As a restaurant’s owner or manager, you want to give your customers and staff the best experience ever, creating a comfortable and welcoming ambiance. One way to improve the ambiance of your working environment is to play the appropriate music. Studies have shown that music does affect sales and customer decisions. There are many aspects of music that may influence customers’ behavior including the volume, tempo, and genre.
“When done right, music has a major positive effect on sales, largely stemming from guests purchasing more items such as desserts and sides. Play the wrong music, and you just might find that you’re alienating that very same customer and selling significantly less.”, says Professor Sven-Olov Daunfeldt.
In this article, we will show you how music would affect the dining experience in your restaurant.
1) Tempo: fast or slow music:
The pace of music influences the customer’s perception of time. Listening to fast-paced music can cause customers to feel like time is moving faster while listening to slow-paced music can have the opposite effect. In other words, fast-paced music arouses higher emotions, which leads dinners to eat faster, resulting in faster table turnover and less waiting time. In comparison, slow-paced music leads to a calmer atmosphere, so customers spend more time eating, stay longer in your restaurant and probably order more food and drinks.
2) Volume: high or low levels:
High volume music, especially when combined with fast-paced music, may help increase your restaurant’s table turnover rate by, subconsciously, encouraging customers to eat faster. On the other hand, high levels of volume suppress appetite and reduce customers’ ability to taste the food, which may result in lower average check amounts. Moreover, high volume music can interfere with customers’ conversations, which may result in a negative dining experience for your guests.
Studies showed that the volume of music influences how customers perceive the amount of time that has passed according to their gender. That is, loud music makes women feel that less time has passed while men do not.
3) Genre: classical or pop music:
The right genre of music affects how customers accept menu items. If you own an expensive restaurant, then it is advisable to play classical music, which may suppress the shock of expensive prices, resulting in higher sales. Classical music, also, encourages dinners to buy more expensive items and spend more time in your restaurant. Alternatively, pop music causes dinners to eat faster and increases table turnover. However, pop music may make customers feel that prices are higher, the thing that may result in lower average check amounts.
4) Music choice: randomly selected or fits your restaurant’s brand:
Studies have shown that the difference in sales is 9.1% according to what music do you play at your restaurant. If you play the music that fits the brand, you encourage people to buy additional items than if you play random popular music.
Ola Sars, Soundtrack Your Brand’s CEO and co-founder says: “I’ve always known intuitively that bad background music hurts businesses. Conversely, carefully selected music can increase sales and improve experiences. It’s thrilling to find that science backs this hunch”.
Carefully choose your music. It does not only affect your sales, but it also affects your customers’ experience and satisfies them.
Music plays a massive role in increasing sales and enhancing your customers’ experience. It influences how long they stay, how much they spend, and how happy are they after dining at your restaurant. Consequently, pick the right genre, tempo, and volume of music after doing some researches related to what customers in your area prefer to listen to. Not to mention that you should use the appropriate devices and speakers for music.