There are three things that make a great coffee shop experience: the beans, the service, and the vibes.
And while big, cozy couches and community board game collections speak volumes in the ambiance department, the background melodies are what make a coffee shop truly memorable.
The Psychology of Coffee Shop Music
The link between coffeehouses and music goes back to the 1500s when consumers in Constantinople visited shops to sip bitter drinks and listen to folk music. While much has changed since then, a traditional coffee shop playlist leans heavily on folk music with soft beats. Why is that? Psychology is responsible.
In a study published in 2020, researchers examined the impact of music people expected on the foods they chose to purchase. In other words, did the sounds they heard make them think of something they wanted to buy, and then they made the purchase? Close to 350 survey responses were gathered, and consumers said a “congruency between” the music and the restaurant’s theme influenced their purchase. If consumers expect coffeehouse music and get it, they may be more likely to purchase.
The tempo of the music matters, too. In a study published in 2023, researchers played classical music and pop music in a coffee shop and measured how much people purchased. They found that the arousal level of the music (its speed and intensity), rather than the genre, was more likely to influence purchases. If you want coffee drinkers to purchase more of this stimulating substance, keeping the tempo up might be smart.
Now that the benefits of overhead music are abundantly clear, it’s time to dive into the type of music you should play in your coffeehouse.
Choosing the Right Music for Your Coffee Shop
While there are many factors to consider when selecting your coffeehouse playlist, the style of music you play is paramount to success. (Rage Against the Machine? At a coffee shop? At 8am? We think not…)
Here are six common genres that are best suited for java-fueled overhead listening.
1. Modern Folk
What: Anything from Americana and acoustic to folk-rock and alternative styles
Popular artists/bands: Amos Lee, Iron & Wine, Mumford & Sons, Xavier Rudd, Bon Iver, The Head and the Heart, Joshua Radin
The atmospheric quality of modern folk can range from comforting to melancholic, but it's always intimate. This genre promotes a casual and relaxed atmosphere where patrons feel welcome to linger, often inspiring introspective or deep conversations. It's a perfect fit for cozy, rustic cafes that promote a sense of community and authenticity.
2. Alternative rock
What: Blending elements of conventional rock with influences from other musical styles
Popular artists/bands: Coldplay, Arctic Monkeys, Foster the People, Cold War Kids, Young the Giant, Arcade Fire, Grouplove, Muse, Death Cab for Cutie
This genre brings a sense of energy and vivacity to the coffee shop, making it an ideal choice for shops located in bustling, urban areas. The variety within the genre can create different moods, from invigorating to reflective, making it suitable for both morning wake-ups and late-afternoon meet-ups.
3. Electronica/Chillwave
What: Low-to-moderate tempo music characterized by mellow vocals or ambient sounds
Popular artists/bands: Bonobo, Royksopp, Massive Attack, Jon Hopkins, Carbon Based Lifeforms, Flying Lotus, M83, Tycho, Washed Out, Sigur Ros
With its ambient undertones, this genre sets a modern, trendy vibe. It's great for creating an atmosphere that's simultaneously energetic and calm, inviting customers to either work with focus or enjoy their coffee in a chill, unhurried manner. Best suited for minimalist or contemporary-styled cafes.
4. Classical
What: Peaceful piano ballads, lush symphonies, relaxing instrumentals
Popular artists/bands: Bach, Chopin, Mozart, Brahms, Debussy, Khatia Buniatishvili, Yo-Yo Ma, Glenn Gould, Isaac Stern
Nothing says sophistication and elegance quite like classical music. This genre creates a calm, cultured atmosphere that encourages patrons to unwind and enjoy their visit at a leisurely pace. It's an excellent choice for more upscale, traditional cafes and during times of the day when a quiet, contemplative ambiance is desired.
5. Classic rock
What: Psychedelic rock, funk, soul, and pop tunes of the 1960’s and 1970’s
Popular artists/bands: Creedence Clearwater Revival, Pink Floyd, The Eagles, Lynyrd Skynyrd, Rolling Stones, Bob Dylan, The Supremes, Led Zeppelin, The Ventures, The Rolling Stones
This genre adds a dose of nostalgia and exuberance to the atmosphere, making the coffee shop feel lively and engaging. It's perfect for shops that want to cultivate a fun, friendly environment that caters to a diverse age group. It can encourage lively conversations and a sense of camaraderie among customers.
6. Jazz
What: Classics of the 1920’s swing era to contemporary songs of the 2000’s
Popular artists/bands: Miles Davis, John Coltrane, Duke Ellington, Sade, Kenny G, Dexter Gordon,
Jazz gives off an aura of sophistication while remaining casual and inviting. From smooth jazz that creates a laid-back atmosphere to upbeat swing that injects energy, this genre is versatile and pairs well with a range of coffee shop styles. Its timeless appeal can attract patrons from different age groups, making it a perfect choice for coffee shops aiming for a wide demographic appeal.
Choosing the Right Music by Time of Day
You’re not required to stay open around the clock. Plenty of coffee shops don’t cater to customers all day. However, if you are serving drinks from sunup to sundown, you could consider changing your playlist accordingly.
For many coffee shops, the morning is the most profitable time of day. In fact, researchers say that breakfast traffic to all restaurants recovered to pre-COVID levels by 2023. Your restaurant could be busy and a little loud in the morning. Consider turning up the volume to drown out chatter and machine noises, and keep the tempo upbeat to help people wake up.
Lunchtime could also be profitable for a coffee shop, but location matters. If you can’t bring in enough customers to cover your cost due to your location, staying open may not make sense. However, if you are open for lunch, your customers may appreciate energetic music to help them recharge and tackle the afternoon’s work with gusto.
Many restaurants are staying open late to serve customers. Since 2017, late-night sales have accounted for about 4% of all sales revenue in the quick service market. If your coffee shop is open late, know that your customers are there because they’re awake and want to stay that way. It could be tempting to play lullabies or soothing sounds, but your customers are there to drink stimulant beverages. Stick with songs that help them to focus and stay up, and don’t turn the volume down too low.
Remember Your Staff
The people you hire to make coffee, serve customers, and clean up the shop may have a lot to say about the music you choose. For example, Starbucks workers compared the songs they heard on the job to torture techniques used in Guantanamo. The culprit? Excessive repetition.
Ensure that your playlist is so robust that your staff won’t hear the same song more than once while on shift. Better yet, ensure that the songs play randomly, so staff won’t be able to name what tune comes next.
Legal Considerations for Coffee Shop Owners
Copyright law requires business owners to obtain permission—in advance—for public song performances. Anytime a song comes through the speakers at your coffeehouse, it’s considered a public performance per the law. If you don’t have permission, you can get fined.
Music licensing companies like BMI, SESAC, and ASCAP arrange licensing agreements and take payments on behalf of the copyright holder. For example, if you want to play James Taylor in your shop, you could pay the company he’s hired instead of looking for his contact information.
Some restaurant owners make arrangements with every licensing company. Doing so allows them to play almost any song they want. However, there is another way. You can work with second-party companies (like Pandora CloudCover) that have arrangements with each major licensing company. With one fee, you could access a large library of songs.
Looking for traditional coffee shop playlists? Our Coffee Shop and Coffeehouse Neo-Soul stations provide an eclectic mix of indie-pop, contemporary rock, chill hip-hop, and R&B tracks from your favorite modern and classic coffeehouse artists. Sample our stations for free today.
If you’re looking to compete with top national coffee brands such as Starbucks, Seattle’s Best, and Peet’s Coffee, Cloud Cover can help you take your in-store business music strategy to the next level. Get started with a free 14-Day trial today. Terms and conditions apply.
Resources
Coffeehouses: Folk Music, Culture, and Counterculture. (April 2014). Library of Congress.
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.
Does Classical Versus Pop Music Influence Coffee Purchase Likelihood? (March 2023). Psychology of Music.
Music Licensing Information. Wisconsin Restaurant Association.
Morning Meal Segment Aids in Restaurant Industry Recovery. (April 2023). Convenience Store News.
Let’s Do Lunch … Or Not. Restaurant Owner.
Why More Chains Are Embracing the Late-Night Business. (October 2023). Restaurant Business.
Starbucks’ Music is Driving Employees Nuts. (February 2019). CBC.