Study: Music has substantial impact on eating, shopping
The music being played in a restaurant has a positive impact on how long patrons stay and if they return.
A study by the Society of Composers, Authors and Music Publishers of Canada (SOCAN) and Leger The Research Intelligence Group, found that up to 78% of Canadians considered that background music in a restaurant added to the enjoyment of their food and drinks. Up to 75% felt the same way about live music.
Three quarters said it made them want to stay longer and eat and drink more, and 57% were more likely to invite friends to join them. Two-thirds admitted it was a prime reason why they would return or recommend the place to others. Restaurant owners who combined discovering new food experiences and finding new music increased sales.
The study chose 1,500 Canadians and 270 SOCAN-licensed businesses in random to participate. In other findings, over two thirds of owners of restaurants and retail outlets who put on live performances contend it gave them an edge over their completion. Up to 84% discerned that music created a more positive experience.
“Music is the food of fun, so play on!” said Leslie Craig, SOCAN’s Director of Licensing. “The results from our Food & Music Survey support the fact that Canadian businesses and their customers agree that music is integral to enjoying food and drink, and to staying in a restaurant, bar or retail store longer.”
Silence isn’t golden when it comes to eating. 28% of Canadians admitted to “negative” reactions to being in a restaurant without music. So much so that 43% would not return, 20% would actually feel the need to leave, 17% would feel anxious and 9% sad.
This was marked in the 18 to 34 age group, who are also more likely to later share their experiences on social media.
More than half of those shopping in grocery and retail stores had a greater buying experience because of the music. One third admitted they’d sing or dance in the aisles, and 25% would actually ask what sort of music was being played.
The study’s findings were that having mixed styles of music worked best. That’s what 43% of patrons wanted in restaurants. Jazz and blues rated high (28%) followed by rock and pop (12% each) and R&B and hip hop (7%). We’re not sure where metalcore ranked in all this.
Hopefully the next study will go the whole hog, ahem, and find out if it’s hip-hop or heavy metal which makes patrons eat faster or if alt-rock encourages them to eat more salad.
SOCAN represents 130,000 members. Over 125,000 businesses in Canada license with SOCAN for music in their premises.