A field study confirms that the pace of the music in restaurants influences the time spent by customers on the same, and the amount of money they spend.
There is no doubt that music is a key element in creating an enabling environment in restaurants and create the best customer experience. Much has been written about the external variables that influence these, from lighting, the decoration, the sounds, colors, odors and to temperature, but perhaps music is one of the factors that most influence and on which less has been treated.
From this paper we want to give the music the importance and we have launched an initiative through which we will share every month music charts for restaurants Spotify selected by Nacho Casado, one of the best experts in the field. If you want to know more about this project please click the following link:
Today I would like to share with you an interesting field study conducted by professors Clare Caldwell and Sally A. Hibbert at the University of Strathclyde in Scotland, about the influence the rhythm of the music has customers in restaurants, generándoles different responses in perception and emotions, they lead to behave differently.
The hypotheses are the following:
Hypothesis 1: The tempo / rhythm of the music affects the time customers spend in the restaurant.
Hypothesis 2: The tempo / rhythm of the music affects customer perception of time while in the restaurant.
Hypothesis 3: The tempo / rhythm of the music affects the money spent by customers in restaurants.
The methodology used to test these hypotheses was conducting fieldwork in an Italian restaurant in the city of Glasgow. The restaurant does not accept reservations for not condition the time the customer would happen in the same. two days of the week had no peak traffic were chosen, particularly on Thursdays and Sundays, at the dinner shift, from 19:00h at 22:00h. The music was selected Jazz singer Ella Fitzgerald of con of different times, 94 beats per minute for music with a high tempo and 72 beats per minute for music with slow pace. Moreover, the volume was controlled, temperature and lighting. Music was changing pace during the weeks of the study.
The data collected were as follows:
1.- Real time spent in the restaurant customer
2.- The perception of time that had the client during their stay in the restaurant
3.- The amount of money spent on food both client and drink
Data were collected through I observations and self-filled questionnaires. The client did not know the studio until he finished his dinner, time when such data is requested.
The final sample obtained was of 62 customers, 30 of whom they had dined with slow music and 32 with fast music. He 77% tables were of both sexes and 23% single sex, in the latter case always two women. He 79% already they knew the restaurant and 21% were new customers.
The results obtained were as follows:
Hypothesis results 1:
The average time spent in the restaurant was 89 minutes, Figures show that customers who dined with slow music were 13,56 minutes in the restaurant than those who dined with fast music, indicating that the hypothesis is accepted and restaurants that play music with a slow intensity cause customers more time in the restaurant.
Hypothesis results 2:
a comparison between the actual time spent and the perception that had the same customers was conducted. The results show that on average customers who dined with slow music underestimated the time spent in the restaurant, while those who dined under conditions of fast music overestimated last time, It is indicating that the hypothesis is accepted and the rhythm or tempo of music affects the perception of time customers while at the restaurant.
Hypothesis results 3:
The study concluded that the average money spent at a rate of 22'14 loud music was £ (16'14 £ on food and 6’04 £ in drink) and a slow pace 27'33 £ (18£ '14 in food and in drink £ 9'12). The overall average was £ 24'82 (17'17 £ on food and drinks £ 7.63).
The result shows a clear trend towards increased spending in the restaurant if the intensity of the music is slow, It is also significant difference between spending on drink and food spending, because the results provide evidence to accept that the intensity of the music mainly affects spending on drink and less spending on food.
There are some important limitations to this research should take into account when interpreting the results and scope, since they could not be generalized for global restaurants. The first is that the data is only obtained in a restaurant, and therefore can not be generalized to other restaurants with substantial differences in the service or product. On the other hand, The study was conducted exclusively on tables of two diners, and their behavior may differ materially from those customers dining at larger tables. By last, the study did not assess the liking or sympathy Customer some sort of music.
In conclusion, it seems that these results demonstrate the need to manage music restaurants for those who want to optimize their income, using fastest rates in restaurants that want to increase the turnover of tables and slower rhythms for those others who want to increase ticket demand medio.También reflect the different rhythms of music to be used in the same restaurant but depending on shifts peaks or valleys.
Definitely, what seems to have no discussion it is that music affects the behavior of customers in restaurants, which it is a differentiator, which is closely linked to gastronomy and demands our attention.
Here's the link to the full study: