I used to work with a lady who had a part time gig at a fancy-shmancy restaurant downtown. She told me that in their eye, 15% is enough to cover the so-called "Was satisfied enough with the food and service - met the bare minimum," category, and 20% was considered the "Liked the service and the food - met expections or exceeded them," type of category. At least, that's what you're telling them with how much you tip. 10% is basically like saying "Everything was awful."
In related content, my boss at that time used to drop a good 25-40% for a tip for our "patio meetings," and he would get the VIP treatment pretty much from that moment on. Free drinks, always a table ready, etc. They definitely remember.
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