5 SCIENTIFICALLY PROVEN WAYS RESTAURANT SERVERS CAN INCREASE THEIR TIPS

Mike O’Kelly, CEO – The O’Kelly Consulting Group

Waiting tables is one of the most common occupations in the United States, with over 2.5 million restaurant servers nationwide. While relying on the tips of patrons can sometimes be frustrating for restaurant servers, there are many strategies a server can use to increase their tip income. Below I outline five scientifically validated behaviors that will be sure to enhance a guest’s dining experience, along with increasing a server’s tips.

1.) Leverage the rule of reciprocity.

Reciprocity is a social norm where if someone does something for you, you feel obligated to return the favor. People naturally feel compelled to reciprocate acts of generosity even if those acts were not requested or anticipated. Savvy restaurant servers can leverage this rule to increase their tips by giving small gifts to their customers when delivering the check to the table.

Research published in the Journal of Applied Social Psychology recognized that when a server gave guests a piece of candy when providing the bill, their tips rose an average of 3.3%. The study also revealed that if the server gave each guest two pieces of candy, their tips increased by 14.1%.

Lastly, servers who enhanced their apparent generosity by providing each diner with one piece of candy, walking away from the table a few steps, and then returning and placing one additional piece of candy in front of each diner, their tips increased by 23%!

Something as simple as providing an inexpensive piece of candy or chocolate with the guest check can substantially impact a restaurant server’s income.

2.) Repeat a guest’s order back to them.

Behavioral scientist Rick Van Barren once led a series of psychological experiments which revealed that when servers repeated an order back to guests, their tips rose by over 68%! The studies showed that when a server confirms that they have accurately understood the guest’s food order, the server is showing themselves to be competent.

This will heighten the confidence that guests have in the server’s ability and alleviate the fear that they might receive something different from what was ordered. By repeating a guest’s food order, the server engages in subtle verbal mirroring, which has also been proven to naturally amplify feelings of rapport. The end result – happier guests and larger tips!

3.) Compliment Guests’ Food Choices.

A psychology study by J.S. Seither titled “Ingratiation and gratuity: The effect of complimenting customers on tipping behavior in restaurants” analyzed the effect that compliments have on tipping. In the study, servers were instructed to compliment guests after receiving an order, stating, “You made a good choice.” The servers who expressed verbal approval to their guests received more significant tips than those who did not compliment a guests’ preference.

4.) Demonstrate to guests that you like them.

One of the most powerful ways to positively influence someone is to reveal that you genuinely like them. It is a well-established principle of social psychology that we like those who like us. The study “Splitting the reciprocity correlations” was published in the Journal of Applied Social Psychology, confirming that when people find out that another person likes them, they will instinctively begin to look more favorably upon that person. Likewise, if servers can demonstrate to their guests that they like them, their tips will increase. There are many ways for servers to show that they like their guests, but a straightforward way is at the end of the guest’s meal when delivering the check, state “I really enjoyed serving you this evening.”

5.) Writing on guest checks.

Scientific studies have shown that a server’s behavior towards the end of a meal will shape the guests’ perception of the server more than the beginning of the meal.

The studies highlight the “recency effect,” the psychological principle that people are most influenced by what they have seen or heard last. One study in particular published in the Journal of Applied Social Psychology titled “Effect on restaurant tipping of a helpful message written on the back of customers’ checks” identified that servers who wrote “Thank You” on the back of guest’s checks received larger tips than those servers who did not.

When servers demonstrate their appreciation for their guests immediately before the guest decides on the amount of the tip, the guest is primed to think highly of the server and reciprocate appreciation in the form of an improved tip.

In conclusion, servers who adopt the previously mentioned behaviors will not only enhance their guests’ dining experience but help to significantly increase the tips they receive.

About the Author

Mike O'Kelly is the Founder & CEO of The O'Kelly Consulting Group. He has partnered with cutting-edge brands offering hospitality consulting, marketing, advertising, branding, business consulting, and public relations packages for nearly two decades. The O'Kelly Consulting Group helps businesses grow, increase brand awareness, and get noticed.

Discover how Mike can help make your business the obvious choice in your market by getting in touch for a free consultation.