The Psychology Behind Restaurant Music Selection
Walk into almost any restaurant, bar, or café, and you’ll be met with more than just the aroma of food and the murmur of conversation. Music is a near-ubiquitous element of the dining experience, yet its role often extends far beyond simply filling the silence. As someone who has spent years observing the intricate dance of hospitality, I’ve seen firsthand how sound can subtly shape everything from mood to menu choices. The selection of music isn’t just about ambiance; it’s a powerful psychological tool that can influence guest behaviour, perception, and ultimately, the success of the establishment.
The sonic menu: How music shapes taste and perception
It might sound surprising, but the music playing can actually alter how we perceive the taste and texture of our food and drinks. This fascinating phenomenon stems partly from what researchers call ‘cross-modal correspondence’ – our brain’s tendency to link different sensory inputs. Studies exploring how sound and music affect eating reveal intriguing connections: higher-pitched sounds are often associated with sweetness and sourness, while lower, dissonant tones can enhance bitterness. Think about it – playing bright, high-frequency music could subtly amplify the sweetness of a dessert, while deeper tones might complement a rich, savoury dish. It’s not just taste; staccato notes can evoke crunchiness, while smooth, legato sounds might suggest creaminess. Even the sound of packaging or cutlery can influence our perception, with crisp packets designed to be noisy to enhance perceived crispness, and yogurt seeming richer when served in glass-sounding jars.
Beyond direct taste perception, music acts as a powerful contextual cue, influencing our choices before we even take a bite. Have you ever noticed yourself gravitating towards a particular dish that somehow ‘fits’ the music? Research backs this up. Playing French accordion music in a supermarket famously led to increased sales of French wine, while German music boosted German wine sales. Similarly, Spanish guitar music in a canteen nudged students towards ordering paella. This suggests that music can prime our preferences, subtly guiding us towards choices that align with the auditory environment. The genre itself carries significant weight. Research investigating what kind of music makes us spend more found that classical, jazz, and pop music were associated with a higher willingness to pay compared to easy listening or silence. Classical music, often linked with sophistication, has been observed to encourage higher spending, particularly on premium items like wine, likely because it elevates the perceived quality of the establishment.
Setting the pace: Tempo, volume, and diner behaviour
One of the most commonly discussed aspects of restaurant music is its tempo. The conventional wisdom, often cited in industry circles, is that faster music makes people eat faster, potentially increasing table turnover – a desirable outcome during busy periods. Conversely, slower music is thought to encourage lingering, potentially leading to higher checks through additional orders of drinks or desserts. Strategies often involve using faster music for lunch rushes and slower tempos for relaxed dinner services. Indeed, some early studies suggested a link between faster tempos and faster consumption rates. However, the picture might be more complex. A specific study investigating whether music tempo affects eating time, using neuromarketing tools like EEG and GSR, found no significant difference in eating duration or emotional/cognitive states between fast, slow, and no-music conditions. While tempo undoubtedly contributes to the overall energy of a space, its direct impact on eating speed might not be as straightforward as once thought, suggesting other factors are also at play.
If there’s one element of restaurant sound that consistently draws strong opinions, it’s volume. We’ve all been there – struggling to hear conversation over excessively loud music. A survey highlighted that high volume is, by far, the biggest annoyance for diners regarding restaurant music. This isn’t just a matter of preference; loud music can physiologically increase heart rate and arousal levels. This heightened state, as explored in research on music’s influence on food choices, can potentially weaken self-control, leading patrons towards less healthy ‘comfort food’ options and increased consumption, particularly of beverages. Some establishments might leverage this, aiming for a high-energy ‘buzz’, while studies in bars have linked higher volumes (around 88-91 decibels) to faster and greater alcohol consumption. However, this strategy risks alienating guests who prefer a more relaxed dining experience.
Conversely, a lower volume and softer music can foster relaxation, potentially leading to more mindful eating and healthier choices. Research by Brian Wansink indicated that softer lighting and music led people to eat less but report higher enjoyment of their food. It’s a delicate balance. Too quiet, and a restaurant can feel awkward or unwelcoming, making diners overly conscious of every clink and conversation. Effective restaurant acoustics aim for a level where conversations are comfortable, but a gentle background hum provides a sense of privacy and social buzz. The physical environment itself plays a huge role here; hard surfaces like tile and concrete amplify sound, making perceived loudness higher, an important factor often discussed in guides on how music choice affects customer behaviour.
Crafting the atmosphere: Music, mood, and brand identity
Beyond influencing pace and perception, music is fundamental in sculpting the restaurant’s atmosphere and conveying its brand identity. Is it a chic, modern eatery? A cozy neighbourhood bistro? A high-energy sports bar? The music should reflect and enhance that identity. Research confirms that the vast majority of diners notice the music, and it significantly impacts their subconscious impression of the brand. Choosing music that resonates with the target audience and aligns with the restaurant’s concept helps create a cohesive and memorable experience. This is crucial for differentiation in a competitive market.
The emotional impact of music is undeniable. A study examining background music and dining emotions, utilizing the Mehrabian-Russell model, confirmed that music significantly affects diners’ feelings, which in turn predict their behaviours. Music that evokes pleasure and appropriate levels of arousal leads to more positive responses, like increased appetite and likelihood to return. This emotional connection is key to building customer loyalty. When guests enjoy the music, they feel more comfortable and positive about their entire experience. A study by BMI and NRG found that nearly 60% of consumers would buy more food and drinks just to stay longer if they liked the music, a figure jumping to 70% for Millennials. Furthermore, 86% agreed good music makes a visit more memorable.
Live music offers a particularly potent way to enhance the atmosphere and customer experience. It adds a dynamic, engaging element that recorded music often can’t replicate. As highlighted in the BMI/NRG study, 82% of diners find their experience more enjoyable with live music, and 81% are willing to wait longer for a table if live music is playing. Examples like Sydney’s Restaurant Hubert, which curates a shifting jazz program throughout the evening, demonstrate how live performance can build energy and keep guests captivated. It can transform a simple meal into an event, justifying higher price points and encouraging longer stays.
The unheard ingredient: Tuning your restaurant for success
So, how can restaurateurs effectively harness the psychology of music? It starts with intentionality. Music selection shouldn’t be an afterthought delegated to the first staff member who arrives. It requires strategic consideration, aligning the sonic environment with the restaurant’s concept, target demographic, time of day, and overall business goals. As research involving interviews with restaurant managers suggests, while many understand music’s importance, there’s often untapped potential in using it more strategically to shape atmosphere and influence purchase intentions.
Consistency and appropriateness are key. The playlist should match the brand identity – classical music might feel out of place in a casual diner, just as heavy metal would jar in a fine-dining establishment. Consider the desired customer journey: perhaps more upbeat tracks during peak hours, transitioning to smoother, lower-tempo selections later in the evening to encourage relaxation and lingering. Pay close attention to volume – as we’ve seen, it’s the most common irritant. Regularly check sound levels from different points in the dining room to ensure a comfortable experience for all guests. Modern streaming services designed for businesses offer curated playlists, scheduling tools, and explicit lyric filtering, simplifying the process while ensuring legal compliance.
Ultimately, the goal is to create a sonic environment that enhances, rather than detracts from, the dining experience. Music has a subtle but significant effect, as shown by a systematic review and meta-analysis on the relationship between music and food intake, which found a small overall effect but highlighted potential influences of volume, type, tempo, and even individual factors like BMI. By understanding the psychological principles at play – from cross-modal taste associations to the impact of tempo and volume on arousal and behaviour – restaurateurs can use music not just as background filler, but as a vital ingredient in the recipe for a successful and memorable dining experience. It’s about composing an atmosphere where guests feel comfortable, engaged, and happy to return.