To What Extent Does Music Choice in Restaurants Influence Spending?

The notion that playing specific types of music in restaurants can directly correlate to increased spending is an intriguing one, but as with many aspects of human behavior, it’s not universally applicable. While studies like the one conducted by North et al. (2003) on sound and consumer behavior suggest a strong link between music and spending, it’s crucial to acknowledge the nuances and limitations of such findings. This essay will explore the extent to which music choice in restaurants genuinely influences consumer spending.

The Power of Ambiance: Music as More Than Background Noise

North et al.'s (2003) research provides compelling evidence for music’s impact. Their study found that both classical and pop music led to higher spending compared to a silent environment. This suggests that music, regardless of genre, contributes to a more enjoyable and engaging atmosphere, encouraging patrons to linger longer and potentially spend more. Music can influence our mood, and a positive mood can certainly influence spending habits.

However, assuming that any classical music will do the trick in any upscale restaurant is a fallacy. The concept of "upmarket" itself is subjective and culturally bound. What constitutes sophisticated ambiance in one culture might be perceived as stuffy or uninviting in another. For instance, a lively Latin American restaurant might find more success with traditional music from that region, even if it doesn't fit the traditional "classical" genre.

Beyond Music: The Interplay of Factors Influencing Spending

While music plays a role, it’s reductive to attribute increased spending solely to this factor. A restaurant is a sensory experience. The quality of food, service, visual aesthetics, and even the company we keep all contribute to the overall experience and influence how much we’re willing to spend.

Imagine a restaurant with exquisite classical music but mediocre food and inattentive service. It’s unlikely that the music alone would result in increased spending. Conversely, a bustling, family-friendly restaurant with loud pop music might see high turnover and spending due to its fast-paced, energetic ambiance, even if the music isn’t “sophisticated.”

Conclusion: A Tailored Approach for Maximum Impact

To suggest that a specific music genre will universally lead to higher spending in all restaurants is a vast oversimplification. While North et al. (2003) and other similar studies highlight the potential of music to influence consumer behavior, it’s essential to remember that this influence is not independent of other factors. Successful restaurants understand the need to tailor their musical choices to their target audience, concept, and overall dining experience they aim to create. Only then can music truly contribute to a symphony of elements that harmonize to encourage increased spending.

**Source:** * North, A.C., Hargreaves, D. J., & McKendrick, J. (2003). The influence of in-store music on wine selections. *Journal of Applied Psychology*, *88*(4), 266-275.