Cornell Tipping Expert Advocates Effort to Promote Restaurant Tipping Norms

Disparities in Tipping Between Blacks and Whites Seen as an Educational Challenge for the Industry

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. October 14, 2008

by Michael Lynn, Ph.D.

ITHACA, NY, February 2, 2006. The U.S. restaurant industry has long maintained that there is a disparity in tipping behaviors between black and white patrons. Some servers of both races would rather not wait on tables of black customers, however no one in the industry wants that situation to continue.

Education may be the best approach, as explained in a new report from the Center of Hospitality Research at Cornell University. The report, "Race Differences in Tipping: Questions and Answers for the Restaurant Industry," reviews relevant research and concludes that racial disparities in tipping practices are real, as are racial disparities in knowledge about tipping norms. However, its chief purpose is to offer solutions and to encourage industry action, according to author Michael Lynn, an associate professor at the School of Hotel Administration. The report is available at no charge from the Center for Hospitality Research: www.chr.cornell.edu.

In a commentary published in the report, Gerald A. Fernandez, president of the Multicultural Foodservice & Hospitality Alliance, underlines the importance of information in addressing the tipping issue. "I applaud Cornell's Center for Hospitality Research for again tackling a very tough issue," he said. Calling for additional research on customer behavior in restaurants, Fernandez notes particularly that restaurants need to examine service issues from a minority perspective. He stated: "whether you agree with the research or not, black customers are not always receiving the service they deserve, therefore any effort focused on improving customer service should be supported by the hospitality industry."

After summarizing the research regarding tipping differences between blacks and whites, Lynn proposes a comprehensive set of education-oriented steps for servers, managers, and industry leaders. In proposing the educational effort, he said: "Now is the time for the industry to step up and address a serious problem. I'm concerned that blacks are not receiving the service they deserve in restaurants."

Lynn calls on restaurant servers and managers, as well as trade groups, to educate all restaurant customers about U.S. tipping norms. He suggests that restaurant managers find ways to remind customers of the 15- to 20-percent norm in restaurant tipping. "This could be with table tents or notes on the menu, among other techniques," he said.

However, the key effort should be made by industry associations. "The National Restaurant Association, the Multicultural Foodservice and Hospitality Alliance, and other groups should arrange broadly based public-relations campaigns to promote industry tipping norms," said Lynn. "Restaurant chains should support the industry's efforts to educate all groups about tipping. In addition, since many people learn about tipping from working in tipped jobs or from friends and family who work in tipped jobs, restaurants should also ensure that blacks and other ethnic minorities are provided the same career opportunities to work in the front of the house, just as whites are."

About The Center for Hospitality Research

A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the Center's 44 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The Center also publishes the award-winning hospitality journal, the Cornell Hotel and Restaurant Administration Quarterly. To learn more about CHR and its projects, visit www.chr.cornell.edu.

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