Zachary W. Brewster

Quantitative Evidence of the Continuing Significance of Race Tableside Racism in Full-Service Restaurants

Despite popular claims that racism and discrimination are no longer salient issues in contemporary society, members of racially underrepresented groups continue to experience disparate treatment in everyday public interactions. The context of full-service restaurants is one such public setting wherein African Americans, in particular, encounter racial prejudices and discriminatory treatment. To further understand the pervasiveness of such anti-Black attitudes and actions within the restaurant context, this article analyzes primary survey data derived from a community sample of servers (N = 200). Participants were asked a series of questions ascertaining information about the racial climate of their workplaces. Findings reveal substantial server negativity toward African Americans’ tipping and dining behaviors. Racialized discourse and discriminatory behaviors are also shown to be quite common in the restaurant context. The anti-Black attitudes and actions that the authors document in this research are illustrative of the continuing significance of race in contemporary society, and the authors encourage further research on this relatively neglected area of inquiry.

Racially Discriminatory Service in Full-Service Restaurants: The Problem, Cause, and Potential Solutions

Most of the scholarly and popular discourse to date on the topic of racial discrimination within the restaurant industry has centered on the unjust treatment experienced by employees who are racial minorities. However, discriminatory service based on race also is—or should be—an industry concern. Based on a review of evidence, race-based discrimination in restaurants is a systemic, industry-wide problem. One source of this problem is a social psychological process involving the diffusion and reinforcement of racial stereotypes that servers use to inform the nature of their interactions with customers. Using social psychological principles, restaurateurs should first interdict the diffusion of inappropriate stereotypes by immediately squelching all such talk. Then management must reverse existing damage, by demonstrating the inaccuracy or exaggerated nature of certain beliefs. This article concludes with a call for increased engagement with the issue of racially motivated discriminatory service in our nation’s restaurants.

Racial and Ethnic Differences in Tipping: The Role of Perceived Descriptive and Injunctive Tipping Norms

In U.S. restaurants, racial and ethnic minorities often tip less than whites. These differences in tipping create numerous problems ranging from discriminatory service to restaurant executives’ reluctance to open restaurants in minority communities. Thus, racial differences in tipping need to be sizably reduced, which requires an understanding of their underlying causes. In this paper, we ask a racially and ethnically diverse sample of respondents in an online survey about how much they would tip in a hypothetical dining scenario, how much their best friend would tip, and how much the average person in their area would tip, as well as what the smallest tip a server in their area would consider satisfactory. Analyses of these data indicate that perceived injunctive and descriptive tipping norms independently mediate racial and ethnic differences in tipping. This finding suggests that racial differences in tipping can be reduced with marketing campaigns that promote the dominant 15 to 20 percent injunctive tipping norm and that inform consumers about widespread compliance with that norm.

The Effects of Racialized Workplace Discourse on Race-Based Service in Full-Service Restaurants:

Existing studies have found that restaurant servers sometimes deliver service that is informed by their customers’ race. However, we know considerably less about the causes underlying such discriminatory behaviors within the restaurant context. In this study, we advance this literature by analyzing data derived from a survey of restaurant servers (N = 195) to assess the effects of working in a racialized workplace environment, characterized by racist and stereotypical discourse, on servers’ reports of providing race-based service. Our findings reveal a strong statistically significant positive relationship between observing racialized workplace discourse and servers’ self-professed discriminatory behaviors. Furthermore, we find that these effects are not mediated or moderated by servers’ willingness to participate in the discursive spreading of racial stereotypes by discussing their customers’ race with peers. We conclude by identifying suggestions that restaurant leaders might consider to reduce racial discrimination within the restaurant industry.

Different Service, Same Experience: Documenting the Subtlety of Modern Racial Discrimination in U.S. Restaurants

Restaurant servers’ negative sentiments toward Black customers have been well documented. Further, existing research has shown that a large proportion of waiters/waitresses confess that they sometimes discriminate against Black Americans by giving them less than their optimal service effort. However, research assessing the generalized consequences of servers’ discriminatory practices on consumers’ experiences is lacking. In response, this study analyzes survey data from a demographically diverse sample of Black and White consumers (N = 415) to test for interracial differences in nine distinct self-reported outcomes assessing typical and recent dining experiences in full-service restaurants. Given widespread anti-Black sentiments and discriminatory actions among servers, we posit that Black Americans will on average report diminished dining experiences relative to their White counterparts. In contrast to our predictions, results indicate that Black and White respondents report similar dining experiences when visiting full-service restaurants and, where differences exist, Black respondents appear to report slightly more positive and less negative experiences compared with their White counterparts. We identify a number of interconnected factors that may account for this observed pattern and conclude by encouraging additional scholarship on the nature and downstream effects of race-based restaurant service.

Tableside Justice: Racial Differences in Retributive Reactions to Dissatisfaction

Existing evidence indicates that racial discrimination is a common, if not pervasive, feature of Black Americans’ experiences in U.S. consumer markets. However, few studies have quantitatively explored specific social psychological and interactional consequences of consumer racial discrimination. In response, we draw from literatures on experiences, attributions, and reactions to racial discrimination to posit and test for Black-White differences in consumers’ behavioral responses to dissatisfactory dining experiences. Specifically, past research shows that Black Americans’ dissatisfactory experiences in consumer markets are more often perceived to be the result of consumer racial discrimination. Given their increased exposure to racial discrimination in consumer markets and the United States more broadly, we posit that Black customers will react more punitively to dissatisfactory restaurant experiences than White customers. We test this notion using a within-subject experimental design and regression analyses of survey data collected from a consumer panel of White and Black U.S. adults (n = 307). Results indicate that Black respondents in this sample are more likely than White respondents to penalize their server’s tips and lodge a complaint when dissatisfied with restaurant food and/or service. These findings are consistent with the prediction that Black American consumers tend to react more punitively on average to dissatisfactory consumer experiences than Whites and are consistent with prior scholarship linking coercive and unjust experiences to retributive behaviors. We conclude by discussing implications of these results and the need for further research on racial discrimination in U.S. restaurants and related consumer markets.

Morality at Work: Do Employees’ Moral Commitments Inhibit Service Disparities and Reactive Workplace Behaviors?:

The current study draws from contemporary theories of morality to examine moral motives underlying service employees’ interactions with clientele. Specifically, we posit that employees who exhibit strong moral commitments to service equality (MCSE) are likely to make efforts to treat all clients equally—even when differential treatment is externally motivated by economic incentives or workplace frustrations. An analysis of self-report survey data from restaurant servers (n = 963) confirms robust associations between MCSE and various employee behaviors. Specifically, restaurant servers who report strong MCSE are less likely to report treating clients differently, whether for economic reasons (e.g., service discrimination, preferential treatment of regulars, service sweethearting, flirting) or in response to workplace frustrations (e.g., venting, disrespect toward clientele). We conclude with a discussion of the complexity of workers’ moral motivations and the need for further research in this area.

Racial Prejudices, Racialized Workplaces, and Restaurant Servers’ Hyperbolic Perceptions of Black–White Tipping Differences:

On average, Black consumers have been reliably shown to tip restaurant servers less than their White counterparts, and this difference has been widely acknowledged to contribute to servers’ negative attitudes toward Black customers. However, studies centered on explicating the actual and perceived magnitude of Black–White tipping differences are scarce. Furthermore, there have been no studies conducted that have aimed to identify and test for individual and/or environmental factors that encourage the development and sustainment of exaggerated or stereotypic perceptions of interracial differences in customers’ tipping practices. In response, this study offers an unconditional meta-estimate of the Black–White tipping differential to this literature. Given the available published evidence, we estimate that as a percentage of the bill, the average Black customer is likely to leave a tip that is 3.30 percentage points less than would be left by a White customer. In addition, by analyzing data derived from a factorial survey experiment that was administered in two independent and demographically diverse samples of servers, this study demonstrates that servers’ perceptions of Black–White tipping differences are significantly shaped by racial antipathy and/or employment in a workplace characterized by anti-Black discourse and observed mistreatment of Black clientele. Taken as a whole, our results suggest that although a Black–White tipping difference does exist, there is a notable segment of the population of restaurant servers, namely, those who harbor prejudicial attitudes and/or work in racialized workplaces, who may cognitively exaggerate the magnitude of this difference. Thus, to curtail the industry challenges that stem from Black–White tipping differences (e.g., service discrimination, lawsuits), restaurant operators are encouraged to devise strategies to actively confront servers’ stereotypic perceptions of Black customers’ tipping behaviors.