What is the best sound for the dining experience?
There has been a number of case studies to learn and understand how sound affects patrons. The information below is to give a guideline to work with sound in your eatery dining room. Music is made up of different aspects; volume, tempo, style (genre), familiarity and likeability. They have different effects on different people, as everyone has their own taste and experiences in music.
Volume
Volume of the music generally is noticed first by guests and if too loud. In sit-in eatery, a moderately high level of arousal results in fast turnover of tables. But be careful not to not so much that it prevents patrons to hear their conversations which may discourage customers returning.
What is your target audience age group?
For patrons under 30 years old, the background music ideally should maximum of 75 to 79 decibels. If your patrons are older, the 30+ patrons be happier when the background music is set at a low 19 decibels.
Tempo
If your service is fast and you want dining patrons to eat and go (short stays), then play music that has a faster tempo… they could eat faster and go! If you like patrons to relax, and it’s a place to sip on drinks, chat or read.. then slow down the pace of the music. The background music tempo has been found to affects the length of stay and money spent in a restaurant. If the dining patrons are listening to slow tempo background music they may take more time to complete their dinners and order more drinks than those in a fast pace music atmosphere.
It is thought if it’s a more smoothing background music creates a more relaxing environment… when a person is relaxed they know its safe to eat. Research findings also suggest in a more louder dinning setting the patrons won’t continue ordering more meals after the original order.
Style
It’s important that the style of music reflects your branding. It may cause confusion and distract patrons if it doesn’t. Ideally the right style of chord for your target audience and branding will enhance the patron’s experience. For example, if an eatery specialises in international infusion, playing tunes from those regions may enhance the authenticity of the food and experience. In a French restaurant, play charming melodies from France.
Hopefully more research on the effects on how music affects dining patrons will be conducted so we can learn how to create great spaces for patrons to enjoy.
References
Turning the Tables The Psychology of Design for High-volume Restaurants by Stephani K.A. Robson
THE IMPACT OF MUSIC ON PURCHASING BEHAVIOUR OF CONSUMERS
REETHU RUGUS
MANIPAL UNIVERSITY, DUBAI CAMPUS
Komen