True I think ideally menu prices include everything. However if you're trying to transition away from tipping, calling out service separately reassures customer

True I think ideally menu prices include everything. However if you're trying to transition away from tipping, calling out service separately reassures customers that they don't need to tip on top of what they see on their bill, and that the overall cost hasn't changed, assuming they would have paid the service charge voluntarily as a tip.