Sound Decisions About Music in Your Restaurant

Music done well in restaurants makes all the difference in how long guests will stay, whether they have a good experience and most importantly, how much money they will spend. 

Music and dining are all about expectations. When someone goes to a nightclub or live music night at a bar, the expectation is that it will be loud and they may have to shout to be heard.

However, when going out to dine, it is all about being social, having great conversations and enjoying each other’s company. If the music is too loud or inappropriate, the guest’s night is ruined and their money wasted, no matter how good the food or service.

The effect of music on diners has been well studied, so if you’re unfamiliar with the research and what goes into a sound strategy in your restaurant, it’s time to strike up the band!

Music Is Money

It’s well established that music affects mood and decision-making. Many owners of restaurants don’t understand that music done well means more sales. No music means lower sales, and music done poorly (too loud, wrong genre, etc.) means not only lower sales but also less repeat business. 

Why do you need to worry about music at all? When full-service restaurants don’t have music, they are unwittingly sending a message to their guests: GET OUT.

We did a study with one of our full-service operations and found that guests spent 30 to 40 minutes in the restaurant with no music. Once we put music in place and made sure it matched the restaurant’s concept and ambiance, guests began staying for more than an hour and, of course, the check average went up along with guest satisfaction. 

In a study published last year, researchers found that slow-tempo music encouraged guests to stay longer, while up-tempo music encouraged them to leave more quickly. They noted that the guests who stayed longer didn’t spend any more money, but they did leave bigger tips, and they theorized that up-tempo music may mean tables are turning faster so the restaurant can serve more people in less time.

Either way, it’s a win. Let’s look at the reasons that full service/fast casual restaurants may have music issues.

Addressing Music Issues

The most common problem is that managers/staff forget to turn the music on at the start of the day. Before anyone realizes it, the day is over. There are technological solutions to this; for example, audio systems can be programmed to turn on at a certain time, and even change the tempo, genre and mood of music as the day goes on.

Volume is another issue. My experience is that the managers and staff set the music to the levels that they like with less concern for the guest experience. I was at a restaurant last month and watched the server double the decibel level because they loved the song. It made our experience intolerable, but no manager/owner stepped in to make the correction. 

Again, there is a simple fix: Have the music levels preset and locked so the staff can’t make any changes. 

Music as Brand

Music can also build your brand, connecting you with your guests on a emotional level. This connection is so important that the music may be one of the key parts of the experience that brings repeat business and customer loyalty.

Starbucks is a great example. It builds on its “coffee-house” vibe by having a curated playlist that customers can download and play themselves. Through the app, customers can suggest songs for the playlist, which builds engagement and loyalty.

I love it when a Mexican restaurant plays Mexican music, or an Italian restaurant does the same with Italian music. The well-themed or well-designed music program tells me that the owners have considered every aspect of a memorable experience. Remotely controlled music systems can ensure consistency across multiple locations.

To take the brand even further, a music program will match the dayparts. This means that the music and the sound level will be different at breakfast than it is at lunch, different at dinner and different again at late night. 

Music Considerations

An acoustic designer can analyze your space, determine the best placement for speakers and recommend the proper equipment. When you’re putting in a sound system, don’t try to go cheap – there’s nothing worse than music coming from a bad speaker.

Because of copyright law, the music also needs to be properly licensed and the artists credited. Rather than handle this on your own, you can work through a licensing company that pays the fees on your behalf. Not following the law can end up costing you tens of thousands in fines.

Restaurant owners need to consider all of the factors that bring in their target audience. Certainly great food and service play a big part, but a thoughtfully designed music program is the subtle salesman. It shouldn’t be an afterthought.