Why stores are saying “hero bonus” instead of “hazard pay”

Janet Nguyen May 22, 2020
A supermarket employee stands behind a cash register with a superhero cloak during quarantine. Anna Lukina/Getty Images

Why stores are saying “hero bonus” instead of “hazard pay”

Janet Nguyen May 22, 2020
A supermarket employee stands behind a cash register with a superhero cloak during quarantine. Anna Lukina/Getty Images

They may be giving out “hazard pay,” but they’re not calling it that.

Throughout the COVID-19 crisis, major companies have refrained from using that label, which is typically used to describe extra pay for performing hazardous work or work involving physical hardship.

Kroger, country’s biggest supermarket chain, has been paying workers a $2-an-hour “hero bonus,” which ends Saturday. In its place, the company has created a “thank you pay” program that will grant $400 to qualified full-time associates and $200 to qualified part-time associates. It’s a plan that also applies to the Kroger subsidiaries Fred Meyer and Ralphs. Meanwhile, McDonald’s and Albertsons are granting workers what they call “appreciation pay.”

The term “hero” and other expressions of gratitude have seeped into the corporate vernacular as companies brand their way through the crisis — from the way they describe extra pay to the uniforms they’re distributing to workers. Whole Foods, for example, is giving employees shirts that say “hero” on the front and “hard core” on the back.  

Rodney McMullen, the chairman and CEO of Kroger, said last month that “the true heroes in this story are our associates, and we want to provide them with additional resources and support to help them continue their remarkable effort.” 

What major employers are paying extra:

  • Kroger, Fred Meyer and Ralphs: $2 an hour until May 23, and one-time payments of $400 for full-timers $200 for part-timers
  • Target: $2 an hour until July 4
  • Amazon: $2 an hour until May 31
  • Smart & Final: $2.25 an hour until at least end of May
  • Albertsons/Safeway: $2 an hour until May 30
  • McDonald’s: Bonuses equal to 10% of earned pay in May

But these phrases of gratitude have received criticism from some workers, who are now starting to see their additional pay end.

While all 50 states are starting to reopen in some form, grocery workers say they still face risks by going to work. The United Food and Commercial Workers International Union, which represents 1.3 million workers — including those at grocery chains such as Ralphs and Albertsons — recently stated that at least 68 grocery workers have died and more than 10,000 have been infected or exposed to the coronavirus. 

During a press conference hosted by the UFCW, Raquel Salorio, a sales manager from Ralphs, described how her store asked workers to dress up as heroes one day.

“We’re not heroes. We’re far from heroes. I don’t have a cape,” she said.

She was happy she was off that day.

In The Atlantic, grocery store worker Karleigh Frisbie Brogan wrote how the word “hero” is “a pernicious label perpetuated by those who wish to gain something — money, goods, a clean conscience — from my jeopardization.”

McDonald’s, Albertsons and Kroger did not respond to requests for comment on how they chose the labels for additional employee pay.

Dawn Lerman, a professor of marketing and executive director of the Center for Positive Marketing at Fordham University, explained that companies likely chose the term “hero bonus” because “positive words and positive emotions tend to create perceptions of low risk.”

“They would rather call it that rather than hazard pay because it gives customers greater confidence in that retailer and increases the likelihood that customers will still patronize that retailer,” she said.

Elizabeth Tippett, an associate professor at the University of Oregon School of Law, also said that companies want to be able to change, or not change, policies at their discretion.

“If you’re giving somebody hazard pay, and then you stop giving that to them, and that hazard is still there — that looks bad,” she noted. “Part of it is just retaining the flexibility to only do it once or to do it twice, or to do it as many times as you want and be able to stop anytime without having to say why you’re changing your approach.”

Tippett added that she thinks these companies are doing it largely for nonlegal reasons, although if they do call it hazard pay, it’s a concession to the idea that the job is hazardous.

“So if there is litigation, that’s a word they can point to,” Tippett said.

Deborah Berkowitz, the National Employment Law Project’s worker health and safety program director, pointed out another issue with the semantics of “hazard pay.”

“It can be misinterpreted to mean that companies don’t have to protect workers from COVID-19 as long as they pay them more,” Berkowitz said in an email. “It’s a term used prior to the [Occupational Health and Safety Administration] law in 1970, when employers didn’t have the responsibility to provide safety conditions to workers.” 

COVID-19 Economy FAQs

How many people are flying? Has traveled picked up?

Flying is starting to recover to levels the airline industry hasn’t seen in months. The Transportation Security Administration announced on Oct. 19 that it’s screened more than 1 million passengers on a single day — its highest number since March 17. The TSA also screened more than 6 million passengers last week, its highest weekly volume since the start of the COVID-19 pandemic. While travel is improving, the TSA announcement comes amid warnings that the U.S. is in the third wave of the coronavirus. There are now more than 8 million cases in the country, with more than 219,000 deaths.

How are Americans feeling about their finances?

Nearly half of all Americans would have trouble paying for an unexpected $250 bill and a third of Americans have less income than before the pandemic, according to the latest results of our Marketplace-Edison Poll. Also, 6 in 10 Americans think that race has at least some impact on an individual’s long-term financial situation, but Black respondents are much more likely to think that race has a big impact on a person’s long-term financial situation than white or Hispanic/Latinx respondents.

Find the rest of the poll results here, which cover how Americans have been faring financially about six months into the pandemic, race and equity within the workplace and some of the key issues Trump and Biden supporters are concerned about.

What’s going to happen to retailers, especially with the holiday shopping season approaching?

A report out recently from the accounting consultancy BDO USA said 29 big retailers filed for bankruptcy protection through August. And if bankruptcies continue at that pace, the number could rival the bankruptcies of 2010, after the Great Recession. For retailers, the last three months of this year will be even more critical than usual for their survival as they look for some hope around the holidays.

Read More


As a nonprofit news organization, our future depends on listeners like you who believe in the power of public service journalism.

Your investment in Marketplace helps us remain paywall-free and ensures everyone has access to trustworthy, unbiased news and information, regardless of their ability to pay.

Donate today — in any amount — to become a Marketplace Investor. Now more than ever, your commitment makes a difference.