A new trends report by restaurant technology provider Toast has reignited the debate around the U.S.’s rapidly evolving tipping culture, revealing sizable differences in generosity depending on the state and highlighting growing public fatigue about how gratuities are handled nationwide (Yahoo News). The findings, published in June 2025, draw attention to shifting attitudes toward tipping—offering valuable insights not only for American diners and restaurateurs, but also for observers in Thailand as global service norms take on new forms.
At the heart of the report is a ranking of which U.S. states give the most and least when it comes to patron tips, based solely on digital payments made via Toast’s widely used checkout system. Delaware emerged as the biggest tipper, with diners there leaving an average gratuity of 22.1 percent through the first quarter of 2025. West Virginia and New Hampshire also topped the list, each averaging 21 percent or more. In contrast, customers in California and Washington left the smallest digital tips, averaging just 17.3 and 17.8 percent respectively.
These state-by-state disparities shine a spotlight on the powerful influence of regional culture, socioeconomic factors, and local service industry traditions. Analysts suggest that lower cost-of-living areas in the Northeast and South, along with cultural expectations about hospitality, may motivate higher tipping percentages in those regions—while higher-living-cost states such as California see patrons less willing to tack on additional percentages to already steep bills (Toast Trends 2025).
Beyond the numbers, the survey uncovers a growing malaise among American consumers about the state of tipping overall. According to a recent Bankrate survey cited in the report, a staggering 63 percent of U.S. residents now express negative views toward the current tipping system—up from 59 percent the previous year. Criticisms focus on perceptions that tipping has become “out of control,” with businesses increasingly using digital checkout prompts and pre-set tip options to pressure customers into higher gratuities. As one survey respondent put it: “Tipping culture has gotten out of control”—an opinion echoed and amplified across media and social platforms (Bankrate Survey 2025).
Despite widespread grumbling, the data reveals little change in actual tipping behavior for core service professions. The study found that tips for full-service restaurant staff have slightly increased quarter-over-quarter, climbing from an average of 19.3 to 19.4 percent. Tips for “quick service”—fast food or counter service—remain unchanged at 15.8 percent. Hairdressers and other personal service providers have not seen a substantial drop in tips either, indicating that, while public attitudes may be shifting, entrenched customs remain resilient.
Still, the emergence of “pre-entered tip screens” on point-of-sale devices has sparked particular frustration, with 38 percent of Americans now reporting “annoyance” at these prompts—an increase from 34 percent a year earlier. Notably, 27 percent say they are actually less likely to tip when presented with automated screens, up from 25 percent. Only 11 percent say these prompts make them more generous, a figure that has fallen by 14 percent year-on-year. Convenient technology, it seems, may be backfiring in terms of recipient goodwill.
Experts warn that continued pressure to tip more—and in more situations—could eventually backfire for both service workers and business owners. A prominent Bankrate senior industry analyst, for example, commented: “Tipping is part of the American way of life—it’s not going away anytime soon, as much as we may grumble about it.” However, the report also highlighted mounting support for reform; 41 percent of respondents, up from 37 percent last year, now wish businesses would simply pay higher wages instead of relying so much on customer tips.
For Thais watching from afar, this American debate opens timely questions about the path of tipping traditions at home. While Thailand historically has a non-compulsory tipping culture, increased tourism and presence of international restaurant chains have brought more exposure to Western-style gratuity expectations (Bangkok Post). Large hotels, upscale restaurants, and “fusion” cafés in Bangkok often include a 10% service charge; taxi drivers and delivery riders may expect small additional tips, especially from international tourists. Yet for most street food vendors and traditional eateries, tipping remains optional or rare—an aspect cherished as part of authentic Thai hospitality.
Thai experts in tourism and hospitality say the findings from the U.S. offer important lessons for local businesses. An official from a leading hospitality association points out, “The negative reaction to tipping screens and excessive prompts in America is a warning for us not to pressure guests or undermine the traditional pup-jao—the honor of genuine service without overt expectation.” She adds that digital payment adoption in Thailand is accelerating, and as QR payment and e-wallet systems proliferate, restaurant operators should be mindful not to alienate locals or returning guests with intrusive gratuity requests.
Nor is the debate purely academic. Thai studies show that “service charge fatigue” can impact customer satisfaction, particularly among local families and young professionals who frequent chain restaurants and coffee shops that now mimic international pricing and tip conventions (Thai Journal of Hospitality and Tourism). In the long term, there is a risk that unchecked growth in tipping expectations and automated prompts could erode trust in the hospitality sector—contradicting the Thai concept of nam jai (น้ำใจ), or spontaneous generosity, which remains a prized part of social interaction.
While the U.S. tipping debate may seem a world away, there are insights for Thai policymakers, employers, and consumers. For hospitality operators, maintaining transparent service charges, paying fair wages, and educating customers about voluntary tipping can avoid the client alienation now stirring discontent in the West. Equally, Thai diners—and inbound tourists—should respect local customs, with the freedom to express gratitude in a manner befitting the occasion and establishment.
In summary, the latest U.S. data illustrates that, whether in Bangkok or Boston, balancing digital convenience with human hospitality is crucial. Thai society, rooted in courtesy and sincere service, stands to benefit by learning from American tipping fatigue rather than copying it wholesale.
Practical advice for Thais: If dining at international or luxury venues, check if a service charge is already included before tipping extra. For small eateries and street vendors, a thank-you or modest tip is optional but appreciated—especially if the service is exceptional. Thai business owners should avoid aggressive digital tip prompts and instead focus on uplifting staff through fair pay and authentic guest engagement.
As technology and tourism bring global customs ever closer, Thailand can chart its own path—preserving the best of traditional hospitality while thoughtfully integrating modern convenience.
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