How Background Music Increases Restaurant Sales

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How Does Background Music Help to Increase Restaurant Sales?

Researchers have examined the impact of music on consumer sales in multiple studies. Reading through those studies can help you understand why you should pay attention to the tunes you play.

Here are the benefits researchers have identified:

The Psychological Impact of Music & Sales

Customers may walk into your restaurant because they crave the type of product you provide. However, your music could make them even more likely to buy something from you. Music can have a deep impact on your customer’s mood.

In a 2015 study, researchers examined music playing in restaurants that served several different types of ethnic food. They found that the music played had a significant impact on what customers ordered. For example, when Italian music was playing, people were more likely to order Italian food.

Make use of this study by thinking about the product you serve and what songs tend to match that food.

In a separate study published in 2023, researchers examined the impact of music on purchases inside a coffee shop. They tried playing music from classical and pop genres. They found that pop songs made consumers more aroused, and as a result, they wanted to buy larger cups of coffee.

Use this study to help guide the pace of the songs you choose. Faster songs might make them move faster, so you can clear tables quickly.

Enhancing the Customer Experience

When we think about background music, we often think about tunes playing behind moving images on television shows or movies. We might also think about the repeating loops of notes behind video games. Background music in a restaurant is a little different.

In some restaurants, background music is very quiet and gentle. Consumers may not be able to name the songs or sing along to them, but they may feel like the room is a little warmer and more pleasant because of the music played.

In other restaurants, background music comes to the foreground and becomes entertainment. Customers may sing along with the songs they know, and they may ask for set lists so they can play the songs on their own music players.

In 2016, researchers analyzed the choice of music in a restaurant and how a curated list might improve sales. They found that music fitting the brand increased sales by 9.1% over the five months of the study. Research like this demonstrates why it’s so critical to pay close attention to the music you play.

Increasing Customer Dwell Time

Understanding what your consumers want from background music is an art. For example, in a 2016 study from Consumer Reports, 16% of people complained of “excessive noise levels” in the restaurants they visited. Ensuring that you’re playing the right music means that consumers enjoy the songs and don’t consider them noise.

‍In a 2002 study, researchers found that playing music of any type made consumers stay longer inside a restaurant than the absence of music. However, finding the right songs can make your customers less likely to leave too soon. If they linger, they may be more likely to purchase a final drink or a dessert, and that could add to your bottom line.

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Boosting Staff Productivity & Morale

Your customers hear the music you play inside your restaurant, and your staff members hear it too. When the songs are pleasant, they can make the workday go by a little faster. The right songs could also improve your staff’s overall mood, so they can provide better service to your critical customers.

In 2020, researchers with Cornell’s SC Johnson College of Business found that customer satisfaction is directly related to a consumer’s intent to return to a restaurant in the next 30 days.

That intention to return is responsible for 55% of the difference in sales within a restaurant chain, the researchers said. They also said employee service had a strong impact on a customer’s willingness to come back.

Make use of this study by ensuring your staff provides input on the songs you play. When they’re happy, they’re more likely to please your customers too.

Strategic Use of Music

While choosing the right music is critical, it’s not always easy to do. Here’s what you need to know about providing the right soundtrack for your restaurant:

Tailor the Playlist

Songs that seem just right in the morning could be absolutely wrong late at night. For example, your early-morning visitors might appreciate songs with power vocals and a fast backbeat. However, your late-night customers might want songs that are soothing, slow, and romantic.

The effects of music on purchasing behavior are well-known and could be put to good use here. Use tools like dayparting to switch up the sounds as needed and keep your customers satisfied.

Aligning Music With Your Brand

Repeat customers may understand who you are and what you do. However, new visitors may need a bit of an introduction. It could start when they walk through the door.

In a 2011 survey, researchers examined consumer behavior during two conditions. In one, the songs played matched the experience of the restaurant. In the other, the songs didn’t match.

A focus group of the restaurant’s customers picked the music played. The researchers found that matching music decreased arousal. The customers felt more relaxed and at ease. That condition increased their feelings of pleasure, which made them more likely to return to the restaurant again.

Make use of this study by thinking of words that define your brand, and use those terms in a web search for songs. You could find the perfect match in minutes.

Case Study: How the Cheesecake Factory Used Music to Increase Revenue

The Cheesecake Factory implemented a sophisticated music system that allows for different playlists in different areas of the restaurant, such as the dining area, bar, and waiting area. They also adjust the music volume and tempo based on the time of day and customer flow.

The team collaborates to choose songs that seem right for the brand, and the selections switch monthly to keep things interesting for staff and repeat customers. The songs are the same all across the globe, so people in Los Angeles hear the same songs playing in Dubai.

It’s easy to imagine how this approach can make The Cheesecake Factory brand both comforting and appealing. There’s a familiarity no matter which location you are in.

Implementing a sophisticated music system with targeted music by location has helped the Cheesecake factory increase sales and the overall customer experience.

Can You Play Music Legally?

When a song comes through speakers customers can hear, it’s considered a public performance. If you don’t have an agreement with the organization that holds the copyright, you could be subject to fees.

Performing rights organizations (PROs) like BMI and ASCAP exist to collect copyright payments for songwriters and publishers. These organizations can visit your restaurant and ask for fees if they hear protected songs.

You can contact every PRO individually, or you can work with a company like Pandora CloudCover that manages these arrangements for you for just one fee and one contract.

Increase Your Sales With Pandora CloudCover Today

At Pandora CloudCover, we know playing the right music in restaurants is critical. That’s why we have an entire department that can help you find the right songs for your establishment. We can also set you up with a sleek dashboard to control your songs and change the playlist at any point.

We work for restaurants of all sizes, including those that span hundreds of sites and those that serve food in just one location.