Soundtrack to Sales: How Music Affects Eating Speed and Spend Per Head

The Psychology of Sound in the Foodservice Experience

What if you could increase dwell time, drive drink sales, or speed up table turnover—just by changing the music? In the world of foodservice, background music is far more powerful than most businesses realise. It's not just filler noise—it’s an ambient tool that influences how customers feel, move, and spend.

Whether you're running a quick-service café, a busy brunch spot, or a moody wine bar, the right music at the right moment can literally change your bottom line.

Let’s break down the science of sound—and how you can curate playlists that match your business goals, not just your vibe.

Why Music Matters in Foodservice

Music affects human behaviour in subtle but measurable ways. It can:

  • Set the emotional tone of the venue

  • Influence eating speed and conversation pace

  • Impact dwell time and customer spend

  • Shape perceptions of brand personality and food quality

The Psychology Behind It:

  • Faster music = faster chewing and movement (ideal for quick turnover)

  • Slower music = longer dwell time and higher spend (perfect for cafés and fine dining)

  • Louder music = reduced menu reading (not great for upselling unless it’s intentional)

  • Familiar music = comfort and nostalgia, which boosts mood and spending

Match the Music to the Venue Objective

Cafés & Coffee Shops

Goal: Encourage moderate pace, calm ambience, and return visits.

Best Sounds:

  • Lo-fi beats, acoustic playlists, soft indie, gentle jazz

  • Volume: Low to medium

  • Tempo: 80–100 BPM

Why it works:
Creates a relaxed, creative atmosphere that encourages laptop use, longer stays, and repeat purchases like second coffees or cakes.

Playlist Examples:

  • “Coffeehouse Chill” (Spotify)

  • “Jazz Vibes” (Apple Music)

  • “Lo-fi Beats to Work To” (YouTube)

Quick Service & Fast Casual

Goal: Keep tables turning without feeling rushed.

Best Sounds:

  • Upbeat funk, modern pop, instrumental hip hop

  • Volume: Medium

  • Tempo: 110–130 BPM

Why it works:
Faster tempos subtly increase customer movement and reduce dwell time—perfect for busy lunch services or takeaway-heavy periods.

Playlist Examples:

  • “Feel-Good Funk”

  • “Quick Bites & Beats”

  • “Lunch Rush Energy”

Bistros, Wine Bars & Upscale Dining

Goal: Increase dwell time and spend per head (drinks, dessert, extras).

Best Sounds:

  • Slow jazz, soulful R&B, atmospheric acoustic

  • Volume: Low

  • Tempo: 60–80 BPM

Why it works:
Slower tempos encourage customers to linger longer, chat more, and feel relaxed—leading to higher spend on items like wine, desserts, and second courses.

Playlist Examples:

  • “Evening Jazz”

  • “Chilled Dinner Party”

  • “Acoustic Nights”

Weekend Brunch or Social Dining Venues

Goal: Create an energetic, social vibe to drive engagement and visual sharing.

Best Sounds:

  • Retro pop, upbeat indie, tropical house

  • Volume: Medium-high

  • Tempo: 100–120 BPM

Why it works:
Makes guests feel like they’re part of an experience. Higher energy = more group photos, drinks, and Instagram shares.

Playlist Examples:

  • “Bottomless Brunch Vibes”

  • “Throwback Hits”

  • “Tropical Chill Pop”

How to Use Music Strategically

Day-Part Your Playlist

Change music throughout the day to suit evolving energy levels:

  • Morning: Slow, mellow

  • Lunch: Upbeat, energising

  • Evening: Smooth, relaxed or vibey

Tools like Soundtrack Your Brand, Cloud Cover Music, and Spotify for Business let you automate this.

Test & Measure: Music A/B Testing

Try adjusting your music over a weekend and watch for patterns:

  • Did dessert sales go up when the music slowed down?

  • Did lunchtime turnover improve with more energetic playlists?

  • Are customers staying longer when the volume is reduced?

Even subtle shifts can lead to big insights.

Staff & Brand Alignment

  • Choose music that aligns with your brand identity (no heavy EDM in a family restaurant).

  • Empower staff to control volume and skip tracks based on crowd mood.

  • Be cautious with explicit lyrics and overly niche genres—aim for accessibility and atmosphere.

Final Thought

You already curate food and service with intention—why not your soundscape? Music is a cost-effective, emotion-driven way to influence customer behaviour without saying a word.

So next time you’re planning a seasonal menu or updating your fit-out, ask yourself:
What does my venue sound like—and how is that sound helping me sell more?

Disclaimer:
This blog offers general advice based on psychological studies and foodservice best practices. Individual results may vary depending on customer demographics, venue design, and sound quality. We recommend testing music strategies based on your unique brand and business goals.

Kristy O'Brien