirstandmostimportantsixnewMega-Tipshavebeenaddedfora40-percentincreaseincontentJustliketheexistingMegaTipsthesenewtechniqueshavebeenscientificallyproventoincreasetipsSecondIpresentnewdataonthetechniqueofsquattingdownnexttothetablebecausethisisnotauniversallyacceptedapproachItturnsoutthatthistechniqueisineffectiveandmayevenbackfirewhenusedonaparticulargroupofpeopleReadtherelevantMegaTip(number4)tofindoutwhothosepeopleareThirdatablesummarizingtheexperimentalresearchontippingwasaddedsoyoucanseeataglancehoweffectivethesetech-niquesareFinallyIhavealsoaddedaresponsetocommoncriticismsoftheearliermanualandIalsoexpresslysolicitfeedbackfromreaderswhilesharingsomeofthefeedbackIreceivedontheearliermanual

Thetechniquesdescribedbelowweremostlytestedinlowtomid-pricedcasual-diningrestaurantsThusthesetechniquesshouldworkinApplebeersquosBenniganrsquosBobEvansBuccadiBeppoChi-ChirsquosChilirsquosGrillampBarCrackerBarrelDennyrsquosFriendlyrsquosHardRockCafeacuteInternationalHouseofPancakesJoersquosCrabShackLoneStarSteakhouseampSaloonMaxampErmarsquosOliveGardenOntheBorderOut-backSteakhousePizzaHutPizzeriaUnoRedLobsterRubyTuesdaysShoneyrsquosTGIFridayrsquosandsimilarestablishmentsItisnotclearhowwellthetechniqueswouldgooverorworkinmoreupscalediningestablishmentslikeMortonrsquosorRuthrsquosChrisSteakHouseInfactmanyofthetechniqueswouldbeinappropriateinthemoreformalatmosphereoffine-diningrestaurants

Thelastfourtechniqueswillrequiremanagementap-provalorinvolvementmdashtoapproveorprovidethecreditcardtiptraysafterdinnercandytippingguidesandbackgroundmusicrequiredofthosetechniquesHowevermostofthetechniquesinthisbookletaresimpleeasytocopybehaviorsthatyoucandoonyourownYoudonothavetochangeyourpersonalityorengageinsomeelaborateanddifficultroutinetomakethesetechniquesworkSoreadonYouwillbesurprisedhoweasytheroadtobig-gertipsreallyis

NotetoSkepticsAlthoughthetechniquespresentedherehavebeenscientificallytestedandtheevidencesup-portingtheireffectivenessisdescribedalongwiththetechniquesomereaderswillhavedoubtsThesimplicityofthetechniquescanbemisleadingItjustdoesnrsquotmakesensetosomepeoplethatsimplelittlebehaviorscanhavesuchabigeffectontheamountofmoneythatotherpeoplegiveawayForthosereadersun-persuadedbythescientificevidenceIprovide

The MegaTips 1 Use makeup (for waitresses)

2 Wear something unusual

3 Introduce yourself by name

4 Squat down next to the table

5 Stand physically close to the customer

6 Touch the customer

7 Smile

8 Compliment the customersrsquo food choices

9 Repeat the order back to the customer

10 Build the check with suggestive selling

11 Entertain the customer

12 Forecast good weather

13 Write ldquoThank Yourdquo on the check

14 Write a patriotic message on the check

15 Draw a picture on the check

16 Call the customer by name

17 Use tip trays with credit card insignia

18 Give the customer candy

19 Provide tipping guidelines

20 Play songs with pro-social lyrics Note Newly added megatips are shown in color

8 TheCenterforHospitalityResearchbullCornellUniversity

Megatip1(ForWaitresses)Use Cosmetics Peoplegenerallyrespondmorepositivelytophysicallyat-tractiveindividualsthantolessattractiveonesandmenevenmorethanwomenvaluephysicalattractivenessintheoppositesexThusitisnotsurprisingthatseveralresearch-ershavefoundattractivewaitressesearnlargertipsthanlessattractivewaitresses(Existingdatacannotruleoutthepossibilitythatphysicalattractivenessincreasesthetipsofwaiterstoobutitdoessuggestthatanysucheffectismuchweakerthantheeffectonwaitressesrsquotips)Thesefindingssuggestthatwaitressescanincreasetheirtipsbyusingcos-meticstoenhancetheirphysicalattractiveness

CelineJacobandseveralofhercolleaguestestedthispossibilityinarestaurantinFranceTheyhadabeauticianapplyfacialmake-uptotwowaitresses(whowere19and20yearsold)ontenrandomlyselecteddaysoutoftwentyandassessedtheeffectsofthistreatmentonthetipsthewaitress-

esreceivedduringthetwentylunchshiftsstudiedWear-ingmake-updidnotaffectthewaitressrsquotipsfromfemalepatronsbutdidincreasetheirtipsfrommalepatronsThepercentageofmalesleavingatipincreasedfrom34percentintheno-makeupconditionto51percentinthemakeupconditionandtheaverageamountleftbythosemaletippersincreasedfromeuro111toeuro140

ThelessonofthisstudyisstraightforwardIfyouareawaitressmakeupmakesformoretips

Megatip2Wear Something UnusualAlthoughserversmustusuallywearauniformatworkmanyadduniqueelementsofclothingjewelryorotheradorn-menttotheiruniformstostandoutandmakecustomersperceivethemasanindividualpersonratherthanaface-lessmemberofthestaffIstillrememberonewaitressataNewYorkCityrestaurantwhowaitedonmeseveralyearsagoSheworeagoofyhatthatnooneelseintherestaurantwaswearingWearingthathatmadethewaitressseemmoreinterestingandpersonableanditincreasedthetipIleftSimilareffectsofadornmentontippingwereobservedinastudybyJeri-JayneStillmanandWayneHensley

SixwaitressesatanupscalerestaurantagreedtorecordinformationabouttheirdiningpartiesforfournightsandtowearaflowerintheirhairfortwoofthosenightsWhichtwoofthefournightstheflowerwaswornwasdeterminedrandomlyforeachserverEachnightthosewaitressesin

thefollowingtestimonialsenttomebyJoshuaOglemdashares-taurantworkerwhofoundoneofmyearlierarticlesonwaystoincreasetipsandsharedthatarticlewithhisco-workers

HerersquoshowitallhappenedIwasbrowsingaroundtheCornellwebsiteHotelSchoolsectionandcameacrossyourarticleIreaditacknowl-edgeditasanicepieceandcontinuedreadingthroughthesiteWhenIwenttowork(IworkatarestaurantcalledTexasRoadhouse)IstartedtonoticeafterreadingyourpaperthatpeoplekeptonandkeptoncomplainingaboutnotmakinglotsoftipsIrememberedsomeofthetipsthatyouhadinthepaperandIlookedaroundtoseeifIsawpeopledoingwhatyousaidworkedwrit-ingmessagesonthebackofchecksusingcheck-holderswithcreditcardsymbolsonthemetcItoldafewpeopleabouttheideasandtwosaidthattheywouldtrysomestuffoutbecausetheyweretiredofmakingnotipsTheothercouplesaidthattheywerefinehowtheywereandthattheinformationinthearticlewasldquobullcraprdquo

SoBaileyandJohn(theirnamesnaturally)proceededtofollowyourteachingsandattheendofthenightbothcameoutbetween8and10percenthigherintipsIrsquodsaythatrsquosveryimpres-siveandtheythoughtthesamebuttheotherswhodidnotbelievemesaiditmustjustbeacoincidenceBaileyandJohnagainthefollow-ingnightbroughtinmoretipsthantheyhadbeenbeforeThentheothersstartedtalkingtoeachotherandgivinghintstoeachotherandtellingabouthowIrsquodtoldthemaboutitetcSoIwenttothesiteprinteditoffandhungituponournightlynewsboardforeveryonetoseeOfcourseIgavecompletecredittoyou(IprinteditwithfullldquoCornellrdquosymbolsatthetopaswellasyournameonitandwhatnot)andpeoplehavethankedmeaboutonceaweeksincethenaboutthreemonthsagoOveralleveryonewashappyanddefinitelysawanincreasethankstoyourdquo

SkepticismisgoodmdashitkeepsyoufromfallingpreytoemptypromisesHowevertoomuchskepticismcanalsomakeyoumissoutonworthwhileopportunitiesThatalmosthappenedtosomeofJoshuarsquoscoworkersThosewhodecidedwithoutevidencethatmyarticlewasldquobullcraprdquoandrefusedtotrythetechniqueswouldhavecontinuedmakinglousytipsifsomeoftheirlessskepticalcoworkershadnotbeenwillingtogivethetechniquesatryandthensharedtheirexperiencesDonrsquotletthefatethatalmostbefellthoseskepticshappentoyouKeepyourskepticismintactbutreadaboutthesetechniqueswithanopenmindandaboveallgivethematryThetechniquesareeasytoimplementandyougotthisbookletfreeofchargesowhathaveyougottolose

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 9

theflowerconditionwereldquoprovidedaselectionofflowersfromwhichonewaschosenfortheeveningrdquoTheresultsindicatedthatthewaitressesrsquotipsincreasedfromabout$150percustomer(ordiner)inthecontrolconditiontoabout$175percustomerintheflowerconditionTheyearned17

percentmoresimplybywearingflowersintheirhair

Theresultsofthisstudysuggestthat(ifpossible)youshouldwearsomethingspe-cialorunusualwhenyouworkWhetheritisaflowerinyourhair

(orasaboutonniere)aloudtieorafunnybuttonwearingsomethingthatstandsoutasunusualwillpersonalizeyoutoyourcustomersandwillresultinlargertipsHowevertakecarenottowearthingswithpoliticalreligiousorotherwisecontroversialmessagesandmeaningssoasnottooffendthosecustomerswithdifferentpointsofview

Megatip3Introduce Yourself by NameManyserversintroducethemselvesbynamewhengreetingtheircustomersIfdoneproperlytheseintroductionsmaketheserverseemfriendlyandpoliteandmakethecustomerfeelmoreempathyfortheserverBothoftheseeffectsshouldincreasetipsKimberlyGarrityandDouglasDegel-mantestedthisexpectationinanexperimentconductedataCharlieBrownrsquosrestaurantinsouthernCalifornia

Two-personpartiescom-ingtotherestaurantforSun-daybrunchwereincludedinthestudyandwererandomlyassignedtooneoftwocondi-tionsInthenameconditionawaitressapproachedhertablessmiledandsaidldquoGoodmorn-ingMynameisKimandIwillbeservingyouthismorningHaveyoueverbeentoCharlie

BrownrsquosforbrunchbeforerdquoIntheno-nameconditionthesameapproachsmileandgreetingwereusedexceptthatthewaitressomittedhernameThismanipulationhadalargeandstatisticallysignificanteffectontipsThewaitressreceivedanaveragetipof$349(15)whenshedidnotgivehernameandreceivedanaveragetipof$544(23)whenshedidgivehernameThiswaitressearnedalmost$200morefromeachtablewhensheintroducedherselfbyname

TheresultsofthisstudysuggestthatyoushouldintroduceyourselfbynametoyourtablesOfcoursetheseself-introductionsneedtobemadewithagenuineandpro-

fessionalattitudeSurlyorinsincereintroductionsarelikelytobackfireThewordsldquoHiIrsquom___andIwillbeservingyouthiseveningrdquocanbeirritatingifsaidinanuncaringorau-tomaticwayHoweverifyouintroduceyourselfinasincereandprofessionalwaycustomersshouldleaveyoulargertips

Megatip4Squat Next to the TableMostserversstandthroughouttheserviceencounterHoweversomeserverssquatdownnexttothetablewheninteractingwiththeircustomersSquattingdownnexttoatabledoesseveralpositivethingsmdashitincreasesthecongru-encebetweentheserverrsquosandcustomersrsquoposturesbringstheserverrsquoseyeleveldowntothecustomersrsquoeyelevel(whichfacilitateseyecontact)andbringstheserverrsquosfaceclosertothecustomersrsquofacesResearchonnonverbalcommunicationhasfoundthatposturalcongruencemoreeyecontactandgreaterproximityareassociatedwithgreaterrapportandlikingConsumersreportthattheytipfriendlyserversmorethantheydolessfriendlyserverssosquattingdownnexttothetableshouldincreasetipsKirbyMynierandItestedthisexpectationattworestaurantsinHoustonTexas

ACaucasianwaiterataMexicanrestaurantandanAsianwaitressataChineserestaurantflippedcoinstorandomlydeter-minewhethertheywouldsquatdownorstandduringtheirinitialvisitstotablesOther-wisetheserverstriedtotreatalltheirtablesidenticallyAsexpectedsquattingdownsignificantlyincreasedthetipsofbothserversThewaiterreceivedanaveragetipof$518(15)whenheremainedstandingthroughouttheserviceencounterandreceivedanaveragetipof$640(18)whenhesquatteddownduringhisfirstvisittothetableThecor-respondingnumbersforthewaitresswere$256(12)and$328(15)

Overalltheserversreceivedapproximately$100morefromeachtablethattheysquattednexttoThisisasubstan-tialpayoffforasimplebehaviorImustnotethatsquattingdownnexttoatableistooinformalforfine-diningrestau-rantsbutifyouworkatacasual-diningestablishmentyoushouldsquatdownnexttoyourtablesorevenpulloutachairtositatthetablewhentakingorders

KeepinmindhoweverthatnotallcustomerswillwelcomesuchproximityandinformalityGinaLeodoroandIfoundthatsquattingnexttoorsittingdownatthetableincreasedawhitewaitressrsquostipsfromwhitecustomersbut

10 TheCenterforHospitalityResearchbullCornellUniversity

tingdownatthetablewhichalsoincreasesperceivedproximityhasbeenshowntoincreasetipsintheUSasdescribedpreviouslyWhenusingthistechniquehoweverserversshouldbeawarethatHispanicsmaintainsmallerpersonalspaceswhileAsiansandBlacksmaintainlargerpersonalspacesthandoWhitesThusIwouldrecommendstandingveryclosetothetablewhenservingHispanicsandWhitesbutwouldrecommendmaintainingagreaterdistancefromthetablewhenservingAsiansandBlacks

Megatip6Touch CustomersTouchingisapowerfulformofinterpersonalbehav-iorthatcancommunicateaffectionappreciationaggressiondominanceorsocialsupportaswellasothermeaningsdependingonthecontextinwhichitoccursIncommercialsettingscasuallytouchingcustomershasbeenshowntoincreasethetimetheyspendshoppinginastoretheamountsthattheypur-chaseandthefavorabilityoftheirstoreevaluationsThesepositiveeffectssuggestthatbeingtouchedmayalsoincreasethetipsthatcustomersleavetheirserv-ersAprilCruscoandChristopherWetzeltestedthispossibilityattworestaurantsinOxfordMississippi

ThreewaitressesattworestaurantsrandomlyassignedtheircustomerstooneofthreetouchconditionsCus-tomerseitherwerenottouchedwerecasuallytouchedontheshoulderonceforaboutoneanda

halfsecondsorwerecasuallytouchedonthepalmofthehandtwiceforabouthalfasecondeachtimeAlltouchesoccurredasthewaitressesreturnedchangetotheircustomersattheendofthemealEyecontactwasavoidedduringthistime

TheeffectsofthetouchmanipulationweresignificantCustomersleftanaveragetipof12percentwhentheywerenottouchedascomparedto14percentwhentheyweretouchedonceontheshoulderand17percentwhentheyweretouchedtwiceonthepalmofthehandSubsequentresearchconductedbyvariousotherresearchershasdemonstratedthat(1)casuallytouchingcustomersincreasesthetipsofbothmaleandfemaleservers(2)touchingincreasestipsmorewhenwaitressestouchthefemalemembersofmixed-sexdiningpartiesthanwhentheytouchthemalemembersofthosediningpartiesand(3)touch-

slightlydecreasedhertipsfromblackcustomersIbelievethatAfricanAmericansprefertomaintaingreaterinterper-sonaldistancesduringsocialinteractionsthandoWhitesandthatsquattingorsittingatthetablemayhaveviolatedtheBlacksrsquobutnottheWhitesrsquopersonalspaceOfcoursethewaitressrsquosracemayhavealsoplayedapartintheseresultsClearlyyouneedtoexercisesomejudgmentaboutwhetherornotagiventablewillwelcomesuchbehaviorbuttheresearchdescribedabovesuggeststhatsquattingnexttothetableisgenerallywelcomeandwillresultinhigherincomesforthoseserverswillingtodoit

Megatip5Stand Close to CustomersThoseserverswhoareunableorunwillingtosquatnexttotablescanstillincreasetheirrapportwithandtipsfromatablesimplybystandingclosertothecustomersProxim-itysignalsinterpersonallikingandpreviousresearchhadfoundthatpeoplecomplywithsmallrequestsmorewhentherequesterstoodphysicallyclosetothemthanwhenheorshestoodfurtherawaysoitislikelythatphysicalprox-imitywouldincreasetipsaswell

CelineJacobandNicolasGueguentestedthisexpecta-tionbyhavingfivewaitressesatthreedifferentrestaurantsinFrancevarytheirproximitytothecustomerandrecordthetipstheyreceivedfromthosecustomersBasedonarandomdetermina-tionthewaitressesstoodeithercloserthantypical(5feetor15meters)normaldistance(15feetabout5meters)orfartherthanusual(25feetabout75meters)

fromtheircustomerswhentakingthefoodorderother-wisethewaitressesfollowednormalproximityandserviceprotocols

ResultsindicatedthatgreaterphysicalproximitywhiletakingthefoodorderdoesincreasetippingThecustom-ersinthisstudyweremorelikelytoleaveatipwhenthewaitressesstoodone-halffootaway(43tipped)thanwhentheystoodoneandone-halffeetaway(31tipped)ortwoandone-halffeetaway(23tipped)Furthermorethetippingcustomersleftlargertipswhenthewaitressesstoodcloserthannormal(averagetipofeuro141)thanwhentheystoodanormaldistancefromthecustomers(averagetipofeuro117)orafartherthannormaldistance(averagetipofeuro115)

WhileitistruethatSouthernEuropeans(liketheFrench)generallymaintainsmallerpersonalspacesthandoNorthAmericansIbelieveJacobandGueguenrsquosresultswouldalsobefoundintheUnitedStatesbecausesquat-

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 11

ingincreasesthetipsofyoungcustomersmorethanthoseofoldercustomers

TheresultsofthesestudiessuggestthatyoushouldreachoutandbrieflytouchyourcustomersManyserverswillfeeluncomfortablewiththisrecommendationmdashfearingthatcustomersmightobjecttobeingtouchedHowevertheresearchsuggestsotherwiseFurthermoreresearchershavefoundthatmanysubjectswhosebehaviorhasbeeninflu-encedbytouchesareunawarethattheyhavebeentouchedThisbeingthecaseyoumayfindthatthebenefitsofbrieflytouchingcustomersmorethanoutweightheslightrisksinvolved

Megatip7Smile at CustomersSmilingisawell-knowntacticofingratiationandsocialinfluenceItisararepersonwhohasnrsquotheardthestandard

ldquoWhenYoursquoreSmiling(TheWholeWorldSmileswithYou)rdquopopularizedbyLouisArmstrongin19291ResearchhasconfirmedtheculturalwisdomonsmilingandhasfoundthatsmilingpeopleareperceivedasmoreattractivesinceresociableandcompetentthanareunsmilingpeopleTheseinterpersonaleffectsofsmilingsuggestthatserversmaybeabletoincreasetheirtipearningsbysmilingattheircustom-ersKathiTiddandJoanLockardtestedthispossibilityatacocktailloungeinSeattleWashington

CustomerssittingaloneintheloungewereusedassubjectsThewaitresswhowaitedonthesecustomersrandomlyassignedhalfofthemtoreceivealargeopen-mouthsmileandtheotherhalftoreceiveasmallclosed-mouthsmileThosecustomersreceivingasmallsmileleftanav-eragetipof20centswhilethosecustomersreceivingalargesmile

leftanaveragetipof48centsThisrepresentsanincreaseof140percent

Theaveragebillandtipsizesinrestaurantsaretypicallymuchlargerthanincocktailloungessosmilingprob-ablywillnothavequiteasdramaticaneffectonthetipsofrestaurantserversasitdidonthetipsofthecocktailwaitressinthisstudyHowevertheseresultsdoindicatethatsmilingincreasestipsYoushouldtrygivingcustomersbigopen-mouthedsmilesandseehowmuchyourtipsimprove

Megatip8Compliment Customersrsquo Food ChoicesComplimentingpeoplemakesthemfeelgoodandenhancestheirlikingforthesourceofthecomplimentIthasalso

1ComposedbyLarryShayMarkFisherandJoeGoodwinTheearliersimilarconceptwasldquolaughandtheworldlaughswithyourdquofirstwrittenbytheGreekHoraceandlatersetasapoembyEllaWWilcoxin1883

beenshowntoincreasepeoplersquoscompliancewithsmallre-questsTheseeffectssuggestthatcomplimentingcustomersmayalsoincreasethetipstheyleave

JohnSeiterhastestedthisexpectationintwostudiesofrestauranttippingInthosestudiesrestaurantserverseithercomplimentedtheircustomersrsquofoodchoicesordidnotandrecordedthetipsleftbybothsetsofcustomersDin-ingpartieswererandomlyassignedtoconditionsbyhavingtheserverpulloneoftwopenniesfromhisorherpocketiftheselectedpennyhadwasmarkedthentheservercomplimentedthecustomersrsquofoodorderandifthepennyselectedwasunmarkedthentheserverdidnotcomplimentthecustomerThedeliveryofthecomplimentsdifferedacrossthetwostudiesInthefirststudywhichincludedonlytwo-personpartiestheservercomplimentedthefirstpersontoorderbysaying

ldquoYoumadeagoodchoicerdquoandcomplimentedthesecondpersonbysayingldquoYoudidgoodtoordquoInthesecondstudyaftereveryoneatthetablehadorderedtheserversaideither

ldquoYoumadeagoodchoicerdquoldquoYoubothmadegoodchoicesrdquoorldquoYouallmadegoodchoicesrdquodependingonhowmanypeoplewereatthetable

Inbothstudiescustomerstippedmorewhencompli-mentedInthefirststudytipsincreasedfrom164to189percentofthebillandinthesecondtipsincreasedfrom188to203percentofthebillInthelatterstudyhoweverthiseffectwasmoderatedbythenumberofpeopleinthediningpartysuchthatcomplimentsincreasedtipsmorewhenthediningpartywassmallpresumablybecausecomplimentingallthechoicesoflargegroupsseemedlessgenuine

ComplimentingcustomersrsquofoodchoicesisaneasywaytoincreasetipsItalsosupportstherestaurantrsquosmarketingeffortsandreinforcescustomersrsquopositiveperceptionsoftherestaurantrsquosfoodsoyourmanagershouldparticularlyap-preciateandapproveofthistechniqueSoingratiateyourselfwithbothyourcustomersandmanagerbycomplimentingcustomersontheirfoodchoices

Megatip9Repeat Customersrsquo OrdersBeingmimickedorcopiedcanbeirritatingwhenitisobviousandprolongedThatiswhymimicryissopopularamongchildrenasameansoftormentingtheirsiblingsHoweverresearchershavefoundthatbrieflyandsubtlyimitatingormimickingothersincreasesthoseothersrsquolikingforandinterpersonalclosenesstotheimitatorThissuggests

12 TheCenterforHospitalityResearchbullCornellUniversity

weeksofasix-weekperiodInthesuggestivesellingcondi-tionthewaitressdidthefollowingthingsasdescribedbytheresearchers

UponinitialcontactwiththegroupthewaitresssuggestedldquoWouldanyonecareforadrinkrdquoAf-terconsumptionofthefirstcocktailgroupssubjecttomanipulativetreatmentwereaskedtoconsiderasecondcocktailTheseinitialstepswerefollowedbythewaitress-researcherpromptingthegroupforthedinnerorderaskingfirstwhowouldcareforanappetizerDuringtheprocessoforderingdinnerthewaitressrecommendedtotheundecidedcertainitemsAtthispointthemostexpensiveitemswerealwayspromotedThewaitresscheckedbacktwiceduringtheconsumptionofthemaincourse

atwhichtimethewaitresspromotedfurtherconsumptionofliquorFinallyuponcompletionofthemaincoursethewaitresssuggesteddessertorafterdinnerdrinks

Followingtheseproceduresincreasedtheaveragetabby25percentThattranslatesintoasimilarincreaseintipsThusyoucanearnmoremoneyduringaslowshiftbyprac-ticingsuggestiveselling

Duringabusyshifthoweversuggestivesellingmaybecounter-productivebecauseadd-onsalesmayincreasethecustomerrsquosmealdurationandslowdowntableturnoverYourtotaltipsattheendoftheshiftdependonyourtotalsalesSinceentreacuteesaremoreexpensivethanappetizersanddessertsyoushouldavoidsuggestivesellingofappetizersanddessertsinfavorofturningtablesquicklyaslongasnewcustomersarewaitingtobeseatedWhenturningtablesisnotpossiblethensellmoreappetizersanddesserts

Megatip11Entertain CustomersPeoplegotorestaurantsforentertainmentaswellasforfoodThatiswhyrestaurantshavealonghistoryofhiringmusiciansandsingerstoperformintheirdiningroomsItisalsowhyrecentyearshaveseenthecreationandspreadofawholenewclassofldquoeatertainmentrdquoandthemerestaurantssuchasChuckECheeseHardRockCafeacutePlanetHolly-woodandRainforestCafeacuteRegardlessofwhetheryouworkinoneofthesethemerestaurantsyourcustomerswanttobeentertainedandthatdesiregivesyouanopportunitytoearnlargertipsResearchindicatesthatserverswhorecognizeandsatisfytheircustomersrsquoneedsforentertainmentaretippedmorethanthosewhodonot

thatserversmaybeabletoincreasetheirtipsbysubtlymim-ickingtheircustomersrsquoverbalbehaviorRickvanBaarenandhiscolleaguestestedthispossibilityatarestaurantintheNetherlands

Twowaitressesrandomlyassignedtheircustomerstoei-theramimicryoranon-mimicryconditionInthemimicryconditionthewaitressesliterallyrepeatedcustomersrsquoorderswhentakingthoseordersInthenon-mimicryconditionthewaitressesdidnotrepeattheordersbutdidindicatethattheygottheorderbysayingthingslikeldquookayrdquoorldquocom-inguprdquoMimicryincreasedthenumberofcustomerswholeftatipfrom52percentinthenon-mimicryconditionto78percentinthemimicryconditionItalsodoubledtheaveragetipofthoseleavingtipsfrom136Dutchguildersinthenon-mimicryconditionto273Dutchguildersinthemimicrycondition

TippingpracticesaremuchdifferentintheUnitedStatesthanintheNetherlandssomimicrymaynotpro-ducequiteasdramaticaneffectinthiscountryasitdidintheNether-landsHoweverhumannatureisbasicallythesameeverywheresothatstudydoessuggest

thatyoucanincreaseyourtipstosomedegreebyrepeatingyourcustomersrsquoordersGiventhelowcostofthisbehavioritiscertainlyatacticworthtrying

Megatip10Sell Sell SellItiscustomarytotipwaitersandwaitresses15to20percentofthebillsizeandnationalsurveysindicatethatabout75percentofrestaurantpatronsdobasetheirtipsonapercent-ageofthebillThusdollar-and-centtipamountsincreasewithbillsizeInfactarecentreviewofresearchontippingfoundthatbillsizewastwiceapowerfulaseverythingelsecombinedindeterminingthesizeoftipsleftbydifferentdiningpartiesThismeansthatthebestwayforyoutoincreaseyourtipsistoincreaseyoursales

DuringaslowshiftsalescanbeincreasedthroughsuggestivesellingThusyoushouldrecommendappetizersliquorwineexpensiveentreacuteeselectionsanddessertsduringslowshiftsAlthoughmanyserverswillseethelinkbetweensuggestivesellingandbillsizesasobviousotherswillques-tiontheabilityofserverstosubstantiallyaltertheircustom-ersrsquoordersandexpendituresThatquestionwasaddressedinanexperimentbySuellenButlerandWilliamSnizekTheyhadawaitressatanupscaleldquofancyrdquodiningrestaurantinthenortheasternUnitedStatestrysuggestivesellingonalternate

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 13

InonestudyconductedinFrancebyNicolasGueguenwaitersandwaitressesatabargavehalftheircustomersacardwiththefollowingjokewrittenonit

AnEskimohadbeenwaitingforhisgirlfriendinfrontofamovietheatreforalongtimeanditwasgettingcolderandcolderAfterawhileshiveringwithcoldandratherinfuriatedheopenedhiscoatanddrewoutathermometerHethensaidloudlyldquoIfsheisnothereat15Irsquomgoingrdquo

Forty-twopercentofthosecustomersgettingthejokecardleftatipascomparedtoonly25percentofthose

notgettingthejokecardMoreoverthosewhodidtipleftmoreinthejoke-cardcondition(averagetipof23percent)thanintheno-cardcondition(averagetipof16percent)

Inanotherstudycon-ductedbyBruceRindandDavidStrohmetzaNewJerseywaitressgavehalfofhercustomersacardwith

thefollowingwords

Finishedfilesaretheresultofyearsofscientificstudycombinedwiththeexperienceofmanyyears

SheencouragedthecustomerstocountthenumberofldquoFsrdquowhichismoreofachallengethanyoumightthinkbe-causeoftheFattheendofthewordldquoof rdquo(whichinadditiontobeingattheendofthewordispronouncedasav)ThuscustomerswereoftensurprisedwhenthewaitresstoldthemthecorrectnumberofFswassixTheyalsogaveherlargertipsthanthosecustomersnotgivenacardmdashanaveragetipof22percentversusanaveragetipof19percent

AsthesestudiestestifyyoudonrsquothavetobeRobinWil-liamstoentertainyourwayintoabiggertipSocollectjokesorsimplepuzzlestosharewithyourcustomersandlettheentertainmentbegin

Megatip12Forecast Good WeatherSunnyweatherputspeopleinagoodmoodandpeopleinagoodmoodleavebiggertipsthanthoseinabadmoodEventheprospectofsunnyweathertomorrowelevatespeoplersquosmoodsThissuggeststhatserverswholivewheretheweatherishighlyvariablecanincreasetipsbytellingtheircustomersthatsunnyweatherisonthewayTotestthisideaBruceRindandDavidStrohmetzhadawaitressatamid-pricedItalianrestaurantinNewJerseywriteaweatherforecastonthebacksofsomeofherchecksbutnotothersThefavorableweatherforecastread

TheweatherissupposedtobereallygoodtomorrowIhopeyouenjoytheday

Thewaitressreceivedanaveragetipof222percentwhensheforecastgoodweatherandanaveragetipof187percentwhenshemadenoforecastThatisa19-percentincrease

AlthoughyoushouldnotlietocustomersyoushouldtrytoprofitfromfavorableweatherforecastsSimplykeepupwiththelocalweatherforecastandremindyourcustomersthatgoodweatherisonthewaywhentheforecastreallyispositiveYoucantrygivingtheseforecastsorallybutIwouldrecom-mendwritingthemonthecheckaswasdoneinthisstudySpeakingisquickerandeasierthanwritingbutspokenwordscanbeeasilymissedorignoredwhilewrittenonescannotInadditionpartoftheeffectivenessofthewrittenforecastsinthestudydescribedmayhavedependedontheperceivedeffortoftheservermdashifsoyouwillwanttodupli-catethateffort

Megatip13Write ldquoThank Yourdquo on ChecksSavvyserverswriteldquoThankyourdquoandsigntheirnamesonthebacksofchecksbeforetheydeliverthecheckstotheircustomersTheseexpressionsofgratitudemayincreasetheperceivedfriendlinessoftheserverwhichwouldincreasetipsbecauseconsumerstipfriendlyserversmorethantheydounfriendlyonesExpressionsofservergratitudemayalsomakecustomersfeelobligatedtoearnthatgratitudebyleavinglargertipsWhateverthemechanisminvolvedexpres-sionsofgratitudeseemlikelytoincreasethetipsserversreceiveBruceRindandPrashantBordiatestedthisexpectationatanupscalerestaurantinPhiladel-phiaPennsylvania

Awaitressconductedthisstudybyrandomlyassign-ingherlunchcustomerstooneofthreeconditionsOnthebackofthecheckshewroteeithernothingldquoThankyourdquoor

ldquoThankyourdquoandsignedhernameAsexpectedthisma-nipulationsignificantlyaffectedthesizeofthewaitressrsquostipsShereceivedanaveragetipof16percentwhennothingwaswrittenonthebackofthecheckandshereceivedanaverage

14 TheCenterforHospitalityResearchbullCornellUniversity

tipof18percentwhenshewroteldquoThankyourdquoonthebackofthecheckAddinghersignaturetothethanksproducedthesameleveloftipsasthethanksalone

SincethereislittledownsidetoexpressionsofgratitudeyoushouldalwayswriteldquoThankyourdquoorsomecomparablemessageonthebacksofyourchecksToavoidtimepres-suresduringbusyshiftsyoucanwritethesemessagesonyourchecksbeforecustomersarriveDoingsowillonlytakeafewminutesofyourtimeandshouldincreaseyourtipincome

Megatip14Write a Patriotic Message On ChecksPatrioticfervorvariesacrossindividualsbutmostpeoplefeelsomedegreeoflovefortheirhomecountryExpress-ingaloveofcountryisthereforeonewaytohighlightyoursimilaritytoyournativecustomersandshouldincreasethetipstheyleaveyou

JohnSeiterandRobertGasstestedthispossibilityinastudyconductedseveralmonthsaftertheterroristat-tacksofSeptember112001TheyhadtwowaitressesinUtahplacemessagesontheirchecksaccordingtooneoffourconditionsandrecordtheresultingtipsThe

fourmessageconditionswhichthewaitressesdeterminedrandomlywere(1)ano-messagecontrol(2) ahandwritten

ldquoHaveaNiceDayrdquomessageaccompaniedbyasmiley-facesticker(3) ahandwrittenldquoGodBlessAmericardquomessageac-companiedbyanAmericanflagstickerand(4) ahandwrit-tenldquoUnitedWeStandrdquomessageaccompaniedbyanAmeri-canflagstickerAssignmenttoconditionswasdonejustbeforedeliveringthechecksothewaitresseswereunawareofthestudyconditionduringmostoftheirinteractionswiththediningparties

CustomersintheldquoUnitedWeStandrdquoandldquoGodBlessAmericardquoconditionsleftlargertipsthanthoseintheldquoHaveaNiceDayrdquoandcontrolconditionsTheamountswere199percentforldquoUnitedWeStandrdquoand179percentforldquoGodBlessAmericardquocomparedto159percentforldquoHaveaNiceDayrdquoand155fornomessageSupportingtheideathatpatrioticmessagesincreasetippingthroughtheireffectsonperceivedsimilarityisthefactthattheldquoUnitedWeStandrdquomessagehadslightly(butnotsignificantly)strongereffectsthantheldquoGodBlessAmericardquomessagebecausetheldquoUnitedWeStandrdquomessageshouldhaveevokedgreaterfeelingsofunityorsimilarity

TheeffectsofpatrioticmessagesontippingobservedbySeiterandGasswereprobablyheightenedbythewaveofpatrioticfeelingsfollowingthe911attacksNeverthelesstheydemonstratethepotentialtoturnpatriotismintotips

ServersinlesspatrioticregionsofthecountrymaywanttolimittheiruseofthistactictotimesofheightenednationalpatriotismsuchastimesofwarterroristattacksnationalelectionsornationalholidaysHoweverserversinregionsofthecountrywherepatriotismisparticularlystronglikeinmanyldquoRedStatesrdquoshouldbeabletoincreasetheirtipswithpatrioticmessagesallthetimeInsumevokingpatrioticfeelingsinyourpatronswillencouragethemtoleaveyoumorebillswithpicturesofpatriotssuchasWashingtonLincolnHamiltonandJackson

Megatip15Draw Pictures on the CheckOccasionallywaitresseswilldrawaldquosmileyfacerdquoonthebacksofchecksThesedrawingsarelikelytohaveseveraleffectsonconsumersFirsttheymaypersonalizetheservertocustomersandtherebyincreasecustomersrsquoempathyfortheserverSeconddrawingsofldquosmileyfacesrdquomaycommu-nicatetocustomersthattheserverishappytohaveservedthemwhichwouldingratiatetheservertothecustomerFinallyseeingldquosmileyfacesrdquodrawnonchecksmaysimplymakecustomerssmileandimprovetheirmoodsAllofthesepotentialeffectssuggestthatdrawingaldquosmileyfacerdquoonthebacksofcheckswillincreasetipsBruceRindandPrashantBordiatestedthispossibilityinastudyconductedatthesameupscalePhiladelphiarestaurantthatwasthesettingfortheirldquoThankyourdquoresearch

AwaiterandawaitressattherestaurantconductedthisstudyontheirlunchcustomersHalfofthesecustomersreceivedacheckonwhichtheserverhaddrawnaldquosmileyfacerdquoandhalfreceivedacheckwithoutthedrawingTheassignmentofatabletoconditionswasmadeattheendofthecustomerrsquosmealwhenthemajorityoftheservicehadalreadybeenrenderedandthe

serverwasreadytodeliverthecheckAtthattimetheserverrandomlydeterminedtheconditionthetablewasassignedtoandeitherdrewaldquosmileyfacerdquoonthecheckordidnot

ThismanipulationsignificantlyaffectedthewaitressrsquostipsbutnotthoseofthewaiterThewaitressreceivedanaveragetipof28percentwhennothingwasdrawnonthecheckandreceivedanaveragetipof33percentwhenshedrewaldquosmileyfacerdquoonthebackofthecheckDrawingaldquosmileyfacerdquoincreasedthewaitressrsquostipsby17percentHowevernocomparableeffectwasobservedforthewaiterHereceivedanaveragetipof21percentwhennothingwasdrawnonthecheckandreceivedanaveragetipofonly18

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 15

percentwhenhedrewasmileyfaceonthebackofthecheckThisdecreaseintipsizewasnotstatisticallysignificantbutitsuggeststhatdrawingaldquosmileyfacerdquomayactuallybackfireforwaitersPerhapsldquosmileyfacesrdquoaretooemotionalandfemininetoseemnormalcomingfromwaiters

Theresultsofthisstudysuggestthatwaitressescanimprovetheirtipsbydrawingldquosmileyfacesrdquoontheircheckswhilewaiters(aswellaswaitresses)canalwaysdrawotherpicturesontheirchecksForexampleserversatanupscaleseafoodrestaurantcouldmakeasimplelinedrawingofalobsteronthebacksofchecksTheseotherdrawingsshouldserveaswellassmileyfacestopersonalizeserversandel-evatecustomersmoodsThereforetheyshouldalsoincreasetipsConsistentwiththisreasoningonestudyconductedbyNicolasGueguenatabarinFrancefoundthatdrawingapictureofthesunonchecksincreasedthepercentageofcustomersleavingatipfrom21percentto38percentThedrawingalsoincreasedtheaveragesizeofthetipsthatwereleftfrom19percentofthebillto26percent

ThelessonsfromthisresearchareclearYoudonotneedtobePicassotodrawlargertipsfromyourcustomersSopickupapencilandstartdoodling

Megatip16Call Customers by NameCallingpeoplebytheirnamestellsthemthattheyarecon-sideredimportantMostpeoplefindsuchrecognitionflatter-ingandenjoyableThusserversshouldgetlargertipswhentheycalltheircustomersbynameThisexpectationwastestedbyKarenRodrigueatseveralrestaurantsinKansas

ThestudyfocusedoncustomerspayingbycreditcardWaitersandwaitressesrandomlyassignedthosecustomerstoanameorano-nameconditionInthenameconditiontheserversnotedthecustomersrsquonamesontheircreditcardsandthankedthembyname(eg

ldquoThankyouMrJonesrdquo)whenreturningthecreditcardsandchargeslipsIntheno-nameconditionserversthankedthecustomerswithoutmention-ingtheirnames

Customersleftanaveragetipof14percentintheno-nameconditionandanaveragetipof154percentinthenameconditionSayingtwowordsmdashthecustomerrsquosname

mdashincreasedtheserversrsquotipsby10percentThisfindingsug-gestsanewanswertotheoldquestionldquoWhatrsquosinanamerdquoThatanswerisldquobiggertipsrdquo

Megatip17Use Tip Trays with Credit Card Insignia RestaurantsoftenpostsignsinformingcustomersthatcreditcardsareacceptedThesesignsandotherdisplaysofcreditcardinsigniacanbeseenonrestaurantdoorswindowscountersmenustabletentstiptraysandcashregistersRe-searchhasfoundthatsimplyseeingtheseinsigniaincreasesconsumersrsquowillingnesstospendmoneyThiseffectmaybeduetothefactthatcreditcardinsigniaaresooftenpresentwhenconsumersbuythingsthattheyhavebecomecondi-tionedstimulithatelicitspendingAlternativelycreditcardinsigniamayremindconsumersoftheavail-abilityofcreditandtherebyincreasetheirperceptionoftheirownspend-ingpower(evenwhentheyintendtopaywithcash)RegardlessoftheexplanationtheeffectsuggeststhatserversmayreceivelargertipswhencreditcardinsigniaarepresentatthetablethanwhentheseinsigniaarenotpresentMichaelMcCallandHeatherBelmonttestedthishypothesisattwoestablish-mentsmdashafamilyrestaurantandacafeacutemdashinupstateNewYork

ThepresenceofcreditcardinsigniawasmanipulatedintheseestablishmentsviatiptrayssomeofwhichhadcreditcardemblemsonthemandsomeofwhichdidnotThesetiptrayswererandomlymixedandserverswereinstructedtotakeatrayasneededfromthetopofthestackAtbothestablishmentscustomerstippedsignificantlymorewhenthebillwaspresentedonatiptraycontainingacreditcardemblemTipsincreasedfrom16percentofpre-taxbillsattherestaurantto20percentandincreasedfrom18percentofpre-taxbillsatthecafeacuteto22percentThiseffectwasnotduetoanincreaseduseofcreditcardstopaythebillInfactallofthecafeacutersquoscustomerspaidcashSimplyseeingthecreditcardinsigniaonthetiptrayscausedcustomerstotipanadditional25percentattherestaurantand22percentatthecafeacute

InlightoftheseresultsyoushouldaskyourmanagertoreplaceplaintiptrayswithtraysthatcontaincreditcardemblemsThesetiptrayscanbeobtainedatlittleornocostfromcreditcardcompaniesandusingthemwillincreaseyourtips

Megatip18Give Customers CandyPeoplegenerallyfeelobligatedtoreciprocatewhentheyreceivegiftsfromothersServerscanbenefitfromthisbygivingtheircustomersafter-dinnermintsorcandiesUponreceivingsuchgiftsmostcustomerswillfeelaneedtoreciprocateandshoulddosobyincreasingtheirtipsDavidStrohmetzandhiscolleaguestestedthisexpectationintwostudies

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

Explore develop and apply ideas with global hospitality leaders and

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

6 TheCenterforHospitalityResearchbullCornellUniversity

CornELL TooLS for ThE hoSpiTaLiTy induSTry

Approximately twomillionpeopleworkaswaitersorwaitresses in theUnitedStatesThat is nearly 1 percent of the nationrsquos adult population These servers depend onvoluntary gifts of money (or tips) from their customers for most of their incomeHoweverfewserversaregiveninstructioninwaystoincreasethetipstheircustomers

leaveMostserversarelefttolearntheldquotricksofthetraderdquofromexperienceorfromotherserversThisbooklet iswritten for thoseserversmdashitprovides instruction in thepsychologyof tippingaswellasspecifictechniquesthatcanbeusedtoearnlargertips

MegaTips2Twenty Tested Techniques to Increase Your Tips

byMichaelLynn

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 7

This edition of MegaTips updatesandexpandstheorigi-nalinseveralwaysFirstandmostimportantsixnewMega-Tipshavebeenaddedfora40-percentincreaseincontentJustliketheexistingMegaTipsthesenewtechniqueshavebeenscientificallyproventoincreasetipsSecondIpresentnewdataonthetechniqueofsquattingdownnexttothetablebecausethisisnotauniversallyacceptedapproachItturnsoutthatthistechniqueisineffectiveandmayevenbackfirewhenusedonaparticulargroupofpeopleReadtherelevantMegaTip(number4)tofindoutwhothosepeopleareThirdatablesummarizingtheexperimentalresearchontippingwasaddedsoyoucanseeataglancehoweffectivethesetech-niquesareFinallyIhavealsoaddedaresponsetocommoncriticismsoftheearliermanualandIalsoexpresslysolicitfeedbackfromreaderswhilesharingsomeofthefeedbackIreceivedontheearliermanual

Thetechniquesdescribedbelowweremostlytestedinlowtomid-pricedcasual-diningrestaurantsThusthesetechniquesshouldworkinApplebeersquosBenniganrsquosBobEvansBuccadiBeppoChi-ChirsquosChilirsquosGrillampBarCrackerBarrelDennyrsquosFriendlyrsquosHardRockCafeacuteInternationalHouseofPancakesJoersquosCrabShackLoneStarSteakhouseampSaloonMaxampErmarsquosOliveGardenOntheBorderOut-backSteakhousePizzaHutPizzeriaUnoRedLobsterRubyTuesdaysShoneyrsquosTGIFridayrsquosandsimilarestablishmentsItisnotclearhowwellthetechniqueswouldgooverorworkinmoreupscalediningestablishmentslikeMortonrsquosorRuthrsquosChrisSteakHouseInfactmanyofthetechniqueswouldbeinappropriateinthemoreformalatmosphereoffine-diningrestaurants

Thelastfourtechniqueswillrequiremanagementap-provalorinvolvementmdashtoapproveorprovidethecreditcardtiptraysafterdinnercandytippingguidesandbackgroundmusicrequiredofthosetechniquesHowevermostofthetechniquesinthisbookletaresimpleeasytocopybehaviorsthatyoucandoonyourownYoudonothavetochangeyourpersonalityorengageinsomeelaborateanddifficultroutinetomakethesetechniquesworkSoreadonYouwillbesurprisedhoweasytheroadtobig-gertipsreallyis

NotetoSkepticsAlthoughthetechniquespresentedherehavebeenscientificallytestedandtheevidencesup-portingtheireffectivenessisdescribedalongwiththetechniquesomereaderswillhavedoubtsThesimplicityofthetechniquescanbemisleadingItjustdoesnrsquotmakesensetosomepeoplethatsimplelittlebehaviorscanhavesuchabigeffectontheamountofmoneythatotherpeoplegiveawayForthosereadersun-persuadedbythescientificevidenceIprovide

The MegaTips 1 Use makeup (for waitresses)

2 Wear something unusual

3 Introduce yourself by name

4 Squat down next to the table

5 Stand physically close to the customer

6 Touch the customer

7 Smile

8 Compliment the customersrsquo food choices

9 Repeat the order back to the customer

10 Build the check with suggestive selling

11 Entertain the customer

12 Forecast good weather

13 Write ldquoThank Yourdquo on the check

14 Write a patriotic message on the check

15 Draw a picture on the check

16 Call the customer by name

17 Use tip trays with credit card insignia

18 Give the customer candy

19 Provide tipping guidelines

20 Play songs with pro-social lyrics Note Newly added megatips are shown in color

8 TheCenterforHospitalityResearchbullCornellUniversity

Megatip1(ForWaitresses)Use Cosmetics Peoplegenerallyrespondmorepositivelytophysicallyat-tractiveindividualsthantolessattractiveonesandmenevenmorethanwomenvaluephysicalattractivenessintheoppositesexThusitisnotsurprisingthatseveralresearch-ershavefoundattractivewaitressesearnlargertipsthanlessattractivewaitresses(Existingdatacannotruleoutthepossibilitythatphysicalattractivenessincreasesthetipsofwaiterstoobutitdoessuggestthatanysucheffectismuchweakerthantheeffectonwaitressesrsquotips)Thesefindingssuggestthatwaitressescanincreasetheirtipsbyusingcos-meticstoenhancetheirphysicalattractiveness

CelineJacobandseveralofhercolleaguestestedthispossibilityinarestaurantinFranceTheyhadabeauticianapplyfacialmake-uptotwowaitresses(whowere19and20yearsold)ontenrandomlyselecteddaysoutoftwentyandassessedtheeffectsofthistreatmentonthetipsthewaitress-

esreceivedduringthetwentylunchshiftsstudiedWear-ingmake-updidnotaffectthewaitressrsquotipsfromfemalepatronsbutdidincreasetheirtipsfrommalepatronsThepercentageofmalesleavingatipincreasedfrom34percentintheno-makeupconditionto51percentinthemakeupconditionandtheaverageamountleftbythosemaletippersincreasedfromeuro111toeuro140

ThelessonofthisstudyisstraightforwardIfyouareawaitressmakeupmakesformoretips

Megatip2Wear Something UnusualAlthoughserversmustusuallywearauniformatworkmanyadduniqueelementsofclothingjewelryorotheradorn-menttotheiruniformstostandoutandmakecustomersperceivethemasanindividualpersonratherthanaface-lessmemberofthestaffIstillrememberonewaitressataNewYorkCityrestaurantwhowaitedonmeseveralyearsagoSheworeagoofyhatthatnooneelseintherestaurantwaswearingWearingthathatmadethewaitressseemmoreinterestingandpersonableanditincreasedthetipIleftSimilareffectsofadornmentontippingwereobservedinastudybyJeri-JayneStillmanandWayneHensley

SixwaitressesatanupscalerestaurantagreedtorecordinformationabouttheirdiningpartiesforfournightsandtowearaflowerintheirhairfortwoofthosenightsWhichtwoofthefournightstheflowerwaswornwasdeterminedrandomlyforeachserverEachnightthosewaitressesin

thefollowingtestimonialsenttomebyJoshuaOglemdashares-taurantworkerwhofoundoneofmyearlierarticlesonwaystoincreasetipsandsharedthatarticlewithhisco-workers

HerersquoshowitallhappenedIwasbrowsingaroundtheCornellwebsiteHotelSchoolsectionandcameacrossyourarticleIreaditacknowl-edgeditasanicepieceandcontinuedreadingthroughthesiteWhenIwenttowork(IworkatarestaurantcalledTexasRoadhouse)IstartedtonoticeafterreadingyourpaperthatpeoplekeptonandkeptoncomplainingaboutnotmakinglotsoftipsIrememberedsomeofthetipsthatyouhadinthepaperandIlookedaroundtoseeifIsawpeopledoingwhatyousaidworkedwrit-ingmessagesonthebackofchecksusingcheck-holderswithcreditcardsymbolsonthemetcItoldafewpeopleabouttheideasandtwosaidthattheywouldtrysomestuffoutbecausetheyweretiredofmakingnotipsTheothercouplesaidthattheywerefinehowtheywereandthattheinformationinthearticlewasldquobullcraprdquo

SoBaileyandJohn(theirnamesnaturally)proceededtofollowyourteachingsandattheendofthenightbothcameoutbetween8and10percenthigherintipsIrsquodsaythatrsquosveryimpres-siveandtheythoughtthesamebuttheotherswhodidnotbelievemesaiditmustjustbeacoincidenceBaileyandJohnagainthefollow-ingnightbroughtinmoretipsthantheyhadbeenbeforeThentheothersstartedtalkingtoeachotherandgivinghintstoeachotherandtellingabouthowIrsquodtoldthemaboutitetcSoIwenttothesiteprinteditoffandhungituponournightlynewsboardforeveryonetoseeOfcourseIgavecompletecredittoyou(IprinteditwithfullldquoCornellrdquosymbolsatthetopaswellasyournameonitandwhatnot)andpeoplehavethankedmeaboutonceaweeksincethenaboutthreemonthsagoOveralleveryonewashappyanddefinitelysawanincreasethankstoyourdquo

SkepticismisgoodmdashitkeepsyoufromfallingpreytoemptypromisesHowevertoomuchskepticismcanalsomakeyoumissoutonworthwhileopportunitiesThatalmosthappenedtosomeofJoshuarsquoscoworkersThosewhodecidedwithoutevidencethatmyarticlewasldquobullcraprdquoandrefusedtotrythetechniqueswouldhavecontinuedmakinglousytipsifsomeoftheirlessskepticalcoworkershadnotbeenwillingtogivethetechniquesatryandthensharedtheirexperiencesDonrsquotletthefatethatalmostbefellthoseskepticshappentoyouKeepyourskepticismintactbutreadaboutthesetechniqueswithanopenmindandaboveallgivethematryThetechniquesareeasytoimplementandyougotthisbookletfreeofchargesowhathaveyougottolose

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 9

theflowerconditionwereldquoprovidedaselectionofflowersfromwhichonewaschosenfortheeveningrdquoTheresultsindicatedthatthewaitressesrsquotipsincreasedfromabout$150percustomer(ordiner)inthecontrolconditiontoabout$175percustomerintheflowerconditionTheyearned17

percentmoresimplybywearingflowersintheirhair

Theresultsofthisstudysuggestthat(ifpossible)youshouldwearsomethingspe-cialorunusualwhenyouworkWhetheritisaflowerinyourhair

(orasaboutonniere)aloudtieorafunnybuttonwearingsomethingthatstandsoutasunusualwillpersonalizeyoutoyourcustomersandwillresultinlargertipsHowevertakecarenottowearthingswithpoliticalreligiousorotherwisecontroversialmessagesandmeaningssoasnottooffendthosecustomerswithdifferentpointsofview

Megatip3Introduce Yourself by NameManyserversintroducethemselvesbynamewhengreetingtheircustomersIfdoneproperlytheseintroductionsmaketheserverseemfriendlyandpoliteandmakethecustomerfeelmoreempathyfortheserverBothoftheseeffectsshouldincreasetipsKimberlyGarrityandDouglasDegel-mantestedthisexpectationinanexperimentconductedataCharlieBrownrsquosrestaurantinsouthernCalifornia

Two-personpartiescom-ingtotherestaurantforSun-daybrunchwereincludedinthestudyandwererandomlyassignedtooneoftwocondi-tionsInthenameconditionawaitressapproachedhertablessmiledandsaidldquoGoodmorn-ingMynameisKimandIwillbeservingyouthismorningHaveyoueverbeentoCharlie

BrownrsquosforbrunchbeforerdquoIntheno-nameconditionthesameapproachsmileandgreetingwereusedexceptthatthewaitressomittedhernameThismanipulationhadalargeandstatisticallysignificanteffectontipsThewaitressreceivedanaveragetipof$349(15)whenshedidnotgivehernameandreceivedanaveragetipof$544(23)whenshedidgivehernameThiswaitressearnedalmost$200morefromeachtablewhensheintroducedherselfbyname

TheresultsofthisstudysuggestthatyoushouldintroduceyourselfbynametoyourtablesOfcoursetheseself-introductionsneedtobemadewithagenuineandpro-

fessionalattitudeSurlyorinsincereintroductionsarelikelytobackfireThewordsldquoHiIrsquom___andIwillbeservingyouthiseveningrdquocanbeirritatingifsaidinanuncaringorau-tomaticwayHoweverifyouintroduceyourselfinasincereandprofessionalwaycustomersshouldleaveyoulargertips

Megatip4Squat Next to the TableMostserversstandthroughouttheserviceencounterHoweversomeserverssquatdownnexttothetablewheninteractingwiththeircustomersSquattingdownnexttoatabledoesseveralpositivethingsmdashitincreasesthecongru-encebetweentheserverrsquosandcustomersrsquoposturesbringstheserverrsquoseyeleveldowntothecustomersrsquoeyelevel(whichfacilitateseyecontact)andbringstheserverrsquosfaceclosertothecustomersrsquofacesResearchonnonverbalcommunicationhasfoundthatposturalcongruencemoreeyecontactandgreaterproximityareassociatedwithgreaterrapportandlikingConsumersreportthattheytipfriendlyserversmorethantheydolessfriendlyserverssosquattingdownnexttothetableshouldincreasetipsKirbyMynierandItestedthisexpectationattworestaurantsinHoustonTexas

ACaucasianwaiterataMexicanrestaurantandanAsianwaitressataChineserestaurantflippedcoinstorandomlydeter-minewhethertheywouldsquatdownorstandduringtheirinitialvisitstotablesOther-wisetheserverstriedtotreatalltheirtablesidenticallyAsexpectedsquattingdownsignificantlyincreasedthetipsofbothserversThewaiterreceivedanaveragetipof$518(15)whenheremainedstandingthroughouttheserviceencounterandreceivedanaveragetipof$640(18)whenhesquatteddownduringhisfirstvisittothetableThecor-respondingnumbersforthewaitresswere$256(12)and$328(15)

Overalltheserversreceivedapproximately$100morefromeachtablethattheysquattednexttoThisisasubstan-tialpayoffforasimplebehaviorImustnotethatsquattingdownnexttoatableistooinformalforfine-diningrestau-rantsbutifyouworkatacasual-diningestablishmentyoushouldsquatdownnexttoyourtablesorevenpulloutachairtositatthetablewhentakingorders

KeepinmindhoweverthatnotallcustomerswillwelcomesuchproximityandinformalityGinaLeodoroandIfoundthatsquattingnexttoorsittingdownatthetableincreasedawhitewaitressrsquostipsfromwhitecustomersbut

10 TheCenterforHospitalityResearchbullCornellUniversity

tingdownatthetablewhichalsoincreasesperceivedproximityhasbeenshowntoincreasetipsintheUSasdescribedpreviouslyWhenusingthistechniquehoweverserversshouldbeawarethatHispanicsmaintainsmallerpersonalspaceswhileAsiansandBlacksmaintainlargerpersonalspacesthandoWhitesThusIwouldrecommendstandingveryclosetothetablewhenservingHispanicsandWhitesbutwouldrecommendmaintainingagreaterdistancefromthetablewhenservingAsiansandBlacks

Megatip6Touch CustomersTouchingisapowerfulformofinterpersonalbehav-iorthatcancommunicateaffectionappreciationaggressiondominanceorsocialsupportaswellasothermeaningsdependingonthecontextinwhichitoccursIncommercialsettingscasuallytouchingcustomershasbeenshowntoincreasethetimetheyspendshoppinginastoretheamountsthattheypur-chaseandthefavorabilityoftheirstoreevaluationsThesepositiveeffectssuggestthatbeingtouchedmayalsoincreasethetipsthatcustomersleavetheirserv-ersAprilCruscoandChristopherWetzeltestedthispossibilityattworestaurantsinOxfordMississippi

ThreewaitressesattworestaurantsrandomlyassignedtheircustomerstooneofthreetouchconditionsCus-tomerseitherwerenottouchedwerecasuallytouchedontheshoulderonceforaboutoneanda

halfsecondsorwerecasuallytouchedonthepalmofthehandtwiceforabouthalfasecondeachtimeAlltouchesoccurredasthewaitressesreturnedchangetotheircustomersattheendofthemealEyecontactwasavoidedduringthistime

TheeffectsofthetouchmanipulationweresignificantCustomersleftanaveragetipof12percentwhentheywerenottouchedascomparedto14percentwhentheyweretouchedonceontheshoulderand17percentwhentheyweretouchedtwiceonthepalmofthehandSubsequentresearchconductedbyvariousotherresearchershasdemonstratedthat(1)casuallytouchingcustomersincreasesthetipsofbothmaleandfemaleservers(2)touchingincreasestipsmorewhenwaitressestouchthefemalemembersofmixed-sexdiningpartiesthanwhentheytouchthemalemembersofthosediningpartiesand(3)touch-

slightlydecreasedhertipsfromblackcustomersIbelievethatAfricanAmericansprefertomaintaingreaterinterper-sonaldistancesduringsocialinteractionsthandoWhitesandthatsquattingorsittingatthetablemayhaveviolatedtheBlacksrsquobutnottheWhitesrsquopersonalspaceOfcoursethewaitressrsquosracemayhavealsoplayedapartintheseresultsClearlyyouneedtoexercisesomejudgmentaboutwhetherornotagiventablewillwelcomesuchbehaviorbuttheresearchdescribedabovesuggeststhatsquattingnexttothetableisgenerallywelcomeandwillresultinhigherincomesforthoseserverswillingtodoit

Megatip5Stand Close to CustomersThoseserverswhoareunableorunwillingtosquatnexttotablescanstillincreasetheirrapportwithandtipsfromatablesimplybystandingclosertothecustomersProxim-itysignalsinterpersonallikingandpreviousresearchhadfoundthatpeoplecomplywithsmallrequestsmorewhentherequesterstoodphysicallyclosetothemthanwhenheorshestoodfurtherawaysoitislikelythatphysicalprox-imitywouldincreasetipsaswell

CelineJacobandNicolasGueguentestedthisexpecta-tionbyhavingfivewaitressesatthreedifferentrestaurantsinFrancevarytheirproximitytothecustomerandrecordthetipstheyreceivedfromthosecustomersBasedonarandomdetermina-tionthewaitressesstoodeithercloserthantypical(5feetor15meters)normaldistance(15feetabout5meters)orfartherthanusual(25feetabout75meters)

fromtheircustomerswhentakingthefoodorderother-wisethewaitressesfollowednormalproximityandserviceprotocols

ResultsindicatedthatgreaterphysicalproximitywhiletakingthefoodorderdoesincreasetippingThecustom-ersinthisstudyweremorelikelytoleaveatipwhenthewaitressesstoodone-halffootaway(43tipped)thanwhentheystoodoneandone-halffeetaway(31tipped)ortwoandone-halffeetaway(23tipped)Furthermorethetippingcustomersleftlargertipswhenthewaitressesstoodcloserthannormal(averagetipofeuro141)thanwhentheystoodanormaldistancefromthecustomers(averagetipofeuro117)orafartherthannormaldistance(averagetipofeuro115)

WhileitistruethatSouthernEuropeans(liketheFrench)generallymaintainsmallerpersonalspacesthandoNorthAmericansIbelieveJacobandGueguenrsquosresultswouldalsobefoundintheUnitedStatesbecausesquat-

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 11

ingincreasesthetipsofyoungcustomersmorethanthoseofoldercustomers

TheresultsofthesestudiessuggestthatyoushouldreachoutandbrieflytouchyourcustomersManyserverswillfeeluncomfortablewiththisrecommendationmdashfearingthatcustomersmightobjecttobeingtouchedHowevertheresearchsuggestsotherwiseFurthermoreresearchershavefoundthatmanysubjectswhosebehaviorhasbeeninflu-encedbytouchesareunawarethattheyhavebeentouchedThisbeingthecaseyoumayfindthatthebenefitsofbrieflytouchingcustomersmorethanoutweightheslightrisksinvolved

Megatip7Smile at CustomersSmilingisawell-knowntacticofingratiationandsocialinfluenceItisararepersonwhohasnrsquotheardthestandard

ldquoWhenYoursquoreSmiling(TheWholeWorldSmileswithYou)rdquopopularizedbyLouisArmstrongin19291ResearchhasconfirmedtheculturalwisdomonsmilingandhasfoundthatsmilingpeopleareperceivedasmoreattractivesinceresociableandcompetentthanareunsmilingpeopleTheseinterpersonaleffectsofsmilingsuggestthatserversmaybeabletoincreasetheirtipearningsbysmilingattheircustom-ersKathiTiddandJoanLockardtestedthispossibilityatacocktailloungeinSeattleWashington

CustomerssittingaloneintheloungewereusedassubjectsThewaitresswhowaitedonthesecustomersrandomlyassignedhalfofthemtoreceivealargeopen-mouthsmileandtheotherhalftoreceiveasmallclosed-mouthsmileThosecustomersreceivingasmallsmileleftanav-eragetipof20centswhilethosecustomersreceivingalargesmile

leftanaveragetipof48centsThisrepresentsanincreaseof140percent

Theaveragebillandtipsizesinrestaurantsaretypicallymuchlargerthanincocktailloungessosmilingprob-ablywillnothavequiteasdramaticaneffectonthetipsofrestaurantserversasitdidonthetipsofthecocktailwaitressinthisstudyHowevertheseresultsdoindicatethatsmilingincreasestipsYoushouldtrygivingcustomersbigopen-mouthedsmilesandseehowmuchyourtipsimprove

Megatip8Compliment Customersrsquo Food ChoicesComplimentingpeoplemakesthemfeelgoodandenhancestheirlikingforthesourceofthecomplimentIthasalso

1ComposedbyLarryShayMarkFisherandJoeGoodwinTheearliersimilarconceptwasldquolaughandtheworldlaughswithyourdquofirstwrittenbytheGreekHoraceandlatersetasapoembyEllaWWilcoxin1883

beenshowntoincreasepeoplersquoscompliancewithsmallre-questsTheseeffectssuggestthatcomplimentingcustomersmayalsoincreasethetipstheyleave

JohnSeiterhastestedthisexpectationintwostudiesofrestauranttippingInthosestudiesrestaurantserverseithercomplimentedtheircustomersrsquofoodchoicesordidnotandrecordedthetipsleftbybothsetsofcustomersDin-ingpartieswererandomlyassignedtoconditionsbyhavingtheserverpulloneoftwopenniesfromhisorherpocketiftheselectedpennyhadwasmarkedthentheservercomplimentedthecustomersrsquofoodorderandifthepennyselectedwasunmarkedthentheserverdidnotcomplimentthecustomerThedeliveryofthecomplimentsdifferedacrossthetwostudiesInthefirststudywhichincludedonlytwo-personpartiestheservercomplimentedthefirstpersontoorderbysaying

ldquoYoumadeagoodchoicerdquoandcomplimentedthesecondpersonbysayingldquoYoudidgoodtoordquoInthesecondstudyaftereveryoneatthetablehadorderedtheserversaideither

ldquoYoumadeagoodchoicerdquoldquoYoubothmadegoodchoicesrdquoorldquoYouallmadegoodchoicesrdquodependingonhowmanypeoplewereatthetable

Inbothstudiescustomerstippedmorewhencompli-mentedInthefirststudytipsincreasedfrom164to189percentofthebillandinthesecondtipsincreasedfrom188to203percentofthebillInthelatterstudyhoweverthiseffectwasmoderatedbythenumberofpeopleinthediningpartysuchthatcomplimentsincreasedtipsmorewhenthediningpartywassmallpresumablybecausecomplimentingallthechoicesoflargegroupsseemedlessgenuine

ComplimentingcustomersrsquofoodchoicesisaneasywaytoincreasetipsItalsosupportstherestaurantrsquosmarketingeffortsandreinforcescustomersrsquopositiveperceptionsoftherestaurantrsquosfoodsoyourmanagershouldparticularlyap-preciateandapproveofthistechniqueSoingratiateyourselfwithbothyourcustomersandmanagerbycomplimentingcustomersontheirfoodchoices

Megatip9Repeat Customersrsquo OrdersBeingmimickedorcopiedcanbeirritatingwhenitisobviousandprolongedThatiswhymimicryissopopularamongchildrenasameansoftormentingtheirsiblingsHoweverresearchershavefoundthatbrieflyandsubtlyimitatingormimickingothersincreasesthoseothersrsquolikingforandinterpersonalclosenesstotheimitatorThissuggests

12 TheCenterforHospitalityResearchbullCornellUniversity

weeksofasix-weekperiodInthesuggestivesellingcondi-tionthewaitressdidthefollowingthingsasdescribedbytheresearchers

UponinitialcontactwiththegroupthewaitresssuggestedldquoWouldanyonecareforadrinkrdquoAf-terconsumptionofthefirstcocktailgroupssubjecttomanipulativetreatmentwereaskedtoconsiderasecondcocktailTheseinitialstepswerefollowedbythewaitress-researcherpromptingthegroupforthedinnerorderaskingfirstwhowouldcareforanappetizerDuringtheprocessoforderingdinnerthewaitressrecommendedtotheundecidedcertainitemsAtthispointthemostexpensiveitemswerealwayspromotedThewaitresscheckedbacktwiceduringtheconsumptionofthemaincourse

atwhichtimethewaitresspromotedfurtherconsumptionofliquorFinallyuponcompletionofthemaincoursethewaitresssuggesteddessertorafterdinnerdrinks

Followingtheseproceduresincreasedtheaveragetabby25percentThattranslatesintoasimilarincreaseintipsThusyoucanearnmoremoneyduringaslowshiftbyprac-ticingsuggestiveselling

Duringabusyshifthoweversuggestivesellingmaybecounter-productivebecauseadd-onsalesmayincreasethecustomerrsquosmealdurationandslowdowntableturnoverYourtotaltipsattheendoftheshiftdependonyourtotalsalesSinceentreacuteesaremoreexpensivethanappetizersanddessertsyoushouldavoidsuggestivesellingofappetizersanddessertsinfavorofturningtablesquicklyaslongasnewcustomersarewaitingtobeseatedWhenturningtablesisnotpossiblethensellmoreappetizersanddesserts

Megatip11Entertain CustomersPeoplegotorestaurantsforentertainmentaswellasforfoodThatiswhyrestaurantshavealonghistoryofhiringmusiciansandsingerstoperformintheirdiningroomsItisalsowhyrecentyearshaveseenthecreationandspreadofawholenewclassofldquoeatertainmentrdquoandthemerestaurantssuchasChuckECheeseHardRockCafeacutePlanetHolly-woodandRainforestCafeacuteRegardlessofwhetheryouworkinoneofthesethemerestaurantsyourcustomerswanttobeentertainedandthatdesiregivesyouanopportunitytoearnlargertipsResearchindicatesthatserverswhorecognizeandsatisfytheircustomersrsquoneedsforentertainmentaretippedmorethanthosewhodonot

thatserversmaybeabletoincreasetheirtipsbysubtlymim-ickingtheircustomersrsquoverbalbehaviorRickvanBaarenandhiscolleaguestestedthispossibilityatarestaurantintheNetherlands

Twowaitressesrandomlyassignedtheircustomerstoei-theramimicryoranon-mimicryconditionInthemimicryconditionthewaitressesliterallyrepeatedcustomersrsquoorderswhentakingthoseordersInthenon-mimicryconditionthewaitressesdidnotrepeattheordersbutdidindicatethattheygottheorderbysayingthingslikeldquookayrdquoorldquocom-inguprdquoMimicryincreasedthenumberofcustomerswholeftatipfrom52percentinthenon-mimicryconditionto78percentinthemimicryconditionItalsodoubledtheaveragetipofthoseleavingtipsfrom136Dutchguildersinthenon-mimicryconditionto273Dutchguildersinthemimicrycondition

TippingpracticesaremuchdifferentintheUnitedStatesthanintheNetherlandssomimicrymaynotpro-ducequiteasdramaticaneffectinthiscountryasitdidintheNether-landsHoweverhumannatureisbasicallythesameeverywheresothatstudydoessuggest

thatyoucanincreaseyourtipstosomedegreebyrepeatingyourcustomersrsquoordersGiventhelowcostofthisbehavioritiscertainlyatacticworthtrying

Megatip10Sell Sell SellItiscustomarytotipwaitersandwaitresses15to20percentofthebillsizeandnationalsurveysindicatethatabout75percentofrestaurantpatronsdobasetheirtipsonapercent-ageofthebillThusdollar-and-centtipamountsincreasewithbillsizeInfactarecentreviewofresearchontippingfoundthatbillsizewastwiceapowerfulaseverythingelsecombinedindeterminingthesizeoftipsleftbydifferentdiningpartiesThismeansthatthebestwayforyoutoincreaseyourtipsistoincreaseyoursales

DuringaslowshiftsalescanbeincreasedthroughsuggestivesellingThusyoushouldrecommendappetizersliquorwineexpensiveentreacuteeselectionsanddessertsduringslowshiftsAlthoughmanyserverswillseethelinkbetweensuggestivesellingandbillsizesasobviousotherswillques-tiontheabilityofserverstosubstantiallyaltertheircustom-ersrsquoordersandexpendituresThatquestionwasaddressedinanexperimentbySuellenButlerandWilliamSnizekTheyhadawaitressatanupscaleldquofancyrdquodiningrestaurantinthenortheasternUnitedStatestrysuggestivesellingonalternate

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 13

InonestudyconductedinFrancebyNicolasGueguenwaitersandwaitressesatabargavehalftheircustomersacardwiththefollowingjokewrittenonit

AnEskimohadbeenwaitingforhisgirlfriendinfrontofamovietheatreforalongtimeanditwasgettingcolderandcolderAfterawhileshiveringwithcoldandratherinfuriatedheopenedhiscoatanddrewoutathermometerHethensaidloudlyldquoIfsheisnothereat15Irsquomgoingrdquo

Forty-twopercentofthosecustomersgettingthejokecardleftatipascomparedtoonly25percentofthose

notgettingthejokecardMoreoverthosewhodidtipleftmoreinthejoke-cardcondition(averagetipof23percent)thanintheno-cardcondition(averagetipof16percent)

Inanotherstudycon-ductedbyBruceRindandDavidStrohmetzaNewJerseywaitressgavehalfofhercustomersacardwith

thefollowingwords

Finishedfilesaretheresultofyearsofscientificstudycombinedwiththeexperienceofmanyyears

SheencouragedthecustomerstocountthenumberofldquoFsrdquowhichismoreofachallengethanyoumightthinkbe-causeoftheFattheendofthewordldquoof rdquo(whichinadditiontobeingattheendofthewordispronouncedasav)ThuscustomerswereoftensurprisedwhenthewaitresstoldthemthecorrectnumberofFswassixTheyalsogaveherlargertipsthanthosecustomersnotgivenacardmdashanaveragetipof22percentversusanaveragetipof19percent

AsthesestudiestestifyyoudonrsquothavetobeRobinWil-liamstoentertainyourwayintoabiggertipSocollectjokesorsimplepuzzlestosharewithyourcustomersandlettheentertainmentbegin

Megatip12Forecast Good WeatherSunnyweatherputspeopleinagoodmoodandpeopleinagoodmoodleavebiggertipsthanthoseinabadmoodEventheprospectofsunnyweathertomorrowelevatespeoplersquosmoodsThissuggeststhatserverswholivewheretheweatherishighlyvariablecanincreasetipsbytellingtheircustomersthatsunnyweatherisonthewayTotestthisideaBruceRindandDavidStrohmetzhadawaitressatamid-pricedItalianrestaurantinNewJerseywriteaweatherforecastonthebacksofsomeofherchecksbutnotothersThefavorableweatherforecastread

TheweatherissupposedtobereallygoodtomorrowIhopeyouenjoytheday

Thewaitressreceivedanaveragetipof222percentwhensheforecastgoodweatherandanaveragetipof187percentwhenshemadenoforecastThatisa19-percentincrease

AlthoughyoushouldnotlietocustomersyoushouldtrytoprofitfromfavorableweatherforecastsSimplykeepupwiththelocalweatherforecastandremindyourcustomersthatgoodweatherisonthewaywhentheforecastreallyispositiveYoucantrygivingtheseforecastsorallybutIwouldrecom-mendwritingthemonthecheckaswasdoneinthisstudySpeakingisquickerandeasierthanwritingbutspokenwordscanbeeasilymissedorignoredwhilewrittenonescannotInadditionpartoftheeffectivenessofthewrittenforecastsinthestudydescribedmayhavedependedontheperceivedeffortoftheservermdashifsoyouwillwanttodupli-catethateffort

Megatip13Write ldquoThank Yourdquo on ChecksSavvyserverswriteldquoThankyourdquoandsigntheirnamesonthebacksofchecksbeforetheydeliverthecheckstotheircustomersTheseexpressionsofgratitudemayincreasetheperceivedfriendlinessoftheserverwhichwouldincreasetipsbecauseconsumerstipfriendlyserversmorethantheydounfriendlyonesExpressionsofservergratitudemayalsomakecustomersfeelobligatedtoearnthatgratitudebyleavinglargertipsWhateverthemechanisminvolvedexpres-sionsofgratitudeseemlikelytoincreasethetipsserversreceiveBruceRindandPrashantBordiatestedthisexpectationatanupscalerestaurantinPhiladel-phiaPennsylvania

Awaitressconductedthisstudybyrandomlyassign-ingherlunchcustomerstooneofthreeconditionsOnthebackofthecheckshewroteeithernothingldquoThankyourdquoor

ldquoThankyourdquoandsignedhernameAsexpectedthisma-nipulationsignificantlyaffectedthesizeofthewaitressrsquostipsShereceivedanaveragetipof16percentwhennothingwaswrittenonthebackofthecheckandshereceivedanaverage

14 TheCenterforHospitalityResearchbullCornellUniversity

tipof18percentwhenshewroteldquoThankyourdquoonthebackofthecheckAddinghersignaturetothethanksproducedthesameleveloftipsasthethanksalone

SincethereislittledownsidetoexpressionsofgratitudeyoushouldalwayswriteldquoThankyourdquoorsomecomparablemessageonthebacksofyourchecksToavoidtimepres-suresduringbusyshiftsyoucanwritethesemessagesonyourchecksbeforecustomersarriveDoingsowillonlytakeafewminutesofyourtimeandshouldincreaseyourtipincome

Megatip14Write a Patriotic Message On ChecksPatrioticfervorvariesacrossindividualsbutmostpeoplefeelsomedegreeoflovefortheirhomecountryExpress-ingaloveofcountryisthereforeonewaytohighlightyoursimilaritytoyournativecustomersandshouldincreasethetipstheyleaveyou

JohnSeiterandRobertGasstestedthispossibilityinastudyconductedseveralmonthsaftertheterroristat-tacksofSeptember112001TheyhadtwowaitressesinUtahplacemessagesontheirchecksaccordingtooneoffourconditionsandrecordtheresultingtipsThe

fourmessageconditionswhichthewaitressesdeterminedrandomlywere(1)ano-messagecontrol(2) ahandwritten

ldquoHaveaNiceDayrdquomessageaccompaniedbyasmiley-facesticker(3) ahandwrittenldquoGodBlessAmericardquomessageac-companiedbyanAmericanflagstickerand(4) ahandwrit-tenldquoUnitedWeStandrdquomessageaccompaniedbyanAmeri-canflagstickerAssignmenttoconditionswasdonejustbeforedeliveringthechecksothewaitresseswereunawareofthestudyconditionduringmostoftheirinteractionswiththediningparties

CustomersintheldquoUnitedWeStandrdquoandldquoGodBlessAmericardquoconditionsleftlargertipsthanthoseintheldquoHaveaNiceDayrdquoandcontrolconditionsTheamountswere199percentforldquoUnitedWeStandrdquoand179percentforldquoGodBlessAmericardquocomparedto159percentforldquoHaveaNiceDayrdquoand155fornomessageSupportingtheideathatpatrioticmessagesincreasetippingthroughtheireffectsonperceivedsimilarityisthefactthattheldquoUnitedWeStandrdquomessagehadslightly(butnotsignificantly)strongereffectsthantheldquoGodBlessAmericardquomessagebecausetheldquoUnitedWeStandrdquomessageshouldhaveevokedgreaterfeelingsofunityorsimilarity

TheeffectsofpatrioticmessagesontippingobservedbySeiterandGasswereprobablyheightenedbythewaveofpatrioticfeelingsfollowingthe911attacksNeverthelesstheydemonstratethepotentialtoturnpatriotismintotips

ServersinlesspatrioticregionsofthecountrymaywanttolimittheiruseofthistactictotimesofheightenednationalpatriotismsuchastimesofwarterroristattacksnationalelectionsornationalholidaysHoweverserversinregionsofthecountrywherepatriotismisparticularlystronglikeinmanyldquoRedStatesrdquoshouldbeabletoincreasetheirtipswithpatrioticmessagesallthetimeInsumevokingpatrioticfeelingsinyourpatronswillencouragethemtoleaveyoumorebillswithpicturesofpatriotssuchasWashingtonLincolnHamiltonandJackson

Megatip15Draw Pictures on the CheckOccasionallywaitresseswilldrawaldquosmileyfacerdquoonthebacksofchecksThesedrawingsarelikelytohaveseveraleffectsonconsumersFirsttheymaypersonalizetheservertocustomersandtherebyincreasecustomersrsquoempathyfortheserverSeconddrawingsofldquosmileyfacesrdquomaycommu-nicatetocustomersthattheserverishappytohaveservedthemwhichwouldingratiatetheservertothecustomerFinallyseeingldquosmileyfacesrdquodrawnonchecksmaysimplymakecustomerssmileandimprovetheirmoodsAllofthesepotentialeffectssuggestthatdrawingaldquosmileyfacerdquoonthebacksofcheckswillincreasetipsBruceRindandPrashantBordiatestedthispossibilityinastudyconductedatthesameupscalePhiladelphiarestaurantthatwasthesettingfortheirldquoThankyourdquoresearch

AwaiterandawaitressattherestaurantconductedthisstudyontheirlunchcustomersHalfofthesecustomersreceivedacheckonwhichtheserverhaddrawnaldquosmileyfacerdquoandhalfreceivedacheckwithoutthedrawingTheassignmentofatabletoconditionswasmadeattheendofthecustomerrsquosmealwhenthemajorityoftheservicehadalreadybeenrenderedandthe

serverwasreadytodeliverthecheckAtthattimetheserverrandomlydeterminedtheconditionthetablewasassignedtoandeitherdrewaldquosmileyfacerdquoonthecheckordidnot

ThismanipulationsignificantlyaffectedthewaitressrsquostipsbutnotthoseofthewaiterThewaitressreceivedanaveragetipof28percentwhennothingwasdrawnonthecheckandreceivedanaveragetipof33percentwhenshedrewaldquosmileyfacerdquoonthebackofthecheckDrawingaldquosmileyfacerdquoincreasedthewaitressrsquostipsby17percentHowevernocomparableeffectwasobservedforthewaiterHereceivedanaveragetipof21percentwhennothingwasdrawnonthecheckandreceivedanaveragetipofonly18

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 15

percentwhenhedrewasmileyfaceonthebackofthecheckThisdecreaseintipsizewasnotstatisticallysignificantbutitsuggeststhatdrawingaldquosmileyfacerdquomayactuallybackfireforwaitersPerhapsldquosmileyfacesrdquoaretooemotionalandfemininetoseemnormalcomingfromwaiters

Theresultsofthisstudysuggestthatwaitressescanimprovetheirtipsbydrawingldquosmileyfacesrdquoontheircheckswhilewaiters(aswellaswaitresses)canalwaysdrawotherpicturesontheirchecksForexampleserversatanupscaleseafoodrestaurantcouldmakeasimplelinedrawingofalobsteronthebacksofchecksTheseotherdrawingsshouldserveaswellassmileyfacestopersonalizeserversandel-evatecustomersmoodsThereforetheyshouldalsoincreasetipsConsistentwiththisreasoningonestudyconductedbyNicolasGueguenatabarinFrancefoundthatdrawingapictureofthesunonchecksincreasedthepercentageofcustomersleavingatipfrom21percentto38percentThedrawingalsoincreasedtheaveragesizeofthetipsthatwereleftfrom19percentofthebillto26percent

ThelessonsfromthisresearchareclearYoudonotneedtobePicassotodrawlargertipsfromyourcustomersSopickupapencilandstartdoodling

Megatip16Call Customers by NameCallingpeoplebytheirnamestellsthemthattheyarecon-sideredimportantMostpeoplefindsuchrecognitionflatter-ingandenjoyableThusserversshouldgetlargertipswhentheycalltheircustomersbynameThisexpectationwastestedbyKarenRodrigueatseveralrestaurantsinKansas

ThestudyfocusedoncustomerspayingbycreditcardWaitersandwaitressesrandomlyassignedthosecustomerstoanameorano-nameconditionInthenameconditiontheserversnotedthecustomersrsquonamesontheircreditcardsandthankedthembyname(eg

ldquoThankyouMrJonesrdquo)whenreturningthecreditcardsandchargeslipsIntheno-nameconditionserversthankedthecustomerswithoutmention-ingtheirnames

Customersleftanaveragetipof14percentintheno-nameconditionandanaveragetipof154percentinthenameconditionSayingtwowordsmdashthecustomerrsquosname

mdashincreasedtheserversrsquotipsby10percentThisfindingsug-gestsanewanswertotheoldquestionldquoWhatrsquosinanamerdquoThatanswerisldquobiggertipsrdquo

Megatip17Use Tip Trays with Credit Card Insignia RestaurantsoftenpostsignsinformingcustomersthatcreditcardsareacceptedThesesignsandotherdisplaysofcreditcardinsigniacanbeseenonrestaurantdoorswindowscountersmenustabletentstiptraysandcashregistersRe-searchhasfoundthatsimplyseeingtheseinsigniaincreasesconsumersrsquowillingnesstospendmoneyThiseffectmaybeduetothefactthatcreditcardinsigniaaresooftenpresentwhenconsumersbuythingsthattheyhavebecomecondi-tionedstimulithatelicitspendingAlternativelycreditcardinsigniamayremindconsumersoftheavail-abilityofcreditandtherebyincreasetheirperceptionoftheirownspend-ingpower(evenwhentheyintendtopaywithcash)RegardlessoftheexplanationtheeffectsuggeststhatserversmayreceivelargertipswhencreditcardinsigniaarepresentatthetablethanwhentheseinsigniaarenotpresentMichaelMcCallandHeatherBelmonttestedthishypothesisattwoestablish-mentsmdashafamilyrestaurantandacafeacutemdashinupstateNewYork

ThepresenceofcreditcardinsigniawasmanipulatedintheseestablishmentsviatiptrayssomeofwhichhadcreditcardemblemsonthemandsomeofwhichdidnotThesetiptrayswererandomlymixedandserverswereinstructedtotakeatrayasneededfromthetopofthestackAtbothestablishmentscustomerstippedsignificantlymorewhenthebillwaspresentedonatiptraycontainingacreditcardemblemTipsincreasedfrom16percentofpre-taxbillsattherestaurantto20percentandincreasedfrom18percentofpre-taxbillsatthecafeacuteto22percentThiseffectwasnotduetoanincreaseduseofcreditcardstopaythebillInfactallofthecafeacutersquoscustomerspaidcashSimplyseeingthecreditcardinsigniaonthetiptrayscausedcustomerstotipanadditional25percentattherestaurantand22percentatthecafeacute

InlightoftheseresultsyoushouldaskyourmanagertoreplaceplaintiptrayswithtraysthatcontaincreditcardemblemsThesetiptrayscanbeobtainedatlittleornocostfromcreditcardcompaniesandusingthemwillincreaseyourtips

Megatip18Give Customers CandyPeoplegenerallyfeelobligatedtoreciprocatewhentheyreceivegiftsfromothersServerscanbenefitfromthisbygivingtheircustomersafter-dinnermintsorcandiesUponreceivingsuchgiftsmostcustomerswillfeelaneedtoreciprocateandshoulddosobyincreasingtheirtipsDavidStrohmetzandhiscolleaguestestedthisexpectationintwostudies

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

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Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

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Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 7

This edition of MegaTips updatesandexpandstheorigi-nalinseveralwaysFirstandmostimportantsixnewMega-Tipshavebeenaddedfora40-percentincreaseincontentJustliketheexistingMegaTipsthesenewtechniqueshavebeenscientificallyproventoincreasetipsSecondIpresentnewdataonthetechniqueofsquattingdownnexttothetablebecausethisisnotauniversallyacceptedapproachItturnsoutthatthistechniqueisineffectiveandmayevenbackfirewhenusedonaparticulargroupofpeopleReadtherelevantMegaTip(number4)tofindoutwhothosepeopleareThirdatablesummarizingtheexperimentalresearchontippingwasaddedsoyoucanseeataglancehoweffectivethesetech-niquesareFinallyIhavealsoaddedaresponsetocommoncriticismsoftheearliermanualandIalsoexpresslysolicitfeedbackfromreaderswhilesharingsomeofthefeedbackIreceivedontheearliermanual

Thetechniquesdescribedbelowweremostlytestedinlowtomid-pricedcasual-diningrestaurantsThusthesetechniquesshouldworkinApplebeersquosBenniganrsquosBobEvansBuccadiBeppoChi-ChirsquosChilirsquosGrillampBarCrackerBarrelDennyrsquosFriendlyrsquosHardRockCafeacuteInternationalHouseofPancakesJoersquosCrabShackLoneStarSteakhouseampSaloonMaxampErmarsquosOliveGardenOntheBorderOut-backSteakhousePizzaHutPizzeriaUnoRedLobsterRubyTuesdaysShoneyrsquosTGIFridayrsquosandsimilarestablishmentsItisnotclearhowwellthetechniqueswouldgooverorworkinmoreupscalediningestablishmentslikeMortonrsquosorRuthrsquosChrisSteakHouseInfactmanyofthetechniqueswouldbeinappropriateinthemoreformalatmosphereoffine-diningrestaurants

Thelastfourtechniqueswillrequiremanagementap-provalorinvolvementmdashtoapproveorprovidethecreditcardtiptraysafterdinnercandytippingguidesandbackgroundmusicrequiredofthosetechniquesHowevermostofthetechniquesinthisbookletaresimpleeasytocopybehaviorsthatyoucandoonyourownYoudonothavetochangeyourpersonalityorengageinsomeelaborateanddifficultroutinetomakethesetechniquesworkSoreadonYouwillbesurprisedhoweasytheroadtobig-gertipsreallyis

NotetoSkepticsAlthoughthetechniquespresentedherehavebeenscientificallytestedandtheevidencesup-portingtheireffectivenessisdescribedalongwiththetechniquesomereaderswillhavedoubtsThesimplicityofthetechniquescanbemisleadingItjustdoesnrsquotmakesensetosomepeoplethatsimplelittlebehaviorscanhavesuchabigeffectontheamountofmoneythatotherpeoplegiveawayForthosereadersun-persuadedbythescientificevidenceIprovide

The MegaTips 1 Use makeup (for waitresses)

2 Wear something unusual

3 Introduce yourself by name

4 Squat down next to the table

5 Stand physically close to the customer

6 Touch the customer

7 Smile

8 Compliment the customersrsquo food choices

9 Repeat the order back to the customer

10 Build the check with suggestive selling

11 Entertain the customer

12 Forecast good weather

13 Write ldquoThank Yourdquo on the check

14 Write a patriotic message on the check

15 Draw a picture on the check

16 Call the customer by name

17 Use tip trays with credit card insignia

18 Give the customer candy

19 Provide tipping guidelines

20 Play songs with pro-social lyrics Note Newly added megatips are shown in color

8 TheCenterforHospitalityResearchbullCornellUniversity

Megatip1(ForWaitresses)Use Cosmetics Peoplegenerallyrespondmorepositivelytophysicallyat-tractiveindividualsthantolessattractiveonesandmenevenmorethanwomenvaluephysicalattractivenessintheoppositesexThusitisnotsurprisingthatseveralresearch-ershavefoundattractivewaitressesearnlargertipsthanlessattractivewaitresses(Existingdatacannotruleoutthepossibilitythatphysicalattractivenessincreasesthetipsofwaiterstoobutitdoessuggestthatanysucheffectismuchweakerthantheeffectonwaitressesrsquotips)Thesefindingssuggestthatwaitressescanincreasetheirtipsbyusingcos-meticstoenhancetheirphysicalattractiveness

CelineJacobandseveralofhercolleaguestestedthispossibilityinarestaurantinFranceTheyhadabeauticianapplyfacialmake-uptotwowaitresses(whowere19and20yearsold)ontenrandomlyselecteddaysoutoftwentyandassessedtheeffectsofthistreatmentonthetipsthewaitress-

esreceivedduringthetwentylunchshiftsstudiedWear-ingmake-updidnotaffectthewaitressrsquotipsfromfemalepatronsbutdidincreasetheirtipsfrommalepatronsThepercentageofmalesleavingatipincreasedfrom34percentintheno-makeupconditionto51percentinthemakeupconditionandtheaverageamountleftbythosemaletippersincreasedfromeuro111toeuro140

ThelessonofthisstudyisstraightforwardIfyouareawaitressmakeupmakesformoretips

Megatip2Wear Something UnusualAlthoughserversmustusuallywearauniformatworkmanyadduniqueelementsofclothingjewelryorotheradorn-menttotheiruniformstostandoutandmakecustomersperceivethemasanindividualpersonratherthanaface-lessmemberofthestaffIstillrememberonewaitressataNewYorkCityrestaurantwhowaitedonmeseveralyearsagoSheworeagoofyhatthatnooneelseintherestaurantwaswearingWearingthathatmadethewaitressseemmoreinterestingandpersonableanditincreasedthetipIleftSimilareffectsofadornmentontippingwereobservedinastudybyJeri-JayneStillmanandWayneHensley

SixwaitressesatanupscalerestaurantagreedtorecordinformationabouttheirdiningpartiesforfournightsandtowearaflowerintheirhairfortwoofthosenightsWhichtwoofthefournightstheflowerwaswornwasdeterminedrandomlyforeachserverEachnightthosewaitressesin

thefollowingtestimonialsenttomebyJoshuaOglemdashares-taurantworkerwhofoundoneofmyearlierarticlesonwaystoincreasetipsandsharedthatarticlewithhisco-workers

HerersquoshowitallhappenedIwasbrowsingaroundtheCornellwebsiteHotelSchoolsectionandcameacrossyourarticleIreaditacknowl-edgeditasanicepieceandcontinuedreadingthroughthesiteWhenIwenttowork(IworkatarestaurantcalledTexasRoadhouse)IstartedtonoticeafterreadingyourpaperthatpeoplekeptonandkeptoncomplainingaboutnotmakinglotsoftipsIrememberedsomeofthetipsthatyouhadinthepaperandIlookedaroundtoseeifIsawpeopledoingwhatyousaidworkedwrit-ingmessagesonthebackofchecksusingcheck-holderswithcreditcardsymbolsonthemetcItoldafewpeopleabouttheideasandtwosaidthattheywouldtrysomestuffoutbecausetheyweretiredofmakingnotipsTheothercouplesaidthattheywerefinehowtheywereandthattheinformationinthearticlewasldquobullcraprdquo

SoBaileyandJohn(theirnamesnaturally)proceededtofollowyourteachingsandattheendofthenightbothcameoutbetween8and10percenthigherintipsIrsquodsaythatrsquosveryimpres-siveandtheythoughtthesamebuttheotherswhodidnotbelievemesaiditmustjustbeacoincidenceBaileyandJohnagainthefollow-ingnightbroughtinmoretipsthantheyhadbeenbeforeThentheothersstartedtalkingtoeachotherandgivinghintstoeachotherandtellingabouthowIrsquodtoldthemaboutitetcSoIwenttothesiteprinteditoffandhungituponournightlynewsboardforeveryonetoseeOfcourseIgavecompletecredittoyou(IprinteditwithfullldquoCornellrdquosymbolsatthetopaswellasyournameonitandwhatnot)andpeoplehavethankedmeaboutonceaweeksincethenaboutthreemonthsagoOveralleveryonewashappyanddefinitelysawanincreasethankstoyourdquo

SkepticismisgoodmdashitkeepsyoufromfallingpreytoemptypromisesHowevertoomuchskepticismcanalsomakeyoumissoutonworthwhileopportunitiesThatalmosthappenedtosomeofJoshuarsquoscoworkersThosewhodecidedwithoutevidencethatmyarticlewasldquobullcraprdquoandrefusedtotrythetechniqueswouldhavecontinuedmakinglousytipsifsomeoftheirlessskepticalcoworkershadnotbeenwillingtogivethetechniquesatryandthensharedtheirexperiencesDonrsquotletthefatethatalmostbefellthoseskepticshappentoyouKeepyourskepticismintactbutreadaboutthesetechniqueswithanopenmindandaboveallgivethematryThetechniquesareeasytoimplementandyougotthisbookletfreeofchargesowhathaveyougottolose

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 9

theflowerconditionwereldquoprovidedaselectionofflowersfromwhichonewaschosenfortheeveningrdquoTheresultsindicatedthatthewaitressesrsquotipsincreasedfromabout$150percustomer(ordiner)inthecontrolconditiontoabout$175percustomerintheflowerconditionTheyearned17

percentmoresimplybywearingflowersintheirhair

Theresultsofthisstudysuggestthat(ifpossible)youshouldwearsomethingspe-cialorunusualwhenyouworkWhetheritisaflowerinyourhair

(orasaboutonniere)aloudtieorafunnybuttonwearingsomethingthatstandsoutasunusualwillpersonalizeyoutoyourcustomersandwillresultinlargertipsHowevertakecarenottowearthingswithpoliticalreligiousorotherwisecontroversialmessagesandmeaningssoasnottooffendthosecustomerswithdifferentpointsofview

Megatip3Introduce Yourself by NameManyserversintroducethemselvesbynamewhengreetingtheircustomersIfdoneproperlytheseintroductionsmaketheserverseemfriendlyandpoliteandmakethecustomerfeelmoreempathyfortheserverBothoftheseeffectsshouldincreasetipsKimberlyGarrityandDouglasDegel-mantestedthisexpectationinanexperimentconductedataCharlieBrownrsquosrestaurantinsouthernCalifornia

Two-personpartiescom-ingtotherestaurantforSun-daybrunchwereincludedinthestudyandwererandomlyassignedtooneoftwocondi-tionsInthenameconditionawaitressapproachedhertablessmiledandsaidldquoGoodmorn-ingMynameisKimandIwillbeservingyouthismorningHaveyoueverbeentoCharlie

BrownrsquosforbrunchbeforerdquoIntheno-nameconditionthesameapproachsmileandgreetingwereusedexceptthatthewaitressomittedhernameThismanipulationhadalargeandstatisticallysignificanteffectontipsThewaitressreceivedanaveragetipof$349(15)whenshedidnotgivehernameandreceivedanaveragetipof$544(23)whenshedidgivehernameThiswaitressearnedalmost$200morefromeachtablewhensheintroducedherselfbyname

TheresultsofthisstudysuggestthatyoushouldintroduceyourselfbynametoyourtablesOfcoursetheseself-introductionsneedtobemadewithagenuineandpro-

fessionalattitudeSurlyorinsincereintroductionsarelikelytobackfireThewordsldquoHiIrsquom___andIwillbeservingyouthiseveningrdquocanbeirritatingifsaidinanuncaringorau-tomaticwayHoweverifyouintroduceyourselfinasincereandprofessionalwaycustomersshouldleaveyoulargertips

Megatip4Squat Next to the TableMostserversstandthroughouttheserviceencounterHoweversomeserverssquatdownnexttothetablewheninteractingwiththeircustomersSquattingdownnexttoatabledoesseveralpositivethingsmdashitincreasesthecongru-encebetweentheserverrsquosandcustomersrsquoposturesbringstheserverrsquoseyeleveldowntothecustomersrsquoeyelevel(whichfacilitateseyecontact)andbringstheserverrsquosfaceclosertothecustomersrsquofacesResearchonnonverbalcommunicationhasfoundthatposturalcongruencemoreeyecontactandgreaterproximityareassociatedwithgreaterrapportandlikingConsumersreportthattheytipfriendlyserversmorethantheydolessfriendlyserverssosquattingdownnexttothetableshouldincreasetipsKirbyMynierandItestedthisexpectationattworestaurantsinHoustonTexas

ACaucasianwaiterataMexicanrestaurantandanAsianwaitressataChineserestaurantflippedcoinstorandomlydeter-minewhethertheywouldsquatdownorstandduringtheirinitialvisitstotablesOther-wisetheserverstriedtotreatalltheirtablesidenticallyAsexpectedsquattingdownsignificantlyincreasedthetipsofbothserversThewaiterreceivedanaveragetipof$518(15)whenheremainedstandingthroughouttheserviceencounterandreceivedanaveragetipof$640(18)whenhesquatteddownduringhisfirstvisittothetableThecor-respondingnumbersforthewaitresswere$256(12)and$328(15)

Overalltheserversreceivedapproximately$100morefromeachtablethattheysquattednexttoThisisasubstan-tialpayoffforasimplebehaviorImustnotethatsquattingdownnexttoatableistooinformalforfine-diningrestau-rantsbutifyouworkatacasual-diningestablishmentyoushouldsquatdownnexttoyourtablesorevenpulloutachairtositatthetablewhentakingorders

KeepinmindhoweverthatnotallcustomerswillwelcomesuchproximityandinformalityGinaLeodoroandIfoundthatsquattingnexttoorsittingdownatthetableincreasedawhitewaitressrsquostipsfromwhitecustomersbut

10 TheCenterforHospitalityResearchbullCornellUniversity

tingdownatthetablewhichalsoincreasesperceivedproximityhasbeenshowntoincreasetipsintheUSasdescribedpreviouslyWhenusingthistechniquehoweverserversshouldbeawarethatHispanicsmaintainsmallerpersonalspaceswhileAsiansandBlacksmaintainlargerpersonalspacesthandoWhitesThusIwouldrecommendstandingveryclosetothetablewhenservingHispanicsandWhitesbutwouldrecommendmaintainingagreaterdistancefromthetablewhenservingAsiansandBlacks

Megatip6Touch CustomersTouchingisapowerfulformofinterpersonalbehav-iorthatcancommunicateaffectionappreciationaggressiondominanceorsocialsupportaswellasothermeaningsdependingonthecontextinwhichitoccursIncommercialsettingscasuallytouchingcustomershasbeenshowntoincreasethetimetheyspendshoppinginastoretheamountsthattheypur-chaseandthefavorabilityoftheirstoreevaluationsThesepositiveeffectssuggestthatbeingtouchedmayalsoincreasethetipsthatcustomersleavetheirserv-ersAprilCruscoandChristopherWetzeltestedthispossibilityattworestaurantsinOxfordMississippi

ThreewaitressesattworestaurantsrandomlyassignedtheircustomerstooneofthreetouchconditionsCus-tomerseitherwerenottouchedwerecasuallytouchedontheshoulderonceforaboutoneanda

halfsecondsorwerecasuallytouchedonthepalmofthehandtwiceforabouthalfasecondeachtimeAlltouchesoccurredasthewaitressesreturnedchangetotheircustomersattheendofthemealEyecontactwasavoidedduringthistime

TheeffectsofthetouchmanipulationweresignificantCustomersleftanaveragetipof12percentwhentheywerenottouchedascomparedto14percentwhentheyweretouchedonceontheshoulderand17percentwhentheyweretouchedtwiceonthepalmofthehandSubsequentresearchconductedbyvariousotherresearchershasdemonstratedthat(1)casuallytouchingcustomersincreasesthetipsofbothmaleandfemaleservers(2)touchingincreasestipsmorewhenwaitressestouchthefemalemembersofmixed-sexdiningpartiesthanwhentheytouchthemalemembersofthosediningpartiesand(3)touch-

slightlydecreasedhertipsfromblackcustomersIbelievethatAfricanAmericansprefertomaintaingreaterinterper-sonaldistancesduringsocialinteractionsthandoWhitesandthatsquattingorsittingatthetablemayhaveviolatedtheBlacksrsquobutnottheWhitesrsquopersonalspaceOfcoursethewaitressrsquosracemayhavealsoplayedapartintheseresultsClearlyyouneedtoexercisesomejudgmentaboutwhetherornotagiventablewillwelcomesuchbehaviorbuttheresearchdescribedabovesuggeststhatsquattingnexttothetableisgenerallywelcomeandwillresultinhigherincomesforthoseserverswillingtodoit

Megatip5Stand Close to CustomersThoseserverswhoareunableorunwillingtosquatnexttotablescanstillincreasetheirrapportwithandtipsfromatablesimplybystandingclosertothecustomersProxim-itysignalsinterpersonallikingandpreviousresearchhadfoundthatpeoplecomplywithsmallrequestsmorewhentherequesterstoodphysicallyclosetothemthanwhenheorshestoodfurtherawaysoitislikelythatphysicalprox-imitywouldincreasetipsaswell

CelineJacobandNicolasGueguentestedthisexpecta-tionbyhavingfivewaitressesatthreedifferentrestaurantsinFrancevarytheirproximitytothecustomerandrecordthetipstheyreceivedfromthosecustomersBasedonarandomdetermina-tionthewaitressesstoodeithercloserthantypical(5feetor15meters)normaldistance(15feetabout5meters)orfartherthanusual(25feetabout75meters)

fromtheircustomerswhentakingthefoodorderother-wisethewaitressesfollowednormalproximityandserviceprotocols

ResultsindicatedthatgreaterphysicalproximitywhiletakingthefoodorderdoesincreasetippingThecustom-ersinthisstudyweremorelikelytoleaveatipwhenthewaitressesstoodone-halffootaway(43tipped)thanwhentheystoodoneandone-halffeetaway(31tipped)ortwoandone-halffeetaway(23tipped)Furthermorethetippingcustomersleftlargertipswhenthewaitressesstoodcloserthannormal(averagetipofeuro141)thanwhentheystoodanormaldistancefromthecustomers(averagetipofeuro117)orafartherthannormaldistance(averagetipofeuro115)

WhileitistruethatSouthernEuropeans(liketheFrench)generallymaintainsmallerpersonalspacesthandoNorthAmericansIbelieveJacobandGueguenrsquosresultswouldalsobefoundintheUnitedStatesbecausesquat-

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 11

ingincreasesthetipsofyoungcustomersmorethanthoseofoldercustomers

TheresultsofthesestudiessuggestthatyoushouldreachoutandbrieflytouchyourcustomersManyserverswillfeeluncomfortablewiththisrecommendationmdashfearingthatcustomersmightobjecttobeingtouchedHowevertheresearchsuggestsotherwiseFurthermoreresearchershavefoundthatmanysubjectswhosebehaviorhasbeeninflu-encedbytouchesareunawarethattheyhavebeentouchedThisbeingthecaseyoumayfindthatthebenefitsofbrieflytouchingcustomersmorethanoutweightheslightrisksinvolved

Megatip7Smile at CustomersSmilingisawell-knowntacticofingratiationandsocialinfluenceItisararepersonwhohasnrsquotheardthestandard

ldquoWhenYoursquoreSmiling(TheWholeWorldSmileswithYou)rdquopopularizedbyLouisArmstrongin19291ResearchhasconfirmedtheculturalwisdomonsmilingandhasfoundthatsmilingpeopleareperceivedasmoreattractivesinceresociableandcompetentthanareunsmilingpeopleTheseinterpersonaleffectsofsmilingsuggestthatserversmaybeabletoincreasetheirtipearningsbysmilingattheircustom-ersKathiTiddandJoanLockardtestedthispossibilityatacocktailloungeinSeattleWashington

CustomerssittingaloneintheloungewereusedassubjectsThewaitresswhowaitedonthesecustomersrandomlyassignedhalfofthemtoreceivealargeopen-mouthsmileandtheotherhalftoreceiveasmallclosed-mouthsmileThosecustomersreceivingasmallsmileleftanav-eragetipof20centswhilethosecustomersreceivingalargesmile

leftanaveragetipof48centsThisrepresentsanincreaseof140percent

Theaveragebillandtipsizesinrestaurantsaretypicallymuchlargerthanincocktailloungessosmilingprob-ablywillnothavequiteasdramaticaneffectonthetipsofrestaurantserversasitdidonthetipsofthecocktailwaitressinthisstudyHowevertheseresultsdoindicatethatsmilingincreasestipsYoushouldtrygivingcustomersbigopen-mouthedsmilesandseehowmuchyourtipsimprove

Megatip8Compliment Customersrsquo Food ChoicesComplimentingpeoplemakesthemfeelgoodandenhancestheirlikingforthesourceofthecomplimentIthasalso

1ComposedbyLarryShayMarkFisherandJoeGoodwinTheearliersimilarconceptwasldquolaughandtheworldlaughswithyourdquofirstwrittenbytheGreekHoraceandlatersetasapoembyEllaWWilcoxin1883

beenshowntoincreasepeoplersquoscompliancewithsmallre-questsTheseeffectssuggestthatcomplimentingcustomersmayalsoincreasethetipstheyleave

JohnSeiterhastestedthisexpectationintwostudiesofrestauranttippingInthosestudiesrestaurantserverseithercomplimentedtheircustomersrsquofoodchoicesordidnotandrecordedthetipsleftbybothsetsofcustomersDin-ingpartieswererandomlyassignedtoconditionsbyhavingtheserverpulloneoftwopenniesfromhisorherpocketiftheselectedpennyhadwasmarkedthentheservercomplimentedthecustomersrsquofoodorderandifthepennyselectedwasunmarkedthentheserverdidnotcomplimentthecustomerThedeliveryofthecomplimentsdifferedacrossthetwostudiesInthefirststudywhichincludedonlytwo-personpartiestheservercomplimentedthefirstpersontoorderbysaying

ldquoYoumadeagoodchoicerdquoandcomplimentedthesecondpersonbysayingldquoYoudidgoodtoordquoInthesecondstudyaftereveryoneatthetablehadorderedtheserversaideither

ldquoYoumadeagoodchoicerdquoldquoYoubothmadegoodchoicesrdquoorldquoYouallmadegoodchoicesrdquodependingonhowmanypeoplewereatthetable

Inbothstudiescustomerstippedmorewhencompli-mentedInthefirststudytipsincreasedfrom164to189percentofthebillandinthesecondtipsincreasedfrom188to203percentofthebillInthelatterstudyhoweverthiseffectwasmoderatedbythenumberofpeopleinthediningpartysuchthatcomplimentsincreasedtipsmorewhenthediningpartywassmallpresumablybecausecomplimentingallthechoicesoflargegroupsseemedlessgenuine

ComplimentingcustomersrsquofoodchoicesisaneasywaytoincreasetipsItalsosupportstherestaurantrsquosmarketingeffortsandreinforcescustomersrsquopositiveperceptionsoftherestaurantrsquosfoodsoyourmanagershouldparticularlyap-preciateandapproveofthistechniqueSoingratiateyourselfwithbothyourcustomersandmanagerbycomplimentingcustomersontheirfoodchoices

Megatip9Repeat Customersrsquo OrdersBeingmimickedorcopiedcanbeirritatingwhenitisobviousandprolongedThatiswhymimicryissopopularamongchildrenasameansoftormentingtheirsiblingsHoweverresearchershavefoundthatbrieflyandsubtlyimitatingormimickingothersincreasesthoseothersrsquolikingforandinterpersonalclosenesstotheimitatorThissuggests

12 TheCenterforHospitalityResearchbullCornellUniversity

weeksofasix-weekperiodInthesuggestivesellingcondi-tionthewaitressdidthefollowingthingsasdescribedbytheresearchers

UponinitialcontactwiththegroupthewaitresssuggestedldquoWouldanyonecareforadrinkrdquoAf-terconsumptionofthefirstcocktailgroupssubjecttomanipulativetreatmentwereaskedtoconsiderasecondcocktailTheseinitialstepswerefollowedbythewaitress-researcherpromptingthegroupforthedinnerorderaskingfirstwhowouldcareforanappetizerDuringtheprocessoforderingdinnerthewaitressrecommendedtotheundecidedcertainitemsAtthispointthemostexpensiveitemswerealwayspromotedThewaitresscheckedbacktwiceduringtheconsumptionofthemaincourse

atwhichtimethewaitresspromotedfurtherconsumptionofliquorFinallyuponcompletionofthemaincoursethewaitresssuggesteddessertorafterdinnerdrinks

Followingtheseproceduresincreasedtheaveragetabby25percentThattranslatesintoasimilarincreaseintipsThusyoucanearnmoremoneyduringaslowshiftbyprac-ticingsuggestiveselling

Duringabusyshifthoweversuggestivesellingmaybecounter-productivebecauseadd-onsalesmayincreasethecustomerrsquosmealdurationandslowdowntableturnoverYourtotaltipsattheendoftheshiftdependonyourtotalsalesSinceentreacuteesaremoreexpensivethanappetizersanddessertsyoushouldavoidsuggestivesellingofappetizersanddessertsinfavorofturningtablesquicklyaslongasnewcustomersarewaitingtobeseatedWhenturningtablesisnotpossiblethensellmoreappetizersanddesserts

Megatip11Entertain CustomersPeoplegotorestaurantsforentertainmentaswellasforfoodThatiswhyrestaurantshavealonghistoryofhiringmusiciansandsingerstoperformintheirdiningroomsItisalsowhyrecentyearshaveseenthecreationandspreadofawholenewclassofldquoeatertainmentrdquoandthemerestaurantssuchasChuckECheeseHardRockCafeacutePlanetHolly-woodandRainforestCafeacuteRegardlessofwhetheryouworkinoneofthesethemerestaurantsyourcustomerswanttobeentertainedandthatdesiregivesyouanopportunitytoearnlargertipsResearchindicatesthatserverswhorecognizeandsatisfytheircustomersrsquoneedsforentertainmentaretippedmorethanthosewhodonot

thatserversmaybeabletoincreasetheirtipsbysubtlymim-ickingtheircustomersrsquoverbalbehaviorRickvanBaarenandhiscolleaguestestedthispossibilityatarestaurantintheNetherlands

Twowaitressesrandomlyassignedtheircustomerstoei-theramimicryoranon-mimicryconditionInthemimicryconditionthewaitressesliterallyrepeatedcustomersrsquoorderswhentakingthoseordersInthenon-mimicryconditionthewaitressesdidnotrepeattheordersbutdidindicatethattheygottheorderbysayingthingslikeldquookayrdquoorldquocom-inguprdquoMimicryincreasedthenumberofcustomerswholeftatipfrom52percentinthenon-mimicryconditionto78percentinthemimicryconditionItalsodoubledtheaveragetipofthoseleavingtipsfrom136Dutchguildersinthenon-mimicryconditionto273Dutchguildersinthemimicrycondition

TippingpracticesaremuchdifferentintheUnitedStatesthanintheNetherlandssomimicrymaynotpro-ducequiteasdramaticaneffectinthiscountryasitdidintheNether-landsHoweverhumannatureisbasicallythesameeverywheresothatstudydoessuggest

thatyoucanincreaseyourtipstosomedegreebyrepeatingyourcustomersrsquoordersGiventhelowcostofthisbehavioritiscertainlyatacticworthtrying

Megatip10Sell Sell SellItiscustomarytotipwaitersandwaitresses15to20percentofthebillsizeandnationalsurveysindicatethatabout75percentofrestaurantpatronsdobasetheirtipsonapercent-ageofthebillThusdollar-and-centtipamountsincreasewithbillsizeInfactarecentreviewofresearchontippingfoundthatbillsizewastwiceapowerfulaseverythingelsecombinedindeterminingthesizeoftipsleftbydifferentdiningpartiesThismeansthatthebestwayforyoutoincreaseyourtipsistoincreaseyoursales

DuringaslowshiftsalescanbeincreasedthroughsuggestivesellingThusyoushouldrecommendappetizersliquorwineexpensiveentreacuteeselectionsanddessertsduringslowshiftsAlthoughmanyserverswillseethelinkbetweensuggestivesellingandbillsizesasobviousotherswillques-tiontheabilityofserverstosubstantiallyaltertheircustom-ersrsquoordersandexpendituresThatquestionwasaddressedinanexperimentbySuellenButlerandWilliamSnizekTheyhadawaitressatanupscaleldquofancyrdquodiningrestaurantinthenortheasternUnitedStatestrysuggestivesellingonalternate

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 13

InonestudyconductedinFrancebyNicolasGueguenwaitersandwaitressesatabargavehalftheircustomersacardwiththefollowingjokewrittenonit

AnEskimohadbeenwaitingforhisgirlfriendinfrontofamovietheatreforalongtimeanditwasgettingcolderandcolderAfterawhileshiveringwithcoldandratherinfuriatedheopenedhiscoatanddrewoutathermometerHethensaidloudlyldquoIfsheisnothereat15Irsquomgoingrdquo

Forty-twopercentofthosecustomersgettingthejokecardleftatipascomparedtoonly25percentofthose

notgettingthejokecardMoreoverthosewhodidtipleftmoreinthejoke-cardcondition(averagetipof23percent)thanintheno-cardcondition(averagetipof16percent)

Inanotherstudycon-ductedbyBruceRindandDavidStrohmetzaNewJerseywaitressgavehalfofhercustomersacardwith

thefollowingwords

Finishedfilesaretheresultofyearsofscientificstudycombinedwiththeexperienceofmanyyears

SheencouragedthecustomerstocountthenumberofldquoFsrdquowhichismoreofachallengethanyoumightthinkbe-causeoftheFattheendofthewordldquoof rdquo(whichinadditiontobeingattheendofthewordispronouncedasav)ThuscustomerswereoftensurprisedwhenthewaitresstoldthemthecorrectnumberofFswassixTheyalsogaveherlargertipsthanthosecustomersnotgivenacardmdashanaveragetipof22percentversusanaveragetipof19percent

AsthesestudiestestifyyoudonrsquothavetobeRobinWil-liamstoentertainyourwayintoabiggertipSocollectjokesorsimplepuzzlestosharewithyourcustomersandlettheentertainmentbegin

Megatip12Forecast Good WeatherSunnyweatherputspeopleinagoodmoodandpeopleinagoodmoodleavebiggertipsthanthoseinabadmoodEventheprospectofsunnyweathertomorrowelevatespeoplersquosmoodsThissuggeststhatserverswholivewheretheweatherishighlyvariablecanincreasetipsbytellingtheircustomersthatsunnyweatherisonthewayTotestthisideaBruceRindandDavidStrohmetzhadawaitressatamid-pricedItalianrestaurantinNewJerseywriteaweatherforecastonthebacksofsomeofherchecksbutnotothersThefavorableweatherforecastread

TheweatherissupposedtobereallygoodtomorrowIhopeyouenjoytheday

Thewaitressreceivedanaveragetipof222percentwhensheforecastgoodweatherandanaveragetipof187percentwhenshemadenoforecastThatisa19-percentincrease

AlthoughyoushouldnotlietocustomersyoushouldtrytoprofitfromfavorableweatherforecastsSimplykeepupwiththelocalweatherforecastandremindyourcustomersthatgoodweatherisonthewaywhentheforecastreallyispositiveYoucantrygivingtheseforecastsorallybutIwouldrecom-mendwritingthemonthecheckaswasdoneinthisstudySpeakingisquickerandeasierthanwritingbutspokenwordscanbeeasilymissedorignoredwhilewrittenonescannotInadditionpartoftheeffectivenessofthewrittenforecastsinthestudydescribedmayhavedependedontheperceivedeffortoftheservermdashifsoyouwillwanttodupli-catethateffort

Megatip13Write ldquoThank Yourdquo on ChecksSavvyserverswriteldquoThankyourdquoandsigntheirnamesonthebacksofchecksbeforetheydeliverthecheckstotheircustomersTheseexpressionsofgratitudemayincreasetheperceivedfriendlinessoftheserverwhichwouldincreasetipsbecauseconsumerstipfriendlyserversmorethantheydounfriendlyonesExpressionsofservergratitudemayalsomakecustomersfeelobligatedtoearnthatgratitudebyleavinglargertipsWhateverthemechanisminvolvedexpres-sionsofgratitudeseemlikelytoincreasethetipsserversreceiveBruceRindandPrashantBordiatestedthisexpectationatanupscalerestaurantinPhiladel-phiaPennsylvania

Awaitressconductedthisstudybyrandomlyassign-ingherlunchcustomerstooneofthreeconditionsOnthebackofthecheckshewroteeithernothingldquoThankyourdquoor

ldquoThankyourdquoandsignedhernameAsexpectedthisma-nipulationsignificantlyaffectedthesizeofthewaitressrsquostipsShereceivedanaveragetipof16percentwhennothingwaswrittenonthebackofthecheckandshereceivedanaverage

14 TheCenterforHospitalityResearchbullCornellUniversity

tipof18percentwhenshewroteldquoThankyourdquoonthebackofthecheckAddinghersignaturetothethanksproducedthesameleveloftipsasthethanksalone

SincethereislittledownsidetoexpressionsofgratitudeyoushouldalwayswriteldquoThankyourdquoorsomecomparablemessageonthebacksofyourchecksToavoidtimepres-suresduringbusyshiftsyoucanwritethesemessagesonyourchecksbeforecustomersarriveDoingsowillonlytakeafewminutesofyourtimeandshouldincreaseyourtipincome

Megatip14Write a Patriotic Message On ChecksPatrioticfervorvariesacrossindividualsbutmostpeoplefeelsomedegreeoflovefortheirhomecountryExpress-ingaloveofcountryisthereforeonewaytohighlightyoursimilaritytoyournativecustomersandshouldincreasethetipstheyleaveyou

JohnSeiterandRobertGasstestedthispossibilityinastudyconductedseveralmonthsaftertheterroristat-tacksofSeptember112001TheyhadtwowaitressesinUtahplacemessagesontheirchecksaccordingtooneoffourconditionsandrecordtheresultingtipsThe

fourmessageconditionswhichthewaitressesdeterminedrandomlywere(1)ano-messagecontrol(2) ahandwritten

ldquoHaveaNiceDayrdquomessageaccompaniedbyasmiley-facesticker(3) ahandwrittenldquoGodBlessAmericardquomessageac-companiedbyanAmericanflagstickerand(4) ahandwrit-tenldquoUnitedWeStandrdquomessageaccompaniedbyanAmeri-canflagstickerAssignmenttoconditionswasdonejustbeforedeliveringthechecksothewaitresseswereunawareofthestudyconditionduringmostoftheirinteractionswiththediningparties

CustomersintheldquoUnitedWeStandrdquoandldquoGodBlessAmericardquoconditionsleftlargertipsthanthoseintheldquoHaveaNiceDayrdquoandcontrolconditionsTheamountswere199percentforldquoUnitedWeStandrdquoand179percentforldquoGodBlessAmericardquocomparedto159percentforldquoHaveaNiceDayrdquoand155fornomessageSupportingtheideathatpatrioticmessagesincreasetippingthroughtheireffectsonperceivedsimilarityisthefactthattheldquoUnitedWeStandrdquomessagehadslightly(butnotsignificantly)strongereffectsthantheldquoGodBlessAmericardquomessagebecausetheldquoUnitedWeStandrdquomessageshouldhaveevokedgreaterfeelingsofunityorsimilarity

TheeffectsofpatrioticmessagesontippingobservedbySeiterandGasswereprobablyheightenedbythewaveofpatrioticfeelingsfollowingthe911attacksNeverthelesstheydemonstratethepotentialtoturnpatriotismintotips

ServersinlesspatrioticregionsofthecountrymaywanttolimittheiruseofthistactictotimesofheightenednationalpatriotismsuchastimesofwarterroristattacksnationalelectionsornationalholidaysHoweverserversinregionsofthecountrywherepatriotismisparticularlystronglikeinmanyldquoRedStatesrdquoshouldbeabletoincreasetheirtipswithpatrioticmessagesallthetimeInsumevokingpatrioticfeelingsinyourpatronswillencouragethemtoleaveyoumorebillswithpicturesofpatriotssuchasWashingtonLincolnHamiltonandJackson

Megatip15Draw Pictures on the CheckOccasionallywaitresseswilldrawaldquosmileyfacerdquoonthebacksofchecksThesedrawingsarelikelytohaveseveraleffectsonconsumersFirsttheymaypersonalizetheservertocustomersandtherebyincreasecustomersrsquoempathyfortheserverSeconddrawingsofldquosmileyfacesrdquomaycommu-nicatetocustomersthattheserverishappytohaveservedthemwhichwouldingratiatetheservertothecustomerFinallyseeingldquosmileyfacesrdquodrawnonchecksmaysimplymakecustomerssmileandimprovetheirmoodsAllofthesepotentialeffectssuggestthatdrawingaldquosmileyfacerdquoonthebacksofcheckswillincreasetipsBruceRindandPrashantBordiatestedthispossibilityinastudyconductedatthesameupscalePhiladelphiarestaurantthatwasthesettingfortheirldquoThankyourdquoresearch

AwaiterandawaitressattherestaurantconductedthisstudyontheirlunchcustomersHalfofthesecustomersreceivedacheckonwhichtheserverhaddrawnaldquosmileyfacerdquoandhalfreceivedacheckwithoutthedrawingTheassignmentofatabletoconditionswasmadeattheendofthecustomerrsquosmealwhenthemajorityoftheservicehadalreadybeenrenderedandthe

serverwasreadytodeliverthecheckAtthattimetheserverrandomlydeterminedtheconditionthetablewasassignedtoandeitherdrewaldquosmileyfacerdquoonthecheckordidnot

ThismanipulationsignificantlyaffectedthewaitressrsquostipsbutnotthoseofthewaiterThewaitressreceivedanaveragetipof28percentwhennothingwasdrawnonthecheckandreceivedanaveragetipof33percentwhenshedrewaldquosmileyfacerdquoonthebackofthecheckDrawingaldquosmileyfacerdquoincreasedthewaitressrsquostipsby17percentHowevernocomparableeffectwasobservedforthewaiterHereceivedanaveragetipof21percentwhennothingwasdrawnonthecheckandreceivedanaveragetipofonly18

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 15

percentwhenhedrewasmileyfaceonthebackofthecheckThisdecreaseintipsizewasnotstatisticallysignificantbutitsuggeststhatdrawingaldquosmileyfacerdquomayactuallybackfireforwaitersPerhapsldquosmileyfacesrdquoaretooemotionalandfemininetoseemnormalcomingfromwaiters

Theresultsofthisstudysuggestthatwaitressescanimprovetheirtipsbydrawingldquosmileyfacesrdquoontheircheckswhilewaiters(aswellaswaitresses)canalwaysdrawotherpicturesontheirchecksForexampleserversatanupscaleseafoodrestaurantcouldmakeasimplelinedrawingofalobsteronthebacksofchecksTheseotherdrawingsshouldserveaswellassmileyfacestopersonalizeserversandel-evatecustomersmoodsThereforetheyshouldalsoincreasetipsConsistentwiththisreasoningonestudyconductedbyNicolasGueguenatabarinFrancefoundthatdrawingapictureofthesunonchecksincreasedthepercentageofcustomersleavingatipfrom21percentto38percentThedrawingalsoincreasedtheaveragesizeofthetipsthatwereleftfrom19percentofthebillto26percent

ThelessonsfromthisresearchareclearYoudonotneedtobePicassotodrawlargertipsfromyourcustomersSopickupapencilandstartdoodling

Megatip16Call Customers by NameCallingpeoplebytheirnamestellsthemthattheyarecon-sideredimportantMostpeoplefindsuchrecognitionflatter-ingandenjoyableThusserversshouldgetlargertipswhentheycalltheircustomersbynameThisexpectationwastestedbyKarenRodrigueatseveralrestaurantsinKansas

ThestudyfocusedoncustomerspayingbycreditcardWaitersandwaitressesrandomlyassignedthosecustomerstoanameorano-nameconditionInthenameconditiontheserversnotedthecustomersrsquonamesontheircreditcardsandthankedthembyname(eg

ldquoThankyouMrJonesrdquo)whenreturningthecreditcardsandchargeslipsIntheno-nameconditionserversthankedthecustomerswithoutmention-ingtheirnames

Customersleftanaveragetipof14percentintheno-nameconditionandanaveragetipof154percentinthenameconditionSayingtwowordsmdashthecustomerrsquosname

mdashincreasedtheserversrsquotipsby10percentThisfindingsug-gestsanewanswertotheoldquestionldquoWhatrsquosinanamerdquoThatanswerisldquobiggertipsrdquo

Megatip17Use Tip Trays with Credit Card Insignia RestaurantsoftenpostsignsinformingcustomersthatcreditcardsareacceptedThesesignsandotherdisplaysofcreditcardinsigniacanbeseenonrestaurantdoorswindowscountersmenustabletentstiptraysandcashregistersRe-searchhasfoundthatsimplyseeingtheseinsigniaincreasesconsumersrsquowillingnesstospendmoneyThiseffectmaybeduetothefactthatcreditcardinsigniaaresooftenpresentwhenconsumersbuythingsthattheyhavebecomecondi-tionedstimulithatelicitspendingAlternativelycreditcardinsigniamayremindconsumersoftheavail-abilityofcreditandtherebyincreasetheirperceptionoftheirownspend-ingpower(evenwhentheyintendtopaywithcash)RegardlessoftheexplanationtheeffectsuggeststhatserversmayreceivelargertipswhencreditcardinsigniaarepresentatthetablethanwhentheseinsigniaarenotpresentMichaelMcCallandHeatherBelmonttestedthishypothesisattwoestablish-mentsmdashafamilyrestaurantandacafeacutemdashinupstateNewYork

ThepresenceofcreditcardinsigniawasmanipulatedintheseestablishmentsviatiptrayssomeofwhichhadcreditcardemblemsonthemandsomeofwhichdidnotThesetiptrayswererandomlymixedandserverswereinstructedtotakeatrayasneededfromthetopofthestackAtbothestablishmentscustomerstippedsignificantlymorewhenthebillwaspresentedonatiptraycontainingacreditcardemblemTipsincreasedfrom16percentofpre-taxbillsattherestaurantto20percentandincreasedfrom18percentofpre-taxbillsatthecafeacuteto22percentThiseffectwasnotduetoanincreaseduseofcreditcardstopaythebillInfactallofthecafeacutersquoscustomerspaidcashSimplyseeingthecreditcardinsigniaonthetiptrayscausedcustomerstotipanadditional25percentattherestaurantand22percentatthecafeacute

InlightoftheseresultsyoushouldaskyourmanagertoreplaceplaintiptrayswithtraysthatcontaincreditcardemblemsThesetiptrayscanbeobtainedatlittleornocostfromcreditcardcompaniesandusingthemwillincreaseyourtips

Megatip18Give Customers CandyPeoplegenerallyfeelobligatedtoreciprocatewhentheyreceivegiftsfromothersServerscanbenefitfromthisbygivingtheircustomersafter-dinnermintsorcandiesUponreceivingsuchgiftsmostcustomerswillfeelaneedtoreciprocateandshoulddosobyincreasingtheirtipsDavidStrohmetzandhiscolleaguestestedthisexpectationintwostudies

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

8 TheCenterforHospitalityResearchbullCornellUniversity

Megatip1(ForWaitresses)Use Cosmetics Peoplegenerallyrespondmorepositivelytophysicallyat-tractiveindividualsthantolessattractiveonesandmenevenmorethanwomenvaluephysicalattractivenessintheoppositesexThusitisnotsurprisingthatseveralresearch-ershavefoundattractivewaitressesearnlargertipsthanlessattractivewaitresses(Existingdatacannotruleoutthepossibilitythatphysicalattractivenessincreasesthetipsofwaiterstoobutitdoessuggestthatanysucheffectismuchweakerthantheeffectonwaitressesrsquotips)Thesefindingssuggestthatwaitressescanincreasetheirtipsbyusingcos-meticstoenhancetheirphysicalattractiveness

CelineJacobandseveralofhercolleaguestestedthispossibilityinarestaurantinFranceTheyhadabeauticianapplyfacialmake-uptotwowaitresses(whowere19and20yearsold)ontenrandomlyselecteddaysoutoftwentyandassessedtheeffectsofthistreatmentonthetipsthewaitress-

esreceivedduringthetwentylunchshiftsstudiedWear-ingmake-updidnotaffectthewaitressrsquotipsfromfemalepatronsbutdidincreasetheirtipsfrommalepatronsThepercentageofmalesleavingatipincreasedfrom34percentintheno-makeupconditionto51percentinthemakeupconditionandtheaverageamountleftbythosemaletippersincreasedfromeuro111toeuro140

ThelessonofthisstudyisstraightforwardIfyouareawaitressmakeupmakesformoretips

Megatip2Wear Something UnusualAlthoughserversmustusuallywearauniformatworkmanyadduniqueelementsofclothingjewelryorotheradorn-menttotheiruniformstostandoutandmakecustomersperceivethemasanindividualpersonratherthanaface-lessmemberofthestaffIstillrememberonewaitressataNewYorkCityrestaurantwhowaitedonmeseveralyearsagoSheworeagoofyhatthatnooneelseintherestaurantwaswearingWearingthathatmadethewaitressseemmoreinterestingandpersonableanditincreasedthetipIleftSimilareffectsofadornmentontippingwereobservedinastudybyJeri-JayneStillmanandWayneHensley

SixwaitressesatanupscalerestaurantagreedtorecordinformationabouttheirdiningpartiesforfournightsandtowearaflowerintheirhairfortwoofthosenightsWhichtwoofthefournightstheflowerwaswornwasdeterminedrandomlyforeachserverEachnightthosewaitressesin

thefollowingtestimonialsenttomebyJoshuaOglemdashares-taurantworkerwhofoundoneofmyearlierarticlesonwaystoincreasetipsandsharedthatarticlewithhisco-workers

HerersquoshowitallhappenedIwasbrowsingaroundtheCornellwebsiteHotelSchoolsectionandcameacrossyourarticleIreaditacknowl-edgeditasanicepieceandcontinuedreadingthroughthesiteWhenIwenttowork(IworkatarestaurantcalledTexasRoadhouse)IstartedtonoticeafterreadingyourpaperthatpeoplekeptonandkeptoncomplainingaboutnotmakinglotsoftipsIrememberedsomeofthetipsthatyouhadinthepaperandIlookedaroundtoseeifIsawpeopledoingwhatyousaidworkedwrit-ingmessagesonthebackofchecksusingcheck-holderswithcreditcardsymbolsonthemetcItoldafewpeopleabouttheideasandtwosaidthattheywouldtrysomestuffoutbecausetheyweretiredofmakingnotipsTheothercouplesaidthattheywerefinehowtheywereandthattheinformationinthearticlewasldquobullcraprdquo

SoBaileyandJohn(theirnamesnaturally)proceededtofollowyourteachingsandattheendofthenightbothcameoutbetween8and10percenthigherintipsIrsquodsaythatrsquosveryimpres-siveandtheythoughtthesamebuttheotherswhodidnotbelievemesaiditmustjustbeacoincidenceBaileyandJohnagainthefollow-ingnightbroughtinmoretipsthantheyhadbeenbeforeThentheothersstartedtalkingtoeachotherandgivinghintstoeachotherandtellingabouthowIrsquodtoldthemaboutitetcSoIwenttothesiteprinteditoffandhungituponournightlynewsboardforeveryonetoseeOfcourseIgavecompletecredittoyou(IprinteditwithfullldquoCornellrdquosymbolsatthetopaswellasyournameonitandwhatnot)andpeoplehavethankedmeaboutonceaweeksincethenaboutthreemonthsagoOveralleveryonewashappyanddefinitelysawanincreasethankstoyourdquo

SkepticismisgoodmdashitkeepsyoufromfallingpreytoemptypromisesHowevertoomuchskepticismcanalsomakeyoumissoutonworthwhileopportunitiesThatalmosthappenedtosomeofJoshuarsquoscoworkersThosewhodecidedwithoutevidencethatmyarticlewasldquobullcraprdquoandrefusedtotrythetechniqueswouldhavecontinuedmakinglousytipsifsomeoftheirlessskepticalcoworkershadnotbeenwillingtogivethetechniquesatryandthensharedtheirexperiencesDonrsquotletthefatethatalmostbefellthoseskepticshappentoyouKeepyourskepticismintactbutreadaboutthesetechniqueswithanopenmindandaboveallgivethematryThetechniquesareeasytoimplementandyougotthisbookletfreeofchargesowhathaveyougottolose

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 9

theflowerconditionwereldquoprovidedaselectionofflowersfromwhichonewaschosenfortheeveningrdquoTheresultsindicatedthatthewaitressesrsquotipsincreasedfromabout$150percustomer(ordiner)inthecontrolconditiontoabout$175percustomerintheflowerconditionTheyearned17

percentmoresimplybywearingflowersintheirhair

Theresultsofthisstudysuggestthat(ifpossible)youshouldwearsomethingspe-cialorunusualwhenyouworkWhetheritisaflowerinyourhair

(orasaboutonniere)aloudtieorafunnybuttonwearingsomethingthatstandsoutasunusualwillpersonalizeyoutoyourcustomersandwillresultinlargertipsHowevertakecarenottowearthingswithpoliticalreligiousorotherwisecontroversialmessagesandmeaningssoasnottooffendthosecustomerswithdifferentpointsofview

Megatip3Introduce Yourself by NameManyserversintroducethemselvesbynamewhengreetingtheircustomersIfdoneproperlytheseintroductionsmaketheserverseemfriendlyandpoliteandmakethecustomerfeelmoreempathyfortheserverBothoftheseeffectsshouldincreasetipsKimberlyGarrityandDouglasDegel-mantestedthisexpectationinanexperimentconductedataCharlieBrownrsquosrestaurantinsouthernCalifornia

Two-personpartiescom-ingtotherestaurantforSun-daybrunchwereincludedinthestudyandwererandomlyassignedtooneoftwocondi-tionsInthenameconditionawaitressapproachedhertablessmiledandsaidldquoGoodmorn-ingMynameisKimandIwillbeservingyouthismorningHaveyoueverbeentoCharlie

BrownrsquosforbrunchbeforerdquoIntheno-nameconditionthesameapproachsmileandgreetingwereusedexceptthatthewaitressomittedhernameThismanipulationhadalargeandstatisticallysignificanteffectontipsThewaitressreceivedanaveragetipof$349(15)whenshedidnotgivehernameandreceivedanaveragetipof$544(23)whenshedidgivehernameThiswaitressearnedalmost$200morefromeachtablewhensheintroducedherselfbyname

TheresultsofthisstudysuggestthatyoushouldintroduceyourselfbynametoyourtablesOfcoursetheseself-introductionsneedtobemadewithagenuineandpro-

fessionalattitudeSurlyorinsincereintroductionsarelikelytobackfireThewordsldquoHiIrsquom___andIwillbeservingyouthiseveningrdquocanbeirritatingifsaidinanuncaringorau-tomaticwayHoweverifyouintroduceyourselfinasincereandprofessionalwaycustomersshouldleaveyoulargertips

Megatip4Squat Next to the TableMostserversstandthroughouttheserviceencounterHoweversomeserverssquatdownnexttothetablewheninteractingwiththeircustomersSquattingdownnexttoatabledoesseveralpositivethingsmdashitincreasesthecongru-encebetweentheserverrsquosandcustomersrsquoposturesbringstheserverrsquoseyeleveldowntothecustomersrsquoeyelevel(whichfacilitateseyecontact)andbringstheserverrsquosfaceclosertothecustomersrsquofacesResearchonnonverbalcommunicationhasfoundthatposturalcongruencemoreeyecontactandgreaterproximityareassociatedwithgreaterrapportandlikingConsumersreportthattheytipfriendlyserversmorethantheydolessfriendlyserverssosquattingdownnexttothetableshouldincreasetipsKirbyMynierandItestedthisexpectationattworestaurantsinHoustonTexas

ACaucasianwaiterataMexicanrestaurantandanAsianwaitressataChineserestaurantflippedcoinstorandomlydeter-minewhethertheywouldsquatdownorstandduringtheirinitialvisitstotablesOther-wisetheserverstriedtotreatalltheirtablesidenticallyAsexpectedsquattingdownsignificantlyincreasedthetipsofbothserversThewaiterreceivedanaveragetipof$518(15)whenheremainedstandingthroughouttheserviceencounterandreceivedanaveragetipof$640(18)whenhesquatteddownduringhisfirstvisittothetableThecor-respondingnumbersforthewaitresswere$256(12)and$328(15)

Overalltheserversreceivedapproximately$100morefromeachtablethattheysquattednexttoThisisasubstan-tialpayoffforasimplebehaviorImustnotethatsquattingdownnexttoatableistooinformalforfine-diningrestau-rantsbutifyouworkatacasual-diningestablishmentyoushouldsquatdownnexttoyourtablesorevenpulloutachairtositatthetablewhentakingorders

KeepinmindhoweverthatnotallcustomerswillwelcomesuchproximityandinformalityGinaLeodoroandIfoundthatsquattingnexttoorsittingdownatthetableincreasedawhitewaitressrsquostipsfromwhitecustomersbut

10 TheCenterforHospitalityResearchbullCornellUniversity

tingdownatthetablewhichalsoincreasesperceivedproximityhasbeenshowntoincreasetipsintheUSasdescribedpreviouslyWhenusingthistechniquehoweverserversshouldbeawarethatHispanicsmaintainsmallerpersonalspaceswhileAsiansandBlacksmaintainlargerpersonalspacesthandoWhitesThusIwouldrecommendstandingveryclosetothetablewhenservingHispanicsandWhitesbutwouldrecommendmaintainingagreaterdistancefromthetablewhenservingAsiansandBlacks

Megatip6Touch CustomersTouchingisapowerfulformofinterpersonalbehav-iorthatcancommunicateaffectionappreciationaggressiondominanceorsocialsupportaswellasothermeaningsdependingonthecontextinwhichitoccursIncommercialsettingscasuallytouchingcustomershasbeenshowntoincreasethetimetheyspendshoppinginastoretheamountsthattheypur-chaseandthefavorabilityoftheirstoreevaluationsThesepositiveeffectssuggestthatbeingtouchedmayalsoincreasethetipsthatcustomersleavetheirserv-ersAprilCruscoandChristopherWetzeltestedthispossibilityattworestaurantsinOxfordMississippi

ThreewaitressesattworestaurantsrandomlyassignedtheircustomerstooneofthreetouchconditionsCus-tomerseitherwerenottouchedwerecasuallytouchedontheshoulderonceforaboutoneanda

halfsecondsorwerecasuallytouchedonthepalmofthehandtwiceforabouthalfasecondeachtimeAlltouchesoccurredasthewaitressesreturnedchangetotheircustomersattheendofthemealEyecontactwasavoidedduringthistime

TheeffectsofthetouchmanipulationweresignificantCustomersleftanaveragetipof12percentwhentheywerenottouchedascomparedto14percentwhentheyweretouchedonceontheshoulderand17percentwhentheyweretouchedtwiceonthepalmofthehandSubsequentresearchconductedbyvariousotherresearchershasdemonstratedthat(1)casuallytouchingcustomersincreasesthetipsofbothmaleandfemaleservers(2)touchingincreasestipsmorewhenwaitressestouchthefemalemembersofmixed-sexdiningpartiesthanwhentheytouchthemalemembersofthosediningpartiesand(3)touch-

slightlydecreasedhertipsfromblackcustomersIbelievethatAfricanAmericansprefertomaintaingreaterinterper-sonaldistancesduringsocialinteractionsthandoWhitesandthatsquattingorsittingatthetablemayhaveviolatedtheBlacksrsquobutnottheWhitesrsquopersonalspaceOfcoursethewaitressrsquosracemayhavealsoplayedapartintheseresultsClearlyyouneedtoexercisesomejudgmentaboutwhetherornotagiventablewillwelcomesuchbehaviorbuttheresearchdescribedabovesuggeststhatsquattingnexttothetableisgenerallywelcomeandwillresultinhigherincomesforthoseserverswillingtodoit

Megatip5Stand Close to CustomersThoseserverswhoareunableorunwillingtosquatnexttotablescanstillincreasetheirrapportwithandtipsfromatablesimplybystandingclosertothecustomersProxim-itysignalsinterpersonallikingandpreviousresearchhadfoundthatpeoplecomplywithsmallrequestsmorewhentherequesterstoodphysicallyclosetothemthanwhenheorshestoodfurtherawaysoitislikelythatphysicalprox-imitywouldincreasetipsaswell

CelineJacobandNicolasGueguentestedthisexpecta-tionbyhavingfivewaitressesatthreedifferentrestaurantsinFrancevarytheirproximitytothecustomerandrecordthetipstheyreceivedfromthosecustomersBasedonarandomdetermina-tionthewaitressesstoodeithercloserthantypical(5feetor15meters)normaldistance(15feetabout5meters)orfartherthanusual(25feetabout75meters)

fromtheircustomerswhentakingthefoodorderother-wisethewaitressesfollowednormalproximityandserviceprotocols

ResultsindicatedthatgreaterphysicalproximitywhiletakingthefoodorderdoesincreasetippingThecustom-ersinthisstudyweremorelikelytoleaveatipwhenthewaitressesstoodone-halffootaway(43tipped)thanwhentheystoodoneandone-halffeetaway(31tipped)ortwoandone-halffeetaway(23tipped)Furthermorethetippingcustomersleftlargertipswhenthewaitressesstoodcloserthannormal(averagetipofeuro141)thanwhentheystoodanormaldistancefromthecustomers(averagetipofeuro117)orafartherthannormaldistance(averagetipofeuro115)

WhileitistruethatSouthernEuropeans(liketheFrench)generallymaintainsmallerpersonalspacesthandoNorthAmericansIbelieveJacobandGueguenrsquosresultswouldalsobefoundintheUnitedStatesbecausesquat-

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 11

ingincreasesthetipsofyoungcustomersmorethanthoseofoldercustomers

TheresultsofthesestudiessuggestthatyoushouldreachoutandbrieflytouchyourcustomersManyserverswillfeeluncomfortablewiththisrecommendationmdashfearingthatcustomersmightobjecttobeingtouchedHowevertheresearchsuggestsotherwiseFurthermoreresearchershavefoundthatmanysubjectswhosebehaviorhasbeeninflu-encedbytouchesareunawarethattheyhavebeentouchedThisbeingthecaseyoumayfindthatthebenefitsofbrieflytouchingcustomersmorethanoutweightheslightrisksinvolved

Megatip7Smile at CustomersSmilingisawell-knowntacticofingratiationandsocialinfluenceItisararepersonwhohasnrsquotheardthestandard

ldquoWhenYoursquoreSmiling(TheWholeWorldSmileswithYou)rdquopopularizedbyLouisArmstrongin19291ResearchhasconfirmedtheculturalwisdomonsmilingandhasfoundthatsmilingpeopleareperceivedasmoreattractivesinceresociableandcompetentthanareunsmilingpeopleTheseinterpersonaleffectsofsmilingsuggestthatserversmaybeabletoincreasetheirtipearningsbysmilingattheircustom-ersKathiTiddandJoanLockardtestedthispossibilityatacocktailloungeinSeattleWashington

CustomerssittingaloneintheloungewereusedassubjectsThewaitresswhowaitedonthesecustomersrandomlyassignedhalfofthemtoreceivealargeopen-mouthsmileandtheotherhalftoreceiveasmallclosed-mouthsmileThosecustomersreceivingasmallsmileleftanav-eragetipof20centswhilethosecustomersreceivingalargesmile

leftanaveragetipof48centsThisrepresentsanincreaseof140percent

Theaveragebillandtipsizesinrestaurantsaretypicallymuchlargerthanincocktailloungessosmilingprob-ablywillnothavequiteasdramaticaneffectonthetipsofrestaurantserversasitdidonthetipsofthecocktailwaitressinthisstudyHowevertheseresultsdoindicatethatsmilingincreasestipsYoushouldtrygivingcustomersbigopen-mouthedsmilesandseehowmuchyourtipsimprove

Megatip8Compliment Customersrsquo Food ChoicesComplimentingpeoplemakesthemfeelgoodandenhancestheirlikingforthesourceofthecomplimentIthasalso

1ComposedbyLarryShayMarkFisherandJoeGoodwinTheearliersimilarconceptwasldquolaughandtheworldlaughswithyourdquofirstwrittenbytheGreekHoraceandlatersetasapoembyEllaWWilcoxin1883

beenshowntoincreasepeoplersquoscompliancewithsmallre-questsTheseeffectssuggestthatcomplimentingcustomersmayalsoincreasethetipstheyleave

JohnSeiterhastestedthisexpectationintwostudiesofrestauranttippingInthosestudiesrestaurantserverseithercomplimentedtheircustomersrsquofoodchoicesordidnotandrecordedthetipsleftbybothsetsofcustomersDin-ingpartieswererandomlyassignedtoconditionsbyhavingtheserverpulloneoftwopenniesfromhisorherpocketiftheselectedpennyhadwasmarkedthentheservercomplimentedthecustomersrsquofoodorderandifthepennyselectedwasunmarkedthentheserverdidnotcomplimentthecustomerThedeliveryofthecomplimentsdifferedacrossthetwostudiesInthefirststudywhichincludedonlytwo-personpartiestheservercomplimentedthefirstpersontoorderbysaying

ldquoYoumadeagoodchoicerdquoandcomplimentedthesecondpersonbysayingldquoYoudidgoodtoordquoInthesecondstudyaftereveryoneatthetablehadorderedtheserversaideither

ldquoYoumadeagoodchoicerdquoldquoYoubothmadegoodchoicesrdquoorldquoYouallmadegoodchoicesrdquodependingonhowmanypeoplewereatthetable

Inbothstudiescustomerstippedmorewhencompli-mentedInthefirststudytipsincreasedfrom164to189percentofthebillandinthesecondtipsincreasedfrom188to203percentofthebillInthelatterstudyhoweverthiseffectwasmoderatedbythenumberofpeopleinthediningpartysuchthatcomplimentsincreasedtipsmorewhenthediningpartywassmallpresumablybecausecomplimentingallthechoicesoflargegroupsseemedlessgenuine

ComplimentingcustomersrsquofoodchoicesisaneasywaytoincreasetipsItalsosupportstherestaurantrsquosmarketingeffortsandreinforcescustomersrsquopositiveperceptionsoftherestaurantrsquosfoodsoyourmanagershouldparticularlyap-preciateandapproveofthistechniqueSoingratiateyourselfwithbothyourcustomersandmanagerbycomplimentingcustomersontheirfoodchoices

Megatip9Repeat Customersrsquo OrdersBeingmimickedorcopiedcanbeirritatingwhenitisobviousandprolongedThatiswhymimicryissopopularamongchildrenasameansoftormentingtheirsiblingsHoweverresearchershavefoundthatbrieflyandsubtlyimitatingormimickingothersincreasesthoseothersrsquolikingforandinterpersonalclosenesstotheimitatorThissuggests

12 TheCenterforHospitalityResearchbullCornellUniversity

weeksofasix-weekperiodInthesuggestivesellingcondi-tionthewaitressdidthefollowingthingsasdescribedbytheresearchers

UponinitialcontactwiththegroupthewaitresssuggestedldquoWouldanyonecareforadrinkrdquoAf-terconsumptionofthefirstcocktailgroupssubjecttomanipulativetreatmentwereaskedtoconsiderasecondcocktailTheseinitialstepswerefollowedbythewaitress-researcherpromptingthegroupforthedinnerorderaskingfirstwhowouldcareforanappetizerDuringtheprocessoforderingdinnerthewaitressrecommendedtotheundecidedcertainitemsAtthispointthemostexpensiveitemswerealwayspromotedThewaitresscheckedbacktwiceduringtheconsumptionofthemaincourse

atwhichtimethewaitresspromotedfurtherconsumptionofliquorFinallyuponcompletionofthemaincoursethewaitresssuggesteddessertorafterdinnerdrinks

Followingtheseproceduresincreasedtheaveragetabby25percentThattranslatesintoasimilarincreaseintipsThusyoucanearnmoremoneyduringaslowshiftbyprac-ticingsuggestiveselling

Duringabusyshifthoweversuggestivesellingmaybecounter-productivebecauseadd-onsalesmayincreasethecustomerrsquosmealdurationandslowdowntableturnoverYourtotaltipsattheendoftheshiftdependonyourtotalsalesSinceentreacuteesaremoreexpensivethanappetizersanddessertsyoushouldavoidsuggestivesellingofappetizersanddessertsinfavorofturningtablesquicklyaslongasnewcustomersarewaitingtobeseatedWhenturningtablesisnotpossiblethensellmoreappetizersanddesserts

Megatip11Entertain CustomersPeoplegotorestaurantsforentertainmentaswellasforfoodThatiswhyrestaurantshavealonghistoryofhiringmusiciansandsingerstoperformintheirdiningroomsItisalsowhyrecentyearshaveseenthecreationandspreadofawholenewclassofldquoeatertainmentrdquoandthemerestaurantssuchasChuckECheeseHardRockCafeacutePlanetHolly-woodandRainforestCafeacuteRegardlessofwhetheryouworkinoneofthesethemerestaurantsyourcustomerswanttobeentertainedandthatdesiregivesyouanopportunitytoearnlargertipsResearchindicatesthatserverswhorecognizeandsatisfytheircustomersrsquoneedsforentertainmentaretippedmorethanthosewhodonot

thatserversmaybeabletoincreasetheirtipsbysubtlymim-ickingtheircustomersrsquoverbalbehaviorRickvanBaarenandhiscolleaguestestedthispossibilityatarestaurantintheNetherlands

Twowaitressesrandomlyassignedtheircustomerstoei-theramimicryoranon-mimicryconditionInthemimicryconditionthewaitressesliterallyrepeatedcustomersrsquoorderswhentakingthoseordersInthenon-mimicryconditionthewaitressesdidnotrepeattheordersbutdidindicatethattheygottheorderbysayingthingslikeldquookayrdquoorldquocom-inguprdquoMimicryincreasedthenumberofcustomerswholeftatipfrom52percentinthenon-mimicryconditionto78percentinthemimicryconditionItalsodoubledtheaveragetipofthoseleavingtipsfrom136Dutchguildersinthenon-mimicryconditionto273Dutchguildersinthemimicrycondition

TippingpracticesaremuchdifferentintheUnitedStatesthanintheNetherlandssomimicrymaynotpro-ducequiteasdramaticaneffectinthiscountryasitdidintheNether-landsHoweverhumannatureisbasicallythesameeverywheresothatstudydoessuggest

thatyoucanincreaseyourtipstosomedegreebyrepeatingyourcustomersrsquoordersGiventhelowcostofthisbehavioritiscertainlyatacticworthtrying

Megatip10Sell Sell SellItiscustomarytotipwaitersandwaitresses15to20percentofthebillsizeandnationalsurveysindicatethatabout75percentofrestaurantpatronsdobasetheirtipsonapercent-ageofthebillThusdollar-and-centtipamountsincreasewithbillsizeInfactarecentreviewofresearchontippingfoundthatbillsizewastwiceapowerfulaseverythingelsecombinedindeterminingthesizeoftipsleftbydifferentdiningpartiesThismeansthatthebestwayforyoutoincreaseyourtipsistoincreaseyoursales

DuringaslowshiftsalescanbeincreasedthroughsuggestivesellingThusyoushouldrecommendappetizersliquorwineexpensiveentreacuteeselectionsanddessertsduringslowshiftsAlthoughmanyserverswillseethelinkbetweensuggestivesellingandbillsizesasobviousotherswillques-tiontheabilityofserverstosubstantiallyaltertheircustom-ersrsquoordersandexpendituresThatquestionwasaddressedinanexperimentbySuellenButlerandWilliamSnizekTheyhadawaitressatanupscaleldquofancyrdquodiningrestaurantinthenortheasternUnitedStatestrysuggestivesellingonalternate

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 13

InonestudyconductedinFrancebyNicolasGueguenwaitersandwaitressesatabargavehalftheircustomersacardwiththefollowingjokewrittenonit

AnEskimohadbeenwaitingforhisgirlfriendinfrontofamovietheatreforalongtimeanditwasgettingcolderandcolderAfterawhileshiveringwithcoldandratherinfuriatedheopenedhiscoatanddrewoutathermometerHethensaidloudlyldquoIfsheisnothereat15Irsquomgoingrdquo

Forty-twopercentofthosecustomersgettingthejokecardleftatipascomparedtoonly25percentofthose

notgettingthejokecardMoreoverthosewhodidtipleftmoreinthejoke-cardcondition(averagetipof23percent)thanintheno-cardcondition(averagetipof16percent)

Inanotherstudycon-ductedbyBruceRindandDavidStrohmetzaNewJerseywaitressgavehalfofhercustomersacardwith

thefollowingwords

Finishedfilesaretheresultofyearsofscientificstudycombinedwiththeexperienceofmanyyears

SheencouragedthecustomerstocountthenumberofldquoFsrdquowhichismoreofachallengethanyoumightthinkbe-causeoftheFattheendofthewordldquoof rdquo(whichinadditiontobeingattheendofthewordispronouncedasav)ThuscustomerswereoftensurprisedwhenthewaitresstoldthemthecorrectnumberofFswassixTheyalsogaveherlargertipsthanthosecustomersnotgivenacardmdashanaveragetipof22percentversusanaveragetipof19percent

AsthesestudiestestifyyoudonrsquothavetobeRobinWil-liamstoentertainyourwayintoabiggertipSocollectjokesorsimplepuzzlestosharewithyourcustomersandlettheentertainmentbegin

Megatip12Forecast Good WeatherSunnyweatherputspeopleinagoodmoodandpeopleinagoodmoodleavebiggertipsthanthoseinabadmoodEventheprospectofsunnyweathertomorrowelevatespeoplersquosmoodsThissuggeststhatserverswholivewheretheweatherishighlyvariablecanincreasetipsbytellingtheircustomersthatsunnyweatherisonthewayTotestthisideaBruceRindandDavidStrohmetzhadawaitressatamid-pricedItalianrestaurantinNewJerseywriteaweatherforecastonthebacksofsomeofherchecksbutnotothersThefavorableweatherforecastread

TheweatherissupposedtobereallygoodtomorrowIhopeyouenjoytheday

Thewaitressreceivedanaveragetipof222percentwhensheforecastgoodweatherandanaveragetipof187percentwhenshemadenoforecastThatisa19-percentincrease

AlthoughyoushouldnotlietocustomersyoushouldtrytoprofitfromfavorableweatherforecastsSimplykeepupwiththelocalweatherforecastandremindyourcustomersthatgoodweatherisonthewaywhentheforecastreallyispositiveYoucantrygivingtheseforecastsorallybutIwouldrecom-mendwritingthemonthecheckaswasdoneinthisstudySpeakingisquickerandeasierthanwritingbutspokenwordscanbeeasilymissedorignoredwhilewrittenonescannotInadditionpartoftheeffectivenessofthewrittenforecastsinthestudydescribedmayhavedependedontheperceivedeffortoftheservermdashifsoyouwillwanttodupli-catethateffort

Megatip13Write ldquoThank Yourdquo on ChecksSavvyserverswriteldquoThankyourdquoandsigntheirnamesonthebacksofchecksbeforetheydeliverthecheckstotheircustomersTheseexpressionsofgratitudemayincreasetheperceivedfriendlinessoftheserverwhichwouldincreasetipsbecauseconsumerstipfriendlyserversmorethantheydounfriendlyonesExpressionsofservergratitudemayalsomakecustomersfeelobligatedtoearnthatgratitudebyleavinglargertipsWhateverthemechanisminvolvedexpres-sionsofgratitudeseemlikelytoincreasethetipsserversreceiveBruceRindandPrashantBordiatestedthisexpectationatanupscalerestaurantinPhiladel-phiaPennsylvania

Awaitressconductedthisstudybyrandomlyassign-ingherlunchcustomerstooneofthreeconditionsOnthebackofthecheckshewroteeithernothingldquoThankyourdquoor

ldquoThankyourdquoandsignedhernameAsexpectedthisma-nipulationsignificantlyaffectedthesizeofthewaitressrsquostipsShereceivedanaveragetipof16percentwhennothingwaswrittenonthebackofthecheckandshereceivedanaverage

14 TheCenterforHospitalityResearchbullCornellUniversity

tipof18percentwhenshewroteldquoThankyourdquoonthebackofthecheckAddinghersignaturetothethanksproducedthesameleveloftipsasthethanksalone

SincethereislittledownsidetoexpressionsofgratitudeyoushouldalwayswriteldquoThankyourdquoorsomecomparablemessageonthebacksofyourchecksToavoidtimepres-suresduringbusyshiftsyoucanwritethesemessagesonyourchecksbeforecustomersarriveDoingsowillonlytakeafewminutesofyourtimeandshouldincreaseyourtipincome

Megatip14Write a Patriotic Message On ChecksPatrioticfervorvariesacrossindividualsbutmostpeoplefeelsomedegreeoflovefortheirhomecountryExpress-ingaloveofcountryisthereforeonewaytohighlightyoursimilaritytoyournativecustomersandshouldincreasethetipstheyleaveyou

JohnSeiterandRobertGasstestedthispossibilityinastudyconductedseveralmonthsaftertheterroristat-tacksofSeptember112001TheyhadtwowaitressesinUtahplacemessagesontheirchecksaccordingtooneoffourconditionsandrecordtheresultingtipsThe

fourmessageconditionswhichthewaitressesdeterminedrandomlywere(1)ano-messagecontrol(2) ahandwritten

ldquoHaveaNiceDayrdquomessageaccompaniedbyasmiley-facesticker(3) ahandwrittenldquoGodBlessAmericardquomessageac-companiedbyanAmericanflagstickerand(4) ahandwrit-tenldquoUnitedWeStandrdquomessageaccompaniedbyanAmeri-canflagstickerAssignmenttoconditionswasdonejustbeforedeliveringthechecksothewaitresseswereunawareofthestudyconditionduringmostoftheirinteractionswiththediningparties

CustomersintheldquoUnitedWeStandrdquoandldquoGodBlessAmericardquoconditionsleftlargertipsthanthoseintheldquoHaveaNiceDayrdquoandcontrolconditionsTheamountswere199percentforldquoUnitedWeStandrdquoand179percentforldquoGodBlessAmericardquocomparedto159percentforldquoHaveaNiceDayrdquoand155fornomessageSupportingtheideathatpatrioticmessagesincreasetippingthroughtheireffectsonperceivedsimilarityisthefactthattheldquoUnitedWeStandrdquomessagehadslightly(butnotsignificantly)strongereffectsthantheldquoGodBlessAmericardquomessagebecausetheldquoUnitedWeStandrdquomessageshouldhaveevokedgreaterfeelingsofunityorsimilarity

TheeffectsofpatrioticmessagesontippingobservedbySeiterandGasswereprobablyheightenedbythewaveofpatrioticfeelingsfollowingthe911attacksNeverthelesstheydemonstratethepotentialtoturnpatriotismintotips

ServersinlesspatrioticregionsofthecountrymaywanttolimittheiruseofthistactictotimesofheightenednationalpatriotismsuchastimesofwarterroristattacksnationalelectionsornationalholidaysHoweverserversinregionsofthecountrywherepatriotismisparticularlystronglikeinmanyldquoRedStatesrdquoshouldbeabletoincreasetheirtipswithpatrioticmessagesallthetimeInsumevokingpatrioticfeelingsinyourpatronswillencouragethemtoleaveyoumorebillswithpicturesofpatriotssuchasWashingtonLincolnHamiltonandJackson

Megatip15Draw Pictures on the CheckOccasionallywaitresseswilldrawaldquosmileyfacerdquoonthebacksofchecksThesedrawingsarelikelytohaveseveraleffectsonconsumersFirsttheymaypersonalizetheservertocustomersandtherebyincreasecustomersrsquoempathyfortheserverSeconddrawingsofldquosmileyfacesrdquomaycommu-nicatetocustomersthattheserverishappytohaveservedthemwhichwouldingratiatetheservertothecustomerFinallyseeingldquosmileyfacesrdquodrawnonchecksmaysimplymakecustomerssmileandimprovetheirmoodsAllofthesepotentialeffectssuggestthatdrawingaldquosmileyfacerdquoonthebacksofcheckswillincreasetipsBruceRindandPrashantBordiatestedthispossibilityinastudyconductedatthesameupscalePhiladelphiarestaurantthatwasthesettingfortheirldquoThankyourdquoresearch

AwaiterandawaitressattherestaurantconductedthisstudyontheirlunchcustomersHalfofthesecustomersreceivedacheckonwhichtheserverhaddrawnaldquosmileyfacerdquoandhalfreceivedacheckwithoutthedrawingTheassignmentofatabletoconditionswasmadeattheendofthecustomerrsquosmealwhenthemajorityoftheservicehadalreadybeenrenderedandthe

serverwasreadytodeliverthecheckAtthattimetheserverrandomlydeterminedtheconditionthetablewasassignedtoandeitherdrewaldquosmileyfacerdquoonthecheckordidnot

ThismanipulationsignificantlyaffectedthewaitressrsquostipsbutnotthoseofthewaiterThewaitressreceivedanaveragetipof28percentwhennothingwasdrawnonthecheckandreceivedanaveragetipof33percentwhenshedrewaldquosmileyfacerdquoonthebackofthecheckDrawingaldquosmileyfacerdquoincreasedthewaitressrsquostipsby17percentHowevernocomparableeffectwasobservedforthewaiterHereceivedanaveragetipof21percentwhennothingwasdrawnonthecheckandreceivedanaveragetipofonly18

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 15

percentwhenhedrewasmileyfaceonthebackofthecheckThisdecreaseintipsizewasnotstatisticallysignificantbutitsuggeststhatdrawingaldquosmileyfacerdquomayactuallybackfireforwaitersPerhapsldquosmileyfacesrdquoaretooemotionalandfemininetoseemnormalcomingfromwaiters

Theresultsofthisstudysuggestthatwaitressescanimprovetheirtipsbydrawingldquosmileyfacesrdquoontheircheckswhilewaiters(aswellaswaitresses)canalwaysdrawotherpicturesontheirchecksForexampleserversatanupscaleseafoodrestaurantcouldmakeasimplelinedrawingofalobsteronthebacksofchecksTheseotherdrawingsshouldserveaswellassmileyfacestopersonalizeserversandel-evatecustomersmoodsThereforetheyshouldalsoincreasetipsConsistentwiththisreasoningonestudyconductedbyNicolasGueguenatabarinFrancefoundthatdrawingapictureofthesunonchecksincreasedthepercentageofcustomersleavingatipfrom21percentto38percentThedrawingalsoincreasedtheaveragesizeofthetipsthatwereleftfrom19percentofthebillto26percent

ThelessonsfromthisresearchareclearYoudonotneedtobePicassotodrawlargertipsfromyourcustomersSopickupapencilandstartdoodling

Megatip16Call Customers by NameCallingpeoplebytheirnamestellsthemthattheyarecon-sideredimportantMostpeoplefindsuchrecognitionflatter-ingandenjoyableThusserversshouldgetlargertipswhentheycalltheircustomersbynameThisexpectationwastestedbyKarenRodrigueatseveralrestaurantsinKansas

ThestudyfocusedoncustomerspayingbycreditcardWaitersandwaitressesrandomlyassignedthosecustomerstoanameorano-nameconditionInthenameconditiontheserversnotedthecustomersrsquonamesontheircreditcardsandthankedthembyname(eg

ldquoThankyouMrJonesrdquo)whenreturningthecreditcardsandchargeslipsIntheno-nameconditionserversthankedthecustomerswithoutmention-ingtheirnames

Customersleftanaveragetipof14percentintheno-nameconditionandanaveragetipof154percentinthenameconditionSayingtwowordsmdashthecustomerrsquosname

mdashincreasedtheserversrsquotipsby10percentThisfindingsug-gestsanewanswertotheoldquestionldquoWhatrsquosinanamerdquoThatanswerisldquobiggertipsrdquo

Megatip17Use Tip Trays with Credit Card Insignia RestaurantsoftenpostsignsinformingcustomersthatcreditcardsareacceptedThesesignsandotherdisplaysofcreditcardinsigniacanbeseenonrestaurantdoorswindowscountersmenustabletentstiptraysandcashregistersRe-searchhasfoundthatsimplyseeingtheseinsigniaincreasesconsumersrsquowillingnesstospendmoneyThiseffectmaybeduetothefactthatcreditcardinsigniaaresooftenpresentwhenconsumersbuythingsthattheyhavebecomecondi-tionedstimulithatelicitspendingAlternativelycreditcardinsigniamayremindconsumersoftheavail-abilityofcreditandtherebyincreasetheirperceptionoftheirownspend-ingpower(evenwhentheyintendtopaywithcash)RegardlessoftheexplanationtheeffectsuggeststhatserversmayreceivelargertipswhencreditcardinsigniaarepresentatthetablethanwhentheseinsigniaarenotpresentMichaelMcCallandHeatherBelmonttestedthishypothesisattwoestablish-mentsmdashafamilyrestaurantandacafeacutemdashinupstateNewYork

ThepresenceofcreditcardinsigniawasmanipulatedintheseestablishmentsviatiptrayssomeofwhichhadcreditcardemblemsonthemandsomeofwhichdidnotThesetiptrayswererandomlymixedandserverswereinstructedtotakeatrayasneededfromthetopofthestackAtbothestablishmentscustomerstippedsignificantlymorewhenthebillwaspresentedonatiptraycontainingacreditcardemblemTipsincreasedfrom16percentofpre-taxbillsattherestaurantto20percentandincreasedfrom18percentofpre-taxbillsatthecafeacuteto22percentThiseffectwasnotduetoanincreaseduseofcreditcardstopaythebillInfactallofthecafeacutersquoscustomerspaidcashSimplyseeingthecreditcardinsigniaonthetiptrayscausedcustomerstotipanadditional25percentattherestaurantand22percentatthecafeacute

InlightoftheseresultsyoushouldaskyourmanagertoreplaceplaintiptrayswithtraysthatcontaincreditcardemblemsThesetiptrayscanbeobtainedatlittleornocostfromcreditcardcompaniesandusingthemwillincreaseyourtips

Megatip18Give Customers CandyPeoplegenerallyfeelobligatedtoreciprocatewhentheyreceivegiftsfromothersServerscanbenefitfromthisbygivingtheircustomersafter-dinnermintsorcandiesUponreceivingsuchgiftsmostcustomerswillfeelaneedtoreciprocateandshoulddosobyincreasingtheirtipsDavidStrohmetzandhiscolleaguestestedthisexpectationintwostudies

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

Explore develop and apply ideas with global hospitality leaders and

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 9

theflowerconditionwereldquoprovidedaselectionofflowersfromwhichonewaschosenfortheeveningrdquoTheresultsindicatedthatthewaitressesrsquotipsincreasedfromabout$150percustomer(ordiner)inthecontrolconditiontoabout$175percustomerintheflowerconditionTheyearned17

percentmoresimplybywearingflowersintheirhair

Theresultsofthisstudysuggestthat(ifpossible)youshouldwearsomethingspe-cialorunusualwhenyouworkWhetheritisaflowerinyourhair

(orasaboutonniere)aloudtieorafunnybuttonwearingsomethingthatstandsoutasunusualwillpersonalizeyoutoyourcustomersandwillresultinlargertipsHowevertakecarenottowearthingswithpoliticalreligiousorotherwisecontroversialmessagesandmeaningssoasnottooffendthosecustomerswithdifferentpointsofview

Megatip3Introduce Yourself by NameManyserversintroducethemselvesbynamewhengreetingtheircustomersIfdoneproperlytheseintroductionsmaketheserverseemfriendlyandpoliteandmakethecustomerfeelmoreempathyfortheserverBothoftheseeffectsshouldincreasetipsKimberlyGarrityandDouglasDegel-mantestedthisexpectationinanexperimentconductedataCharlieBrownrsquosrestaurantinsouthernCalifornia

Two-personpartiescom-ingtotherestaurantforSun-daybrunchwereincludedinthestudyandwererandomlyassignedtooneoftwocondi-tionsInthenameconditionawaitressapproachedhertablessmiledandsaidldquoGoodmorn-ingMynameisKimandIwillbeservingyouthismorningHaveyoueverbeentoCharlie

BrownrsquosforbrunchbeforerdquoIntheno-nameconditionthesameapproachsmileandgreetingwereusedexceptthatthewaitressomittedhernameThismanipulationhadalargeandstatisticallysignificanteffectontipsThewaitressreceivedanaveragetipof$349(15)whenshedidnotgivehernameandreceivedanaveragetipof$544(23)whenshedidgivehernameThiswaitressearnedalmost$200morefromeachtablewhensheintroducedherselfbyname

TheresultsofthisstudysuggestthatyoushouldintroduceyourselfbynametoyourtablesOfcoursetheseself-introductionsneedtobemadewithagenuineandpro-

fessionalattitudeSurlyorinsincereintroductionsarelikelytobackfireThewordsldquoHiIrsquom___andIwillbeservingyouthiseveningrdquocanbeirritatingifsaidinanuncaringorau-tomaticwayHoweverifyouintroduceyourselfinasincereandprofessionalwaycustomersshouldleaveyoulargertips

Megatip4Squat Next to the TableMostserversstandthroughouttheserviceencounterHoweversomeserverssquatdownnexttothetablewheninteractingwiththeircustomersSquattingdownnexttoatabledoesseveralpositivethingsmdashitincreasesthecongru-encebetweentheserverrsquosandcustomersrsquoposturesbringstheserverrsquoseyeleveldowntothecustomersrsquoeyelevel(whichfacilitateseyecontact)andbringstheserverrsquosfaceclosertothecustomersrsquofacesResearchonnonverbalcommunicationhasfoundthatposturalcongruencemoreeyecontactandgreaterproximityareassociatedwithgreaterrapportandlikingConsumersreportthattheytipfriendlyserversmorethantheydolessfriendlyserverssosquattingdownnexttothetableshouldincreasetipsKirbyMynierandItestedthisexpectationattworestaurantsinHoustonTexas

ACaucasianwaiterataMexicanrestaurantandanAsianwaitressataChineserestaurantflippedcoinstorandomlydeter-minewhethertheywouldsquatdownorstandduringtheirinitialvisitstotablesOther-wisetheserverstriedtotreatalltheirtablesidenticallyAsexpectedsquattingdownsignificantlyincreasedthetipsofbothserversThewaiterreceivedanaveragetipof$518(15)whenheremainedstandingthroughouttheserviceencounterandreceivedanaveragetipof$640(18)whenhesquatteddownduringhisfirstvisittothetableThecor-respondingnumbersforthewaitresswere$256(12)and$328(15)

Overalltheserversreceivedapproximately$100morefromeachtablethattheysquattednexttoThisisasubstan-tialpayoffforasimplebehaviorImustnotethatsquattingdownnexttoatableistooinformalforfine-diningrestau-rantsbutifyouworkatacasual-diningestablishmentyoushouldsquatdownnexttoyourtablesorevenpulloutachairtositatthetablewhentakingorders

KeepinmindhoweverthatnotallcustomerswillwelcomesuchproximityandinformalityGinaLeodoroandIfoundthatsquattingnexttoorsittingdownatthetableincreasedawhitewaitressrsquostipsfromwhitecustomersbut

10 TheCenterforHospitalityResearchbullCornellUniversity

tingdownatthetablewhichalsoincreasesperceivedproximityhasbeenshowntoincreasetipsintheUSasdescribedpreviouslyWhenusingthistechniquehoweverserversshouldbeawarethatHispanicsmaintainsmallerpersonalspaceswhileAsiansandBlacksmaintainlargerpersonalspacesthandoWhitesThusIwouldrecommendstandingveryclosetothetablewhenservingHispanicsandWhitesbutwouldrecommendmaintainingagreaterdistancefromthetablewhenservingAsiansandBlacks

Megatip6Touch CustomersTouchingisapowerfulformofinterpersonalbehav-iorthatcancommunicateaffectionappreciationaggressiondominanceorsocialsupportaswellasothermeaningsdependingonthecontextinwhichitoccursIncommercialsettingscasuallytouchingcustomershasbeenshowntoincreasethetimetheyspendshoppinginastoretheamountsthattheypur-chaseandthefavorabilityoftheirstoreevaluationsThesepositiveeffectssuggestthatbeingtouchedmayalsoincreasethetipsthatcustomersleavetheirserv-ersAprilCruscoandChristopherWetzeltestedthispossibilityattworestaurantsinOxfordMississippi

ThreewaitressesattworestaurantsrandomlyassignedtheircustomerstooneofthreetouchconditionsCus-tomerseitherwerenottouchedwerecasuallytouchedontheshoulderonceforaboutoneanda

halfsecondsorwerecasuallytouchedonthepalmofthehandtwiceforabouthalfasecondeachtimeAlltouchesoccurredasthewaitressesreturnedchangetotheircustomersattheendofthemealEyecontactwasavoidedduringthistime

TheeffectsofthetouchmanipulationweresignificantCustomersleftanaveragetipof12percentwhentheywerenottouchedascomparedto14percentwhentheyweretouchedonceontheshoulderand17percentwhentheyweretouchedtwiceonthepalmofthehandSubsequentresearchconductedbyvariousotherresearchershasdemonstratedthat(1)casuallytouchingcustomersincreasesthetipsofbothmaleandfemaleservers(2)touchingincreasestipsmorewhenwaitressestouchthefemalemembersofmixed-sexdiningpartiesthanwhentheytouchthemalemembersofthosediningpartiesand(3)touch-

slightlydecreasedhertipsfromblackcustomersIbelievethatAfricanAmericansprefertomaintaingreaterinterper-sonaldistancesduringsocialinteractionsthandoWhitesandthatsquattingorsittingatthetablemayhaveviolatedtheBlacksrsquobutnottheWhitesrsquopersonalspaceOfcoursethewaitressrsquosracemayhavealsoplayedapartintheseresultsClearlyyouneedtoexercisesomejudgmentaboutwhetherornotagiventablewillwelcomesuchbehaviorbuttheresearchdescribedabovesuggeststhatsquattingnexttothetableisgenerallywelcomeandwillresultinhigherincomesforthoseserverswillingtodoit

Megatip5Stand Close to CustomersThoseserverswhoareunableorunwillingtosquatnexttotablescanstillincreasetheirrapportwithandtipsfromatablesimplybystandingclosertothecustomersProxim-itysignalsinterpersonallikingandpreviousresearchhadfoundthatpeoplecomplywithsmallrequestsmorewhentherequesterstoodphysicallyclosetothemthanwhenheorshestoodfurtherawaysoitislikelythatphysicalprox-imitywouldincreasetipsaswell

CelineJacobandNicolasGueguentestedthisexpecta-tionbyhavingfivewaitressesatthreedifferentrestaurantsinFrancevarytheirproximitytothecustomerandrecordthetipstheyreceivedfromthosecustomersBasedonarandomdetermina-tionthewaitressesstoodeithercloserthantypical(5feetor15meters)normaldistance(15feetabout5meters)orfartherthanusual(25feetabout75meters)

fromtheircustomerswhentakingthefoodorderother-wisethewaitressesfollowednormalproximityandserviceprotocols

ResultsindicatedthatgreaterphysicalproximitywhiletakingthefoodorderdoesincreasetippingThecustom-ersinthisstudyweremorelikelytoleaveatipwhenthewaitressesstoodone-halffootaway(43tipped)thanwhentheystoodoneandone-halffeetaway(31tipped)ortwoandone-halffeetaway(23tipped)Furthermorethetippingcustomersleftlargertipswhenthewaitressesstoodcloserthannormal(averagetipofeuro141)thanwhentheystoodanormaldistancefromthecustomers(averagetipofeuro117)orafartherthannormaldistance(averagetipofeuro115)

WhileitistruethatSouthernEuropeans(liketheFrench)generallymaintainsmallerpersonalspacesthandoNorthAmericansIbelieveJacobandGueguenrsquosresultswouldalsobefoundintheUnitedStatesbecausesquat-

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 11

ingincreasesthetipsofyoungcustomersmorethanthoseofoldercustomers

TheresultsofthesestudiessuggestthatyoushouldreachoutandbrieflytouchyourcustomersManyserverswillfeeluncomfortablewiththisrecommendationmdashfearingthatcustomersmightobjecttobeingtouchedHowevertheresearchsuggestsotherwiseFurthermoreresearchershavefoundthatmanysubjectswhosebehaviorhasbeeninflu-encedbytouchesareunawarethattheyhavebeentouchedThisbeingthecaseyoumayfindthatthebenefitsofbrieflytouchingcustomersmorethanoutweightheslightrisksinvolved

Megatip7Smile at CustomersSmilingisawell-knowntacticofingratiationandsocialinfluenceItisararepersonwhohasnrsquotheardthestandard

ldquoWhenYoursquoreSmiling(TheWholeWorldSmileswithYou)rdquopopularizedbyLouisArmstrongin19291ResearchhasconfirmedtheculturalwisdomonsmilingandhasfoundthatsmilingpeopleareperceivedasmoreattractivesinceresociableandcompetentthanareunsmilingpeopleTheseinterpersonaleffectsofsmilingsuggestthatserversmaybeabletoincreasetheirtipearningsbysmilingattheircustom-ersKathiTiddandJoanLockardtestedthispossibilityatacocktailloungeinSeattleWashington

CustomerssittingaloneintheloungewereusedassubjectsThewaitresswhowaitedonthesecustomersrandomlyassignedhalfofthemtoreceivealargeopen-mouthsmileandtheotherhalftoreceiveasmallclosed-mouthsmileThosecustomersreceivingasmallsmileleftanav-eragetipof20centswhilethosecustomersreceivingalargesmile

leftanaveragetipof48centsThisrepresentsanincreaseof140percent

Theaveragebillandtipsizesinrestaurantsaretypicallymuchlargerthanincocktailloungessosmilingprob-ablywillnothavequiteasdramaticaneffectonthetipsofrestaurantserversasitdidonthetipsofthecocktailwaitressinthisstudyHowevertheseresultsdoindicatethatsmilingincreasestipsYoushouldtrygivingcustomersbigopen-mouthedsmilesandseehowmuchyourtipsimprove

Megatip8Compliment Customersrsquo Food ChoicesComplimentingpeoplemakesthemfeelgoodandenhancestheirlikingforthesourceofthecomplimentIthasalso

1ComposedbyLarryShayMarkFisherandJoeGoodwinTheearliersimilarconceptwasldquolaughandtheworldlaughswithyourdquofirstwrittenbytheGreekHoraceandlatersetasapoembyEllaWWilcoxin1883

beenshowntoincreasepeoplersquoscompliancewithsmallre-questsTheseeffectssuggestthatcomplimentingcustomersmayalsoincreasethetipstheyleave

JohnSeiterhastestedthisexpectationintwostudiesofrestauranttippingInthosestudiesrestaurantserverseithercomplimentedtheircustomersrsquofoodchoicesordidnotandrecordedthetipsleftbybothsetsofcustomersDin-ingpartieswererandomlyassignedtoconditionsbyhavingtheserverpulloneoftwopenniesfromhisorherpocketiftheselectedpennyhadwasmarkedthentheservercomplimentedthecustomersrsquofoodorderandifthepennyselectedwasunmarkedthentheserverdidnotcomplimentthecustomerThedeliveryofthecomplimentsdifferedacrossthetwostudiesInthefirststudywhichincludedonlytwo-personpartiestheservercomplimentedthefirstpersontoorderbysaying

ldquoYoumadeagoodchoicerdquoandcomplimentedthesecondpersonbysayingldquoYoudidgoodtoordquoInthesecondstudyaftereveryoneatthetablehadorderedtheserversaideither

ldquoYoumadeagoodchoicerdquoldquoYoubothmadegoodchoicesrdquoorldquoYouallmadegoodchoicesrdquodependingonhowmanypeoplewereatthetable

Inbothstudiescustomerstippedmorewhencompli-mentedInthefirststudytipsincreasedfrom164to189percentofthebillandinthesecondtipsincreasedfrom188to203percentofthebillInthelatterstudyhoweverthiseffectwasmoderatedbythenumberofpeopleinthediningpartysuchthatcomplimentsincreasedtipsmorewhenthediningpartywassmallpresumablybecausecomplimentingallthechoicesoflargegroupsseemedlessgenuine

ComplimentingcustomersrsquofoodchoicesisaneasywaytoincreasetipsItalsosupportstherestaurantrsquosmarketingeffortsandreinforcescustomersrsquopositiveperceptionsoftherestaurantrsquosfoodsoyourmanagershouldparticularlyap-preciateandapproveofthistechniqueSoingratiateyourselfwithbothyourcustomersandmanagerbycomplimentingcustomersontheirfoodchoices

Megatip9Repeat Customersrsquo OrdersBeingmimickedorcopiedcanbeirritatingwhenitisobviousandprolongedThatiswhymimicryissopopularamongchildrenasameansoftormentingtheirsiblingsHoweverresearchershavefoundthatbrieflyandsubtlyimitatingormimickingothersincreasesthoseothersrsquolikingforandinterpersonalclosenesstotheimitatorThissuggests

12 TheCenterforHospitalityResearchbullCornellUniversity

weeksofasix-weekperiodInthesuggestivesellingcondi-tionthewaitressdidthefollowingthingsasdescribedbytheresearchers

UponinitialcontactwiththegroupthewaitresssuggestedldquoWouldanyonecareforadrinkrdquoAf-terconsumptionofthefirstcocktailgroupssubjecttomanipulativetreatmentwereaskedtoconsiderasecondcocktailTheseinitialstepswerefollowedbythewaitress-researcherpromptingthegroupforthedinnerorderaskingfirstwhowouldcareforanappetizerDuringtheprocessoforderingdinnerthewaitressrecommendedtotheundecidedcertainitemsAtthispointthemostexpensiveitemswerealwayspromotedThewaitresscheckedbacktwiceduringtheconsumptionofthemaincourse

atwhichtimethewaitresspromotedfurtherconsumptionofliquorFinallyuponcompletionofthemaincoursethewaitresssuggesteddessertorafterdinnerdrinks

Followingtheseproceduresincreasedtheaveragetabby25percentThattranslatesintoasimilarincreaseintipsThusyoucanearnmoremoneyduringaslowshiftbyprac-ticingsuggestiveselling

Duringabusyshifthoweversuggestivesellingmaybecounter-productivebecauseadd-onsalesmayincreasethecustomerrsquosmealdurationandslowdowntableturnoverYourtotaltipsattheendoftheshiftdependonyourtotalsalesSinceentreacuteesaremoreexpensivethanappetizersanddessertsyoushouldavoidsuggestivesellingofappetizersanddessertsinfavorofturningtablesquicklyaslongasnewcustomersarewaitingtobeseatedWhenturningtablesisnotpossiblethensellmoreappetizersanddesserts

Megatip11Entertain CustomersPeoplegotorestaurantsforentertainmentaswellasforfoodThatiswhyrestaurantshavealonghistoryofhiringmusiciansandsingerstoperformintheirdiningroomsItisalsowhyrecentyearshaveseenthecreationandspreadofawholenewclassofldquoeatertainmentrdquoandthemerestaurantssuchasChuckECheeseHardRockCafeacutePlanetHolly-woodandRainforestCafeacuteRegardlessofwhetheryouworkinoneofthesethemerestaurantsyourcustomerswanttobeentertainedandthatdesiregivesyouanopportunitytoearnlargertipsResearchindicatesthatserverswhorecognizeandsatisfytheircustomersrsquoneedsforentertainmentaretippedmorethanthosewhodonot

thatserversmaybeabletoincreasetheirtipsbysubtlymim-ickingtheircustomersrsquoverbalbehaviorRickvanBaarenandhiscolleaguestestedthispossibilityatarestaurantintheNetherlands

Twowaitressesrandomlyassignedtheircustomerstoei-theramimicryoranon-mimicryconditionInthemimicryconditionthewaitressesliterallyrepeatedcustomersrsquoorderswhentakingthoseordersInthenon-mimicryconditionthewaitressesdidnotrepeattheordersbutdidindicatethattheygottheorderbysayingthingslikeldquookayrdquoorldquocom-inguprdquoMimicryincreasedthenumberofcustomerswholeftatipfrom52percentinthenon-mimicryconditionto78percentinthemimicryconditionItalsodoubledtheaveragetipofthoseleavingtipsfrom136Dutchguildersinthenon-mimicryconditionto273Dutchguildersinthemimicrycondition

TippingpracticesaremuchdifferentintheUnitedStatesthanintheNetherlandssomimicrymaynotpro-ducequiteasdramaticaneffectinthiscountryasitdidintheNether-landsHoweverhumannatureisbasicallythesameeverywheresothatstudydoessuggest

thatyoucanincreaseyourtipstosomedegreebyrepeatingyourcustomersrsquoordersGiventhelowcostofthisbehavioritiscertainlyatacticworthtrying

Megatip10Sell Sell SellItiscustomarytotipwaitersandwaitresses15to20percentofthebillsizeandnationalsurveysindicatethatabout75percentofrestaurantpatronsdobasetheirtipsonapercent-ageofthebillThusdollar-and-centtipamountsincreasewithbillsizeInfactarecentreviewofresearchontippingfoundthatbillsizewastwiceapowerfulaseverythingelsecombinedindeterminingthesizeoftipsleftbydifferentdiningpartiesThismeansthatthebestwayforyoutoincreaseyourtipsistoincreaseyoursales

DuringaslowshiftsalescanbeincreasedthroughsuggestivesellingThusyoushouldrecommendappetizersliquorwineexpensiveentreacuteeselectionsanddessertsduringslowshiftsAlthoughmanyserverswillseethelinkbetweensuggestivesellingandbillsizesasobviousotherswillques-tiontheabilityofserverstosubstantiallyaltertheircustom-ersrsquoordersandexpendituresThatquestionwasaddressedinanexperimentbySuellenButlerandWilliamSnizekTheyhadawaitressatanupscaleldquofancyrdquodiningrestaurantinthenortheasternUnitedStatestrysuggestivesellingonalternate

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 13

InonestudyconductedinFrancebyNicolasGueguenwaitersandwaitressesatabargavehalftheircustomersacardwiththefollowingjokewrittenonit

AnEskimohadbeenwaitingforhisgirlfriendinfrontofamovietheatreforalongtimeanditwasgettingcolderandcolderAfterawhileshiveringwithcoldandratherinfuriatedheopenedhiscoatanddrewoutathermometerHethensaidloudlyldquoIfsheisnothereat15Irsquomgoingrdquo

Forty-twopercentofthosecustomersgettingthejokecardleftatipascomparedtoonly25percentofthose

notgettingthejokecardMoreoverthosewhodidtipleftmoreinthejoke-cardcondition(averagetipof23percent)thanintheno-cardcondition(averagetipof16percent)

Inanotherstudycon-ductedbyBruceRindandDavidStrohmetzaNewJerseywaitressgavehalfofhercustomersacardwith

thefollowingwords

Finishedfilesaretheresultofyearsofscientificstudycombinedwiththeexperienceofmanyyears

SheencouragedthecustomerstocountthenumberofldquoFsrdquowhichismoreofachallengethanyoumightthinkbe-causeoftheFattheendofthewordldquoof rdquo(whichinadditiontobeingattheendofthewordispronouncedasav)ThuscustomerswereoftensurprisedwhenthewaitresstoldthemthecorrectnumberofFswassixTheyalsogaveherlargertipsthanthosecustomersnotgivenacardmdashanaveragetipof22percentversusanaveragetipof19percent

AsthesestudiestestifyyoudonrsquothavetobeRobinWil-liamstoentertainyourwayintoabiggertipSocollectjokesorsimplepuzzlestosharewithyourcustomersandlettheentertainmentbegin

Megatip12Forecast Good WeatherSunnyweatherputspeopleinagoodmoodandpeopleinagoodmoodleavebiggertipsthanthoseinabadmoodEventheprospectofsunnyweathertomorrowelevatespeoplersquosmoodsThissuggeststhatserverswholivewheretheweatherishighlyvariablecanincreasetipsbytellingtheircustomersthatsunnyweatherisonthewayTotestthisideaBruceRindandDavidStrohmetzhadawaitressatamid-pricedItalianrestaurantinNewJerseywriteaweatherforecastonthebacksofsomeofherchecksbutnotothersThefavorableweatherforecastread

TheweatherissupposedtobereallygoodtomorrowIhopeyouenjoytheday

Thewaitressreceivedanaveragetipof222percentwhensheforecastgoodweatherandanaveragetipof187percentwhenshemadenoforecastThatisa19-percentincrease

AlthoughyoushouldnotlietocustomersyoushouldtrytoprofitfromfavorableweatherforecastsSimplykeepupwiththelocalweatherforecastandremindyourcustomersthatgoodweatherisonthewaywhentheforecastreallyispositiveYoucantrygivingtheseforecastsorallybutIwouldrecom-mendwritingthemonthecheckaswasdoneinthisstudySpeakingisquickerandeasierthanwritingbutspokenwordscanbeeasilymissedorignoredwhilewrittenonescannotInadditionpartoftheeffectivenessofthewrittenforecastsinthestudydescribedmayhavedependedontheperceivedeffortoftheservermdashifsoyouwillwanttodupli-catethateffort

Megatip13Write ldquoThank Yourdquo on ChecksSavvyserverswriteldquoThankyourdquoandsigntheirnamesonthebacksofchecksbeforetheydeliverthecheckstotheircustomersTheseexpressionsofgratitudemayincreasetheperceivedfriendlinessoftheserverwhichwouldincreasetipsbecauseconsumerstipfriendlyserversmorethantheydounfriendlyonesExpressionsofservergratitudemayalsomakecustomersfeelobligatedtoearnthatgratitudebyleavinglargertipsWhateverthemechanisminvolvedexpres-sionsofgratitudeseemlikelytoincreasethetipsserversreceiveBruceRindandPrashantBordiatestedthisexpectationatanupscalerestaurantinPhiladel-phiaPennsylvania

Awaitressconductedthisstudybyrandomlyassign-ingherlunchcustomerstooneofthreeconditionsOnthebackofthecheckshewroteeithernothingldquoThankyourdquoor

ldquoThankyourdquoandsignedhernameAsexpectedthisma-nipulationsignificantlyaffectedthesizeofthewaitressrsquostipsShereceivedanaveragetipof16percentwhennothingwaswrittenonthebackofthecheckandshereceivedanaverage

14 TheCenterforHospitalityResearchbullCornellUniversity

tipof18percentwhenshewroteldquoThankyourdquoonthebackofthecheckAddinghersignaturetothethanksproducedthesameleveloftipsasthethanksalone

SincethereislittledownsidetoexpressionsofgratitudeyoushouldalwayswriteldquoThankyourdquoorsomecomparablemessageonthebacksofyourchecksToavoidtimepres-suresduringbusyshiftsyoucanwritethesemessagesonyourchecksbeforecustomersarriveDoingsowillonlytakeafewminutesofyourtimeandshouldincreaseyourtipincome

Megatip14Write a Patriotic Message On ChecksPatrioticfervorvariesacrossindividualsbutmostpeoplefeelsomedegreeoflovefortheirhomecountryExpress-ingaloveofcountryisthereforeonewaytohighlightyoursimilaritytoyournativecustomersandshouldincreasethetipstheyleaveyou

JohnSeiterandRobertGasstestedthispossibilityinastudyconductedseveralmonthsaftertheterroristat-tacksofSeptember112001TheyhadtwowaitressesinUtahplacemessagesontheirchecksaccordingtooneoffourconditionsandrecordtheresultingtipsThe

fourmessageconditionswhichthewaitressesdeterminedrandomlywere(1)ano-messagecontrol(2) ahandwritten

ldquoHaveaNiceDayrdquomessageaccompaniedbyasmiley-facesticker(3) ahandwrittenldquoGodBlessAmericardquomessageac-companiedbyanAmericanflagstickerand(4) ahandwrit-tenldquoUnitedWeStandrdquomessageaccompaniedbyanAmeri-canflagstickerAssignmenttoconditionswasdonejustbeforedeliveringthechecksothewaitresseswereunawareofthestudyconditionduringmostoftheirinteractionswiththediningparties

CustomersintheldquoUnitedWeStandrdquoandldquoGodBlessAmericardquoconditionsleftlargertipsthanthoseintheldquoHaveaNiceDayrdquoandcontrolconditionsTheamountswere199percentforldquoUnitedWeStandrdquoand179percentforldquoGodBlessAmericardquocomparedto159percentforldquoHaveaNiceDayrdquoand155fornomessageSupportingtheideathatpatrioticmessagesincreasetippingthroughtheireffectsonperceivedsimilarityisthefactthattheldquoUnitedWeStandrdquomessagehadslightly(butnotsignificantly)strongereffectsthantheldquoGodBlessAmericardquomessagebecausetheldquoUnitedWeStandrdquomessageshouldhaveevokedgreaterfeelingsofunityorsimilarity

TheeffectsofpatrioticmessagesontippingobservedbySeiterandGasswereprobablyheightenedbythewaveofpatrioticfeelingsfollowingthe911attacksNeverthelesstheydemonstratethepotentialtoturnpatriotismintotips

ServersinlesspatrioticregionsofthecountrymaywanttolimittheiruseofthistactictotimesofheightenednationalpatriotismsuchastimesofwarterroristattacksnationalelectionsornationalholidaysHoweverserversinregionsofthecountrywherepatriotismisparticularlystronglikeinmanyldquoRedStatesrdquoshouldbeabletoincreasetheirtipswithpatrioticmessagesallthetimeInsumevokingpatrioticfeelingsinyourpatronswillencouragethemtoleaveyoumorebillswithpicturesofpatriotssuchasWashingtonLincolnHamiltonandJackson

Megatip15Draw Pictures on the CheckOccasionallywaitresseswilldrawaldquosmileyfacerdquoonthebacksofchecksThesedrawingsarelikelytohaveseveraleffectsonconsumersFirsttheymaypersonalizetheservertocustomersandtherebyincreasecustomersrsquoempathyfortheserverSeconddrawingsofldquosmileyfacesrdquomaycommu-nicatetocustomersthattheserverishappytohaveservedthemwhichwouldingratiatetheservertothecustomerFinallyseeingldquosmileyfacesrdquodrawnonchecksmaysimplymakecustomerssmileandimprovetheirmoodsAllofthesepotentialeffectssuggestthatdrawingaldquosmileyfacerdquoonthebacksofcheckswillincreasetipsBruceRindandPrashantBordiatestedthispossibilityinastudyconductedatthesameupscalePhiladelphiarestaurantthatwasthesettingfortheirldquoThankyourdquoresearch

AwaiterandawaitressattherestaurantconductedthisstudyontheirlunchcustomersHalfofthesecustomersreceivedacheckonwhichtheserverhaddrawnaldquosmileyfacerdquoandhalfreceivedacheckwithoutthedrawingTheassignmentofatabletoconditionswasmadeattheendofthecustomerrsquosmealwhenthemajorityoftheservicehadalreadybeenrenderedandthe

serverwasreadytodeliverthecheckAtthattimetheserverrandomlydeterminedtheconditionthetablewasassignedtoandeitherdrewaldquosmileyfacerdquoonthecheckordidnot

ThismanipulationsignificantlyaffectedthewaitressrsquostipsbutnotthoseofthewaiterThewaitressreceivedanaveragetipof28percentwhennothingwasdrawnonthecheckandreceivedanaveragetipof33percentwhenshedrewaldquosmileyfacerdquoonthebackofthecheckDrawingaldquosmileyfacerdquoincreasedthewaitressrsquostipsby17percentHowevernocomparableeffectwasobservedforthewaiterHereceivedanaveragetipof21percentwhennothingwasdrawnonthecheckandreceivedanaveragetipofonly18

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 15

percentwhenhedrewasmileyfaceonthebackofthecheckThisdecreaseintipsizewasnotstatisticallysignificantbutitsuggeststhatdrawingaldquosmileyfacerdquomayactuallybackfireforwaitersPerhapsldquosmileyfacesrdquoaretooemotionalandfemininetoseemnormalcomingfromwaiters

Theresultsofthisstudysuggestthatwaitressescanimprovetheirtipsbydrawingldquosmileyfacesrdquoontheircheckswhilewaiters(aswellaswaitresses)canalwaysdrawotherpicturesontheirchecksForexampleserversatanupscaleseafoodrestaurantcouldmakeasimplelinedrawingofalobsteronthebacksofchecksTheseotherdrawingsshouldserveaswellassmileyfacestopersonalizeserversandel-evatecustomersmoodsThereforetheyshouldalsoincreasetipsConsistentwiththisreasoningonestudyconductedbyNicolasGueguenatabarinFrancefoundthatdrawingapictureofthesunonchecksincreasedthepercentageofcustomersleavingatipfrom21percentto38percentThedrawingalsoincreasedtheaveragesizeofthetipsthatwereleftfrom19percentofthebillto26percent

ThelessonsfromthisresearchareclearYoudonotneedtobePicassotodrawlargertipsfromyourcustomersSopickupapencilandstartdoodling

Megatip16Call Customers by NameCallingpeoplebytheirnamestellsthemthattheyarecon-sideredimportantMostpeoplefindsuchrecognitionflatter-ingandenjoyableThusserversshouldgetlargertipswhentheycalltheircustomersbynameThisexpectationwastestedbyKarenRodrigueatseveralrestaurantsinKansas

ThestudyfocusedoncustomerspayingbycreditcardWaitersandwaitressesrandomlyassignedthosecustomerstoanameorano-nameconditionInthenameconditiontheserversnotedthecustomersrsquonamesontheircreditcardsandthankedthembyname(eg

ldquoThankyouMrJonesrdquo)whenreturningthecreditcardsandchargeslipsIntheno-nameconditionserversthankedthecustomerswithoutmention-ingtheirnames

Customersleftanaveragetipof14percentintheno-nameconditionandanaveragetipof154percentinthenameconditionSayingtwowordsmdashthecustomerrsquosname

mdashincreasedtheserversrsquotipsby10percentThisfindingsug-gestsanewanswertotheoldquestionldquoWhatrsquosinanamerdquoThatanswerisldquobiggertipsrdquo

Megatip17Use Tip Trays with Credit Card Insignia RestaurantsoftenpostsignsinformingcustomersthatcreditcardsareacceptedThesesignsandotherdisplaysofcreditcardinsigniacanbeseenonrestaurantdoorswindowscountersmenustabletentstiptraysandcashregistersRe-searchhasfoundthatsimplyseeingtheseinsigniaincreasesconsumersrsquowillingnesstospendmoneyThiseffectmaybeduetothefactthatcreditcardinsigniaaresooftenpresentwhenconsumersbuythingsthattheyhavebecomecondi-tionedstimulithatelicitspendingAlternativelycreditcardinsigniamayremindconsumersoftheavail-abilityofcreditandtherebyincreasetheirperceptionoftheirownspend-ingpower(evenwhentheyintendtopaywithcash)RegardlessoftheexplanationtheeffectsuggeststhatserversmayreceivelargertipswhencreditcardinsigniaarepresentatthetablethanwhentheseinsigniaarenotpresentMichaelMcCallandHeatherBelmonttestedthishypothesisattwoestablish-mentsmdashafamilyrestaurantandacafeacutemdashinupstateNewYork

ThepresenceofcreditcardinsigniawasmanipulatedintheseestablishmentsviatiptrayssomeofwhichhadcreditcardemblemsonthemandsomeofwhichdidnotThesetiptrayswererandomlymixedandserverswereinstructedtotakeatrayasneededfromthetopofthestackAtbothestablishmentscustomerstippedsignificantlymorewhenthebillwaspresentedonatiptraycontainingacreditcardemblemTipsincreasedfrom16percentofpre-taxbillsattherestaurantto20percentandincreasedfrom18percentofpre-taxbillsatthecafeacuteto22percentThiseffectwasnotduetoanincreaseduseofcreditcardstopaythebillInfactallofthecafeacutersquoscustomerspaidcashSimplyseeingthecreditcardinsigniaonthetiptrayscausedcustomerstotipanadditional25percentattherestaurantand22percentatthecafeacute

InlightoftheseresultsyoushouldaskyourmanagertoreplaceplaintiptrayswithtraysthatcontaincreditcardemblemsThesetiptrayscanbeobtainedatlittleornocostfromcreditcardcompaniesandusingthemwillincreaseyourtips

Megatip18Give Customers CandyPeoplegenerallyfeelobligatedtoreciprocatewhentheyreceivegiftsfromothersServerscanbenefitfromthisbygivingtheircustomersafter-dinnermintsorcandiesUponreceivingsuchgiftsmostcustomerswillfeelaneedtoreciprocateandshoulddosobyincreasingtheirtipsDavidStrohmetzandhiscolleaguestestedthisexpectationintwostudies

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

Explore develop and apply ideas with global hospitality leaders and

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

10 TheCenterforHospitalityResearchbullCornellUniversity

tingdownatthetablewhichalsoincreasesperceivedproximityhasbeenshowntoincreasetipsintheUSasdescribedpreviouslyWhenusingthistechniquehoweverserversshouldbeawarethatHispanicsmaintainsmallerpersonalspaceswhileAsiansandBlacksmaintainlargerpersonalspacesthandoWhitesThusIwouldrecommendstandingveryclosetothetablewhenservingHispanicsandWhitesbutwouldrecommendmaintainingagreaterdistancefromthetablewhenservingAsiansandBlacks

Megatip6Touch CustomersTouchingisapowerfulformofinterpersonalbehav-iorthatcancommunicateaffectionappreciationaggressiondominanceorsocialsupportaswellasothermeaningsdependingonthecontextinwhichitoccursIncommercialsettingscasuallytouchingcustomershasbeenshowntoincreasethetimetheyspendshoppinginastoretheamountsthattheypur-chaseandthefavorabilityoftheirstoreevaluationsThesepositiveeffectssuggestthatbeingtouchedmayalsoincreasethetipsthatcustomersleavetheirserv-ersAprilCruscoandChristopherWetzeltestedthispossibilityattworestaurantsinOxfordMississippi

ThreewaitressesattworestaurantsrandomlyassignedtheircustomerstooneofthreetouchconditionsCus-tomerseitherwerenottouchedwerecasuallytouchedontheshoulderonceforaboutoneanda

halfsecondsorwerecasuallytouchedonthepalmofthehandtwiceforabouthalfasecondeachtimeAlltouchesoccurredasthewaitressesreturnedchangetotheircustomersattheendofthemealEyecontactwasavoidedduringthistime

TheeffectsofthetouchmanipulationweresignificantCustomersleftanaveragetipof12percentwhentheywerenottouchedascomparedto14percentwhentheyweretouchedonceontheshoulderand17percentwhentheyweretouchedtwiceonthepalmofthehandSubsequentresearchconductedbyvariousotherresearchershasdemonstratedthat(1)casuallytouchingcustomersincreasesthetipsofbothmaleandfemaleservers(2)touchingincreasestipsmorewhenwaitressestouchthefemalemembersofmixed-sexdiningpartiesthanwhentheytouchthemalemembersofthosediningpartiesand(3)touch-

slightlydecreasedhertipsfromblackcustomersIbelievethatAfricanAmericansprefertomaintaingreaterinterper-sonaldistancesduringsocialinteractionsthandoWhitesandthatsquattingorsittingatthetablemayhaveviolatedtheBlacksrsquobutnottheWhitesrsquopersonalspaceOfcoursethewaitressrsquosracemayhavealsoplayedapartintheseresultsClearlyyouneedtoexercisesomejudgmentaboutwhetherornotagiventablewillwelcomesuchbehaviorbuttheresearchdescribedabovesuggeststhatsquattingnexttothetableisgenerallywelcomeandwillresultinhigherincomesforthoseserverswillingtodoit

Megatip5Stand Close to CustomersThoseserverswhoareunableorunwillingtosquatnexttotablescanstillincreasetheirrapportwithandtipsfromatablesimplybystandingclosertothecustomersProxim-itysignalsinterpersonallikingandpreviousresearchhadfoundthatpeoplecomplywithsmallrequestsmorewhentherequesterstoodphysicallyclosetothemthanwhenheorshestoodfurtherawaysoitislikelythatphysicalprox-imitywouldincreasetipsaswell

CelineJacobandNicolasGueguentestedthisexpecta-tionbyhavingfivewaitressesatthreedifferentrestaurantsinFrancevarytheirproximitytothecustomerandrecordthetipstheyreceivedfromthosecustomersBasedonarandomdetermina-tionthewaitressesstoodeithercloserthantypical(5feetor15meters)normaldistance(15feetabout5meters)orfartherthanusual(25feetabout75meters)

fromtheircustomerswhentakingthefoodorderother-wisethewaitressesfollowednormalproximityandserviceprotocols

ResultsindicatedthatgreaterphysicalproximitywhiletakingthefoodorderdoesincreasetippingThecustom-ersinthisstudyweremorelikelytoleaveatipwhenthewaitressesstoodone-halffootaway(43tipped)thanwhentheystoodoneandone-halffeetaway(31tipped)ortwoandone-halffeetaway(23tipped)Furthermorethetippingcustomersleftlargertipswhenthewaitressesstoodcloserthannormal(averagetipofeuro141)thanwhentheystoodanormaldistancefromthecustomers(averagetipofeuro117)orafartherthannormaldistance(averagetipofeuro115)

WhileitistruethatSouthernEuropeans(liketheFrench)generallymaintainsmallerpersonalspacesthandoNorthAmericansIbelieveJacobandGueguenrsquosresultswouldalsobefoundintheUnitedStatesbecausesquat-

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 11

ingincreasesthetipsofyoungcustomersmorethanthoseofoldercustomers

TheresultsofthesestudiessuggestthatyoushouldreachoutandbrieflytouchyourcustomersManyserverswillfeeluncomfortablewiththisrecommendationmdashfearingthatcustomersmightobjecttobeingtouchedHowevertheresearchsuggestsotherwiseFurthermoreresearchershavefoundthatmanysubjectswhosebehaviorhasbeeninflu-encedbytouchesareunawarethattheyhavebeentouchedThisbeingthecaseyoumayfindthatthebenefitsofbrieflytouchingcustomersmorethanoutweightheslightrisksinvolved

Megatip7Smile at CustomersSmilingisawell-knowntacticofingratiationandsocialinfluenceItisararepersonwhohasnrsquotheardthestandard

ldquoWhenYoursquoreSmiling(TheWholeWorldSmileswithYou)rdquopopularizedbyLouisArmstrongin19291ResearchhasconfirmedtheculturalwisdomonsmilingandhasfoundthatsmilingpeopleareperceivedasmoreattractivesinceresociableandcompetentthanareunsmilingpeopleTheseinterpersonaleffectsofsmilingsuggestthatserversmaybeabletoincreasetheirtipearningsbysmilingattheircustom-ersKathiTiddandJoanLockardtestedthispossibilityatacocktailloungeinSeattleWashington

CustomerssittingaloneintheloungewereusedassubjectsThewaitresswhowaitedonthesecustomersrandomlyassignedhalfofthemtoreceivealargeopen-mouthsmileandtheotherhalftoreceiveasmallclosed-mouthsmileThosecustomersreceivingasmallsmileleftanav-eragetipof20centswhilethosecustomersreceivingalargesmile

leftanaveragetipof48centsThisrepresentsanincreaseof140percent

Theaveragebillandtipsizesinrestaurantsaretypicallymuchlargerthanincocktailloungessosmilingprob-ablywillnothavequiteasdramaticaneffectonthetipsofrestaurantserversasitdidonthetipsofthecocktailwaitressinthisstudyHowevertheseresultsdoindicatethatsmilingincreasestipsYoushouldtrygivingcustomersbigopen-mouthedsmilesandseehowmuchyourtipsimprove

Megatip8Compliment Customersrsquo Food ChoicesComplimentingpeoplemakesthemfeelgoodandenhancestheirlikingforthesourceofthecomplimentIthasalso

1ComposedbyLarryShayMarkFisherandJoeGoodwinTheearliersimilarconceptwasldquolaughandtheworldlaughswithyourdquofirstwrittenbytheGreekHoraceandlatersetasapoembyEllaWWilcoxin1883

beenshowntoincreasepeoplersquoscompliancewithsmallre-questsTheseeffectssuggestthatcomplimentingcustomersmayalsoincreasethetipstheyleave

JohnSeiterhastestedthisexpectationintwostudiesofrestauranttippingInthosestudiesrestaurantserverseithercomplimentedtheircustomersrsquofoodchoicesordidnotandrecordedthetipsleftbybothsetsofcustomersDin-ingpartieswererandomlyassignedtoconditionsbyhavingtheserverpulloneoftwopenniesfromhisorherpocketiftheselectedpennyhadwasmarkedthentheservercomplimentedthecustomersrsquofoodorderandifthepennyselectedwasunmarkedthentheserverdidnotcomplimentthecustomerThedeliveryofthecomplimentsdifferedacrossthetwostudiesInthefirststudywhichincludedonlytwo-personpartiestheservercomplimentedthefirstpersontoorderbysaying

ldquoYoumadeagoodchoicerdquoandcomplimentedthesecondpersonbysayingldquoYoudidgoodtoordquoInthesecondstudyaftereveryoneatthetablehadorderedtheserversaideither

ldquoYoumadeagoodchoicerdquoldquoYoubothmadegoodchoicesrdquoorldquoYouallmadegoodchoicesrdquodependingonhowmanypeoplewereatthetable

Inbothstudiescustomerstippedmorewhencompli-mentedInthefirststudytipsincreasedfrom164to189percentofthebillandinthesecondtipsincreasedfrom188to203percentofthebillInthelatterstudyhoweverthiseffectwasmoderatedbythenumberofpeopleinthediningpartysuchthatcomplimentsincreasedtipsmorewhenthediningpartywassmallpresumablybecausecomplimentingallthechoicesoflargegroupsseemedlessgenuine

ComplimentingcustomersrsquofoodchoicesisaneasywaytoincreasetipsItalsosupportstherestaurantrsquosmarketingeffortsandreinforcescustomersrsquopositiveperceptionsoftherestaurantrsquosfoodsoyourmanagershouldparticularlyap-preciateandapproveofthistechniqueSoingratiateyourselfwithbothyourcustomersandmanagerbycomplimentingcustomersontheirfoodchoices

Megatip9Repeat Customersrsquo OrdersBeingmimickedorcopiedcanbeirritatingwhenitisobviousandprolongedThatiswhymimicryissopopularamongchildrenasameansoftormentingtheirsiblingsHoweverresearchershavefoundthatbrieflyandsubtlyimitatingormimickingothersincreasesthoseothersrsquolikingforandinterpersonalclosenesstotheimitatorThissuggests

12 TheCenterforHospitalityResearchbullCornellUniversity

weeksofasix-weekperiodInthesuggestivesellingcondi-tionthewaitressdidthefollowingthingsasdescribedbytheresearchers

UponinitialcontactwiththegroupthewaitresssuggestedldquoWouldanyonecareforadrinkrdquoAf-terconsumptionofthefirstcocktailgroupssubjecttomanipulativetreatmentwereaskedtoconsiderasecondcocktailTheseinitialstepswerefollowedbythewaitress-researcherpromptingthegroupforthedinnerorderaskingfirstwhowouldcareforanappetizerDuringtheprocessoforderingdinnerthewaitressrecommendedtotheundecidedcertainitemsAtthispointthemostexpensiveitemswerealwayspromotedThewaitresscheckedbacktwiceduringtheconsumptionofthemaincourse

atwhichtimethewaitresspromotedfurtherconsumptionofliquorFinallyuponcompletionofthemaincoursethewaitresssuggesteddessertorafterdinnerdrinks

Followingtheseproceduresincreasedtheaveragetabby25percentThattranslatesintoasimilarincreaseintipsThusyoucanearnmoremoneyduringaslowshiftbyprac-ticingsuggestiveselling

Duringabusyshifthoweversuggestivesellingmaybecounter-productivebecauseadd-onsalesmayincreasethecustomerrsquosmealdurationandslowdowntableturnoverYourtotaltipsattheendoftheshiftdependonyourtotalsalesSinceentreacuteesaremoreexpensivethanappetizersanddessertsyoushouldavoidsuggestivesellingofappetizersanddessertsinfavorofturningtablesquicklyaslongasnewcustomersarewaitingtobeseatedWhenturningtablesisnotpossiblethensellmoreappetizersanddesserts

Megatip11Entertain CustomersPeoplegotorestaurantsforentertainmentaswellasforfoodThatiswhyrestaurantshavealonghistoryofhiringmusiciansandsingerstoperformintheirdiningroomsItisalsowhyrecentyearshaveseenthecreationandspreadofawholenewclassofldquoeatertainmentrdquoandthemerestaurantssuchasChuckECheeseHardRockCafeacutePlanetHolly-woodandRainforestCafeacuteRegardlessofwhetheryouworkinoneofthesethemerestaurantsyourcustomerswanttobeentertainedandthatdesiregivesyouanopportunitytoearnlargertipsResearchindicatesthatserverswhorecognizeandsatisfytheircustomersrsquoneedsforentertainmentaretippedmorethanthosewhodonot

thatserversmaybeabletoincreasetheirtipsbysubtlymim-ickingtheircustomersrsquoverbalbehaviorRickvanBaarenandhiscolleaguestestedthispossibilityatarestaurantintheNetherlands

Twowaitressesrandomlyassignedtheircustomerstoei-theramimicryoranon-mimicryconditionInthemimicryconditionthewaitressesliterallyrepeatedcustomersrsquoorderswhentakingthoseordersInthenon-mimicryconditionthewaitressesdidnotrepeattheordersbutdidindicatethattheygottheorderbysayingthingslikeldquookayrdquoorldquocom-inguprdquoMimicryincreasedthenumberofcustomerswholeftatipfrom52percentinthenon-mimicryconditionto78percentinthemimicryconditionItalsodoubledtheaveragetipofthoseleavingtipsfrom136Dutchguildersinthenon-mimicryconditionto273Dutchguildersinthemimicrycondition

TippingpracticesaremuchdifferentintheUnitedStatesthanintheNetherlandssomimicrymaynotpro-ducequiteasdramaticaneffectinthiscountryasitdidintheNether-landsHoweverhumannatureisbasicallythesameeverywheresothatstudydoessuggest

thatyoucanincreaseyourtipstosomedegreebyrepeatingyourcustomersrsquoordersGiventhelowcostofthisbehavioritiscertainlyatacticworthtrying

Megatip10Sell Sell SellItiscustomarytotipwaitersandwaitresses15to20percentofthebillsizeandnationalsurveysindicatethatabout75percentofrestaurantpatronsdobasetheirtipsonapercent-ageofthebillThusdollar-and-centtipamountsincreasewithbillsizeInfactarecentreviewofresearchontippingfoundthatbillsizewastwiceapowerfulaseverythingelsecombinedindeterminingthesizeoftipsleftbydifferentdiningpartiesThismeansthatthebestwayforyoutoincreaseyourtipsistoincreaseyoursales

DuringaslowshiftsalescanbeincreasedthroughsuggestivesellingThusyoushouldrecommendappetizersliquorwineexpensiveentreacuteeselectionsanddessertsduringslowshiftsAlthoughmanyserverswillseethelinkbetweensuggestivesellingandbillsizesasobviousotherswillques-tiontheabilityofserverstosubstantiallyaltertheircustom-ersrsquoordersandexpendituresThatquestionwasaddressedinanexperimentbySuellenButlerandWilliamSnizekTheyhadawaitressatanupscaleldquofancyrdquodiningrestaurantinthenortheasternUnitedStatestrysuggestivesellingonalternate

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 13

InonestudyconductedinFrancebyNicolasGueguenwaitersandwaitressesatabargavehalftheircustomersacardwiththefollowingjokewrittenonit

AnEskimohadbeenwaitingforhisgirlfriendinfrontofamovietheatreforalongtimeanditwasgettingcolderandcolderAfterawhileshiveringwithcoldandratherinfuriatedheopenedhiscoatanddrewoutathermometerHethensaidloudlyldquoIfsheisnothereat15Irsquomgoingrdquo

Forty-twopercentofthosecustomersgettingthejokecardleftatipascomparedtoonly25percentofthose

notgettingthejokecardMoreoverthosewhodidtipleftmoreinthejoke-cardcondition(averagetipof23percent)thanintheno-cardcondition(averagetipof16percent)

Inanotherstudycon-ductedbyBruceRindandDavidStrohmetzaNewJerseywaitressgavehalfofhercustomersacardwith

thefollowingwords

Finishedfilesaretheresultofyearsofscientificstudycombinedwiththeexperienceofmanyyears

SheencouragedthecustomerstocountthenumberofldquoFsrdquowhichismoreofachallengethanyoumightthinkbe-causeoftheFattheendofthewordldquoof rdquo(whichinadditiontobeingattheendofthewordispronouncedasav)ThuscustomerswereoftensurprisedwhenthewaitresstoldthemthecorrectnumberofFswassixTheyalsogaveherlargertipsthanthosecustomersnotgivenacardmdashanaveragetipof22percentversusanaveragetipof19percent

AsthesestudiestestifyyoudonrsquothavetobeRobinWil-liamstoentertainyourwayintoabiggertipSocollectjokesorsimplepuzzlestosharewithyourcustomersandlettheentertainmentbegin

Megatip12Forecast Good WeatherSunnyweatherputspeopleinagoodmoodandpeopleinagoodmoodleavebiggertipsthanthoseinabadmoodEventheprospectofsunnyweathertomorrowelevatespeoplersquosmoodsThissuggeststhatserverswholivewheretheweatherishighlyvariablecanincreasetipsbytellingtheircustomersthatsunnyweatherisonthewayTotestthisideaBruceRindandDavidStrohmetzhadawaitressatamid-pricedItalianrestaurantinNewJerseywriteaweatherforecastonthebacksofsomeofherchecksbutnotothersThefavorableweatherforecastread

TheweatherissupposedtobereallygoodtomorrowIhopeyouenjoytheday

Thewaitressreceivedanaveragetipof222percentwhensheforecastgoodweatherandanaveragetipof187percentwhenshemadenoforecastThatisa19-percentincrease

AlthoughyoushouldnotlietocustomersyoushouldtrytoprofitfromfavorableweatherforecastsSimplykeepupwiththelocalweatherforecastandremindyourcustomersthatgoodweatherisonthewaywhentheforecastreallyispositiveYoucantrygivingtheseforecastsorallybutIwouldrecom-mendwritingthemonthecheckaswasdoneinthisstudySpeakingisquickerandeasierthanwritingbutspokenwordscanbeeasilymissedorignoredwhilewrittenonescannotInadditionpartoftheeffectivenessofthewrittenforecastsinthestudydescribedmayhavedependedontheperceivedeffortoftheservermdashifsoyouwillwanttodupli-catethateffort

Megatip13Write ldquoThank Yourdquo on ChecksSavvyserverswriteldquoThankyourdquoandsigntheirnamesonthebacksofchecksbeforetheydeliverthecheckstotheircustomersTheseexpressionsofgratitudemayincreasetheperceivedfriendlinessoftheserverwhichwouldincreasetipsbecauseconsumerstipfriendlyserversmorethantheydounfriendlyonesExpressionsofservergratitudemayalsomakecustomersfeelobligatedtoearnthatgratitudebyleavinglargertipsWhateverthemechanisminvolvedexpres-sionsofgratitudeseemlikelytoincreasethetipsserversreceiveBruceRindandPrashantBordiatestedthisexpectationatanupscalerestaurantinPhiladel-phiaPennsylvania

Awaitressconductedthisstudybyrandomlyassign-ingherlunchcustomerstooneofthreeconditionsOnthebackofthecheckshewroteeithernothingldquoThankyourdquoor

ldquoThankyourdquoandsignedhernameAsexpectedthisma-nipulationsignificantlyaffectedthesizeofthewaitressrsquostipsShereceivedanaveragetipof16percentwhennothingwaswrittenonthebackofthecheckandshereceivedanaverage

14 TheCenterforHospitalityResearchbullCornellUniversity

tipof18percentwhenshewroteldquoThankyourdquoonthebackofthecheckAddinghersignaturetothethanksproducedthesameleveloftipsasthethanksalone

SincethereislittledownsidetoexpressionsofgratitudeyoushouldalwayswriteldquoThankyourdquoorsomecomparablemessageonthebacksofyourchecksToavoidtimepres-suresduringbusyshiftsyoucanwritethesemessagesonyourchecksbeforecustomersarriveDoingsowillonlytakeafewminutesofyourtimeandshouldincreaseyourtipincome

Megatip14Write a Patriotic Message On ChecksPatrioticfervorvariesacrossindividualsbutmostpeoplefeelsomedegreeoflovefortheirhomecountryExpress-ingaloveofcountryisthereforeonewaytohighlightyoursimilaritytoyournativecustomersandshouldincreasethetipstheyleaveyou

JohnSeiterandRobertGasstestedthispossibilityinastudyconductedseveralmonthsaftertheterroristat-tacksofSeptember112001TheyhadtwowaitressesinUtahplacemessagesontheirchecksaccordingtooneoffourconditionsandrecordtheresultingtipsThe

fourmessageconditionswhichthewaitressesdeterminedrandomlywere(1)ano-messagecontrol(2) ahandwritten

ldquoHaveaNiceDayrdquomessageaccompaniedbyasmiley-facesticker(3) ahandwrittenldquoGodBlessAmericardquomessageac-companiedbyanAmericanflagstickerand(4) ahandwrit-tenldquoUnitedWeStandrdquomessageaccompaniedbyanAmeri-canflagstickerAssignmenttoconditionswasdonejustbeforedeliveringthechecksothewaitresseswereunawareofthestudyconditionduringmostoftheirinteractionswiththediningparties

CustomersintheldquoUnitedWeStandrdquoandldquoGodBlessAmericardquoconditionsleftlargertipsthanthoseintheldquoHaveaNiceDayrdquoandcontrolconditionsTheamountswere199percentforldquoUnitedWeStandrdquoand179percentforldquoGodBlessAmericardquocomparedto159percentforldquoHaveaNiceDayrdquoand155fornomessageSupportingtheideathatpatrioticmessagesincreasetippingthroughtheireffectsonperceivedsimilarityisthefactthattheldquoUnitedWeStandrdquomessagehadslightly(butnotsignificantly)strongereffectsthantheldquoGodBlessAmericardquomessagebecausetheldquoUnitedWeStandrdquomessageshouldhaveevokedgreaterfeelingsofunityorsimilarity

TheeffectsofpatrioticmessagesontippingobservedbySeiterandGasswereprobablyheightenedbythewaveofpatrioticfeelingsfollowingthe911attacksNeverthelesstheydemonstratethepotentialtoturnpatriotismintotips

ServersinlesspatrioticregionsofthecountrymaywanttolimittheiruseofthistactictotimesofheightenednationalpatriotismsuchastimesofwarterroristattacksnationalelectionsornationalholidaysHoweverserversinregionsofthecountrywherepatriotismisparticularlystronglikeinmanyldquoRedStatesrdquoshouldbeabletoincreasetheirtipswithpatrioticmessagesallthetimeInsumevokingpatrioticfeelingsinyourpatronswillencouragethemtoleaveyoumorebillswithpicturesofpatriotssuchasWashingtonLincolnHamiltonandJackson

Megatip15Draw Pictures on the CheckOccasionallywaitresseswilldrawaldquosmileyfacerdquoonthebacksofchecksThesedrawingsarelikelytohaveseveraleffectsonconsumersFirsttheymaypersonalizetheservertocustomersandtherebyincreasecustomersrsquoempathyfortheserverSeconddrawingsofldquosmileyfacesrdquomaycommu-nicatetocustomersthattheserverishappytohaveservedthemwhichwouldingratiatetheservertothecustomerFinallyseeingldquosmileyfacesrdquodrawnonchecksmaysimplymakecustomerssmileandimprovetheirmoodsAllofthesepotentialeffectssuggestthatdrawingaldquosmileyfacerdquoonthebacksofcheckswillincreasetipsBruceRindandPrashantBordiatestedthispossibilityinastudyconductedatthesameupscalePhiladelphiarestaurantthatwasthesettingfortheirldquoThankyourdquoresearch

AwaiterandawaitressattherestaurantconductedthisstudyontheirlunchcustomersHalfofthesecustomersreceivedacheckonwhichtheserverhaddrawnaldquosmileyfacerdquoandhalfreceivedacheckwithoutthedrawingTheassignmentofatabletoconditionswasmadeattheendofthecustomerrsquosmealwhenthemajorityoftheservicehadalreadybeenrenderedandthe

serverwasreadytodeliverthecheckAtthattimetheserverrandomlydeterminedtheconditionthetablewasassignedtoandeitherdrewaldquosmileyfacerdquoonthecheckordidnot

ThismanipulationsignificantlyaffectedthewaitressrsquostipsbutnotthoseofthewaiterThewaitressreceivedanaveragetipof28percentwhennothingwasdrawnonthecheckandreceivedanaveragetipof33percentwhenshedrewaldquosmileyfacerdquoonthebackofthecheckDrawingaldquosmileyfacerdquoincreasedthewaitressrsquostipsby17percentHowevernocomparableeffectwasobservedforthewaiterHereceivedanaveragetipof21percentwhennothingwasdrawnonthecheckandreceivedanaveragetipofonly18

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 15

percentwhenhedrewasmileyfaceonthebackofthecheckThisdecreaseintipsizewasnotstatisticallysignificantbutitsuggeststhatdrawingaldquosmileyfacerdquomayactuallybackfireforwaitersPerhapsldquosmileyfacesrdquoaretooemotionalandfemininetoseemnormalcomingfromwaiters

Theresultsofthisstudysuggestthatwaitressescanimprovetheirtipsbydrawingldquosmileyfacesrdquoontheircheckswhilewaiters(aswellaswaitresses)canalwaysdrawotherpicturesontheirchecksForexampleserversatanupscaleseafoodrestaurantcouldmakeasimplelinedrawingofalobsteronthebacksofchecksTheseotherdrawingsshouldserveaswellassmileyfacestopersonalizeserversandel-evatecustomersmoodsThereforetheyshouldalsoincreasetipsConsistentwiththisreasoningonestudyconductedbyNicolasGueguenatabarinFrancefoundthatdrawingapictureofthesunonchecksincreasedthepercentageofcustomersleavingatipfrom21percentto38percentThedrawingalsoincreasedtheaveragesizeofthetipsthatwereleftfrom19percentofthebillto26percent

ThelessonsfromthisresearchareclearYoudonotneedtobePicassotodrawlargertipsfromyourcustomersSopickupapencilandstartdoodling

Megatip16Call Customers by NameCallingpeoplebytheirnamestellsthemthattheyarecon-sideredimportantMostpeoplefindsuchrecognitionflatter-ingandenjoyableThusserversshouldgetlargertipswhentheycalltheircustomersbynameThisexpectationwastestedbyKarenRodrigueatseveralrestaurantsinKansas

ThestudyfocusedoncustomerspayingbycreditcardWaitersandwaitressesrandomlyassignedthosecustomerstoanameorano-nameconditionInthenameconditiontheserversnotedthecustomersrsquonamesontheircreditcardsandthankedthembyname(eg

ldquoThankyouMrJonesrdquo)whenreturningthecreditcardsandchargeslipsIntheno-nameconditionserversthankedthecustomerswithoutmention-ingtheirnames

Customersleftanaveragetipof14percentintheno-nameconditionandanaveragetipof154percentinthenameconditionSayingtwowordsmdashthecustomerrsquosname

mdashincreasedtheserversrsquotipsby10percentThisfindingsug-gestsanewanswertotheoldquestionldquoWhatrsquosinanamerdquoThatanswerisldquobiggertipsrdquo

Megatip17Use Tip Trays with Credit Card Insignia RestaurantsoftenpostsignsinformingcustomersthatcreditcardsareacceptedThesesignsandotherdisplaysofcreditcardinsigniacanbeseenonrestaurantdoorswindowscountersmenustabletentstiptraysandcashregistersRe-searchhasfoundthatsimplyseeingtheseinsigniaincreasesconsumersrsquowillingnesstospendmoneyThiseffectmaybeduetothefactthatcreditcardinsigniaaresooftenpresentwhenconsumersbuythingsthattheyhavebecomecondi-tionedstimulithatelicitspendingAlternativelycreditcardinsigniamayremindconsumersoftheavail-abilityofcreditandtherebyincreasetheirperceptionoftheirownspend-ingpower(evenwhentheyintendtopaywithcash)RegardlessoftheexplanationtheeffectsuggeststhatserversmayreceivelargertipswhencreditcardinsigniaarepresentatthetablethanwhentheseinsigniaarenotpresentMichaelMcCallandHeatherBelmonttestedthishypothesisattwoestablish-mentsmdashafamilyrestaurantandacafeacutemdashinupstateNewYork

ThepresenceofcreditcardinsigniawasmanipulatedintheseestablishmentsviatiptrayssomeofwhichhadcreditcardemblemsonthemandsomeofwhichdidnotThesetiptrayswererandomlymixedandserverswereinstructedtotakeatrayasneededfromthetopofthestackAtbothestablishmentscustomerstippedsignificantlymorewhenthebillwaspresentedonatiptraycontainingacreditcardemblemTipsincreasedfrom16percentofpre-taxbillsattherestaurantto20percentandincreasedfrom18percentofpre-taxbillsatthecafeacuteto22percentThiseffectwasnotduetoanincreaseduseofcreditcardstopaythebillInfactallofthecafeacutersquoscustomerspaidcashSimplyseeingthecreditcardinsigniaonthetiptrayscausedcustomerstotipanadditional25percentattherestaurantand22percentatthecafeacute

InlightoftheseresultsyoushouldaskyourmanagertoreplaceplaintiptrayswithtraysthatcontaincreditcardemblemsThesetiptrayscanbeobtainedatlittleornocostfromcreditcardcompaniesandusingthemwillincreaseyourtips

Megatip18Give Customers CandyPeoplegenerallyfeelobligatedtoreciprocatewhentheyreceivegiftsfromothersServerscanbenefitfromthisbygivingtheircustomersafter-dinnermintsorcandiesUponreceivingsuchgiftsmostcustomerswillfeelaneedtoreciprocateandshoulddosobyincreasingtheirtipsDavidStrohmetzandhiscolleaguestestedthisexpectationintwostudies

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

Explore develop and apply ideas with global hospitality leaders and

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 11

ingincreasesthetipsofyoungcustomersmorethanthoseofoldercustomers

TheresultsofthesestudiessuggestthatyoushouldreachoutandbrieflytouchyourcustomersManyserverswillfeeluncomfortablewiththisrecommendationmdashfearingthatcustomersmightobjecttobeingtouchedHowevertheresearchsuggestsotherwiseFurthermoreresearchershavefoundthatmanysubjectswhosebehaviorhasbeeninflu-encedbytouchesareunawarethattheyhavebeentouchedThisbeingthecaseyoumayfindthatthebenefitsofbrieflytouchingcustomersmorethanoutweightheslightrisksinvolved

Megatip7Smile at CustomersSmilingisawell-knowntacticofingratiationandsocialinfluenceItisararepersonwhohasnrsquotheardthestandard

ldquoWhenYoursquoreSmiling(TheWholeWorldSmileswithYou)rdquopopularizedbyLouisArmstrongin19291ResearchhasconfirmedtheculturalwisdomonsmilingandhasfoundthatsmilingpeopleareperceivedasmoreattractivesinceresociableandcompetentthanareunsmilingpeopleTheseinterpersonaleffectsofsmilingsuggestthatserversmaybeabletoincreasetheirtipearningsbysmilingattheircustom-ersKathiTiddandJoanLockardtestedthispossibilityatacocktailloungeinSeattleWashington

CustomerssittingaloneintheloungewereusedassubjectsThewaitresswhowaitedonthesecustomersrandomlyassignedhalfofthemtoreceivealargeopen-mouthsmileandtheotherhalftoreceiveasmallclosed-mouthsmileThosecustomersreceivingasmallsmileleftanav-eragetipof20centswhilethosecustomersreceivingalargesmile

leftanaveragetipof48centsThisrepresentsanincreaseof140percent

Theaveragebillandtipsizesinrestaurantsaretypicallymuchlargerthanincocktailloungessosmilingprob-ablywillnothavequiteasdramaticaneffectonthetipsofrestaurantserversasitdidonthetipsofthecocktailwaitressinthisstudyHowevertheseresultsdoindicatethatsmilingincreasestipsYoushouldtrygivingcustomersbigopen-mouthedsmilesandseehowmuchyourtipsimprove

Megatip8Compliment Customersrsquo Food ChoicesComplimentingpeoplemakesthemfeelgoodandenhancestheirlikingforthesourceofthecomplimentIthasalso

1ComposedbyLarryShayMarkFisherandJoeGoodwinTheearliersimilarconceptwasldquolaughandtheworldlaughswithyourdquofirstwrittenbytheGreekHoraceandlatersetasapoembyEllaWWilcoxin1883

beenshowntoincreasepeoplersquoscompliancewithsmallre-questsTheseeffectssuggestthatcomplimentingcustomersmayalsoincreasethetipstheyleave

JohnSeiterhastestedthisexpectationintwostudiesofrestauranttippingInthosestudiesrestaurantserverseithercomplimentedtheircustomersrsquofoodchoicesordidnotandrecordedthetipsleftbybothsetsofcustomersDin-ingpartieswererandomlyassignedtoconditionsbyhavingtheserverpulloneoftwopenniesfromhisorherpocketiftheselectedpennyhadwasmarkedthentheservercomplimentedthecustomersrsquofoodorderandifthepennyselectedwasunmarkedthentheserverdidnotcomplimentthecustomerThedeliveryofthecomplimentsdifferedacrossthetwostudiesInthefirststudywhichincludedonlytwo-personpartiestheservercomplimentedthefirstpersontoorderbysaying

ldquoYoumadeagoodchoicerdquoandcomplimentedthesecondpersonbysayingldquoYoudidgoodtoordquoInthesecondstudyaftereveryoneatthetablehadorderedtheserversaideither

ldquoYoumadeagoodchoicerdquoldquoYoubothmadegoodchoicesrdquoorldquoYouallmadegoodchoicesrdquodependingonhowmanypeoplewereatthetable

Inbothstudiescustomerstippedmorewhencompli-mentedInthefirststudytipsincreasedfrom164to189percentofthebillandinthesecondtipsincreasedfrom188to203percentofthebillInthelatterstudyhoweverthiseffectwasmoderatedbythenumberofpeopleinthediningpartysuchthatcomplimentsincreasedtipsmorewhenthediningpartywassmallpresumablybecausecomplimentingallthechoicesoflargegroupsseemedlessgenuine

ComplimentingcustomersrsquofoodchoicesisaneasywaytoincreasetipsItalsosupportstherestaurantrsquosmarketingeffortsandreinforcescustomersrsquopositiveperceptionsoftherestaurantrsquosfoodsoyourmanagershouldparticularlyap-preciateandapproveofthistechniqueSoingratiateyourselfwithbothyourcustomersandmanagerbycomplimentingcustomersontheirfoodchoices

Megatip9Repeat Customersrsquo OrdersBeingmimickedorcopiedcanbeirritatingwhenitisobviousandprolongedThatiswhymimicryissopopularamongchildrenasameansoftormentingtheirsiblingsHoweverresearchershavefoundthatbrieflyandsubtlyimitatingormimickingothersincreasesthoseothersrsquolikingforandinterpersonalclosenesstotheimitatorThissuggests

12 TheCenterforHospitalityResearchbullCornellUniversity

weeksofasix-weekperiodInthesuggestivesellingcondi-tionthewaitressdidthefollowingthingsasdescribedbytheresearchers

UponinitialcontactwiththegroupthewaitresssuggestedldquoWouldanyonecareforadrinkrdquoAf-terconsumptionofthefirstcocktailgroupssubjecttomanipulativetreatmentwereaskedtoconsiderasecondcocktailTheseinitialstepswerefollowedbythewaitress-researcherpromptingthegroupforthedinnerorderaskingfirstwhowouldcareforanappetizerDuringtheprocessoforderingdinnerthewaitressrecommendedtotheundecidedcertainitemsAtthispointthemostexpensiveitemswerealwayspromotedThewaitresscheckedbacktwiceduringtheconsumptionofthemaincourse

atwhichtimethewaitresspromotedfurtherconsumptionofliquorFinallyuponcompletionofthemaincoursethewaitresssuggesteddessertorafterdinnerdrinks

Followingtheseproceduresincreasedtheaveragetabby25percentThattranslatesintoasimilarincreaseintipsThusyoucanearnmoremoneyduringaslowshiftbyprac-ticingsuggestiveselling

Duringabusyshifthoweversuggestivesellingmaybecounter-productivebecauseadd-onsalesmayincreasethecustomerrsquosmealdurationandslowdowntableturnoverYourtotaltipsattheendoftheshiftdependonyourtotalsalesSinceentreacuteesaremoreexpensivethanappetizersanddessertsyoushouldavoidsuggestivesellingofappetizersanddessertsinfavorofturningtablesquicklyaslongasnewcustomersarewaitingtobeseatedWhenturningtablesisnotpossiblethensellmoreappetizersanddesserts

Megatip11Entertain CustomersPeoplegotorestaurantsforentertainmentaswellasforfoodThatiswhyrestaurantshavealonghistoryofhiringmusiciansandsingerstoperformintheirdiningroomsItisalsowhyrecentyearshaveseenthecreationandspreadofawholenewclassofldquoeatertainmentrdquoandthemerestaurantssuchasChuckECheeseHardRockCafeacutePlanetHolly-woodandRainforestCafeacuteRegardlessofwhetheryouworkinoneofthesethemerestaurantsyourcustomerswanttobeentertainedandthatdesiregivesyouanopportunitytoearnlargertipsResearchindicatesthatserverswhorecognizeandsatisfytheircustomersrsquoneedsforentertainmentaretippedmorethanthosewhodonot

thatserversmaybeabletoincreasetheirtipsbysubtlymim-ickingtheircustomersrsquoverbalbehaviorRickvanBaarenandhiscolleaguestestedthispossibilityatarestaurantintheNetherlands

Twowaitressesrandomlyassignedtheircustomerstoei-theramimicryoranon-mimicryconditionInthemimicryconditionthewaitressesliterallyrepeatedcustomersrsquoorderswhentakingthoseordersInthenon-mimicryconditionthewaitressesdidnotrepeattheordersbutdidindicatethattheygottheorderbysayingthingslikeldquookayrdquoorldquocom-inguprdquoMimicryincreasedthenumberofcustomerswholeftatipfrom52percentinthenon-mimicryconditionto78percentinthemimicryconditionItalsodoubledtheaveragetipofthoseleavingtipsfrom136Dutchguildersinthenon-mimicryconditionto273Dutchguildersinthemimicrycondition

TippingpracticesaremuchdifferentintheUnitedStatesthanintheNetherlandssomimicrymaynotpro-ducequiteasdramaticaneffectinthiscountryasitdidintheNether-landsHoweverhumannatureisbasicallythesameeverywheresothatstudydoessuggest

thatyoucanincreaseyourtipstosomedegreebyrepeatingyourcustomersrsquoordersGiventhelowcostofthisbehavioritiscertainlyatacticworthtrying

Megatip10Sell Sell SellItiscustomarytotipwaitersandwaitresses15to20percentofthebillsizeandnationalsurveysindicatethatabout75percentofrestaurantpatronsdobasetheirtipsonapercent-ageofthebillThusdollar-and-centtipamountsincreasewithbillsizeInfactarecentreviewofresearchontippingfoundthatbillsizewastwiceapowerfulaseverythingelsecombinedindeterminingthesizeoftipsleftbydifferentdiningpartiesThismeansthatthebestwayforyoutoincreaseyourtipsistoincreaseyoursales

DuringaslowshiftsalescanbeincreasedthroughsuggestivesellingThusyoushouldrecommendappetizersliquorwineexpensiveentreacuteeselectionsanddessertsduringslowshiftsAlthoughmanyserverswillseethelinkbetweensuggestivesellingandbillsizesasobviousotherswillques-tiontheabilityofserverstosubstantiallyaltertheircustom-ersrsquoordersandexpendituresThatquestionwasaddressedinanexperimentbySuellenButlerandWilliamSnizekTheyhadawaitressatanupscaleldquofancyrdquodiningrestaurantinthenortheasternUnitedStatestrysuggestivesellingonalternate

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 13

InonestudyconductedinFrancebyNicolasGueguenwaitersandwaitressesatabargavehalftheircustomersacardwiththefollowingjokewrittenonit

AnEskimohadbeenwaitingforhisgirlfriendinfrontofamovietheatreforalongtimeanditwasgettingcolderandcolderAfterawhileshiveringwithcoldandratherinfuriatedheopenedhiscoatanddrewoutathermometerHethensaidloudlyldquoIfsheisnothereat15Irsquomgoingrdquo

Forty-twopercentofthosecustomersgettingthejokecardleftatipascomparedtoonly25percentofthose

notgettingthejokecardMoreoverthosewhodidtipleftmoreinthejoke-cardcondition(averagetipof23percent)thanintheno-cardcondition(averagetipof16percent)

Inanotherstudycon-ductedbyBruceRindandDavidStrohmetzaNewJerseywaitressgavehalfofhercustomersacardwith

thefollowingwords

Finishedfilesaretheresultofyearsofscientificstudycombinedwiththeexperienceofmanyyears

SheencouragedthecustomerstocountthenumberofldquoFsrdquowhichismoreofachallengethanyoumightthinkbe-causeoftheFattheendofthewordldquoof rdquo(whichinadditiontobeingattheendofthewordispronouncedasav)ThuscustomerswereoftensurprisedwhenthewaitresstoldthemthecorrectnumberofFswassixTheyalsogaveherlargertipsthanthosecustomersnotgivenacardmdashanaveragetipof22percentversusanaveragetipof19percent

AsthesestudiestestifyyoudonrsquothavetobeRobinWil-liamstoentertainyourwayintoabiggertipSocollectjokesorsimplepuzzlestosharewithyourcustomersandlettheentertainmentbegin

Megatip12Forecast Good WeatherSunnyweatherputspeopleinagoodmoodandpeopleinagoodmoodleavebiggertipsthanthoseinabadmoodEventheprospectofsunnyweathertomorrowelevatespeoplersquosmoodsThissuggeststhatserverswholivewheretheweatherishighlyvariablecanincreasetipsbytellingtheircustomersthatsunnyweatherisonthewayTotestthisideaBruceRindandDavidStrohmetzhadawaitressatamid-pricedItalianrestaurantinNewJerseywriteaweatherforecastonthebacksofsomeofherchecksbutnotothersThefavorableweatherforecastread

TheweatherissupposedtobereallygoodtomorrowIhopeyouenjoytheday

Thewaitressreceivedanaveragetipof222percentwhensheforecastgoodweatherandanaveragetipof187percentwhenshemadenoforecastThatisa19-percentincrease

AlthoughyoushouldnotlietocustomersyoushouldtrytoprofitfromfavorableweatherforecastsSimplykeepupwiththelocalweatherforecastandremindyourcustomersthatgoodweatherisonthewaywhentheforecastreallyispositiveYoucantrygivingtheseforecastsorallybutIwouldrecom-mendwritingthemonthecheckaswasdoneinthisstudySpeakingisquickerandeasierthanwritingbutspokenwordscanbeeasilymissedorignoredwhilewrittenonescannotInadditionpartoftheeffectivenessofthewrittenforecastsinthestudydescribedmayhavedependedontheperceivedeffortoftheservermdashifsoyouwillwanttodupli-catethateffort

Megatip13Write ldquoThank Yourdquo on ChecksSavvyserverswriteldquoThankyourdquoandsigntheirnamesonthebacksofchecksbeforetheydeliverthecheckstotheircustomersTheseexpressionsofgratitudemayincreasetheperceivedfriendlinessoftheserverwhichwouldincreasetipsbecauseconsumerstipfriendlyserversmorethantheydounfriendlyonesExpressionsofservergratitudemayalsomakecustomersfeelobligatedtoearnthatgratitudebyleavinglargertipsWhateverthemechanisminvolvedexpres-sionsofgratitudeseemlikelytoincreasethetipsserversreceiveBruceRindandPrashantBordiatestedthisexpectationatanupscalerestaurantinPhiladel-phiaPennsylvania

Awaitressconductedthisstudybyrandomlyassign-ingherlunchcustomerstooneofthreeconditionsOnthebackofthecheckshewroteeithernothingldquoThankyourdquoor

ldquoThankyourdquoandsignedhernameAsexpectedthisma-nipulationsignificantlyaffectedthesizeofthewaitressrsquostipsShereceivedanaveragetipof16percentwhennothingwaswrittenonthebackofthecheckandshereceivedanaverage

14 TheCenterforHospitalityResearchbullCornellUniversity

tipof18percentwhenshewroteldquoThankyourdquoonthebackofthecheckAddinghersignaturetothethanksproducedthesameleveloftipsasthethanksalone

SincethereislittledownsidetoexpressionsofgratitudeyoushouldalwayswriteldquoThankyourdquoorsomecomparablemessageonthebacksofyourchecksToavoidtimepres-suresduringbusyshiftsyoucanwritethesemessagesonyourchecksbeforecustomersarriveDoingsowillonlytakeafewminutesofyourtimeandshouldincreaseyourtipincome

Megatip14Write a Patriotic Message On ChecksPatrioticfervorvariesacrossindividualsbutmostpeoplefeelsomedegreeoflovefortheirhomecountryExpress-ingaloveofcountryisthereforeonewaytohighlightyoursimilaritytoyournativecustomersandshouldincreasethetipstheyleaveyou

JohnSeiterandRobertGasstestedthispossibilityinastudyconductedseveralmonthsaftertheterroristat-tacksofSeptember112001TheyhadtwowaitressesinUtahplacemessagesontheirchecksaccordingtooneoffourconditionsandrecordtheresultingtipsThe

fourmessageconditionswhichthewaitressesdeterminedrandomlywere(1)ano-messagecontrol(2) ahandwritten

ldquoHaveaNiceDayrdquomessageaccompaniedbyasmiley-facesticker(3) ahandwrittenldquoGodBlessAmericardquomessageac-companiedbyanAmericanflagstickerand(4) ahandwrit-tenldquoUnitedWeStandrdquomessageaccompaniedbyanAmeri-canflagstickerAssignmenttoconditionswasdonejustbeforedeliveringthechecksothewaitresseswereunawareofthestudyconditionduringmostoftheirinteractionswiththediningparties

CustomersintheldquoUnitedWeStandrdquoandldquoGodBlessAmericardquoconditionsleftlargertipsthanthoseintheldquoHaveaNiceDayrdquoandcontrolconditionsTheamountswere199percentforldquoUnitedWeStandrdquoand179percentforldquoGodBlessAmericardquocomparedto159percentforldquoHaveaNiceDayrdquoand155fornomessageSupportingtheideathatpatrioticmessagesincreasetippingthroughtheireffectsonperceivedsimilarityisthefactthattheldquoUnitedWeStandrdquomessagehadslightly(butnotsignificantly)strongereffectsthantheldquoGodBlessAmericardquomessagebecausetheldquoUnitedWeStandrdquomessageshouldhaveevokedgreaterfeelingsofunityorsimilarity

TheeffectsofpatrioticmessagesontippingobservedbySeiterandGasswereprobablyheightenedbythewaveofpatrioticfeelingsfollowingthe911attacksNeverthelesstheydemonstratethepotentialtoturnpatriotismintotips

ServersinlesspatrioticregionsofthecountrymaywanttolimittheiruseofthistactictotimesofheightenednationalpatriotismsuchastimesofwarterroristattacksnationalelectionsornationalholidaysHoweverserversinregionsofthecountrywherepatriotismisparticularlystronglikeinmanyldquoRedStatesrdquoshouldbeabletoincreasetheirtipswithpatrioticmessagesallthetimeInsumevokingpatrioticfeelingsinyourpatronswillencouragethemtoleaveyoumorebillswithpicturesofpatriotssuchasWashingtonLincolnHamiltonandJackson

Megatip15Draw Pictures on the CheckOccasionallywaitresseswilldrawaldquosmileyfacerdquoonthebacksofchecksThesedrawingsarelikelytohaveseveraleffectsonconsumersFirsttheymaypersonalizetheservertocustomersandtherebyincreasecustomersrsquoempathyfortheserverSeconddrawingsofldquosmileyfacesrdquomaycommu-nicatetocustomersthattheserverishappytohaveservedthemwhichwouldingratiatetheservertothecustomerFinallyseeingldquosmileyfacesrdquodrawnonchecksmaysimplymakecustomerssmileandimprovetheirmoodsAllofthesepotentialeffectssuggestthatdrawingaldquosmileyfacerdquoonthebacksofcheckswillincreasetipsBruceRindandPrashantBordiatestedthispossibilityinastudyconductedatthesameupscalePhiladelphiarestaurantthatwasthesettingfortheirldquoThankyourdquoresearch

AwaiterandawaitressattherestaurantconductedthisstudyontheirlunchcustomersHalfofthesecustomersreceivedacheckonwhichtheserverhaddrawnaldquosmileyfacerdquoandhalfreceivedacheckwithoutthedrawingTheassignmentofatabletoconditionswasmadeattheendofthecustomerrsquosmealwhenthemajorityoftheservicehadalreadybeenrenderedandthe

serverwasreadytodeliverthecheckAtthattimetheserverrandomlydeterminedtheconditionthetablewasassignedtoandeitherdrewaldquosmileyfacerdquoonthecheckordidnot

ThismanipulationsignificantlyaffectedthewaitressrsquostipsbutnotthoseofthewaiterThewaitressreceivedanaveragetipof28percentwhennothingwasdrawnonthecheckandreceivedanaveragetipof33percentwhenshedrewaldquosmileyfacerdquoonthebackofthecheckDrawingaldquosmileyfacerdquoincreasedthewaitressrsquostipsby17percentHowevernocomparableeffectwasobservedforthewaiterHereceivedanaveragetipof21percentwhennothingwasdrawnonthecheckandreceivedanaveragetipofonly18

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 15

percentwhenhedrewasmileyfaceonthebackofthecheckThisdecreaseintipsizewasnotstatisticallysignificantbutitsuggeststhatdrawingaldquosmileyfacerdquomayactuallybackfireforwaitersPerhapsldquosmileyfacesrdquoaretooemotionalandfemininetoseemnormalcomingfromwaiters

Theresultsofthisstudysuggestthatwaitressescanimprovetheirtipsbydrawingldquosmileyfacesrdquoontheircheckswhilewaiters(aswellaswaitresses)canalwaysdrawotherpicturesontheirchecksForexampleserversatanupscaleseafoodrestaurantcouldmakeasimplelinedrawingofalobsteronthebacksofchecksTheseotherdrawingsshouldserveaswellassmileyfacestopersonalizeserversandel-evatecustomersmoodsThereforetheyshouldalsoincreasetipsConsistentwiththisreasoningonestudyconductedbyNicolasGueguenatabarinFrancefoundthatdrawingapictureofthesunonchecksincreasedthepercentageofcustomersleavingatipfrom21percentto38percentThedrawingalsoincreasedtheaveragesizeofthetipsthatwereleftfrom19percentofthebillto26percent

ThelessonsfromthisresearchareclearYoudonotneedtobePicassotodrawlargertipsfromyourcustomersSopickupapencilandstartdoodling

Megatip16Call Customers by NameCallingpeoplebytheirnamestellsthemthattheyarecon-sideredimportantMostpeoplefindsuchrecognitionflatter-ingandenjoyableThusserversshouldgetlargertipswhentheycalltheircustomersbynameThisexpectationwastestedbyKarenRodrigueatseveralrestaurantsinKansas

ThestudyfocusedoncustomerspayingbycreditcardWaitersandwaitressesrandomlyassignedthosecustomerstoanameorano-nameconditionInthenameconditiontheserversnotedthecustomersrsquonamesontheircreditcardsandthankedthembyname(eg

ldquoThankyouMrJonesrdquo)whenreturningthecreditcardsandchargeslipsIntheno-nameconditionserversthankedthecustomerswithoutmention-ingtheirnames

Customersleftanaveragetipof14percentintheno-nameconditionandanaveragetipof154percentinthenameconditionSayingtwowordsmdashthecustomerrsquosname

mdashincreasedtheserversrsquotipsby10percentThisfindingsug-gestsanewanswertotheoldquestionldquoWhatrsquosinanamerdquoThatanswerisldquobiggertipsrdquo

Megatip17Use Tip Trays with Credit Card Insignia RestaurantsoftenpostsignsinformingcustomersthatcreditcardsareacceptedThesesignsandotherdisplaysofcreditcardinsigniacanbeseenonrestaurantdoorswindowscountersmenustabletentstiptraysandcashregistersRe-searchhasfoundthatsimplyseeingtheseinsigniaincreasesconsumersrsquowillingnesstospendmoneyThiseffectmaybeduetothefactthatcreditcardinsigniaaresooftenpresentwhenconsumersbuythingsthattheyhavebecomecondi-tionedstimulithatelicitspendingAlternativelycreditcardinsigniamayremindconsumersoftheavail-abilityofcreditandtherebyincreasetheirperceptionoftheirownspend-ingpower(evenwhentheyintendtopaywithcash)RegardlessoftheexplanationtheeffectsuggeststhatserversmayreceivelargertipswhencreditcardinsigniaarepresentatthetablethanwhentheseinsigniaarenotpresentMichaelMcCallandHeatherBelmonttestedthishypothesisattwoestablish-mentsmdashafamilyrestaurantandacafeacutemdashinupstateNewYork

ThepresenceofcreditcardinsigniawasmanipulatedintheseestablishmentsviatiptrayssomeofwhichhadcreditcardemblemsonthemandsomeofwhichdidnotThesetiptrayswererandomlymixedandserverswereinstructedtotakeatrayasneededfromthetopofthestackAtbothestablishmentscustomerstippedsignificantlymorewhenthebillwaspresentedonatiptraycontainingacreditcardemblemTipsincreasedfrom16percentofpre-taxbillsattherestaurantto20percentandincreasedfrom18percentofpre-taxbillsatthecafeacuteto22percentThiseffectwasnotduetoanincreaseduseofcreditcardstopaythebillInfactallofthecafeacutersquoscustomerspaidcashSimplyseeingthecreditcardinsigniaonthetiptrayscausedcustomerstotipanadditional25percentattherestaurantand22percentatthecafeacute

InlightoftheseresultsyoushouldaskyourmanagertoreplaceplaintiptrayswithtraysthatcontaincreditcardemblemsThesetiptrayscanbeobtainedatlittleornocostfromcreditcardcompaniesandusingthemwillincreaseyourtips

Megatip18Give Customers CandyPeoplegenerallyfeelobligatedtoreciprocatewhentheyreceivegiftsfromothersServerscanbenefitfromthisbygivingtheircustomersafter-dinnermintsorcandiesUponreceivingsuchgiftsmostcustomerswillfeelaneedtoreciprocateandshoulddosobyincreasingtheirtipsDavidStrohmetzandhiscolleaguestestedthisexpectationintwostudies

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

Explore develop and apply ideas with global hospitality leaders and

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

12 TheCenterforHospitalityResearchbullCornellUniversity

weeksofasix-weekperiodInthesuggestivesellingcondi-tionthewaitressdidthefollowingthingsasdescribedbytheresearchers

UponinitialcontactwiththegroupthewaitresssuggestedldquoWouldanyonecareforadrinkrdquoAf-terconsumptionofthefirstcocktailgroupssubjecttomanipulativetreatmentwereaskedtoconsiderasecondcocktailTheseinitialstepswerefollowedbythewaitress-researcherpromptingthegroupforthedinnerorderaskingfirstwhowouldcareforanappetizerDuringtheprocessoforderingdinnerthewaitressrecommendedtotheundecidedcertainitemsAtthispointthemostexpensiveitemswerealwayspromotedThewaitresscheckedbacktwiceduringtheconsumptionofthemaincourse

atwhichtimethewaitresspromotedfurtherconsumptionofliquorFinallyuponcompletionofthemaincoursethewaitresssuggesteddessertorafterdinnerdrinks

Followingtheseproceduresincreasedtheaveragetabby25percentThattranslatesintoasimilarincreaseintipsThusyoucanearnmoremoneyduringaslowshiftbyprac-ticingsuggestiveselling

Duringabusyshifthoweversuggestivesellingmaybecounter-productivebecauseadd-onsalesmayincreasethecustomerrsquosmealdurationandslowdowntableturnoverYourtotaltipsattheendoftheshiftdependonyourtotalsalesSinceentreacuteesaremoreexpensivethanappetizersanddessertsyoushouldavoidsuggestivesellingofappetizersanddessertsinfavorofturningtablesquicklyaslongasnewcustomersarewaitingtobeseatedWhenturningtablesisnotpossiblethensellmoreappetizersanddesserts

Megatip11Entertain CustomersPeoplegotorestaurantsforentertainmentaswellasforfoodThatiswhyrestaurantshavealonghistoryofhiringmusiciansandsingerstoperformintheirdiningroomsItisalsowhyrecentyearshaveseenthecreationandspreadofawholenewclassofldquoeatertainmentrdquoandthemerestaurantssuchasChuckECheeseHardRockCafeacutePlanetHolly-woodandRainforestCafeacuteRegardlessofwhetheryouworkinoneofthesethemerestaurantsyourcustomerswanttobeentertainedandthatdesiregivesyouanopportunitytoearnlargertipsResearchindicatesthatserverswhorecognizeandsatisfytheircustomersrsquoneedsforentertainmentaretippedmorethanthosewhodonot

thatserversmaybeabletoincreasetheirtipsbysubtlymim-ickingtheircustomersrsquoverbalbehaviorRickvanBaarenandhiscolleaguestestedthispossibilityatarestaurantintheNetherlands

Twowaitressesrandomlyassignedtheircustomerstoei-theramimicryoranon-mimicryconditionInthemimicryconditionthewaitressesliterallyrepeatedcustomersrsquoorderswhentakingthoseordersInthenon-mimicryconditionthewaitressesdidnotrepeattheordersbutdidindicatethattheygottheorderbysayingthingslikeldquookayrdquoorldquocom-inguprdquoMimicryincreasedthenumberofcustomerswholeftatipfrom52percentinthenon-mimicryconditionto78percentinthemimicryconditionItalsodoubledtheaveragetipofthoseleavingtipsfrom136Dutchguildersinthenon-mimicryconditionto273Dutchguildersinthemimicrycondition

TippingpracticesaremuchdifferentintheUnitedStatesthanintheNetherlandssomimicrymaynotpro-ducequiteasdramaticaneffectinthiscountryasitdidintheNether-landsHoweverhumannatureisbasicallythesameeverywheresothatstudydoessuggest

thatyoucanincreaseyourtipstosomedegreebyrepeatingyourcustomersrsquoordersGiventhelowcostofthisbehavioritiscertainlyatacticworthtrying

Megatip10Sell Sell SellItiscustomarytotipwaitersandwaitresses15to20percentofthebillsizeandnationalsurveysindicatethatabout75percentofrestaurantpatronsdobasetheirtipsonapercent-ageofthebillThusdollar-and-centtipamountsincreasewithbillsizeInfactarecentreviewofresearchontippingfoundthatbillsizewastwiceapowerfulaseverythingelsecombinedindeterminingthesizeoftipsleftbydifferentdiningpartiesThismeansthatthebestwayforyoutoincreaseyourtipsistoincreaseyoursales

DuringaslowshiftsalescanbeincreasedthroughsuggestivesellingThusyoushouldrecommendappetizersliquorwineexpensiveentreacuteeselectionsanddessertsduringslowshiftsAlthoughmanyserverswillseethelinkbetweensuggestivesellingandbillsizesasobviousotherswillques-tiontheabilityofserverstosubstantiallyaltertheircustom-ersrsquoordersandexpendituresThatquestionwasaddressedinanexperimentbySuellenButlerandWilliamSnizekTheyhadawaitressatanupscaleldquofancyrdquodiningrestaurantinthenortheasternUnitedStatestrysuggestivesellingonalternate

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 13

InonestudyconductedinFrancebyNicolasGueguenwaitersandwaitressesatabargavehalftheircustomersacardwiththefollowingjokewrittenonit

AnEskimohadbeenwaitingforhisgirlfriendinfrontofamovietheatreforalongtimeanditwasgettingcolderandcolderAfterawhileshiveringwithcoldandratherinfuriatedheopenedhiscoatanddrewoutathermometerHethensaidloudlyldquoIfsheisnothereat15Irsquomgoingrdquo

Forty-twopercentofthosecustomersgettingthejokecardleftatipascomparedtoonly25percentofthose

notgettingthejokecardMoreoverthosewhodidtipleftmoreinthejoke-cardcondition(averagetipof23percent)thanintheno-cardcondition(averagetipof16percent)

Inanotherstudycon-ductedbyBruceRindandDavidStrohmetzaNewJerseywaitressgavehalfofhercustomersacardwith

thefollowingwords

Finishedfilesaretheresultofyearsofscientificstudycombinedwiththeexperienceofmanyyears

SheencouragedthecustomerstocountthenumberofldquoFsrdquowhichismoreofachallengethanyoumightthinkbe-causeoftheFattheendofthewordldquoof rdquo(whichinadditiontobeingattheendofthewordispronouncedasav)ThuscustomerswereoftensurprisedwhenthewaitresstoldthemthecorrectnumberofFswassixTheyalsogaveherlargertipsthanthosecustomersnotgivenacardmdashanaveragetipof22percentversusanaveragetipof19percent

AsthesestudiestestifyyoudonrsquothavetobeRobinWil-liamstoentertainyourwayintoabiggertipSocollectjokesorsimplepuzzlestosharewithyourcustomersandlettheentertainmentbegin

Megatip12Forecast Good WeatherSunnyweatherputspeopleinagoodmoodandpeopleinagoodmoodleavebiggertipsthanthoseinabadmoodEventheprospectofsunnyweathertomorrowelevatespeoplersquosmoodsThissuggeststhatserverswholivewheretheweatherishighlyvariablecanincreasetipsbytellingtheircustomersthatsunnyweatherisonthewayTotestthisideaBruceRindandDavidStrohmetzhadawaitressatamid-pricedItalianrestaurantinNewJerseywriteaweatherforecastonthebacksofsomeofherchecksbutnotothersThefavorableweatherforecastread

TheweatherissupposedtobereallygoodtomorrowIhopeyouenjoytheday

Thewaitressreceivedanaveragetipof222percentwhensheforecastgoodweatherandanaveragetipof187percentwhenshemadenoforecastThatisa19-percentincrease

AlthoughyoushouldnotlietocustomersyoushouldtrytoprofitfromfavorableweatherforecastsSimplykeepupwiththelocalweatherforecastandremindyourcustomersthatgoodweatherisonthewaywhentheforecastreallyispositiveYoucantrygivingtheseforecastsorallybutIwouldrecom-mendwritingthemonthecheckaswasdoneinthisstudySpeakingisquickerandeasierthanwritingbutspokenwordscanbeeasilymissedorignoredwhilewrittenonescannotInadditionpartoftheeffectivenessofthewrittenforecastsinthestudydescribedmayhavedependedontheperceivedeffortoftheservermdashifsoyouwillwanttodupli-catethateffort

Megatip13Write ldquoThank Yourdquo on ChecksSavvyserverswriteldquoThankyourdquoandsigntheirnamesonthebacksofchecksbeforetheydeliverthecheckstotheircustomersTheseexpressionsofgratitudemayincreasetheperceivedfriendlinessoftheserverwhichwouldincreasetipsbecauseconsumerstipfriendlyserversmorethantheydounfriendlyonesExpressionsofservergratitudemayalsomakecustomersfeelobligatedtoearnthatgratitudebyleavinglargertipsWhateverthemechanisminvolvedexpres-sionsofgratitudeseemlikelytoincreasethetipsserversreceiveBruceRindandPrashantBordiatestedthisexpectationatanupscalerestaurantinPhiladel-phiaPennsylvania

Awaitressconductedthisstudybyrandomlyassign-ingherlunchcustomerstooneofthreeconditionsOnthebackofthecheckshewroteeithernothingldquoThankyourdquoor

ldquoThankyourdquoandsignedhernameAsexpectedthisma-nipulationsignificantlyaffectedthesizeofthewaitressrsquostipsShereceivedanaveragetipof16percentwhennothingwaswrittenonthebackofthecheckandshereceivedanaverage

14 TheCenterforHospitalityResearchbullCornellUniversity

tipof18percentwhenshewroteldquoThankyourdquoonthebackofthecheckAddinghersignaturetothethanksproducedthesameleveloftipsasthethanksalone

SincethereislittledownsidetoexpressionsofgratitudeyoushouldalwayswriteldquoThankyourdquoorsomecomparablemessageonthebacksofyourchecksToavoidtimepres-suresduringbusyshiftsyoucanwritethesemessagesonyourchecksbeforecustomersarriveDoingsowillonlytakeafewminutesofyourtimeandshouldincreaseyourtipincome

Megatip14Write a Patriotic Message On ChecksPatrioticfervorvariesacrossindividualsbutmostpeoplefeelsomedegreeoflovefortheirhomecountryExpress-ingaloveofcountryisthereforeonewaytohighlightyoursimilaritytoyournativecustomersandshouldincreasethetipstheyleaveyou

JohnSeiterandRobertGasstestedthispossibilityinastudyconductedseveralmonthsaftertheterroristat-tacksofSeptember112001TheyhadtwowaitressesinUtahplacemessagesontheirchecksaccordingtooneoffourconditionsandrecordtheresultingtipsThe

fourmessageconditionswhichthewaitressesdeterminedrandomlywere(1)ano-messagecontrol(2) ahandwritten

ldquoHaveaNiceDayrdquomessageaccompaniedbyasmiley-facesticker(3) ahandwrittenldquoGodBlessAmericardquomessageac-companiedbyanAmericanflagstickerand(4) ahandwrit-tenldquoUnitedWeStandrdquomessageaccompaniedbyanAmeri-canflagstickerAssignmenttoconditionswasdonejustbeforedeliveringthechecksothewaitresseswereunawareofthestudyconditionduringmostoftheirinteractionswiththediningparties

CustomersintheldquoUnitedWeStandrdquoandldquoGodBlessAmericardquoconditionsleftlargertipsthanthoseintheldquoHaveaNiceDayrdquoandcontrolconditionsTheamountswere199percentforldquoUnitedWeStandrdquoand179percentforldquoGodBlessAmericardquocomparedto159percentforldquoHaveaNiceDayrdquoand155fornomessageSupportingtheideathatpatrioticmessagesincreasetippingthroughtheireffectsonperceivedsimilarityisthefactthattheldquoUnitedWeStandrdquomessagehadslightly(butnotsignificantly)strongereffectsthantheldquoGodBlessAmericardquomessagebecausetheldquoUnitedWeStandrdquomessageshouldhaveevokedgreaterfeelingsofunityorsimilarity

TheeffectsofpatrioticmessagesontippingobservedbySeiterandGasswereprobablyheightenedbythewaveofpatrioticfeelingsfollowingthe911attacksNeverthelesstheydemonstratethepotentialtoturnpatriotismintotips

ServersinlesspatrioticregionsofthecountrymaywanttolimittheiruseofthistactictotimesofheightenednationalpatriotismsuchastimesofwarterroristattacksnationalelectionsornationalholidaysHoweverserversinregionsofthecountrywherepatriotismisparticularlystronglikeinmanyldquoRedStatesrdquoshouldbeabletoincreasetheirtipswithpatrioticmessagesallthetimeInsumevokingpatrioticfeelingsinyourpatronswillencouragethemtoleaveyoumorebillswithpicturesofpatriotssuchasWashingtonLincolnHamiltonandJackson

Megatip15Draw Pictures on the CheckOccasionallywaitresseswilldrawaldquosmileyfacerdquoonthebacksofchecksThesedrawingsarelikelytohaveseveraleffectsonconsumersFirsttheymaypersonalizetheservertocustomersandtherebyincreasecustomersrsquoempathyfortheserverSeconddrawingsofldquosmileyfacesrdquomaycommu-nicatetocustomersthattheserverishappytohaveservedthemwhichwouldingratiatetheservertothecustomerFinallyseeingldquosmileyfacesrdquodrawnonchecksmaysimplymakecustomerssmileandimprovetheirmoodsAllofthesepotentialeffectssuggestthatdrawingaldquosmileyfacerdquoonthebacksofcheckswillincreasetipsBruceRindandPrashantBordiatestedthispossibilityinastudyconductedatthesameupscalePhiladelphiarestaurantthatwasthesettingfortheirldquoThankyourdquoresearch

AwaiterandawaitressattherestaurantconductedthisstudyontheirlunchcustomersHalfofthesecustomersreceivedacheckonwhichtheserverhaddrawnaldquosmileyfacerdquoandhalfreceivedacheckwithoutthedrawingTheassignmentofatabletoconditionswasmadeattheendofthecustomerrsquosmealwhenthemajorityoftheservicehadalreadybeenrenderedandthe

serverwasreadytodeliverthecheckAtthattimetheserverrandomlydeterminedtheconditionthetablewasassignedtoandeitherdrewaldquosmileyfacerdquoonthecheckordidnot

ThismanipulationsignificantlyaffectedthewaitressrsquostipsbutnotthoseofthewaiterThewaitressreceivedanaveragetipof28percentwhennothingwasdrawnonthecheckandreceivedanaveragetipof33percentwhenshedrewaldquosmileyfacerdquoonthebackofthecheckDrawingaldquosmileyfacerdquoincreasedthewaitressrsquostipsby17percentHowevernocomparableeffectwasobservedforthewaiterHereceivedanaveragetipof21percentwhennothingwasdrawnonthecheckandreceivedanaveragetipofonly18

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 15

percentwhenhedrewasmileyfaceonthebackofthecheckThisdecreaseintipsizewasnotstatisticallysignificantbutitsuggeststhatdrawingaldquosmileyfacerdquomayactuallybackfireforwaitersPerhapsldquosmileyfacesrdquoaretooemotionalandfemininetoseemnormalcomingfromwaiters

Theresultsofthisstudysuggestthatwaitressescanimprovetheirtipsbydrawingldquosmileyfacesrdquoontheircheckswhilewaiters(aswellaswaitresses)canalwaysdrawotherpicturesontheirchecksForexampleserversatanupscaleseafoodrestaurantcouldmakeasimplelinedrawingofalobsteronthebacksofchecksTheseotherdrawingsshouldserveaswellassmileyfacestopersonalizeserversandel-evatecustomersmoodsThereforetheyshouldalsoincreasetipsConsistentwiththisreasoningonestudyconductedbyNicolasGueguenatabarinFrancefoundthatdrawingapictureofthesunonchecksincreasedthepercentageofcustomersleavingatipfrom21percentto38percentThedrawingalsoincreasedtheaveragesizeofthetipsthatwereleftfrom19percentofthebillto26percent

ThelessonsfromthisresearchareclearYoudonotneedtobePicassotodrawlargertipsfromyourcustomersSopickupapencilandstartdoodling

Megatip16Call Customers by NameCallingpeoplebytheirnamestellsthemthattheyarecon-sideredimportantMostpeoplefindsuchrecognitionflatter-ingandenjoyableThusserversshouldgetlargertipswhentheycalltheircustomersbynameThisexpectationwastestedbyKarenRodrigueatseveralrestaurantsinKansas

ThestudyfocusedoncustomerspayingbycreditcardWaitersandwaitressesrandomlyassignedthosecustomerstoanameorano-nameconditionInthenameconditiontheserversnotedthecustomersrsquonamesontheircreditcardsandthankedthembyname(eg

ldquoThankyouMrJonesrdquo)whenreturningthecreditcardsandchargeslipsIntheno-nameconditionserversthankedthecustomerswithoutmention-ingtheirnames

Customersleftanaveragetipof14percentintheno-nameconditionandanaveragetipof154percentinthenameconditionSayingtwowordsmdashthecustomerrsquosname

mdashincreasedtheserversrsquotipsby10percentThisfindingsug-gestsanewanswertotheoldquestionldquoWhatrsquosinanamerdquoThatanswerisldquobiggertipsrdquo

Megatip17Use Tip Trays with Credit Card Insignia RestaurantsoftenpostsignsinformingcustomersthatcreditcardsareacceptedThesesignsandotherdisplaysofcreditcardinsigniacanbeseenonrestaurantdoorswindowscountersmenustabletentstiptraysandcashregistersRe-searchhasfoundthatsimplyseeingtheseinsigniaincreasesconsumersrsquowillingnesstospendmoneyThiseffectmaybeduetothefactthatcreditcardinsigniaaresooftenpresentwhenconsumersbuythingsthattheyhavebecomecondi-tionedstimulithatelicitspendingAlternativelycreditcardinsigniamayremindconsumersoftheavail-abilityofcreditandtherebyincreasetheirperceptionoftheirownspend-ingpower(evenwhentheyintendtopaywithcash)RegardlessoftheexplanationtheeffectsuggeststhatserversmayreceivelargertipswhencreditcardinsigniaarepresentatthetablethanwhentheseinsigniaarenotpresentMichaelMcCallandHeatherBelmonttestedthishypothesisattwoestablish-mentsmdashafamilyrestaurantandacafeacutemdashinupstateNewYork

ThepresenceofcreditcardinsigniawasmanipulatedintheseestablishmentsviatiptrayssomeofwhichhadcreditcardemblemsonthemandsomeofwhichdidnotThesetiptrayswererandomlymixedandserverswereinstructedtotakeatrayasneededfromthetopofthestackAtbothestablishmentscustomerstippedsignificantlymorewhenthebillwaspresentedonatiptraycontainingacreditcardemblemTipsincreasedfrom16percentofpre-taxbillsattherestaurantto20percentandincreasedfrom18percentofpre-taxbillsatthecafeacuteto22percentThiseffectwasnotduetoanincreaseduseofcreditcardstopaythebillInfactallofthecafeacutersquoscustomerspaidcashSimplyseeingthecreditcardinsigniaonthetiptrayscausedcustomerstotipanadditional25percentattherestaurantand22percentatthecafeacute

InlightoftheseresultsyoushouldaskyourmanagertoreplaceplaintiptrayswithtraysthatcontaincreditcardemblemsThesetiptrayscanbeobtainedatlittleornocostfromcreditcardcompaniesandusingthemwillincreaseyourtips

Megatip18Give Customers CandyPeoplegenerallyfeelobligatedtoreciprocatewhentheyreceivegiftsfromothersServerscanbenefitfromthisbygivingtheircustomersafter-dinnermintsorcandiesUponreceivingsuchgiftsmostcustomerswillfeelaneedtoreciprocateandshoulddosobyincreasingtheirtipsDavidStrohmetzandhiscolleaguestestedthisexpectationintwostudies

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

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Vol11No3Compendium2011

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2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

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Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 13

InonestudyconductedinFrancebyNicolasGueguenwaitersandwaitressesatabargavehalftheircustomersacardwiththefollowingjokewrittenonit

AnEskimohadbeenwaitingforhisgirlfriendinfrontofamovietheatreforalongtimeanditwasgettingcolderandcolderAfterawhileshiveringwithcoldandratherinfuriatedheopenedhiscoatanddrewoutathermometerHethensaidloudlyldquoIfsheisnothereat15Irsquomgoingrdquo

Forty-twopercentofthosecustomersgettingthejokecardleftatipascomparedtoonly25percentofthose

notgettingthejokecardMoreoverthosewhodidtipleftmoreinthejoke-cardcondition(averagetipof23percent)thanintheno-cardcondition(averagetipof16percent)

Inanotherstudycon-ductedbyBruceRindandDavidStrohmetzaNewJerseywaitressgavehalfofhercustomersacardwith

thefollowingwords

Finishedfilesaretheresultofyearsofscientificstudycombinedwiththeexperienceofmanyyears

SheencouragedthecustomerstocountthenumberofldquoFsrdquowhichismoreofachallengethanyoumightthinkbe-causeoftheFattheendofthewordldquoof rdquo(whichinadditiontobeingattheendofthewordispronouncedasav)ThuscustomerswereoftensurprisedwhenthewaitresstoldthemthecorrectnumberofFswassixTheyalsogaveherlargertipsthanthosecustomersnotgivenacardmdashanaveragetipof22percentversusanaveragetipof19percent

AsthesestudiestestifyyoudonrsquothavetobeRobinWil-liamstoentertainyourwayintoabiggertipSocollectjokesorsimplepuzzlestosharewithyourcustomersandlettheentertainmentbegin

Megatip12Forecast Good WeatherSunnyweatherputspeopleinagoodmoodandpeopleinagoodmoodleavebiggertipsthanthoseinabadmoodEventheprospectofsunnyweathertomorrowelevatespeoplersquosmoodsThissuggeststhatserverswholivewheretheweatherishighlyvariablecanincreasetipsbytellingtheircustomersthatsunnyweatherisonthewayTotestthisideaBruceRindandDavidStrohmetzhadawaitressatamid-pricedItalianrestaurantinNewJerseywriteaweatherforecastonthebacksofsomeofherchecksbutnotothersThefavorableweatherforecastread

TheweatherissupposedtobereallygoodtomorrowIhopeyouenjoytheday

Thewaitressreceivedanaveragetipof222percentwhensheforecastgoodweatherandanaveragetipof187percentwhenshemadenoforecastThatisa19-percentincrease

AlthoughyoushouldnotlietocustomersyoushouldtrytoprofitfromfavorableweatherforecastsSimplykeepupwiththelocalweatherforecastandremindyourcustomersthatgoodweatherisonthewaywhentheforecastreallyispositiveYoucantrygivingtheseforecastsorallybutIwouldrecom-mendwritingthemonthecheckaswasdoneinthisstudySpeakingisquickerandeasierthanwritingbutspokenwordscanbeeasilymissedorignoredwhilewrittenonescannotInadditionpartoftheeffectivenessofthewrittenforecastsinthestudydescribedmayhavedependedontheperceivedeffortoftheservermdashifsoyouwillwanttodupli-catethateffort

Megatip13Write ldquoThank Yourdquo on ChecksSavvyserverswriteldquoThankyourdquoandsigntheirnamesonthebacksofchecksbeforetheydeliverthecheckstotheircustomersTheseexpressionsofgratitudemayincreasetheperceivedfriendlinessoftheserverwhichwouldincreasetipsbecauseconsumerstipfriendlyserversmorethantheydounfriendlyonesExpressionsofservergratitudemayalsomakecustomersfeelobligatedtoearnthatgratitudebyleavinglargertipsWhateverthemechanisminvolvedexpres-sionsofgratitudeseemlikelytoincreasethetipsserversreceiveBruceRindandPrashantBordiatestedthisexpectationatanupscalerestaurantinPhiladel-phiaPennsylvania

Awaitressconductedthisstudybyrandomlyassign-ingherlunchcustomerstooneofthreeconditionsOnthebackofthecheckshewroteeithernothingldquoThankyourdquoor

ldquoThankyourdquoandsignedhernameAsexpectedthisma-nipulationsignificantlyaffectedthesizeofthewaitressrsquostipsShereceivedanaveragetipof16percentwhennothingwaswrittenonthebackofthecheckandshereceivedanaverage

14 TheCenterforHospitalityResearchbullCornellUniversity

tipof18percentwhenshewroteldquoThankyourdquoonthebackofthecheckAddinghersignaturetothethanksproducedthesameleveloftipsasthethanksalone

SincethereislittledownsidetoexpressionsofgratitudeyoushouldalwayswriteldquoThankyourdquoorsomecomparablemessageonthebacksofyourchecksToavoidtimepres-suresduringbusyshiftsyoucanwritethesemessagesonyourchecksbeforecustomersarriveDoingsowillonlytakeafewminutesofyourtimeandshouldincreaseyourtipincome

Megatip14Write a Patriotic Message On ChecksPatrioticfervorvariesacrossindividualsbutmostpeoplefeelsomedegreeoflovefortheirhomecountryExpress-ingaloveofcountryisthereforeonewaytohighlightyoursimilaritytoyournativecustomersandshouldincreasethetipstheyleaveyou

JohnSeiterandRobertGasstestedthispossibilityinastudyconductedseveralmonthsaftertheterroristat-tacksofSeptember112001TheyhadtwowaitressesinUtahplacemessagesontheirchecksaccordingtooneoffourconditionsandrecordtheresultingtipsThe

fourmessageconditionswhichthewaitressesdeterminedrandomlywere(1)ano-messagecontrol(2) ahandwritten

ldquoHaveaNiceDayrdquomessageaccompaniedbyasmiley-facesticker(3) ahandwrittenldquoGodBlessAmericardquomessageac-companiedbyanAmericanflagstickerand(4) ahandwrit-tenldquoUnitedWeStandrdquomessageaccompaniedbyanAmeri-canflagstickerAssignmenttoconditionswasdonejustbeforedeliveringthechecksothewaitresseswereunawareofthestudyconditionduringmostoftheirinteractionswiththediningparties

CustomersintheldquoUnitedWeStandrdquoandldquoGodBlessAmericardquoconditionsleftlargertipsthanthoseintheldquoHaveaNiceDayrdquoandcontrolconditionsTheamountswere199percentforldquoUnitedWeStandrdquoand179percentforldquoGodBlessAmericardquocomparedto159percentforldquoHaveaNiceDayrdquoand155fornomessageSupportingtheideathatpatrioticmessagesincreasetippingthroughtheireffectsonperceivedsimilarityisthefactthattheldquoUnitedWeStandrdquomessagehadslightly(butnotsignificantly)strongereffectsthantheldquoGodBlessAmericardquomessagebecausetheldquoUnitedWeStandrdquomessageshouldhaveevokedgreaterfeelingsofunityorsimilarity

TheeffectsofpatrioticmessagesontippingobservedbySeiterandGasswereprobablyheightenedbythewaveofpatrioticfeelingsfollowingthe911attacksNeverthelesstheydemonstratethepotentialtoturnpatriotismintotips

ServersinlesspatrioticregionsofthecountrymaywanttolimittheiruseofthistactictotimesofheightenednationalpatriotismsuchastimesofwarterroristattacksnationalelectionsornationalholidaysHoweverserversinregionsofthecountrywherepatriotismisparticularlystronglikeinmanyldquoRedStatesrdquoshouldbeabletoincreasetheirtipswithpatrioticmessagesallthetimeInsumevokingpatrioticfeelingsinyourpatronswillencouragethemtoleaveyoumorebillswithpicturesofpatriotssuchasWashingtonLincolnHamiltonandJackson

Megatip15Draw Pictures on the CheckOccasionallywaitresseswilldrawaldquosmileyfacerdquoonthebacksofchecksThesedrawingsarelikelytohaveseveraleffectsonconsumersFirsttheymaypersonalizetheservertocustomersandtherebyincreasecustomersrsquoempathyfortheserverSeconddrawingsofldquosmileyfacesrdquomaycommu-nicatetocustomersthattheserverishappytohaveservedthemwhichwouldingratiatetheservertothecustomerFinallyseeingldquosmileyfacesrdquodrawnonchecksmaysimplymakecustomerssmileandimprovetheirmoodsAllofthesepotentialeffectssuggestthatdrawingaldquosmileyfacerdquoonthebacksofcheckswillincreasetipsBruceRindandPrashantBordiatestedthispossibilityinastudyconductedatthesameupscalePhiladelphiarestaurantthatwasthesettingfortheirldquoThankyourdquoresearch

AwaiterandawaitressattherestaurantconductedthisstudyontheirlunchcustomersHalfofthesecustomersreceivedacheckonwhichtheserverhaddrawnaldquosmileyfacerdquoandhalfreceivedacheckwithoutthedrawingTheassignmentofatabletoconditionswasmadeattheendofthecustomerrsquosmealwhenthemajorityoftheservicehadalreadybeenrenderedandthe

serverwasreadytodeliverthecheckAtthattimetheserverrandomlydeterminedtheconditionthetablewasassignedtoandeitherdrewaldquosmileyfacerdquoonthecheckordidnot

ThismanipulationsignificantlyaffectedthewaitressrsquostipsbutnotthoseofthewaiterThewaitressreceivedanaveragetipof28percentwhennothingwasdrawnonthecheckandreceivedanaveragetipof33percentwhenshedrewaldquosmileyfacerdquoonthebackofthecheckDrawingaldquosmileyfacerdquoincreasedthewaitressrsquostipsby17percentHowevernocomparableeffectwasobservedforthewaiterHereceivedanaveragetipof21percentwhennothingwasdrawnonthecheckandreceivedanaveragetipofonly18

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 15

percentwhenhedrewasmileyfaceonthebackofthecheckThisdecreaseintipsizewasnotstatisticallysignificantbutitsuggeststhatdrawingaldquosmileyfacerdquomayactuallybackfireforwaitersPerhapsldquosmileyfacesrdquoaretooemotionalandfemininetoseemnormalcomingfromwaiters

Theresultsofthisstudysuggestthatwaitressescanimprovetheirtipsbydrawingldquosmileyfacesrdquoontheircheckswhilewaiters(aswellaswaitresses)canalwaysdrawotherpicturesontheirchecksForexampleserversatanupscaleseafoodrestaurantcouldmakeasimplelinedrawingofalobsteronthebacksofchecksTheseotherdrawingsshouldserveaswellassmileyfacestopersonalizeserversandel-evatecustomersmoodsThereforetheyshouldalsoincreasetipsConsistentwiththisreasoningonestudyconductedbyNicolasGueguenatabarinFrancefoundthatdrawingapictureofthesunonchecksincreasedthepercentageofcustomersleavingatipfrom21percentto38percentThedrawingalsoincreasedtheaveragesizeofthetipsthatwereleftfrom19percentofthebillto26percent

ThelessonsfromthisresearchareclearYoudonotneedtobePicassotodrawlargertipsfromyourcustomersSopickupapencilandstartdoodling

Megatip16Call Customers by NameCallingpeoplebytheirnamestellsthemthattheyarecon-sideredimportantMostpeoplefindsuchrecognitionflatter-ingandenjoyableThusserversshouldgetlargertipswhentheycalltheircustomersbynameThisexpectationwastestedbyKarenRodrigueatseveralrestaurantsinKansas

ThestudyfocusedoncustomerspayingbycreditcardWaitersandwaitressesrandomlyassignedthosecustomerstoanameorano-nameconditionInthenameconditiontheserversnotedthecustomersrsquonamesontheircreditcardsandthankedthembyname(eg

ldquoThankyouMrJonesrdquo)whenreturningthecreditcardsandchargeslipsIntheno-nameconditionserversthankedthecustomerswithoutmention-ingtheirnames

Customersleftanaveragetipof14percentintheno-nameconditionandanaveragetipof154percentinthenameconditionSayingtwowordsmdashthecustomerrsquosname

mdashincreasedtheserversrsquotipsby10percentThisfindingsug-gestsanewanswertotheoldquestionldquoWhatrsquosinanamerdquoThatanswerisldquobiggertipsrdquo

Megatip17Use Tip Trays with Credit Card Insignia RestaurantsoftenpostsignsinformingcustomersthatcreditcardsareacceptedThesesignsandotherdisplaysofcreditcardinsigniacanbeseenonrestaurantdoorswindowscountersmenustabletentstiptraysandcashregistersRe-searchhasfoundthatsimplyseeingtheseinsigniaincreasesconsumersrsquowillingnesstospendmoneyThiseffectmaybeduetothefactthatcreditcardinsigniaaresooftenpresentwhenconsumersbuythingsthattheyhavebecomecondi-tionedstimulithatelicitspendingAlternativelycreditcardinsigniamayremindconsumersoftheavail-abilityofcreditandtherebyincreasetheirperceptionoftheirownspend-ingpower(evenwhentheyintendtopaywithcash)RegardlessoftheexplanationtheeffectsuggeststhatserversmayreceivelargertipswhencreditcardinsigniaarepresentatthetablethanwhentheseinsigniaarenotpresentMichaelMcCallandHeatherBelmonttestedthishypothesisattwoestablish-mentsmdashafamilyrestaurantandacafeacutemdashinupstateNewYork

ThepresenceofcreditcardinsigniawasmanipulatedintheseestablishmentsviatiptrayssomeofwhichhadcreditcardemblemsonthemandsomeofwhichdidnotThesetiptrayswererandomlymixedandserverswereinstructedtotakeatrayasneededfromthetopofthestackAtbothestablishmentscustomerstippedsignificantlymorewhenthebillwaspresentedonatiptraycontainingacreditcardemblemTipsincreasedfrom16percentofpre-taxbillsattherestaurantto20percentandincreasedfrom18percentofpre-taxbillsatthecafeacuteto22percentThiseffectwasnotduetoanincreaseduseofcreditcardstopaythebillInfactallofthecafeacutersquoscustomerspaidcashSimplyseeingthecreditcardinsigniaonthetiptrayscausedcustomerstotipanadditional25percentattherestaurantand22percentatthecafeacute

InlightoftheseresultsyoushouldaskyourmanagertoreplaceplaintiptrayswithtraysthatcontaincreditcardemblemsThesetiptrayscanbeobtainedatlittleornocostfromcreditcardcompaniesandusingthemwillincreaseyourtips

Megatip18Give Customers CandyPeoplegenerallyfeelobligatedtoreciprocatewhentheyreceivegiftsfromothersServerscanbenefitfromthisbygivingtheircustomersafter-dinnermintsorcandiesUponreceivingsuchgiftsmostcustomerswillfeelaneedtoreciprocateandshoulddosobyincreasingtheirtipsDavidStrohmetzandhiscolleaguestestedthisexpectationintwostudies

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

14 TheCenterforHospitalityResearchbullCornellUniversity

tipof18percentwhenshewroteldquoThankyourdquoonthebackofthecheckAddinghersignaturetothethanksproducedthesameleveloftipsasthethanksalone

SincethereislittledownsidetoexpressionsofgratitudeyoushouldalwayswriteldquoThankyourdquoorsomecomparablemessageonthebacksofyourchecksToavoidtimepres-suresduringbusyshiftsyoucanwritethesemessagesonyourchecksbeforecustomersarriveDoingsowillonlytakeafewminutesofyourtimeandshouldincreaseyourtipincome

Megatip14Write a Patriotic Message On ChecksPatrioticfervorvariesacrossindividualsbutmostpeoplefeelsomedegreeoflovefortheirhomecountryExpress-ingaloveofcountryisthereforeonewaytohighlightyoursimilaritytoyournativecustomersandshouldincreasethetipstheyleaveyou

JohnSeiterandRobertGasstestedthispossibilityinastudyconductedseveralmonthsaftertheterroristat-tacksofSeptember112001TheyhadtwowaitressesinUtahplacemessagesontheirchecksaccordingtooneoffourconditionsandrecordtheresultingtipsThe

fourmessageconditionswhichthewaitressesdeterminedrandomlywere(1)ano-messagecontrol(2) ahandwritten

ldquoHaveaNiceDayrdquomessageaccompaniedbyasmiley-facesticker(3) ahandwrittenldquoGodBlessAmericardquomessageac-companiedbyanAmericanflagstickerand(4) ahandwrit-tenldquoUnitedWeStandrdquomessageaccompaniedbyanAmeri-canflagstickerAssignmenttoconditionswasdonejustbeforedeliveringthechecksothewaitresseswereunawareofthestudyconditionduringmostoftheirinteractionswiththediningparties

CustomersintheldquoUnitedWeStandrdquoandldquoGodBlessAmericardquoconditionsleftlargertipsthanthoseintheldquoHaveaNiceDayrdquoandcontrolconditionsTheamountswere199percentforldquoUnitedWeStandrdquoand179percentforldquoGodBlessAmericardquocomparedto159percentforldquoHaveaNiceDayrdquoand155fornomessageSupportingtheideathatpatrioticmessagesincreasetippingthroughtheireffectsonperceivedsimilarityisthefactthattheldquoUnitedWeStandrdquomessagehadslightly(butnotsignificantly)strongereffectsthantheldquoGodBlessAmericardquomessagebecausetheldquoUnitedWeStandrdquomessageshouldhaveevokedgreaterfeelingsofunityorsimilarity

TheeffectsofpatrioticmessagesontippingobservedbySeiterandGasswereprobablyheightenedbythewaveofpatrioticfeelingsfollowingthe911attacksNeverthelesstheydemonstratethepotentialtoturnpatriotismintotips

ServersinlesspatrioticregionsofthecountrymaywanttolimittheiruseofthistactictotimesofheightenednationalpatriotismsuchastimesofwarterroristattacksnationalelectionsornationalholidaysHoweverserversinregionsofthecountrywherepatriotismisparticularlystronglikeinmanyldquoRedStatesrdquoshouldbeabletoincreasetheirtipswithpatrioticmessagesallthetimeInsumevokingpatrioticfeelingsinyourpatronswillencouragethemtoleaveyoumorebillswithpicturesofpatriotssuchasWashingtonLincolnHamiltonandJackson

Megatip15Draw Pictures on the CheckOccasionallywaitresseswilldrawaldquosmileyfacerdquoonthebacksofchecksThesedrawingsarelikelytohaveseveraleffectsonconsumersFirsttheymaypersonalizetheservertocustomersandtherebyincreasecustomersrsquoempathyfortheserverSeconddrawingsofldquosmileyfacesrdquomaycommu-nicatetocustomersthattheserverishappytohaveservedthemwhichwouldingratiatetheservertothecustomerFinallyseeingldquosmileyfacesrdquodrawnonchecksmaysimplymakecustomerssmileandimprovetheirmoodsAllofthesepotentialeffectssuggestthatdrawingaldquosmileyfacerdquoonthebacksofcheckswillincreasetipsBruceRindandPrashantBordiatestedthispossibilityinastudyconductedatthesameupscalePhiladelphiarestaurantthatwasthesettingfortheirldquoThankyourdquoresearch

AwaiterandawaitressattherestaurantconductedthisstudyontheirlunchcustomersHalfofthesecustomersreceivedacheckonwhichtheserverhaddrawnaldquosmileyfacerdquoandhalfreceivedacheckwithoutthedrawingTheassignmentofatabletoconditionswasmadeattheendofthecustomerrsquosmealwhenthemajorityoftheservicehadalreadybeenrenderedandthe

serverwasreadytodeliverthecheckAtthattimetheserverrandomlydeterminedtheconditionthetablewasassignedtoandeitherdrewaldquosmileyfacerdquoonthecheckordidnot

ThismanipulationsignificantlyaffectedthewaitressrsquostipsbutnotthoseofthewaiterThewaitressreceivedanaveragetipof28percentwhennothingwasdrawnonthecheckandreceivedanaveragetipof33percentwhenshedrewaldquosmileyfacerdquoonthebackofthecheckDrawingaldquosmileyfacerdquoincreasedthewaitressrsquostipsby17percentHowevernocomparableeffectwasobservedforthewaiterHereceivedanaveragetipof21percentwhennothingwasdrawnonthecheckandreceivedanaveragetipofonly18

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 15

percentwhenhedrewasmileyfaceonthebackofthecheckThisdecreaseintipsizewasnotstatisticallysignificantbutitsuggeststhatdrawingaldquosmileyfacerdquomayactuallybackfireforwaitersPerhapsldquosmileyfacesrdquoaretooemotionalandfemininetoseemnormalcomingfromwaiters

Theresultsofthisstudysuggestthatwaitressescanimprovetheirtipsbydrawingldquosmileyfacesrdquoontheircheckswhilewaiters(aswellaswaitresses)canalwaysdrawotherpicturesontheirchecksForexampleserversatanupscaleseafoodrestaurantcouldmakeasimplelinedrawingofalobsteronthebacksofchecksTheseotherdrawingsshouldserveaswellassmileyfacestopersonalizeserversandel-evatecustomersmoodsThereforetheyshouldalsoincreasetipsConsistentwiththisreasoningonestudyconductedbyNicolasGueguenatabarinFrancefoundthatdrawingapictureofthesunonchecksincreasedthepercentageofcustomersleavingatipfrom21percentto38percentThedrawingalsoincreasedtheaveragesizeofthetipsthatwereleftfrom19percentofthebillto26percent

ThelessonsfromthisresearchareclearYoudonotneedtobePicassotodrawlargertipsfromyourcustomersSopickupapencilandstartdoodling

Megatip16Call Customers by NameCallingpeoplebytheirnamestellsthemthattheyarecon-sideredimportantMostpeoplefindsuchrecognitionflatter-ingandenjoyableThusserversshouldgetlargertipswhentheycalltheircustomersbynameThisexpectationwastestedbyKarenRodrigueatseveralrestaurantsinKansas

ThestudyfocusedoncustomerspayingbycreditcardWaitersandwaitressesrandomlyassignedthosecustomerstoanameorano-nameconditionInthenameconditiontheserversnotedthecustomersrsquonamesontheircreditcardsandthankedthembyname(eg

ldquoThankyouMrJonesrdquo)whenreturningthecreditcardsandchargeslipsIntheno-nameconditionserversthankedthecustomerswithoutmention-ingtheirnames

Customersleftanaveragetipof14percentintheno-nameconditionandanaveragetipof154percentinthenameconditionSayingtwowordsmdashthecustomerrsquosname

mdashincreasedtheserversrsquotipsby10percentThisfindingsug-gestsanewanswertotheoldquestionldquoWhatrsquosinanamerdquoThatanswerisldquobiggertipsrdquo

Megatip17Use Tip Trays with Credit Card Insignia RestaurantsoftenpostsignsinformingcustomersthatcreditcardsareacceptedThesesignsandotherdisplaysofcreditcardinsigniacanbeseenonrestaurantdoorswindowscountersmenustabletentstiptraysandcashregistersRe-searchhasfoundthatsimplyseeingtheseinsigniaincreasesconsumersrsquowillingnesstospendmoneyThiseffectmaybeduetothefactthatcreditcardinsigniaaresooftenpresentwhenconsumersbuythingsthattheyhavebecomecondi-tionedstimulithatelicitspendingAlternativelycreditcardinsigniamayremindconsumersoftheavail-abilityofcreditandtherebyincreasetheirperceptionoftheirownspend-ingpower(evenwhentheyintendtopaywithcash)RegardlessoftheexplanationtheeffectsuggeststhatserversmayreceivelargertipswhencreditcardinsigniaarepresentatthetablethanwhentheseinsigniaarenotpresentMichaelMcCallandHeatherBelmonttestedthishypothesisattwoestablish-mentsmdashafamilyrestaurantandacafeacutemdashinupstateNewYork

ThepresenceofcreditcardinsigniawasmanipulatedintheseestablishmentsviatiptrayssomeofwhichhadcreditcardemblemsonthemandsomeofwhichdidnotThesetiptrayswererandomlymixedandserverswereinstructedtotakeatrayasneededfromthetopofthestackAtbothestablishmentscustomerstippedsignificantlymorewhenthebillwaspresentedonatiptraycontainingacreditcardemblemTipsincreasedfrom16percentofpre-taxbillsattherestaurantto20percentandincreasedfrom18percentofpre-taxbillsatthecafeacuteto22percentThiseffectwasnotduetoanincreaseduseofcreditcardstopaythebillInfactallofthecafeacutersquoscustomerspaidcashSimplyseeingthecreditcardinsigniaonthetiptrayscausedcustomerstotipanadditional25percentattherestaurantand22percentatthecafeacute

InlightoftheseresultsyoushouldaskyourmanagertoreplaceplaintiptrayswithtraysthatcontaincreditcardemblemsThesetiptrayscanbeobtainedatlittleornocostfromcreditcardcompaniesandusingthemwillincreaseyourtips

Megatip18Give Customers CandyPeoplegenerallyfeelobligatedtoreciprocatewhentheyreceivegiftsfromothersServerscanbenefitfromthisbygivingtheircustomersafter-dinnermintsorcandiesUponreceivingsuchgiftsmostcustomerswillfeelaneedtoreciprocateandshoulddosobyincreasingtheirtipsDavidStrohmetzandhiscolleaguestestedthisexpectationintwostudies

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 15

percentwhenhedrewasmileyfaceonthebackofthecheckThisdecreaseintipsizewasnotstatisticallysignificantbutitsuggeststhatdrawingaldquosmileyfacerdquomayactuallybackfireforwaitersPerhapsldquosmileyfacesrdquoaretooemotionalandfemininetoseemnormalcomingfromwaiters

Theresultsofthisstudysuggestthatwaitressescanimprovetheirtipsbydrawingldquosmileyfacesrdquoontheircheckswhilewaiters(aswellaswaitresses)canalwaysdrawotherpicturesontheirchecksForexampleserversatanupscaleseafoodrestaurantcouldmakeasimplelinedrawingofalobsteronthebacksofchecksTheseotherdrawingsshouldserveaswellassmileyfacestopersonalizeserversandel-evatecustomersmoodsThereforetheyshouldalsoincreasetipsConsistentwiththisreasoningonestudyconductedbyNicolasGueguenatabarinFrancefoundthatdrawingapictureofthesunonchecksincreasedthepercentageofcustomersleavingatipfrom21percentto38percentThedrawingalsoincreasedtheaveragesizeofthetipsthatwereleftfrom19percentofthebillto26percent

ThelessonsfromthisresearchareclearYoudonotneedtobePicassotodrawlargertipsfromyourcustomersSopickupapencilandstartdoodling

Megatip16Call Customers by NameCallingpeoplebytheirnamestellsthemthattheyarecon-sideredimportantMostpeoplefindsuchrecognitionflatter-ingandenjoyableThusserversshouldgetlargertipswhentheycalltheircustomersbynameThisexpectationwastestedbyKarenRodrigueatseveralrestaurantsinKansas

ThestudyfocusedoncustomerspayingbycreditcardWaitersandwaitressesrandomlyassignedthosecustomerstoanameorano-nameconditionInthenameconditiontheserversnotedthecustomersrsquonamesontheircreditcardsandthankedthembyname(eg

ldquoThankyouMrJonesrdquo)whenreturningthecreditcardsandchargeslipsIntheno-nameconditionserversthankedthecustomerswithoutmention-ingtheirnames

Customersleftanaveragetipof14percentintheno-nameconditionandanaveragetipof154percentinthenameconditionSayingtwowordsmdashthecustomerrsquosname

mdashincreasedtheserversrsquotipsby10percentThisfindingsug-gestsanewanswertotheoldquestionldquoWhatrsquosinanamerdquoThatanswerisldquobiggertipsrdquo

Megatip17Use Tip Trays with Credit Card Insignia RestaurantsoftenpostsignsinformingcustomersthatcreditcardsareacceptedThesesignsandotherdisplaysofcreditcardinsigniacanbeseenonrestaurantdoorswindowscountersmenustabletentstiptraysandcashregistersRe-searchhasfoundthatsimplyseeingtheseinsigniaincreasesconsumersrsquowillingnesstospendmoneyThiseffectmaybeduetothefactthatcreditcardinsigniaaresooftenpresentwhenconsumersbuythingsthattheyhavebecomecondi-tionedstimulithatelicitspendingAlternativelycreditcardinsigniamayremindconsumersoftheavail-abilityofcreditandtherebyincreasetheirperceptionoftheirownspend-ingpower(evenwhentheyintendtopaywithcash)RegardlessoftheexplanationtheeffectsuggeststhatserversmayreceivelargertipswhencreditcardinsigniaarepresentatthetablethanwhentheseinsigniaarenotpresentMichaelMcCallandHeatherBelmonttestedthishypothesisattwoestablish-mentsmdashafamilyrestaurantandacafeacutemdashinupstateNewYork

ThepresenceofcreditcardinsigniawasmanipulatedintheseestablishmentsviatiptrayssomeofwhichhadcreditcardemblemsonthemandsomeofwhichdidnotThesetiptrayswererandomlymixedandserverswereinstructedtotakeatrayasneededfromthetopofthestackAtbothestablishmentscustomerstippedsignificantlymorewhenthebillwaspresentedonatiptraycontainingacreditcardemblemTipsincreasedfrom16percentofpre-taxbillsattherestaurantto20percentandincreasedfrom18percentofpre-taxbillsatthecafeacuteto22percentThiseffectwasnotduetoanincreaseduseofcreditcardstopaythebillInfactallofthecafeacutersquoscustomerspaidcashSimplyseeingthecreditcardinsigniaonthetiptrayscausedcustomerstotipanadditional25percentattherestaurantand22percentatthecafeacute

InlightoftheseresultsyoushouldaskyourmanagertoreplaceplaintiptrayswithtraysthatcontaincreditcardemblemsThesetiptrayscanbeobtainedatlittleornocostfromcreditcardcompaniesandusingthemwillincreaseyourtips

Megatip18Give Customers CandyPeoplegenerallyfeelobligatedtoreciprocatewhentheyreceivegiftsfromothersServerscanbenefitfromthisbygivingtheircustomersafter-dinnermintsorcandiesUponreceivingsuchgiftsmostcustomerswillfeelaneedtoreciprocateandshoulddosobyincreasingtheirtipsDavidStrohmetzandhiscolleaguestestedthisexpectationintwostudies

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

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Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

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2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

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2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

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Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

16 TheCenterforHospitalityResearchbullCornellUniversity

Onestudycon-ductedinIthacaNewYorkfoundthatgivingcustomersfancychoco-latesincreasedtipsfrom15percentofthebillto18percentThesecondstudyconductedinNewJerseyfoundthatgifts

ofHersheyassortedminiaturechocolatesalsoincreasedtipsThehighesttipswerereceivedwhentheservergavediningpartiesonepieceofcandyperpersonandthenspontaneous-lyofferedthemasecondpieceperpersonInthatconditiontheaveragetipwas23percentofbillsizeascomparedtoanaveragetipof19percentwhennocandywasgiven

ThesefindingssuggestthatyoushouldldquosweetenthetillrdquobygivingyourcustomersafterdinnercandiesofsomekindIfyourrestaurantdoesnotsupplymintsorcandiestobegiventocustomersyoushouldaskyourmanagertostartdoingsooratleasttoletyouprocureanddistributethemyourselfHersheyrsquosKissescanbepurchasedatmodestcostandtheinvestmentshouldmorethanpayforitself

Megatip19Provide Tipping GuidelinesSocialnormsintheUnitedStatescallfortipping15to20percentofthebillsizeinrestaurantsHoweverpeoplecan-notcomplywiththisnormiftheyarenotfamiliarwithitordonotknowpreciselywhatconcretebehaviorsitrequiresThisisanimportantpointbecausesurveysindicatethatapproximately30percentoftheadultpopulationinthiscountryisunawareofthisnormInadditionmanypeoplewhoareawareoftherestauranttippingnormmayhavedifficultycalculatingtheappropriatepercentagesThesecon-siderationssuggestthattipsmightbeincreasedbyprovidingcustomerswithtippingguidelinesthatdescribethenorma-tiveexpectationsandhelpwithtippercentagecalculations

SeveralstudiesexaminingtheeffectsofprovidingsuchguidelinesontippingbehaviorhaveproducedmixedresultsHoweveracarefulexaminationofthesestudiesrevealssomepatternsthatareenlightening

InonestudyDavidStrohmetzandBruceRindhadserversataTex-MexrestaurantinNewJerseydistributetippingguidelinestohalfoftheircustomers(randomlyselected)andtorecordthetipsalltheircustomersleftThetippingguideinthisstudywasa3by5inchcardwiththeheadingldquoHelpfulCalculationsrdquoacolumnofnumberslabeledldquoBillSizerdquowhichrangedfrom$10to$100in$5in-crementsthreeadjacentcolumnsspellingouttheamountof15percent20percentand25percentofthosebillsizesandthreelinesoftextthatsaidldquo15foradequateservicerdquoldquo20forbetter-than-averageservicerdquoandldquo25foroutstandingservicerdquoThistipguidereducedthenumberofreallyhigh

andreallylowtipsbutdidnotaffecttheaveragetip(20inbothconditions)

InasecondstudyJohnSeiterandhiscolleagueshadtwowaitressesataUtahrestaurantrandomlyassigntheircustomerstoreceivetippingguidelinesornotandtorecordthecustomersrsquotipsInthisstudythetippingguidelinesconsistedoftipcalculationsprintedonthecheckshowingamountsequalto15and20percentofthecustomersrsquobillIncontrasttothestudydescribedearlierthiscalculationassistanceincreasedtheaveragetipfrom163percentto187percentofthebill

Inathirdstudythathelpstomakesenseofthesecon-flictingfindingsEkaterinaKarniouchinaandhercolleaguespresentedcollegestudentswithoneofthreerestaurantservicescenariosdescribinglowaverageorhighservicequalityAfterreadingthescenariossubjectswerepresentedwithacreditcardslipshowingatotalsalesof$40andcon-tainingeithernotipguidelinesacalculationof15and20percenttipsorthenormreminderthatldquoQualityserviceiscustomarilyacknowledgedbyagratuityof15to20rdquoAllsubjectswerethenaskedhowmuchtheywouldleaveindollarsandcentsasatiponthatbillinthescenarioaspresentedResultsindicatedthatthetwoguidelineshaddifferenteffectsandthatthoseeffectsdependedonservicequalityComparedtotheno-guidelinecondi-tionthenormreminderincreasedtipswhenser-vicewasaverageanddecreasedtipswhenservicewaspoor(itdidnotaffecttipswhenservicewasexcellent)Incontrastthecalculationassistanceincreasedtipswhentheservicewasaverageandevenmorewhenservicewasexcellentbuthadnoeffectswhenservicewaspoor

Togethertheresultsofthesestudiessuggestthatcon-sumersdousetippingguidelineswhentheyareprovidedHowevertheeffectsofthoseguidelinesontipsdependonthenatureoftheguidelinesandthequalityofservicepro-videdIfguidelinessuggest15percentforadequateservice20percentforaboveaveragebutnotexceptionalserviceand25percentforexceptionalservicethentheyreducethenumberoflowandhightipsbutdonotaffecttipaveragesIfguidelinesremindpeoplethattipsshouldreflectservicequalitythentheyincreaseordecreasetipsdependingonthequalityofservicedeliveredIfguidelinessimplyprovidecal-culationassistancewithnoreferencetoservicequalitythentheyincreasetherelationshipbetweenserviceandtipsizesuchthataveragetipsincreaseaslongasserviceisnotpoor

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

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Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

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2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

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2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 17

Sinceprovidingcalculationassistance(withnorefer-encetoservicequality)increasestipsaslongasserviceisnotpoorserversatrestaurantswithpointofsalesystemsthatallowsuchcalculationstobeprintedonthebottomofsalesreceiptsshouldtakeadvantageofthatfeatureManagersshouldallowserverstodothisbecauseitnotonlyincreasestheiremployeesrsquoincomesbutalsostrengthenstheconnec-tionbetweentipsizeandservicequalitythusincreasingthefinancialincentiveforserverstoprovidebetterserviceServersatrestaurantswhosePOSsystemsdonothavethecapabilityofprintingtipcalculationsmightconsiderdoingthemaththemselvesandhandprintingldquo15=$000and20=$000rdquoontheirchecksHoweveritispossiblethatcustomerswillperceivehandwrittentipcalculationsdiffer-entlythanthepresumablyautomaticmachinegeneratedtipcalculationsandmayreactdifferentlyasaresultSoifyoudowanttryhandwritingtipcalculationsonyourchecksdoitrandomlyforsomecustomersandnotothersandkeepre-cordsofyourtipstomakesureitishavingthedesiredeffect

Megatip20Play Songs with Pro-social LyricsMusicissaidtobeabletoldquosoothethesavagebreastrdquo2WhetherthatistruemusichasbeenshowntoinfluenceconsumerbehaviorForexampleonestudyfoundthatsalesofFrenchwinesincreasedwhenawinestoreplayedFrenchclassicalmusiconitssoundsystemandsalesofGermanwinesincreasedwhenitplayedGermanclassicalmusicCouldmusichavesimilareffectsontippingIfsowhatkindsofmusicshouldincreasetips

CelineJacobandhercolleaguesthoughtthattheanswertothefirstofthesequestionswasyesandthattheanswertothesecondquestionwassongswithpro-sociallyricsthatexpressedempathyTotestthoseexpectationstheyhadnumerousjudgeshelp

themidentifyandselectpopularFrenchsongsthathadpro-socialorempathiclyricsaswellassongsthathadneutrallyr-icsTheythenconvincedarestaurantinFrancetoletthemrandomlydeterminewhattypeofmusicwasplayedoverthesoundsystemforeachlunchandeachdinnerperiodover36daysOne-thirdofthetimetherestaurantrsquosnormalmusicwasplayedone-thirdofthetimethemusicwithneutrallyricswasplayedandone-thirdofthetimethemusicwithpro-sociallyricswasplayed

Therestaurantrsquoscustomersweremorelikelytoleaveatipwhensongswithpro-sociallyricswereplayedthanwhen

2Oftenmisquotedasldquosavagebeastrdquothephrasecomesfromthe17thcenturyplayldquoTheMourningBriderdquobyWilliamCongreve

theothertypesofmusicwereplayedThirty-fivepercenttippedinthepro-sociallyricconditionversus24percentineachoftheothertwoconditionsMoreoverthosewhogaveatipleftlargeramountswhenpro-sociallyricswereplayingTheaveragetipwaseuro138inthepro-sociallyricsconditionversuseuro121andeuro122intheothertwoconditions

UnfortunatelyasaserveryoucannotdeterminewhattypeofmusicisplayedontherestaurantsoundsystemsincethatismanagementrsquosprerogativeHoweveryoucanencourageyourmanagertofindandplaymusicwithpre-dominatelypro-socialorempathiclyricsBesuretoexplainhowincreasingtipsthroughtheuseofsuchmusicwouldbenefithimorherbycontributingtohappieremployeeslowerturnoverandpossiblymoresatisfiedcustomersTohelpwiththepersuasioneffortyoumightalsotrycreatingaCDwithsuchmusicyourselfandgivingittothemanagerforconsideration

HowtoConductYourOwnTestsThetechniquesforincreasingtipsdescribedabovehaveallbeentestedandfoundtobeeffectiveIhavenodoubtthatmanyofthesetechniqueswillworkforyoutooHoweverthereisnoguaranteethateverytechniquewillworkaswellforyouasitdidfortheserversinthestudiespresentedhereEachpersonrestaurantcustomersandsituationwillbedifferentThereforeyoumaywanttotestthetechniquesyourselftoidentifythosethataremosteffectiveforyouandyourcircumstancesYoumayalsohaveyourownideasabouthowtoearnlargertipsandwanttotestthoseideasHerersquoshowtodothis

ThesizeoftipsvariesfromonecustomertothenextfromoneworkshifttothenextandevenfromonemonthtothenextThisvariabilityintipsizesmakesitdifficultthroughcasualobservationalonetobecertainabouttheeffectivenessoftechniquesforincreasingtipsIfyoutryatechniqueononecustomerbutnotanotherorononeworkshiftbutnotanotheranydifferences(orabsenceofdif-ferences)intipscouldbeduetothisnaturalvariabilityintipsratherthantotheeffectivenessorineffectivenessofthetechniqueThereforeyoushouldconductsystematicexperi-mentstotestthesetechniques

Toconductatrueexperimentyouneedtorandomlydeterminewhentousethetechnique(calledthetreatmentcondition)andwhennottouseit(calledthecontrolcondi-tion)YousawmeusethosetermsthroughoutthisbookletRandomassignmentdistributesthevariousotherfactorsthataffecttippingevenlyacrossthetreatmentandcontrolconditionssoyoucanbecertainthatanylargedifferenceintipsbetweenthetreatmentandcontrolgroupsiscausedbythetechniquebeingtestedTheeasiestwaytodorandomassignmentistoflipacoinmdashheadsyouusethetechniquetailsyoudonrsquotThiscanbedoneonacustomer-by-customer

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

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Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

18 TheCenterforHospitalityResearchbullCornellUniversity

Megatip average Tip percentage increase in TipControl Treatment Experimental

Treatment

Wearing Facial Cosmetics Male customers euro111 euro140 26

Female customers euro109 euro110 mdash

Wearing a Flower in Hair $150 per person $175 per person 17

Introducing Self by Name 15 23 53

Squatting Down Next to Table Study 1 Waiter 15 18 20

Study 2 Waitress 12 15 25

Study 3 White Waitress

Black Customers 13 12 mdash

White customers 18 21 12

Standing Close to Customer euro116 euro141 22

Touching the Customer Study 1 12 17 42

Study 2 11 14 27

Study 3 15 18 22

Study 4 12 15 28

Study 5 euro024 euro028 17

Smiling 20cent 48cent 140

Complimenting Customersrsquo Choices Study 1 16 19 15

Study 2 19 20 5

Repeating Order Back to Customer (Dutch Guilders)

Study 1 ƒ176 ƒ297 69

Study 2 ƒ136 ƒ273 100

Suggestive Selling (tip estimated at 15 of bill size) $125 per person $153 per person 23

Entertaining Customer Study 1 Tell a Joke 16 23 40

Study 2 Give a Puzzle 19 22 18

Forecast Good Weather 19 22 18

Writing ldquoThank Yourdquo on Check 16 18 13

Writing patriotic message 15 19 22

Drawing a Picture on Check Study 1 Drawing smiley face

Waiter 21 18 mdash

Waitress 28 33 18

Study 2 Bartender drawing sun 19 26 37

Calling Customer by Name 14 15 10

Using Tip Trays w Credit Card Insignia Study 1 Restaurant 16 20 25

Study 2 Cafe 18 22 22

Giving Customer Candy Study 1 15 18 18

Study 2 19 23 21

Providing Tipping Guidelines Study 1 Norm and Calculation Assistance 20 20 mdash

Study 2 Calculation Assistance 16 19 15

Study 3

Calculation Assistance $637 $686 8

Norm Reminder $637 $700 10

Playing Songs with Pro-social Lyrics euro122 euro138 13

Exhibit 1

Summary of experiments on restaurant tipping

These reported increases in tip sizes refer to tips by those leaving tips In other words tips of nothing were excluded from the average tip size However the manipulations also increased the percentage of customers who left a tip so the total effects of the manipulations on tipping are greater than the reported percentage increase These are the increases when service was average Under poor service neither type of guideline improved tips Under excellent service only calculation assistance improved tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

Explore develop and apply ideas with global hospitality leaders and

expert Cornell professors

Success

AdvancingBusiness

andPersonal

bull Strategic Leadershipbull Financebull Foodservicebull Human Resources

bull Marketingbull Operationsbull Real Estate

Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 19

basisifyouwantbutthenyoumustkeeparecordofhowmucheachcustomertippedAlthoughthissoundsinvolveditisthefastestwaytogetenoughdataforameaningfultestYouwillneedatleast30(preferably50)diningpartiesineachconditionYoushouldbeabletoobtainthoserecordsinjustafewworkshifts

AnotherapproachistoflipacointorandomlyassignentireworkshiftstoeitherthetreatmentorcontrolconditionsYouwillneedtohaveatleast10(preferably20)workshiftsineachconditionsothisapproachwilltakelongertofinishHoweveritdoeshavetheadvantageof

allowingyoutotreateverycustomerthesamewayonanygivendayItalsoallowsyoutokeepdailyrecordsofyourtipsratherthanonacustomer-by-customerbasissothisistheeasiestexperimenttoperform

OnceyouhavethedatayoucansimplycomparetheaveragetipsinthetreatmentconditionwiththoseinthecontrolconditionIfthedifferenceislargeenoughyoumaybesatisfiedwiththatsimplecomparisonHoweverifthedif-ferenceismodestyoumaylegitimatelywonderwhetheritiscausedbythetechniquebeingtestedorbychanceYouwillhavetodoastatisticaltesttoanswerthatquestionIfthatismorethanyouwanttodoIwouldbehappytoperformsuchastatisticaltestforanyserverwhosendsmetheirdataalongwithadescriptionofhowtheyconductedthestudyJustsendcontactinformationandacopyofyourrecordstomeatStatlerHallIthacaNY14853ore-mailtheinforma-tiontomeatWML3CornelleduEvenifyoudecidenottoconductasystematictestIwouldlovetohearaboutyourexperiencesusingthesetipenhancingtechniquessopleasewriteore-mailme

ResponsetoCriticsSincethefirstversionofMegaTipswasreleasedIhaveheardtwoprimarycriticisms(1) TheMegaTipsareobviousandserversalreadyknowandusethesetechniques(2) TheresearchsupportingtheeffectivenessofthesetechniquesistoolimitedbecauseittypicallyinvolvesonlyoneortwoserversatoneortworestaurantsDespitethefactthatthesecritiquesseemtocontradictoneanotherIhavetakenthemseriouslyandrecentlypublishedanarticleintheCornell Hospitality Quarterly thataddressesthemInthatarticleIreportonaninternetsurveyofover1500currentandfor-merserversfromacrossthecountry

OneofthethingsIaskedtheserverswashowoftentheyusedeachofthetechniquesinMegaTipsTheirresponsesare

summarizedinExhibit2(onthenextpage)Asyoucanseeover50percentofserversneveroronlysometimesengageinthesuggestedtip-inducingbehaviorsOnlysuggestivesellingispracticedfrequentlyby70percentormoreoftheservers(oftenbecausethisisarestaurantpolicy)Thesefind-ingssuggestthateitherthetipenhancingtechniquesarenotasobviousasmanycriticsclaimormanyserverswillinglyforgotheuseoftechniquesthattheyknowwillincreasetheirtipsPersonallyIthinkitrsquosmorelikelythatserversjustdonrsquotknowaboutthesetechniques

InadditiontoaskingtheservershowoftentheyusedeachoftheMegaTipsIaskedthemhowtheirtipscomparedtothoseoftheotherserverswheretheyworkedIthenlookedtoseewhetherthefrequencywithwhichserversusedeachofthetechniqueswasrelatedtothesizeoftheirtipsascomparedtothetipsoftheircolleaguesTheresultswhichcontrolledforregionofthecountrywhethertherespondentwasacurrentorformerserveryearsexperienceasaserverserversexserverraceandserveragearereportedinExhibit3(alsoonthenextpage)WhilethecorrelationsarenotlargewhichmeansthatmanyotherfactorsalsoinfluencetipsizetheyareallpositiveandstatisticallysignificantInotherwordsserverswhosaidtheyusedthesetechniquesfrequentlyalsosaidtheygotlargertipsthandidserverswhosaidtheyusedthetechniqueslessfrequentlyandthestrengthofthisrelationshipwastoolargetobeduetochanceThesecorre-lationalfindingsdonotprovethatengaginginthebehaviorsincreasedserversrsquoaveragetipsbutexperimentalevidencethatthebehaviorscausallyincreasetipsalreadyexistsandisdescribedinthismanualWhattheresultsofthisstudydoindicateisthatthoseeffectsarenotlimitedtothesmallsamplesofserversandrestaurantsusedintheexperimentalresearchTheeffectsofthesebehaviorsontipsizegeneralizetoalargeanddiversesampleofserversworkingatalargenumberofdifferentrestaurantsfromacrossthecountry

SendMeaPostWhenyoudotrythesetechniquespleasesendmeane-mailtoletmeknowhowtheyworkedforyouJusttorepeate-mailmeatWML3CornelleduHereissomeofthefeed-backIhavereceivedtodate

Irsquovebeenaserverforover2yearsnowIremem-bervividlythefirstdayandthewomanwhoaskedmeinakindvoiceifIwasnewAsofnowandwithnolackofmodestyIcansayIamafan-tasticserverAllduetothosethingsmentionedinyourarticleldquoMegaTipsScientificallyTestedTechniquestoIncreaseYourTipsrdquo

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

Explore develop and apply ideas with global hospitality leaders and

expert Cornell professors

Success

AdvancingBusiness

andPersonal

bull Strategic Leadershipbull Financebull Foodservicebull Human Resources

bull Marketingbull Operationsbull Real Estate

Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

20 TheCenterforHospitalityResearchbullCornellUniversity

behavior never Sometimes often all the Time

draw pictures on Check 729 151 62 58

Touch Customers 500 368 89 44

forecast Good Weather 493 348 132 28

Wear flair 580 226 89 105

Squat next to Table 474 287 135 104

Call Customer by name 220 424 257 98

Write ldquoThank yourdquo on Checks 398 201 126 274

Tell Jokes or Stories 84 493 315 108

Complement Customersrsquo Choices 66 333 440 161

repeat Customersrsquo orders 56 301 335 308

Smile 70 234 349 347

introduce Self 170 180 122 528

Suggestive Selling 57 218 307 418

Exhibit 2

percentage of restaurant servers reporting the use of tip-enhancing behaviors

Note Based on an internet survey of 1500 servers

Technique partial-correlation Coefficient probability that correlation occurs by chance

Tell Jokes or Stories 22 Less than 1 in 1000

Squat next to Table 18 Less than 1 in 1000

Call Customer by name 18 Less than 1 in 1000

Touch Customer 16 Less than 1 in 1000

up Sell 15 Less than 1 in 1000

Smile 15 Less than 1 in 1000

Complement Customers 14 Less than 1 in 1000

predict Good Weather 11 Less than 1 in 1000

Write ldquoThank yourdquo on Checks 09 Less than 1 in 1000

draw on Checks 08 Less than 1 in 100

Wear flair 07 Less than 1 in 100

introduce Self 05 Less than 1 in 20

repeat order 05 Less than 1 in 20

Correlation after controlling for region current employment as a server or not years experience server sex server age and server race

Exhibit 3

Correlation of tip-enhancing behaviors with restaurant serversrsquo tips

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

Explore develop and apply ideas with global hospitality leaders and

expert Cornell professors

Success

AdvancingBusiness

andPersonal

bull Strategic Leadershipbull Financebull Foodservicebull Human Resources

bull Marketingbull Operationsbull Real Estate

Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 21

BackwhenIwasabuddingundergradIreadthatarticleandthoughtitwasamusingbutIrecentlycameuponitagainawhopping4yearslaterandIcandrawmanyconnectionsinmyownservingbehaviortothethingsmentionedinthatarticleInfactIactuallydescribethingslikeentertainingpatronssmilingrepeatingordersandbendingtobeatlevelwiththetablewhenIamdoingorientationsandtrainingnewserv-ersmdashSJ

IhavejustcomehomefromworkandIwishtotrulythankyouIfoundsomeofyourresearchonlineldquoHowtomakebiggertipsrdquoanditreallyworksIliveandworkinasmalltownandthetipshaveneverbeenthatgoodIactuallyamagreatwaitressIsmilewatchmytablescheckuponthemrefilldrinksbeforetheyareaskedfor

dropoffnapkinsand ketchupbeforetheyareaskedforandIadmitwhenIrsquovemadeamistakeButIrsquomalwaysstrugglingtojustget15percentandIrsquomnottheyoungestthinnestorprettiestbyfarIreadwhatyouhavetestedtwodaysagoonMSN andthoughtmdashwhatthehellIwenttothedollarstoreboughtsomemintsasantahatandapinMywhatyouradvicehasdoneformyChristmas IrsquomnotdoinganythingdifferentthanbeforewiththeserviceIrsquomgivingmdashbutitrsquosjustthatlittleextrathatmakesthedifference WhenIdroppedoffthebilltonightIputacandyforeachpersonatthetablethenwhenIbringbackthechangeIaskifanyonewouldlikeanotherpieceofcandyIhavehadalotofsurprisedfacesIwilltryoutmoreofyourresearchinthenewyearThankyousomuch mdashHCM

IamwritingtoyouinregardstoyourbooklettitledldquoMegaTipsrdquowhichIhavebeenreadingandenjoyingverymuchIfoundyourinforma-tivepostwhileresearchingstudiesperformedonwaitersfoodserversSofartheinformationyouhaveprovidedhasbeenmorefascinatingthananythingIhavefound IamaPsychologygraduatefromSanDiegoStateandcurrentlyafoodserverthatworksinaldquofamilystylerdquores-taurantinFloridaforthepastfewyearsandhaveworkedinthefoodindustryinGreeceandCaliforniaforhighendestablishmentsTodayatworkIexperimentedwithdrawingasunonthechecksofcustomersItincreasedmytipsinasignificantwayIwillcontinuetotryoutthedifferenttechniquesandjustwantedtothankyouforsharingyourworkmdashG n

To continue the dialogue and let me know how these MegaTips worked for you contact Mike Lynn at WML3Cornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

Explore develop and apply ideas with global hospitality leaders and

expert Cornell professors

Success

AdvancingBusiness

andPersonal

bull Strategic Leadershipbull Financebull Foodservicebull Human Resources

bull Marketingbull Operationsbull Real Estate

Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

22 TheCenterforHospitalityResearchbullCornellUniversity

ReferencesThose interested in reading the original report of any study described in this booklet can find the complete references to all the studies listed in alphabetical order by author in the pages below

Butler Suellen and William Snizek (1976) ldquoThe Waitress-Diner Relationshiprdquo Sociology of Work and Occupations 3 (2) 209-222

Crusco April H and Christopher G Wetzel (1984) ldquoThe Midas Touch The Effects of Interpersonal Touch on Restaurant Tippingrdquo Personality and Social Psychology Bulletin 10 (December) 512-517

Garrity Kimberly and Douglas Degelman (1990) ldquoEffect of Server Introduction on Restaurant Tippingrdquo Journal of Applied Social Psychology 20 (February) 168-172

Gueguen Nicholas and Patrick Legoherel (2000) ldquoEffect on Tipping of Barman Drawing a Sun on the Bottom of Customersrsquo Checksrdquo Psychological Reports 87 223-226

Gueguen Nicholas (2002) ldquoThe Effects of a Joke on Tipping When it is Delivered at the Same Time as the Billrdquo Journal of Applied Social Psychology 32 1955-1963

Hornik Jacob (1992) ldquoTactile Stimulation and Consumer Responserdquo Journal of Consumer Research 19 (December) 449-458

Jacob Celine Nicolas Gueguen and Gaelle Boulbry (2010) ldquoEffects of Songs with Prosocial Lyrics on Tipping Behavior in Restaurantsrdquo International Journal of Hospitality Management 29 761-763

Jacob Celine Nicolas Gueguen Gaelle Boulbry and Renzo Ardiccioni (2009) ldquoWaitressesrsquo Facial Cosmetics and Tipping A Field Experimentrdquo International Journal of Hospitality Management 29 188-190

Jacob Celine and Nicolas Gueguen (2011) ldquoThe Effect of Physical Distance between Patrons and Servers on Tippingrdquo Journal of Hospitality and Tourism Research forthcoming

Karniouchina Ekaterina Himanshu Mishra and Rohit Verma (2008) ldquoExploring Consumer Reactions to Tipping Guidelines Implications for Service Qualityrdquo Cornell Hospitality Report 8 (8) 4-16

Leodoro Gina and Michael Lynn (2007) The effect of server posture on the tips of Whites and Blacks Journal of Applied Social Psychology 37 201-109

Lynn Michael Joseph-Mykal and David S Sherwyn (1998) ldquoReach Out and Touch Your Customersrdquo Cornell HRA Quarterly 39 (June) 60-65

Lynn Michael and Kirby Mynier (1993) ldquoEffect of Server Posture on Restaurant Tippingrdquo Journal of Applied Social Psychology 23(8) 678-685

McCall Michael and Heather J Belmont (1996) ldquoCredit Card Insignia and Restaurant Tipping Evidence for an Associative Linkrdquo Journal of Applied Psychology 81(5) 609-613

Rind Bruce and Prashant Bordia (1995) ldquoEffect of Serverrsquos lsquoThank Yoursquo

and Personalization on Restaurant Tippingrdquo Journal of Applied Social Psychology 25(9) 745-751

Rind Bruce and Prashant Bordia (1996) ldquoEffect on Restaurant Tipping of Male and Female Servers Drawing a Happy Smiling Face on the Backs of Customersrsquo Checksrdquo Journal of Applied Social Psychology 26(3) 218-225

Rind Bruce and David Strohmetz (2001) ldquoEffects of Beliefs About Future Weather Conditions on Tippingrdquo Journal of Applied Social Psychology 31(2) 2160-2164

Rind Bruce and David Strohmetz (2001) ldquoEffect on Restaurant Tipping of Presenting Customers with an Interesting Task and of Reciprocityrdquo Journal of Applied Social Psychology 31 1379-1384

Rodrigue Karen M (1999) ldquoTipping Tips The Effects of Personalization on Restaurant Gratuityrdquo Masterrsquos Thesis Division of Psychology and Special Education Emporia

State University

Seiter John (2007) ldquoIngratiation and Gratuity The Effect of Complimenting Customers on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 37 478-485

Seiter John GM Brownlee and M Saunders (2011) ldquoPersuasion by Way of Example Does Including Gratuity Guidelines on Customersrsquo Checks Affect Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology forthcoming

Seiter John and Robert Gass (2005) ldquoThe Effect of Patriotic Messages on Restaurant Tippingrdquo Journal of Applied Social Psychology 35 1197-1205

Seiter John and Harry Wegner (2010) ldquoThe Effect of Genralized Compliments Sex of Server and Size of Dining Party on Tipping Behavior in Restaurantsrdquo Journal of Applied Social Psychology 40 1-12

Stephen Renee and Richard L Zweigenhaft (1986) ldquoThe Effect on Tipping of a Waitress Touching Male and Female Customersrdquo Journal of Social Psychology 126 (February) 141-142

Stillman JeriJane W and Wayne E Hensley (1980) ldquoShe Wore a Flower in Her Hair The Effect of Ornamentation on Non-verbal Communicationrdquo Journal of Applied Communication Research 1 31-39

Strohmetz David and Bruce Rind (2001) ldquoThe Impact of Tipping Recommendations on Tip Levelsrdquo Cornell HRA Quarterly 42 71-73

Strohmetz David Bruce Rind Reed Fisher and Michael Lynn (2002) ldquoSweetening the Til The Use of Candy to Increase Restaurant Tippingrdquo Journal of Applied Social Psychology 32(2) 300-309

Tidd Kathi L and Joan S Lockard (1978) ldquoMonetary Significance of the Affiliative Smile A Case for Reciprocal Altruismrdquo Bulletin of the Psychonomic Society 11 (June) 344-346

van Baaren Rick Rob Holland Bregje Steenaert and Ad van Knippenberg (2003) Mimicry for Money Behavioral Consequences of Imitationrdquo Journal of Experimental Social Psychology 39 393-398

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

Explore develop and apply ideas with global hospitality leaders and

expert Cornell professors

Success

AdvancingBusiness

andPersonal

bull Strategic Leadershipbull Financebull Foodservicebull Human Resources

bull Marketingbull Operationsbull Real Estate

Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

CornellHospitalityToolsbullMarch2011bullwwwchrcornelledu 23

The Executive Path Hospitality Leadership Through Learning

Complete program information and applications available online

wwwhotelschoolcornelleduexecedPhone + 1 607 255 4919 Email exec_ed_hotelcornelledu

Professionals from around the world are invited to attend 3-day 10-day or online courses at the worldrsquos leading institute for hospitality management education in

Visit our website to apply

Explore develop and apply ideas with global hospitality leaders and

expert Cornell professors

Success

AdvancingBusiness

andPersonal

bull Strategic Leadershipbull Financebull Foodservicebull Human Resources

bull Marketingbull Operationsbull Real Estate

Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

Cornell Hospitality Quarterlyhttpcqxsagepubcom

2011 ReportsVol11No5TheImpactofTerrorismandEconomicShocksonUSHotelsbyCathyAEnzRenaacutetaKosovaacuteandMarkLomannoVol11No4ImplementingHumanResourceInnovationsThreeSuccessStoriesfromtheServiceIndustrybyJustinSunandKateWalshPhD

Vol11No3Compendium2011

Vol11No2PositioningaPlaceDevelopingaCompellingDestinationBrandbyRobertJKwortnikPhDandEthanHawkesMBA

Vol11No1TheImpactofHealthInsuranceonEmployeeJobAnxietyWithdrawalBehaviorsandTaskPerformancebySeanWayPhDBillCarrollPhDAlexSusskindPhDandJoeCYLeng

2011 ProceedingsVol3No2TheChallengeofHotelandRestaurantSustainabilityFindingProfitinldquoBeingGreenrdquobyGlennWithiam

Vol3No1CautiousOptimismCHRSExaminesHospitalityIndustryTrendsbyGlennWithiam

2010 ReportsVol10No18HowTravelersUseOnlineandSocialMediaChannelstoMakeHotel-choiceDecisionsbyLauraMcCarthyDebraStockandRohitVermaPhD

Vol10No17PublicorPrivateTheHospitalityInvestmentDecisionbyQingzhongMaPhDandAthenaWeiZhangPhD

Vol10No16BestPracticesinSearchEngineMarketingandOptimizationTheCaseoftheStJamesHotelbyGregBodenlosVictorBogertDanGordonCarterHearneandChrisKAndersonPhD

Vol10No15TheImpactofPrix Fixe MenuPriceFormatsonGuestsrsquoDealPerceptionbyShuoWangandMichaelLynnPhD

Vol10No14TheFutureofHotelRevenueManagementbySherylKimesPhD

Vol10No13MakingtheMostofPricelinersquosName-Your-Own-PriceChannelbyChrisAndersonPhDandShijieRadiumYan

Vol10No12CasesinInnovativePracticesinHospitalityandRelatedServicesSet4byCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No11WhorsquosNextAnAnalysisofLodgingIndustryAcquisitionsbyQingzhongMaPhDandPengLiuPhD

Vol10No10CasesinInnovativePracticesinHospitalityandRelatedServicesSet3CayugaSustainableHospitalityChicampBasicJetBlueAirlinesJumeirahEssexHouseTheRitz-CarltonHotelCompanyRuntrizTheSeaportHotelThayerLodgingTripTelevisionandXsenseExperientialDesignConsultingbyCathyAEnzPhDRohitVermaPhDKateWalshPhDSherylEKimesPhDandJudyASiguawDBA

Vol10No9BuildingCustomerLoyaltyTenPrinciplesforDesigninganEffectiveCustomerRewardProgrambyMichaelMcCallPhDClayVoorheesPhDandRogerCalantonePhD

Vol10No8DevelopingMeasuresforEnvironmentalSustainabilityinHotelsAnExploratoryStudybyJieJZhangNitinJoglekarPhDandRohitVermaPhD

Vol10No7SuccessfulTacticsforSurvivinganEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol10No6IntegratingSelf-serviceKiosksinaCustomer-serviceSystembyTsz-Wai(Iris)LuiPhDandGabrielePiccoliPhD

Vol10No5StrategicPricinginEuropeanHotels2006ndash2009byCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol10No4CasesinInnovativePracticesinHospitalityandRelatedServicesSet2BrewerkzComfortDelgroTaxiDinnerBrokercomIggyrsquosJumboSeafoodOpenTablecomPriceYourMealcomSakaeSushiShangri-LaSingaporeandStevensPassbySherylEKimesPhDCathyAEnzPhDJudyASiguawDBARohitVermaPhDandKateWalshPhD

Vol10No3CustomerPreferencesforRestaurantBrandsCuisineandFoodCourtConfigurationsinShoppingCentersbyWayneJTaylorandRohitVermaPhD

Vol10No2HowHotelGuestsPerceivetheFairnessofDifferentialRoomPricingbyWayneJTaylorandSherylEKimesPhD

Vol10No1Compendium2010

Cornell Center for Hospitality Research

Indexwwwchrcornelledu

2010 Industry PerspectivesNo6TheFutureofMeetingsTheCaseforFacetoFacebyChristineDuffyandMaryBethMcEuen

No5MakingCustomerSatisfactionPayConnectingSurveyDatatoFinancialOutcomesintheHotelIndustrybyGinaPingitorePhDDanSeldinPhDandArianneWalkerPhD

No4HospitalityBusinessModelsConfronttheFutureofMeetingsbyHowardLockandJamesMacaulay

2010 Roundtable RetrospectivesVol2No1SustainabilityRoundtable2009TheHotelIndustrySeekstheElusiveldquoGreenBulletrdquo

2009 ReportsVol9No18HospitalityManagersandCommunicationTechnologiesChallengesandSolutionsbyJudiBrownellPhDandAmyNewman

Vol9No17CasesinInnovativePracticesinHospitalityandRelatedServicesSet1AquabyGrandstandBrandKarmaCapellaHotelsampResortsEnTripHotelscomVisualiserLuggageClubRoyalPlazaonScottsTastingsTuneHotelsandVisitBritaincombyJudyASiguawDBACathyAEnzPhDSherylEKimesPhDRohitVermaPhDandKateWalshPhD

Vol9No16TheBillboardEffectOnlineTravelAgentImpactonNon-OTAReservationVolumebyChrisKAndersonPhD

Vol9No15OperationalHedgingandExchangeRateRiskACross-sectionalExaminationofCanadarsquosHotelIndustrybyCharlesChangPhDandLiyaMa

Vol9No14ProductTiersandADRClustersIntegratingTwoMethodsforDeterminingHotelCompetitiveSetsbyJin-YoungKimandLindaCaninaPhD

Vol9No13SafetyandSecurityinUSHotelsbyCathyAEnzPhD

Vol9No12HotelRevenueManagementinanEconomicDownturnResultsofanInternationalStudybySherylEKimesPhD

Vol9No11Wine-listCharacteristicsAssociatedwithGreaterWineSalesbySybilSYangandMichaelLynnPhD

Vol9No10CompetitiveHotelPricinginUncertainTimesbyCathyAEnzPhDLindaCaninaPhDandMarkLomanno

Vol9No9ManagingaWineCellarUsingaSpreadsheetbyGaryMThompsonPhD

Vol9No8EffectsofMenu-priceFormatsonRestaurantChecksbySybilSYangSherylEKimesPhDandMauroMSessarego

Vol9No7CustomerPreferencesforRestaurantTechnologyInnovationsbyMichaelJDixonSherylEKimesPhDandRohitVermaPhD

Vol9No6FosteringServiceExcellencethroughListeningWhatHospitalityManagersNeedtoKnowbyJudiBrownellPhD

Vol9No5HowRestaurantCustomersViewOnlineReservationsbySherylEKimesPhD

Vol9No4KeyIssuesofConcernintheHospitalityIndustryWhatWorriesManagersbyCathyAEnzPhD

Vol9No3Compendium2009

Vol9No2DonrsquotSitSoClosetoMeRestaurantTableCharacteristicsandGuestSatisfactionbyStephanieKARobsonandSherylEKimesPhD

Vol9No1TheJobCompatibilityIndexANewApproachtoDefiningtheHospitalityLaborMarketbyWilliamJCarrollPhDandMichaelCSturmanPhD

2009 Roundtable RetrospectivesNo3RestaurantsattheCrossroadsAStateByStateSummaryofKeyWage-and-HourProvisionsAffectingtheRestaurantIndustrybyCarolynDRichmondJDandDavidSherwynJDandMarthaLomannowithDarrenPBRumackandJasonEShapiro

No2RetaliationWhyanIncreaseinClaimsDoesNotMeantheSkyIsFallingbyDavidSherwynJDandGreggGilmanJD

2009 ToolsToolNo12MeasuringtheDiningExperienceTheCaseofVitaNovabyKeshPrasadandFredJDeMiccoPhD

2008 Roundtable ProceedingsNo1KeyElementsinServiceInnovationInsightsfortheHospitalityIndustrybyRohitVermaPhDwithChrisAndersonPhDMichaelDixonCathyEnzPhDGaryThompsonPhDandLianaVictorinoPhD

2008 ReportsVol8No20ServiceScriptingACustomerrsquosPerspectiveofQualityandPerformancebyLianaVictorinoPhDRohitVermaPhDandDonWardell

Vol8No19NontradedREITsConsiderationsforHotelInvestorsbyJohnBCorgelPhDandScottGibsonPhD

Vol8No18FortyHoursDoesnrsquotWorkforEveryoneDeterminingEmployeePreferencesforWorkHoursbyLindseyAZahnandMichaelCSturmanPhD

Vol8No17TheImportanceofBehavioralIntegrityinaMulticulturalWorkplacebyTonySimonsPhDRayFriedmanPhDLeighAnneLiuPhDandJudiMcLeanParksPhD

Vol8No16ForecastingCoversinHotelFoodandBeverageOutletsbyGaryMThompsonPhDandEricaDKillam

Vol8No15AStudyoftheComputerNetworksinUSHotelsbyJoshOgleEricaLWagnerPhDandMarkPTalbert

Vol8No14HotelRevenueManagementTodayandTomorrowbySherylEKimesPhD

Vol8No13NewBeatsOldNearlyEveryDayTheCountervailingEffectsofRenovationsandObsolescenceonHotelPricesbyJohnBCorgelPhD

Vol8No12FrequencyStrategiesandDoubleJeopardyinMarketingThePitfallofRelyingonLoyaltyProgramsbyMichaelLynnPhD

wwwchrcornell edu