We are at a tipping point
A thought leadership piece by Ben Thomas, CEO at TiPJAR
Whilst many in the industry have welcomed the new tips legislation as a needed levelling of the playing field for all, the truth for many is that the timing could not really be worse.
Not only following some of the most challenging years in living memory (I won’t list what we’ve faced these past years because it’s frankly just too depressing) but now the 1st July deadline comes in the wake of the largest increase in minimum wage most of us can remember. Justifiable in the context of a cost-of-living crisis and lingering high inflation, but very, very hard to accommodate for already stretched hospitality businesses.
Hospitality businesses have always been hard to run. Margins are tight, competition is intense and the rate of failure has never been higher.
So it shouldn’t surprise us that although most businesses publicly claim the service charges and tips they collect go to staff, the truth is most have been forced to adopt a policy of retaining some amount of tips and service charges historically. The intention being to cover the substantial costs of getting this money to staff in a way that is “fair” (whatever that means in each circumstance) and recouping what they view as other legitimate costs for staff benefits.
Regrettably, over time, some pushed this further than the government could tolerate. Hence we’re now faced with a requirement that every penny of these funds is paid to staff, within a narrow time frame, and only to those staff (usually) who work in the place they were collected as their normal job.
Those that retained some portion of the funds to cover costs now face a hole in the P&L. Others who took the view that head office or non-site staff should get a share too (after all they unquestionably contribute, so why shouldn’t they?) now face the government simply disagreeing with this practice, and big shortfall in head office salary budgets.
I’ve probably heard every story around treatment of tips and service charges. From 90% retained by the business (justified because it allows them to pay fair wages) through to head office team members whose salaries were up to 80% comprised of tronc (because they impact all the customers’ experience).
But has the time has come for all of us to let go of judgement about any of this? The “naming and shaming” and the blaming breaks my heart – because there is almost always a real, valid, struggling business at the centre fighting to grow, to thrive and trying their best to look after their people, customers and investors. Equally on the other side, the virtue-signalling and heckling of others just doesn’t help.
So let’s stop, and instead can we put the energy into working out together how we get to where we now need to be?
Over the past few months we’ve seen the whole sector go through what feels like a classic change process. First denial – disbelief that the government would possibly stick to such a seismic change. Then anger and resistance, with real rage that even the card processing fee (money which we don’t even get) can be clawed back from the service charges or tips collected.
It’s understandable that some are questing to move into exploration – and testing new approaches. We’ve seen businesses – in my view bravely – try new things. Some have included an optional additional charge on the bill rated as a percentage of spend, being up front this is to help fund the overall experience. Unfortunately, the swift response from Customers and the press was not good. We should be grateful to them. Now we know.
Others have trialled fixed cover charges – but have found it difficult to do this at a level that makes a difference, and again, customers are quick to challenge, less likely to then optionally tip or pay an optional service charge, and few have been able to maintain it.
Given this, there really are only three things to think about if you have been operating a service charge with a retention for the business: Whether or not to maintain it and at what level, and how much to increase your revenue or reduce costs as a result.
Starting by understanding what level of service charge is needed to maintain what for your business is an acceptable level of tronc to competitively attract, retain and reward your on-site team is the first decision. This is where the service charge should be set, because that is all we’re now allowed to do with it.
If that creates disparity, because you were sharing across sites (now not allowed) you’ll need to review remuneration policy. Perhaps there is a top up in lieu at delivery-heavy, low service charge sites. Unconventional, yes, but possibly necessity.
Then, this will leave a shortfall – based on the wage increases you’ve needed, any portion of the service charge which previously may have funded head office or off-site staff distributions, and any amount you used to retain. This can only be covered by increased revenue – price increases or for the brave, targeting growth and getting more customers through the door – or reducing costs if you’re lucky enough to have scope to do so.
This is an uncomfortable reality. Yet as with so much in business, the winners will be those who are fastest to get to through the change process. It’s time to push to reach acceptance and then build commitment to make these difficult decisions.
Help is out there – in particular our partner business The Tronc Advisor is offering Propel subscribers a first-come-first-served discounted fixed price review of any operators’ current position, and can provide fast and simple feedback on the decisions they may need to consider.
Working in the hospitality industry is a great privilege, a world full of wonderful people, incredible innovative businesses, and real passion for creating amazing life-enriching experiences for our guests. Whilst the changes we’re facing are very challenging, I believe our sector is rich in tenacity, creativity and drive to overcome them, if we can work together with honesty, positivity and the considerable force of our collective will.
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