The Power of Music in Hospitality
The Lucas Restaurants CEO and Founder Chris Lucas: Music is the centrepiece of any space, be it a restaurant or any other social meeting place, which attempts to create an environment which stimulates, brings it to life.
Music forms part of the experience you’re serving up
Whether you are a cafe on the corner, a buzzing restaurant or a bar serving up cocktails, your venue experience and brand is made up of elements like atmosphere and customer service. Music is an undeniable piece of the puzzle that can take a business from ordinary to memorable, cozy, welcoming, exciting, relaxing and more.
Quick tips on what music to play and what permission you need
“You don’t just need a licence to sell liquor, you need one to play tunes too” Milk Crate column, The Good Food Guide
Australian music licensing organisation OneMusic deliciously consumes all the valuable insights from successful brands such as Young Henry’s, industry experts at Restaurant & Catering Australia and fellow exhibitors at Fine Food. As well as issuing licences to play music in hospitality spaces, they have generous serves of resources on music to improve the consumer experience.
The 80,000 businesses already licensed with OneMusic understand that copyright legislation means they need to have permission when playing music protected by Copyright – and the easiest way to do that is with a licence purchased online.
“We can’t overstate how important we think music is to bars and restaurants, we
don’t play commercial music and so we are very supportive of our music licence fees
going directly to the artists we feature. (We even share) our curated playlists online
for customers to access, we truly do support and love music” Owner, Dead Ringer, Surry Hills
You will see more sales when the music is on
It isn’t just feelings or good vibes that tell us this, there is a plethora of research on music in business, consumer behaviour and the psychosocial impacts of sound. These insights allow business owners to increase sales while enhancing their brand. A study (1) out of the UK Found that pubs with music playing made 48.2% more sales over the weekend than a pub with no music.
Music can determine not just how much your customers buy but what they buy
It can impact their memory of visiting your business, how long they spend there and how they interact with your brand. Get the playlist right with some tips from other businesses.
Wondering what genre of music to play? It is important to match the style of music to your brand
One study(2) found that when a bottle shop played French music, they sold 3 times more French wine and similarly when they played German music they sold 2.5 times more German wine.
‘Atmosphere is perceived differently for each musical style. Pop music is youthful, exciting and fashionable while lounge music is upmarket and more sophisticated; Jazz music, makes a cafeteria feel restful, peaceful and fresh.'(3)
A study(4) found that 76% of restaurants that play music matching their menu seem more authentic than those that don’t, so choose wisely!
Music can make them leave or be happy to wait
Careful consideration is important as when asked of the negative effects of music, 90% of participants said some music had made them leave a venue and vow never to return.(5)
“Music has such a big influence… if you have the wrong music, it can literally drive customers
away… music is everything!” Karen Meadowcroft, a OneMusic licensee, owner Shiny Brew Cafe
People will wait up to 26% longer when music is played than when no music is played.(6)
“Music allows us to completely shift the atmosphere in our bars. From a vibrant Friday night to a chilled Monday afternoon, getting the playlist right is essential to the overall experience in the venues.” Says OneMusic licensee and Brewdog owner Calvin Mcdonald.
Choosing the right volume is imperative to whether your guests stick around or leave
If you want a relaxing atmosphere in a quiet venue, one U.S Study, showed an overwhelming preference for soft music (60-70dB, which is about the same volume as an average conversation.(7)) rather than medium or loud music. Ensure the music volume is consistent throughout your space to create a seamless ambience. Ensure your speakers are in a position that is not in direct ear or head-line. You want the music to spread evenly throughout the room and be indirectly reaching the ears of your customers. This can create a high-energy atmosphere without people needing to yell in conversation.
How the music you play impacts your customers mood
If you want others to enjoy themselves, raising their oxytocin is key. One study out of Berkley College, proved music directly impacts oxytocin and creates a sense of trust and generosity in an individual.(8) Upbeat music in a vibrant atmosphere can achieve this, but so can emotional hopeful music if your goal is to create a calming atmosphere.
For more information on all things music and obtaining a music licence, visit
REFERENCES
1.
Stim and SAMI (2017) and Dzhandzhugazova, E.A., Blinova, E.A., Orlova, L.N., and Romanova M.M. (2016). The value of music in pubs. Innovations in Hospitality Industry. Summary of PRS for Music research conducted by CGA. (2011)
2.
North, A. C., Hargreaves, D. J., & McKendrick, J. (1999). The influence of in-store music on wine selections. Journal of Applied Psychology, 84(2), 271–276.).
3.
Vitera, T. and Keresztes, B.R., Stenden Hotel Management School The Netherlands. (2013). Music as an environmental factor in hospitality: what is the impact of background music on perceived atmosphere and sales in a school cafeteria?
4.
Mandila, M., and Gerogiannis, V. (2012). The Effects of Music on Customer Behaviour and Satisfaction in the Region of Larissa – The Cases of Two Coffee Bars.
5.
Guéguen N., Jacob, C., Le Guellec H., Morineau T. & Lourel, M. (2008). Sound Level of Environmental Music and Drinking Behavior: A Field Experiment With Beer Drinkers. Alcoholism Clinic and Experimental Research Volume 32, Issue 10.
6.
Mouaid D. Al-Quds College Dept. of Management and Business Administration. (2016). How Music Tempo Affects Productivity of People Doing Repetitive Tasks Vol. 3 Issue 1. )
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