A viral Reddit post showing a pizza chain payment screen with no option to select a zero-percent tip has set off a new round of national debate over the rise of aggressive tipping prompts across the United States. The image, shared in November on the r/EndTipping forum and titled "Couldn't tip zero," displayed three choices-15%, 20%, and 35%-but no button for "no tip" or a custom amount. The lack of a zero option triggered widespread frustration among consumers who say digital checkout systems are increasingly pressuring people into gratuities they would not otherwise leave.
The incident comes amid growing backlash against what many Americans call "forced tipping," particularly at counter-service businesses where gratuity was historically optional. Commenters on the thread questioned whether restaurants can legally impose tipping expectations on customers when no table service is provided. Within hours, the post amassed thousands of responses, reflecting a broader fatigue among diners who say tip screens have become omnipresent across coffee shops, bakeries, fast-casual restaurants, and even self-checkout kiosks.
Legal experts note that tipping remains optional under federal law, but automatic service charges are permitted in many states as long as restaurants disclose them clearly. These fees, typically added for large parties, are classified differently from voluntary tips and can be enforced. The controversy surrounding digital tip prompts, however, sits in a grey area: the screen does not impose a mandatory charge but creates a user experience that many find coercive, raising questions about transparency and consumer rights.
Researchers say the pizza chain incident is part of a broader trend known as "tipflation," where suggested gratuities have steadily increased. Digital systems that once defaulted to 10%-20% now commonly display 18%, 20%, or 25%, with some businesses offering options as high as 35%. One Reddit user shared an example from a local restaurant where the minimum preset was 25%, with additional choices of 30% and 35%. The customer selected 25% but described the options as "ridiculous."
Financial data reflects a shifting public mood. According to surveys, the average American now spends £230 ($283) per year tipping more than they believe is appropriate due to checkout-screen pressure-a 38% decline from the £370 ($453) reported in 2024. The drop suggests that even as prompts become more aggressive, consumers are increasingly resistant.
Industry statistics show a similar cooling. Restaurant software company Toast reported that sit-down restaurant tips fell to 19.3% in the first quarter of 2024 from 19.4%, while quick-service restaurant tips dropped to 15.9% from 16%. Generational differences are also sharp: a 2023 Bankrate survey found only 35% of Gen Z diners always tip at sit-down restaurants, compared with 83% of baby boomers.
Public sentiment remains strongly against mandatory tipping models. A September 2024 poll revealed that 73% of respondents want tipping to remain optional, while just 22% favor making it mandatory.
