How background music can absolutely help restaurant sales

How background music can absolutely help restaurant sales

When used strategically, It’s not just ambiance filler; it’s a psychological tool that shapes guest behavior, spending, and even how long they linger. My wife, Terri, always points out that “everywhere we go we hear “(fill in artist name) and she feels happy and is more apt to stay longer and spend more on a meal.

Here’s how music can boost sales during the holidays and beyond:

 Positive Effects on Revenue

• Sales Increase: Restaurants that play music aligned with their brand identity saw sales rise by over 9%, according to HUI Research.
• Upselling Potential: Specific items like desserts and side dishes saw spikes of 15% and 11% respectively when music was tailored to the venue.
• Drink Orders: Slow-tempo music led to guests ordering up to three more drinks per table, resulting in a 40% profit boost.

 Psychological Influence

• Volume Matters: Softer music led to higher average checks ($21.63 vs. $18.57) than louder music.
• Genre Signals Quality: Classical music can elevate perceived food quality and justify premium pricing, especially in fine dining.

Table Turnover and Dwell Time

• Tempo control: Fast-paced music speeds up eating and increases table turnover—ideal for fast-casual or high-volume venues.
• Slow music = longer stays: Guests exposed to slow music stayed 11 minutes longer on average, which can benefit upscale or experiential dining.
• Wait time tolerance: Calming music makes guests more patient, increasing their willingness to wait for a table by 20%.

 Potential Pitfalls

• Mismatch Hurts: Music that clashes with your brand or clientele can create discomfort or confusion.
• Too Loud or Fast: May reduce check size and customer satisfaction, even if turnover improves.
• No Music at All: Silence can feel awkward and discourage conversation.

Genre selection is where the magic really happens. The most effective music genres for restaurants depend on your concept, clientele, and desired guest behavior. But across studies and industry insights, certain genres consistently drive better sales and customer satisfaction.

 Top Performing Genres by Restaurant Type

 Behavioral Influence by Genre

• Classical & Jazz: Associated with luxury and quality; guests are more likely to order premium items.
• Acoustic & Indie: Encourages emotional connection and comfort, ideal for brunch or date-night settings.
• Electronic & Lounge: Works well during happy hour or late evening; energizes the space without overwhelming.
• Lo-fi & Chillhop: Popular in cafés and casual eateries for its unobtrusive, rhythmic flow that supports conversation and productivity.

 Time-of-Day Strategy

• Morning: Uplifting acoustic or soft instrumental.
• Lunch: Mid-tempo indie or folk.
• Happy Hour: Funk, soul, or upbeat electronic.
• Dinner: Jazz, ambient, or dynamic classical.
• Late Night: Lounge, deep house, or downtempo electronica.

Implementation Tips

• Curate playlists based on time of day, customer demographics, and desired energy level.
• Adjust tempo and volume to match service goals—slower for lingering, faster for turnover.
• Use licensed music platforms to ensure legal compliance and access to curated restaurant-friendly tracks. BMI, Sound Machine and SiriusXM Music for Business are popular choices.

Using a creative strategist background, you could even align genre shifts with editorial themes—imagine a luxury car feature paired with ambient jazz, or a coastal seafood campaign underscored by breezy acoustic.

Background music can significantly boost restaurant sales by influencing customer behavior, enhancing ambiance, and aligning with brand identity leading to increased spending, longer stays, and improved customer satisfaction. Let the music play, but properly!

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