Research Insights: A novel restaurant tipping point

A novel restaurant tipping point
Robots, customers, and whether tipping a robot makes sense

Robot servers may be coming to a restaurant near you. This development raises obvious concerns about what customers will accept and be comfortable with. And it prompts a novel, unexpected question: What, if anything, do you tip a robot?

In her co-authored article, “Robo-tipping with a purpose: The role of perceived fairness, altruistic motives, and perception of the organization,” published in International Journal of Hospitality Management, Emi Moriuchi, Associate Professor of MIS, Marketing, and Analytics in Saunders College, explores this topic in a series of experiments. These measure customers’ perceptions of restaurants using robots, and the purposes and fairness of tipping them.

The results show that customers favor voluntary over mandatory tipping, that a robot’s appearance has no effect on consumers’ perception of the restaurant, and that consumers are heavily influenced by how tips are allocated. Specifically, they are most willing to tip when that tip contributes to a social cause rather than professional development or bonuses. 

These findings have clear implications for managers considering the integration of robots into their businesses. Most importantly, the authors write, “clear communication regarding the purpose of tips and the fairness of their distribution is important in shaping a positive organizational image.”

View the paper published by International Journal of Hospitality Management in July 2025: “Robo-tipping with a purpose: The role of perceived fairness, altruistic motives, and perception of the organization.”

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