This study measured consumers’ emotions and behaviors during their dining experience in a high-end Chinese restaurant under different background music conditions. The results show that BL-classical music positively impacts consumers’ emotions and behavioral responses.
While restaurateurs agonize over menus, crockery and service, the one element that often goes unnoticed is background music. Using music strategically can improve customer satisfaction and increase sales.
Atmosphere
One of the most important things for any restaurant is its atmosphere. This is not only created by the decor and the type of food but also by the music.
According to various studies, the right type of music can help increase customer satisfaction and make a restaurant feel more welcoming and inviting. One of the ways it can do that is by creating a sense of excitement and energy with fast-paced music. This will encourage customers to eat quickly, which can help increase table turnover and boost sales.
On the other hand, slower music can help customers relax and enjoy their meals more. This can lead to a longer dining experience and increased per-person spending, as customers tend to order more when relaxing.
Choosing the right music for restaurants should be based on its image and clientele and the kind of experience it’s trying to provide. Having a theme or style that links the playlists together is important, but there should also be enough variety to keep things interesting. For example, if your restaurant is a Tiki bar, try mixing in a little surf rock with Hawaiian folk and 50s rockabilly to add some diversity and create an eclectic feel.
A royalty-free background music service can make choosing the right music for your restaurant easy. You can choose from many professional playlists and channels that align with your business concept to drive return visits and increase average ticket sales.
Marketing
The ambiance of your restaurant is more than just the furniture, art on the walls and cutlery. Adding the right music can set the tone and message that you want your guests to experience.
While it’s been long suggested that the faster the music, the quicker people act – whether shopping, eating or moving around a restaurant – a recent study published in the Journal of Consumer Research shows that music tempo can significantly impact customer satisfaction and purchase decisions.
A case study involving a renowned global quick-service restaurant chain demonstrated that using music to reinforce brand-fit values led to an increase in sales of up to 9.1 percent. The study also compared the effect of music with a mix of hits and lesser-known songs to random selections and no music at all.
Music is a powerful tool that can be used to enhance the dining experience and communicate your brand’s message. Ensure that the music is consistent with your brand and that the artists are popular in your market to attract customers. In addition, make sure the music you choose matches your desired ambiance and demographic. Then you’ll be well on your way to creating a memorable restaurant for the right reasons. Getting the best results from your restaurant background music is easier than you think.
Emotions
The Guardian explains that while restaurateurs agonize over menus, pottery and furniture, “they tend to stick any old CD on for background music with nary a thought.” But this is an area where restaurateurs should start taking their choice of playlists seriously. Research shows that music influences customer satisfaction and can help set restaurants apart from their competitors.
One study showed that customers rated restaurant food more highly when it was served to background music that matched the style of the cuisine. This was attributed to music creating a sense of envelopment and familiarity, which helps patrons connect with the restaurant’s cuisine. The study also found that music can help service recovery by decreasing customer dissatisfaction with wait times.
Another study found that playing slow-tempo music in a restaurant increased consumers’ time at their tables. This was credited to the relaxing effect of the music, which caused people to stay longer and eat more—remembering that the music tempo has to be appropriate for your restaurant, as fast-tempo music could lead to faster consumption and table turnover.
If you have a lull in restaurant traffic during the daypart, try playing more soft and relaxing music. This will encourage your customers to linger and spend more on drinks and desserts.
Time
We all know an outstanding dining experience has as much to do with the atmosphere and environment as with the food served. Music is important in creating the perfect restaurant environment and a strong way to tell your brand story.
When selecting the perfect background music for your business, it’s important to consider genre, volume, tempo, and valence. Genre is a key factor because it should accentuate your restaurant’s cuisine and decor and appeal to the customers you want to attract.
The tempo of the music you choose is also incredibly important, as it can increase or decrease your sales. For example, if you want to boost table turnover, fast-paced music will energize diners and inspire them to eat faster, which increases your average ticket size. On the other hand, if you’re looking to encourage your guests to stay longer and enjoy your food, slow music will create an intimate and romantic setting.
It’s important to use a background music service designed for restaurants with a larger music library, easy customization and remote control of multiple locations. Choosing a music solution like Rockbot, which specializes in restaurants, will also ensure that your music doesn’t include any commercials or other unwanted noise.
