Walk into any bar or restaurant, and you’ll likely hear music playing. Too often, it’s treated as mere background filler, an afterthought in the grand scheme of designing the customer experience. But let me tell you, with extensive experience in this industry, I’ve seen firsthand that music is far more potent than many operators realise. It’s not just ambiance; it’s a psychological tool that subtly shapes your guests’ mood, influences how long they stay, what they order, how much they spend, and even how they perceive the taste of your food. Understanding the psychology of restaurant music is key to unlocking a better dining experience and, ultimately, a healthier bottom line in 2025.
How key musical elements shape the dining experience
Music isn’t monolithic; different characteristics have distinct effects. Tempo, volume, and genre each play a unique role in orchestrating your customers’ journey. Getting these elements right means moving from accidental noise to intentional atmosphere design.
Setting the tempo for success
Think about the rhythm of your service. Do you want a bustling, high-energy vibe with quick table turns, or a more relaxed, lingering atmosphere? The tempo of your background music is a surprisingly effective dial you can turn to influence this. Research, like an Israeli restaurant field experiment, clearly shows that slower tempo music encourages diners to stay longer. This makes intuitive sense – slower beats foster relaxation, making guests feel less rushed. This extended stay, which other studies link to increased spending, particularly on beverages, allows patrons to settle in and enjoy the atmosphere for a longer duration. It doesn’t just potentially increase the check size per table; it can significantly enhance the perceived quality of the experience for guests seeking a leisurely meal.
Conversely, faster tempo music tends to speed things up. Guests exposed to upbeat tracks often eat more quickly – potentially even taking fewer chews per bite, as demonstrated in an Italian study on eating speed where participants ate focaccia faster to a 145 BPM track compared to an 85 BPM one. While this might not maximise spending per individual table, it’s a valuable strategy for venues focused on high turnover, like fast-casual spots or during peak lunch rushes. By subtly encouraging guests to dine more efficiently, you can serve more customers overall. It’s a delicate balance, of course; you don’t want the music to feel frantic. Even for specific customer groups, tempo matters; Penn State research suggests that slower music significantly improves the experience for solo diners, making them feel more comfortable.
Interestingly, while tempo influences *actual* time spent, it doesn’t necessarily change the *perceived* time. Guests might stay longer with slow music but not feel like they’ve been waiting excessively. However, one study highlighted a crucial point: a guest’s personal preference for the music played might actually be a stronger factor than tempo in determining how long they stay, how much they enjoy the experience, and their intention to return. This brings us to the importance of choosing the *right* music, not just the right speed.
Volume control Tuning into customer choices and comfort
Tempo sets the pace, but volume controls the intensity and can dramatically impact both comfort and purchasing decisions. Ever walked into a restaurant where the music is so loud you have to shout? It’s not just annoying; it’s likely affecting what people order. Groundbreaking research led by Dr. Dipayan Biswas found a fascinating link between volume and food choices. When music was played louder (around 70 decibels), customers in a café setting were significantly more likely—up to 20% more likely—to order unhealthy, indulgent items like burgers and fries. The theory is that louder music increases physiological arousal and stress, triggering a desire for comforting, often less healthy, food.
On the flip side, when the same music was played at a softer volume (around 55 decibels, akin to quiet conversation), diners tended to make healthier choices, opting for salads and lighter fare. This effect, observed in both cafes and grocery stores as detailed in reports on this research, suggests that quieter environments promote a calmer state, allowing for more mindful decision-making. Beyond influencing food choices, excessive volume can simply be unpleasant. It hinders conversation, makes it harder to focus on the menu, and can generally detract from the dining experience, potentially shortening visits. Finding that sweet spot—loud enough to create energy but soft enough for comfortable conversation—is crucial.
Furthermore, loud noise doesn’t just affect choices; it can literally dull the sense of taste. As highlighted in sound and taste research, high decibel levels can reduce our ability to perceive flavours accurately, similar to the effect experienced on noisy airplanes. So, cranking up the volume might not only lead to less healthy orders but could also make your carefully crafted dishes taste less impressive. It’s a clear case where louder isn’t necessarily better for the overall sensory experience.
The genre effect Crafting atmosphere and influencing perception
Tempo and volume are the technical aspects, but the *type* of music you play—the genre—is where you truly paint the atmospheric picture and connect with your brand identity. Different genres carry powerful subconscious associations. Classical music, for instance, often evokes feelings of sophistication, elegance, and quality. Studies have shown that playing classical music can make customers feel more comfortable and relaxed, perceive both the food and the atmosphere more positively, and lead to significantly higher spending – sometimes increasing the average check by as much as 20%. If you’re aiming for an upscale, premium feel, classical or sophisticated jazz might be your go-to.
Contrast that with pop music. While familiar and potentially enjoyable in some contexts, the same study found pop music performed poorly in a restaurant setting compared to classical or jazz, possibly because it didn’t align with the desired ambiance of a more refined dining experience. This underscores the importance of congruence: the music needs to fit the overall concept. A trendy bistro might thrive with indie electronic or curated world music, while a rustic pub might lean towards classic rock or folk. Romantic genres can enhance intimacy for couples, potentially leading to more indulgent orders. Neuromarketing insights suggest genre works indirectly by activating these mental associations and shaping expectations.
Genre can even subtly influence taste perception. Some research indicates classical music might enhance the perceived sweetness of food and wine, while lower-pitched sounds might bring out bitterness. While more research is needed, it’s a fascinating reminder of how deeply sound integrates with our other senses. Ultimately, as mentioned earlier, musical preference plays a huge role in overall enjoyment and return intent. Studies confirm that playing music your target demographic genuinely enjoys is more likely to make them feel comfortable, stay longer, and want to come back than simply picking a genre based on assumptions or focusing solely on tempo.
Optimizing your restaurant’s soundscape
Thinking strategically about music involves more than just hitting play. It’s about curating the entire auditory environment, or ‘soundscape’, to align with your brand and enhance the guest experience.
Beyond the playlist Sound quality context and technology
Crafting the perfect sonic environment goes beyond just picking tracks. The quality of your sound system matters immensely. Tinny speakers or distorted audio can undermine even the best playlist, making the experience feel cheap or unprofessional. Investing in a decent sound system provides clarity and richness, enhancing the music’s intended effect. Furthermore, consider the overall ‘musicscape’, a concept explored in research on musicscape. This involves thinking about how music interacts with other sounds in the environment – conversation buzz, kitchen noise, street sounds – and managing the total auditory experience. Sometimes, strategically placed quiet zones or even moments of near-silence can be powerful.
The sheer presence or absence of music is a choice in itself. While most venues benefit from music, the *right* music, played well, is key. It requires a strategic approach, not just relying on a staff member’s personal playlist. Thankfully, managing this has become easier. Industry insights highlight that specialized B2B music streaming services now offer curated, licensed playlists tailored for commercial use. These platforms often include features for scheduling different music styles for different times of day, volume control, and even AI-driven suggestions to ensure variety and brand alignment. These tools can help ensure your music is always appropriate, legal, and avoids the repetition that can fatigue staff and regulars. Remember, the goal is to use music thoughtfully as an active component of your service design, contributing positively to foot traffic, revenue, and customer loyalty.
Conducting the perfect dining symphony
So, the next time you’re evaluating your restaurant or bar’s atmosphere, pay close attention to what’s coming out of the speakers. Music isn’t just decoration; it’s an active ingredient in the recipe for a successful dining experience. It subtly directs the flow of service, influences mood and choices (from drinks to dessert, healthy to indulgent), shapes perceptions of quality, and can demonstrably impact the bottom line. By understanding the psychological effects of tempo, volume, and genre, and considering factors like sound quality and customer preference, you gain powerful tools to fine-tune your customer journey. Are you aiming for relaxed indulgence or efficient turnover? Do you want to project sophistication or high energy? Does your soundtrack genuinely resonate with your target clientele and enhance their meal? Answering these questions and making intentional choices about your music allows you to move beyond generic background noise and start conducting a truly memorable dining symphony – one that keeps guests engaged, satisfied, and eager for an encore.