Case Study: Successful Restaurant Music Strategies

What do your patrons hear when they walk into your restaurant for the very first time? Do the tunes they hear while eating your food enhance or detract from the experience? Answering these questions is a key part of developing smart restaurant music strategies. 

In this article, we’ll outline how other brands have used music to improve their revenue and marketing strategies. 

How Do Restaurants Maximize Revenue Through Music? 

It’s not easy to succeed in the restaurant industry. Research from McKinsey and Company outlines how difficult it is for food establishments to compete in the current marketplace. They said small places that don’t have franchise money are especially at risk. 

Companies improve their revenue through music in the following ways:

• Increased customer satisfaction 
• Enhanced brand identity 
• Positive feedback from customers 
• Increased dining time
• Higher sales
• Enhanced customer engagement 

Keep reading to find out more about how music in restaurants can improve your bottom line. 

Case Study 1: Chipotle Mexican Grill 

‍Chipotle Mexican Grill serves thousands of customers every year, and they’re all treated to a specially curated playlist. Chipotle collaborated with music streaming service Spotify to create curated playlists that reflect the brand’s personality and resonate with its target audience. 

The playlists are updated regularly to keep the music fresh and engaging.

The result is increased customer satisfaction and engagement, along with enhanced brand identity through a consistent music experience across all locations. 

Case Study 2: The Cheesecake Factory 

‍The Cheesecake Factory knows that music is a crucial part of the dining experience. That’s why the company hired an expert to curate songs that play in all restaurants worldwide. Whether you’re eating in Duluth or Dubai, you’ll hear the same playlist. 

The songs shift by location, so the tunes differ whether you’re in the dining room, the bar, the bathrooms, and more. Programmers also adjust the volume and tempo based on the time of day. 

Case Study 3: Starbucks 

Customers who visit Starbucks can do more than sip delicious beverages. They can also influence the songs that play during their next visit. Starbucks partnered with Spotify to allow customers to influence the in-store playlist and add songs they love via the Starbucks app. 

This approach increases customer engagement and interaction with the brand while creating a welcoming and familiar atmosphere. 

Case Study 4: McDonald’s 

‍McDonald’s is a very old brand that always needs new customers. In fact, the restaurant caters to very young eaters, and they require a specific type of song. 

McDonald's revamped their in-store music strategy by working with a music consultancy to develop playlists that cater to their diverse customer base. 

They use upbeat and contemporary tracks to create an energetic and vibrant atmosphere. The result is increased foot traffic and improved customer perception. 

Case Study 5: Pret A Manger 

‍Pret A Manger is a sandwich shop that focuses on fast, friendly service. The company wanted to create a distinctive and enjoyable dining experience that aligns with the brand and keeps customers coming back for more.

They accomplished this by creating a playlist with a mix of indie, folk, and acoustic tracks that create a relaxed and welcoming environment. They also ensure the music volume is at a level that allows for comfortable conversation. 

The result is a strengthened brand identity and an enhanced customer experience.  

Create Your Own Winning Formula

How can you take the lessons from these case studies and apply them to your restaurant? The following tips can help you craft a strategy that will work for your restaurant: 

Match the Music to Your Food 

The songs you play should help your customers understand the complexities of the food they’re about to enjoy. This concept is especially important for restaurant owners serving ethnic food. 

In a study conducted in 2020, researchers examined the impact of background music in ethnic restaurants. They found that when the music matched the food (for example, Spanish-themed music playing in tapas restaurants), people tended to rate the restaurant as more authentic. They were also more satisfied with the experience overall. 

What if you don’t serve food with a clear ethnic background? You can still apply this concept. For example, if you run a hamburger joint, you might play music from the 1950s (a period closely associated with this type of food). Get creative, and you could find the right songs to play. 

Set Yourself Apart 

When you own your own spot, you can play music that nobody else would even consider playing. Visit the competition and make a list of the songs you play. How can you be slightly different and ensure that your customers know what makes your space exciting?

Don’t Forget the Law 

You may have solid ideas about the songs you want to play, but you must take steps and secure the rights to play them. Otherwise, you could be called to court. 

For example, a bar in Michigan was one of 12 facilities sued by ASCAP for playing songs without a license. A case like this could cost a company thousands, which could put it out of business. 

Companies like ASCAP are performing rights organizations (PROs). They collect fees on behalf of songwriters and musicians. As a restaurant owner, you could create a contract with all of the PROs that handle licenses, or you could work with companies like Pandora CloudCover that handle this step for you. It’s much easier to work with a commercial streaming service for music like this.

Consider Dayparting 

If your restaurant is open for more than one sitting (for example, you serve both lunch and dinner), should you play the same songs? Dayparting can help you to switch things up. Your customers might appreciate this approach. 

For example, researchers examined the songs people played on channels provided by Pandora. They found that people liked fast-paced songs in the morning, but there was a lull in this type of music in the afternoon. Late at night, they wanted the tempo to pick up again. 

Studies like this demonstrate that people like to change the songs they play throughout the day. Dayparting could allow you to play fast songs in the morning, slower songs for the lull, and faster songs again when it’s time to close up. 

Ask Your Staff

Researchers say there are more than 2.2 million waiters and waitresses in the United States. Plenty of them work with you, and they may have a lot to say about the music you play. After all, they spend a large amount of time in your facility and consulting with patrons. 

When you’ve created a potential playlist of songs for your restaurant, ask your staff for their opinions on the choices. Do they think the songs will be right for the customers, or do they have better suggestions for you to consider? Don’t be afraid to ask them for feedback, and be willing to adjust accordingly. 

Set the Right Volume 

All of the songs you choose mean nothing if they’re not played at the proper volume. Finding the sweet spot will take a little research. 

In a study conducted in 2015, researchers found that adults eat 46% of their meals alone. If you run a fast-food or fast-casual restaurant, you may serve many of these solo diners. 

They may tolerate slightly louder music, as they’re not trying to hold important conversations with another person. However, they should still be able to converse with your staff members and make orders without yelling. 

If your restaurant is made for romance or business meetings, a lower volume may be appropriate. Your patrons need to hear one another, but they might like some soft sounds to muffle conversations from surrounding tables. 

When your restaurant is open, monitor the volume in your facility. If you notice people yelling, the sounds might be too loud. However, if people are whispering and you can hear people chewing, the songs might be too quiet. 

Try All the Seats

The sound might be perfect in your office or the food prep area, but it may be too loud or too soft in places like bathrooms. If your restaurant has outdoor seating, your customers may also hear songs from neighboring businesses.

One author described an experience like this. He was trying to enjoy his meal, but the songs from the restaurant were too loud and competing with tunes from a neighboring gym. He described vibrating ice cubes and a deeply unpleasant experience akin to being at war.

Some music companies provide zoning, allowing you to play songs at different volumes within your facility. A tool like this only works if you’re committed to walking through the area regularly and making adjustments as needed. 

Talk to Customers 

Remember that you don’t have to make these decisions alone. Ask your customers for their opinions on the songs you’re playing or the volume at which they’re being shared. 

A quick question when you’re taking an order or picking up dishes could give you enough information to make a smart decision. 

Create a Successful Music Strategy With Pandora CloudCover 

We’ve outlined the best restaurant music strategies. Implementing all of them will require help. Expertise is required to navigate the legal challenges, handle the setups, and deploy the technology. 

Get the help you need from Pandora CloudCover. We work with restaurants both large and small. 

With our tools, you can create a perfect playlist for your restaurant in minutes. Use dayparting to change the songs throughout the day, and know that you’re following the law when the music plays, so you don’t have to worry about penalties and fines down the road. Contact us to get started. 

References

‍How Restaurants Can Thrive in the Next Normal. (May 2020). McKinsey and Company. 

‍How a Mexican Chipotle Became One of the Most Valuable Restaurant Brands. (July 2021). The Strategy Story. 

‍The Cheesecake Factory. Rx Music. 

‍The Synergy of Music and Starbucks. (May 2023). LinkedIn. 

‍McDonald’s Music Strategy Is Driving Big Revenue Gains And Affirming To CMOs Across The Globe The True Power of Music Marketing. (October 2020). LinkedIn. 

‍Pret a Manger: Global Scale, Local Sound. Play Network. 

‍Exploring the Impact of Background Music on Customers’ Perceptions of Ethnic Restaurants: The Moderating Role of Dining Companions. (June 2020). Journal of Hospitality and Tourism Management. 

‍Dublin Square Settles Copyright Infringement Lawsuit. (February 2024). The State News. 

‍There Are Five Different Phases in Your Day, Each with Music to Match. (November 2021). Science Alert. 

‍Number of Foodservice Employees in the United States from 2022 to 2023, by Occupation. (May 2024). Statista. 

‍A Lot of People Are Eating Alone These Days. (August 2015). Food Network.

‍Music at Restaurants. (November 2022). Insulting Music.