Buzz
According to insights from experts in the restaurant and dining industry, “music” is one of the crucial factors that can significantly impact a venue's revenue.
It might sound surprising, doesn't it? However, in reality, music is one of the elements that contributes to a delightful dining experience, capable of enhancing the taste sensations when patrons indulge in a meal. Moreover, there are various benefits of music that make customers willing to “spend more on dining at the restaurant.” Let's explore the summarized insights shared by the PasGo Team below!
1. Utilize music to “craft the desired ambiance”
Music is considered the “key” to “control” the emotions and psyche of customers. There are two factors you should pay attention to:
- Genre of music
- and Volume of the music
Specifically, according to research by experts, a suitable melody will help you convey messages to customers, enhance brand recognition, create harmony with the food, decoration, and the overall design of the space...
Furthermore, when you play loud music (or very loud), customers will find it challenging to converse with each other, and they will start focusing more on consuming. If you operate a wine bar, pub, or a cocktail lounge, this method will significantly boost your establishment's revenue. However, using this approach in an upscale restaurant or a family-style eatery will result in adverse effects, making customers uncomfortable and prompting them to leave immediately.
On the flip side, playing music too low (or not at all) also has its drawbacks. For instance, in a public setting, customers sometimes feel uncomfortable being dominated by various sounds from neighboring tables. In such cases, music plays the role of creating a “private zone,” allowing customers to chat comfortably without interference. Simultaneously, the music gives them a sense of privacy, thinking that “no one is paying attention to their conversation, as everyone is busy listening to music.”
2. Music Influences Taste Perception
The intensity of a song can “alter the flavor” of a dish.
Over years of research, scientists have discovered that a melody with bass notes enhances the savory and rich taste of main courses. Conversely, songs with high notes make desserts more “sweet and delightful.” Therefore:
- For coffee shops and pastry shops, opt for music with high, crisp melodies.
- For restaurants and eateries: Choose music genres with deep, resonant tones.
Note that whether it's bass or treble, if you play music too loud, it can break the flavor of the dish instead of enhancing it. Therefore, besides selecting the right music, remember to maintain the volume at an appropriate level. You can conduct customer surveys or gather feedback from the experiences of relatives, friends, staff, etc., to determine the “suitable” volume for your establishment in the business area, at different times of the day.
Stimulating the delightful taste buds of customers gives you an additional opportunity to increase sales.
3. Making Waiting Time Comfortable
“Long waiting times for food” – is one of the primary reasons leading to customer complaints in restaurants. Lightly, customers may grumble and express dissatisfaction. Severely, it may cause some picky customers to become upset and leave. So, how to handle these situations with difficult customers?
Music is the answer for you!
A slow, gentle melody creates a sense of tranquility, making time feel like it's passing more swiftly and putting customers in a more relaxed mood while waiting.
Remember! Choose a slow, moderate-paced song. Absolutely avoid selecting songs with fast, intense beats, as they only make customers more impatient and irritable. Don't lose customers due to the mistake of choosing the wrong type of music!
4. The Tempo of Music Determines the Eating Pace
The plain truth!
Science has proven that when listening to a fast-paced, lively melody, customers tend to order quickly, pay quickly, and even eat faster.
If you're running a bar or a fast-food establishment with limited seating, and you need customers to vacate their seats early to make room for the next guests, then music with a fast tempo will help you.
On the contrary, if you're running an upscale restaurant, a large eatery, and you want customers to linger and spend more, then choose gentle, melodious, and slow-paced music.
Choosing the appropriate music tempo in these cases helps optimize sales and increase revenue for your establishment.
5. Music Makes Diners Spend More
A Jazz or classical music piece elevates the restaurant atmosphere, making it more sophisticated and luxurious. In such an ambiance, customers naturally feel more “classy,” and they are willing to spend more for the corresponding experience.
On the flip side, a Pop or Rock music piece creates a more friendly, family-oriented, and “down-to-earth” atmosphere.
Have you experienced the fantastic benefits of “music”? It's quite fascinating, isn't it? Turn the melodies we hear every day into tools that help you develop your restaurant business dreams.
Wishing you success,
Kind regards,
Silence speaks volumes.
