How the right soundtrack can set the tills ringing
The Performing Rights Society (PRS) has just released a report outlining the benefits of music in restaurants, as part of an awareness campaign to highlight obligations regarding music licensing.
There is nothing quite like music to create a great atmosphere for a meal, and restaurants can really benefit from this.
PRS Public Performance Sales MD Keith Gilbert said: "Playing the right kind of music can enhance the environment for customers and staff, and often increases profits."
Psychologist Adrian North describes in the 2003 journal Environment and Behavior how classical, pop and no music were played at different times in a restaurant over 18 months.
"Analysis revealed there was an overall significant difference between the conditions, with classical music leading to higher spending."
Ronald Milliman, a professor of marketing in America, has studied the effect of music tempo on restaurant customers. He found that while listening to slow music, customers ate the same amount but stayed longer and drank more alcohol.
If it's larger groups you're looking for, live music might well be what you need. In a different study, North states, "Live music particularly attracts couples, friends and party groups. In a study [of an establishment playing live music] 93 per cent of the people came in parties of two or more."
The PRS is posting packs out to restaurants outlining why a music licence is necessary and how to get one. Prices start at 27p per day.
- Play the right sort of music for your restaurant. If yours is a fine dining establishment, your customers aren't likely to enjoy the Sex Pistols over lunch. If you cater for parties, on the other hand, then a live band would go down well.
- Your research. There are many different types of licences covering pre-recorded music, live music, TV and radio. It is important to make sure you have the right one.
- Think you can get away with not having a licence. The PRS carries out unannounced inspections of restaurants so make sure you have a licence.
- Play music too loud. Unless you're in a club or a trendy bar because it'll drive away more people than it'll attract.