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It’s a Friday night and the nine-to-five crowd is just getting out of work. Many of them are looking to go out for a meal with their friends or family to catch up, vent, kick off the weekend, or simply relax and wind down. All that’s left is to pick the right spot. But the question is: what’s the right restaurant for the occasion? The food, pricing, and service quality all factor into that decision, but there’s another key part of the equation — the restaurant’s atmosphere.

There might be dozens of Italian restaurants in the area, but only one of them has the authentic decor and music that brings back memories of that post-college backpacking trip with friends. Or maybe someone wants to celebrate an anniversary at the gastropub where they met their significant other. Regardless of the occasion, the most memorable dining experiences are often tied closely to the ambiance within the restaurant.

 important factor for determining where to eat — more so than recommendations from family and friends, positive online reviews, or even the speed of service. Clearly, curating a great restaurant experience is essential to long-term success.

In this post, we’ll take a look at what goes into creating the ideal atmosphere and how the  music you play is central to this process.

How to create the perfect atmosphere in a restaurant

Provide a visual experience with decor, lighting, and furniture

Establish your restaurant brand with a theme

Elevate the ambiance with background music

How the right background music amplifies your atmosphere

The presence of music makes food taste better

Genre increases both spending and perceived authenticity

Volume determines the quality of the experience

Create the perfect restaurant atmosphere with Sonos Pro

A photo of a member of staff working in a restaurant, inspecting something on a tablet device

Unforgettable dining experiences begin with your restaurant atmosphere

The late chef Anthony Bourdain once said, “I think food, culture, people, and landscape are all absolutely inseparable.” What he outlines here is that the dining experience is about much more than just the food itself — it’s about the thoughts, memories, feelings, and sensations it elicits.

The atmosphere in your restaurant is created by combining tangible and intangible elements to influence the dining experience of each customer. Tangible components like the food, decor, lighting, and music interact with intangible elements like culture, theme, and the overall “vibe” of the restaurant.

For instance, a fine-dining French restaurant may create a luxurious ambiance using dim lighting, elegant decor, and the soothing melodies of classical music. A trendy brunch spot, on the other hand, might embrace natural light, colorful decor, and vibrant sounds to inspire a lively crowd.

As a restaurateur, you already have the food and service figured out — here’s how you can make sure your visuals, theme, and music work together with the rest to improve your restaurant experience.

There’s an art to creating the perfect ambience in your restaurant. From the lighting and decor to the restaurant name and theme, all of these components work together to set the stage for a particular experience.

In addition to the food itself, the decor should align with a central theme to represent the restaurant’s identity, its personality. From there, the background music you play helps bring the experience to life.

The restaurant experience starts well before the food is served. The process kicks off as your customers walk through the door, hit by the aroma of your food and the lights, furniture, and decor of your space. Outside of the aesthetic appeal, visual elements are important because they help tie the experience to specific emotions and themes.

This includes art, cutlery, glass and tableware, lighting, and anything else they see that will impact the customers’ perception of the restaurant.

A restaurant’s theme is the underlying concept or “vibe” that the establishment conveys to its customers.  While the theme is distinct from the restaurant’s cuisine, menu, or service style, it plays into these and other tangible elements to accentuate the overall atmosphere.

For example, a fusion restaurant might recreate the energy and cultural authenticity of the Thai floating markets by using boat-shaped decor, brightly colored umbrellas, hanging lanterns, and blue lighting to create the effect of being on a river in Bangkok.

Music has the power to tap into the emotional realm, subtly influencing the mood and behavior of your patrons. Carefully selected background music not only complements your restaurant’s aesthetic but also works in harmony with your menu and theme, creating a cohesive sensory experience.

Music plays a vital role in shaping the theme and brand of your restaurant. But even more importantly, it shapes the customer’s perception of the dining experience in a variety of ways.

A photo of a bartender at work in a restaurant, looking at something on a mobile device

How the right background music amplifies the restaurant atmosphere

Music is one of the most important, yet often overlooked, parts of a restaurant’s ambiance. It accentuates the sensory experiences from the food and influences 

. Studies have even indicated that the right background music can affect tipping behavior in certain demographics.

Layering sensory experiences on top of one another can have an additive effect on our perception of experiences. Sound and taste are one of those powerful combinations. 

 finds that people’s rating of deserts increases across a variety of flavors in the presence of their preferred music versus its absence.

Positive music decreases the impact of long wait times

Having a long wait list during peak hours is a great problem for any restaurant owner to have, but it’s also the cause of poor dining experiences. Standing around in a waiting area is a frustrating experience, but you can 

 by playing positive music to diffuse the situation and create a relaxing atmosphere for your customers.

Tempo determines the pace and size of a meal

Restaurants can use the tempo of background music to set the pace of a meal. Studies show that high-tempo music increases the overall 

duration of the meal and the amount of food and drink they order

.  So, whether you want to lengthen meals for more upselling opportunities or drive turnover to generate more business, the music’s tempo can significantly influence the dining speed of your patrons.

It’s not just the mere presence of music that impacts your customers; the genre has a specific influence on both how much they spend and how authentic they believe your restaurant is. For restaurants offering cuisine from a specific region or culture, playing music from that area enhances patrons’ perception of the food’s authenticity.

Naturally, the volume of background music greatly impacts diners and their perception of your restaurant. You need to identify a volume level that enhances the dining experience without becoming a distraction. For instance, research shows that cafes and coffee shops with both loud music and full tables increases the likelihood of negative customer experiences.

A photo of friends and family gathering and socializing in a restaurant, with a 3D rendering of a restaurant and a screenshot of the Sonos Pro dashboard

Since background music is so important to your restaurant experience, investing in a complete sound solution will help you easily set the tone of your space. As a pioneer in multi-room audio, Sonos has revolutionized how listeners experience their favorite music in the comfort of their own homes. Now Sonos is taking its expertise and premium speakers to enhance the soundscapes of restaurants, cafes, and other businesses with Sonos Pro.

Sonos Pro provides business owners with a 

 that includes best-in-class speakers, commercially-licensed music, and an online dashboard that lets you easily control the system from anywhere. Together, these elements give you control over the atmosphere in your restaurant and also provide you with the following:

Gain a high-level view of the playlist, volume, and other settings across each location with the Sonos Pro Dashboard, so you can monitor and manage your restaurant sound from anywhere.

Explore Sonos’s catalog of commercially-licensed music and find the playlist that perfectly accentuates your restaurant brand and theme.

Access a success manager or on-demand product specialists to quickly resolve issues, minimize downtime, and bring the vibes that create memorable dining experiences for your customers.

 Amplify your atmosphere with best-in-class sound quality from Sonos speakers, and create memorable experiences that keep customers coming back.

 and find that perfect playlist to accentuate your food, brand, and atmosphere.

*Sonos Pro is only available in certain territories.

A photo of a bar at a stylish restaurant, with a TV and speakers behind the bar for customers to enjoy

Create the Perfect Atmosphere in Your Restaurant with Music

Humans are creatures of habit, especially when it comes to shopping. Day-to-day, week-to-week, and year-to-year shopping habits settle into predictable patterns. For instance, lots of people venture out for essentials during the week, browse luxury items and accessories over the weekend, and splurge on major purchases when seasonal sales come around. But as a business owner, you can’t just rely on these habits — you need to drive the shopping behavior of your consumers with curated shopping experiences. Music is a key ingredient of these experiences.

Playing the right background music in your retail store is a powerful, cost-efficient way to align the shopping experience with customer needs.

Even established retail brands with a consistent product offering and clientele can use music to easily align with consumer habits and remain successful. This article will discuss the importance of investing in a sound system that provides your business with total control over its background music and helps you meet this challenge head-on.

A photo from inside a stylish and modern clothing retail store of a clean downtown city street outside

A photo of a technician on a ladder installing a speaker at a retail store

Why is background music so important for retail stores?

Background music is one of the most effective tools for tailoring retail environments that align with brand goals and customer needs. It’s far less labor-intensive than repeatedly rearranging displays, altering interiors, or renovating a commercial space. When done correctly, music creates positive associations with your brand, enhancing customer experience and potentially driving purchase behavior.

The impact that your background music has on customer behavior and business performance is profound. Specifically, the characteristics of your music — 

 — are proven to influence customer shopping behavior in many ways.

Despite the fact that many people feel more drained during the week than on weekends, they still need to go shopping during the week. This means weekday shoppers are more likely to be stressed, tired, and agitated than they might otherwise be on a Saturday morning or Sunday afternoon.

Research shows that businesses can counteract those negative feelings by playing background music that creates an uplifting or relaxing retail environment. More importantly, carefully selected music also

Matching genre and product category increases spending behavior

The genre of music playing in your retail store also influences your customers’ purchase decisions. But in this case, the impact depends on the type of products you sell. Studies show that classical music — which is typically  associated with a high status and prestige — 

increases customers’ willingness to pay for luxury products

 like cologne, musical instruments, and jewelry.

It’s important to note that this effect occurs because of the alignment between the shopper’s perceptions of the music and the product category. For example, playing classical music does not increase the willingness of customers to pay for practical items like storage containers, laundry detergent, or batteries.

Tempo and volume influence  time spent in retail stores

The tempo and volume of music also plays a significant role in customer behavior across the hospitality and retail industries. Low-tempo music encourages customers to stay longer because it’s more relaxing. While loud, fast-paced music motivates people to move more quickly through the store.

For instance, retailers selling home decor and furniture can use low-tempo, low-volume music to encourage shoppers to circulate the store for longer — increasing the chance that they come across the right product and giving your sales staff more time to work their magic.

Music improves mood and leads to better service interactions

Just like everyone else, your customers and employees have good and bad days. On those challenging days, playing music with a positive, uplifting message can help improve mood and increase the likelihood of positive experiences.

But background music doesn’t just elevate people’s moods; it also sets the stage for those 

 between customers and your staff. By selecting the right playlist, you can use music as a bridge to connect the two parties and create positive interactions that solidify your store as a go-to place for your shoppers.

A photo of two people in a stylish and modern home retail store, holding a discussion over a tablet device

Hit the right note with a remote management and monitoring system

Your retail atmosphere needs to accomplish two things: amplify your brand and entice your customers.

Outdated or improvised sound systems that don’t have efficient music management features mean that you must dedicate more time to maintain a perfect sound experience. From creating processes and training staff to trusting that they can balance this responsibility with their usual tasks, the situation just isn’t ideal.

This is why sound systems that help you remotely monitor and manage the music in your retail space are so essential. If this concept is novel to you, you’re in the right place — Read on to find out everything you need to know about this powerful sound system feature.

What is remote management and monitoring?

Remote monitoring and management gives you 24/7 visibility and control over the music in your stores — from what music is playing and how loud it’s being played to overall system status and employee access privileges.

 to a central sound system through your store’s WiFi network. Then all you need is to download the powerful dashboard app on a tablet or mobile device to get any-time access to the music in your retail store. You can even add employee access as needed to ensure that only those who you trust have access to your brand’s sound experience.

Whether you have one location or one hundred, remote monitoring and management gives you the capability to control one of the most critical aspects of your retail ambiance, your background music, from anywhere.

A closeup photo of a Sonos speaker on a shelf in a retail store with various home decor items, and a person holding a tablet device and interacting with an app

Benefits of remote access to your retail store music

No more lack of oversight or inconsistent sound experiences — remote monitoring and management give you complete control over the music in your retail space. Below are some of the benefits you’ll unlock with a 

comprehensive sound system like Sonos Pro

Luxury furniture. Sporting goods. Boutique crafts. Whatever it is that you sell across your stores, you need to create a consistent sound that eases your customers toward that final sale.

Create a consistent sound experience to match your brand vision

Remote monitoring and management give you control over the music across all your retail stores. So, your customers know exactly what to expect when they walk into your space, regardless of the location.

Remote monitoring and management gives you visibility into  the music, volume, and status of your sound system across each location. Need to make adjustments to the music based on the time of day? You can schedule playlists and settings to ensure that the stage is always set for ideal shopping experiences and service interactions through the easy-to-use Sonos Pro dashboard.

Manage your sound from anywhere with an easy-to-use dashboard

Let your  employees focus on driving  sales and supporting your customers. Remote management puts you in control of your sound system by letting you select who can access your sound system and what they can do.

Eliminate administrative burdens and reduce employee distractions

Delegate light administrative tasks like volume control to your most trusted staff and free up the rest of your team to focus on the work that’s most important to your business.

With all the other factors you need to look after in your day-to-day duties, the last thing you want is to check in on the sound system at each location. With remote monitoring and management, you can quickly identify any issues with your speaker or streaming app and reboot the system remotely. If that’s not enough, you can quickly access a Sonos Pro specialist to get your sound back on track.

Make sure your sound system is always in good shape

To fully realize the benefits of remote monitoring and management, you need to pair your sound system with both high-quality, commercial-grade speakers and a catalog of commercially-licensed music.

A photo of four Sonos Pro Era 100 speakers

A photo of a person relaxing on a sofa and interacting with a mobile device, with logos for many sound system apps overlaid on the photo

Amplify your retail store music experience with Sonos Pro

As pioneers in multi-room audio, Sonos has been delivering innovative sound experiences in the home for years . Now, Sonos is applying its sound expertise to a new frontier — your business.

Sonos Pro offers retailers, restauranteurs, and other business owners with the three essential components for an excellent commercial sound experience:

and learn about the other benefits you get in addition to remote monitoring and management.

A photo of the inside of a retail store with clothing and home items, and an adult and child shopping and having an amusing conversation

How To Remotely Manage and Monitor Music in Your Retail Store

Picture this: you stroll into your favorite local cafe.

As the door swings open, it’s more than just the tantalizing scent of freshly ground coffee that greets you. It’s the sound. A warm tapestry of jazz instrumentals weaves through the air. The music creates an ambiance that’s inviting, familiar, and comforting — a harmonious backdrop that sparks your creativity, fuels friendly conversations, or simply helps you unwind as you crack open a novel.

Every day, millions of people across the world have a similar experience as they contribute to the United States’ 

. They may not notice it explicitly, but it’s this expertly crafted sound that transforms a cup of coffee in a crowded room into something truly extraordinary.

Music and atmosphere are central to the cafe experience.

While the link between coffee and music is typically discussed in art and pop culture, there’s science to back it up as well. Studies show that the right mix of volume and genre — 

 — can enhance the cafe experience for customers. As anyone who has ever tried to chat or work in an excessively loud cafe can attest, the reverse is also true.

For coffee shop owners, it’s important not to take these sound experiences for granted. The richness of cafe culture is something that’s rooted in music and other arts. Refined over centuries, the music you choose for your cafe makes a major impact on your customers and the success of your business.

In this guide, we’ll look at everything you need to know about background music for cafes, including:

What cafe culture is and its link to music

The impact that cafe background music has on customers

The effect of volume on the coffee shop experience

How Sonos Pro gives coffee shops all the tools they need to succeed

A depth-of-field photo in a busy cafe of a customer in a hat from behind, the rest of the bustling scene is stylishly blurred

Music and cafe culture — the secret behind the best coffee shop experiences

Nearly 1.5 billion cups of coffee are consumed every day, signifying the drink’s status as a truly-global societal staple. But the popularity of coffee, and its link to music and culture, is nothing new – from the vibrant social hubs of the 15th-century Middle East to the Beat poet, jazz, and folk music performances of mid-20th-century North America — coffee and music have been intertwined across time and cultures.

Modern coffee chains and stand-alone shops continue to uphold this tradition, using music to transform an ordinary coffee drink in an ordinary building into an extraordinary experience.

Cafe culture refers to the tradition of socializing, working, reading, or relaxing in cafes or coffeehouses. It’s the recognition that cafes and coffee shops serve not just as a place to consume coffee and food, but also as a social institution that encourages conversation, creativity, and community.

In different regions and periods, cafe culture has taken on various forms and significance, acting as a meeting place for intellectuals and artists. Even musicians of the caliber of Mozart and Beethoven 

. Later, in the 20th century United States, cafes became associated with counterculture movements, hosting poetry readings, musical performances, and serving as meeting places for activists.

Cafe culture continues to evolve to this day. In the digital age, coffee shops increasingly function as informal workplaces and meeting spots for professionals and students, thanks to the availability of free WiFi and comfortable seating. Yet, they remain places of socialization and relaxation, where one can meet friends, enjoy a moment of solitude, or immerse oneself in the local culture. The ambiance, including the design, lighting, music, and –  of course – the quality of coffee, plays a key role in defining a cafe’s personality and the experiences it offers to its patrons.

Essentially, coffee shops and cafes have always used music as a place to generate creative, collaborative experiences. This is more than just a cultural impact — music is influential in determining our thoughts, feelings, and behavior.

A detailed photo of a coffee machine in a cafe, surrounded by various other equipment

A photo from above of a customer in a cafe, writing in a notepad while enjoying a coffee and using a laptop computer

Just like how the ambiance of a restaurant impacts how your customers experience the food, drinks, and service, the music you select for your cafe can also influence your patrons to a surprising degree.

Specifically, background music affects customer behavior, emotions, and spending habits in a cafe setting.

Impact of music on customer experiences and behavior

Music has a major impact on our mood, thoughts, and behavior — it even shapes our spending habits. In fact, one of the first things people do when they are feeling upset is to play uplifting music.

It’s a simple, but powerful strategy: improve the mood of customers so you drive action and create an emotional connection that will keep them coming back. Studies find that businesses, from retail stores to restaurants, that use uplifting, high-tempo music tend to generate more sales than their counterparts.

From a communal standpoint, music also helps establish settings where people feel comfortable conversing or working with others. This makes sense, given that cafe culture is historically founded on bringing people together in common spaces and using music to encourage social behavior. Selecting the right background music sets the stage for memorable experiences and can help cement your cafe as a community’s favorite spot.

Music also influences how long people spend in your cafe. If you are concerned about people camping out for long periods of time, playing more energetic music is a great way to increase turnover and keep new customers coming in.

Given that coffee, caffeine in particular, also drives human behavior, combining it with the right music makes it all the more powerful.

Choosing the right music for your patrons

Cafe music, or “coffeehouse”, is more than just bossa nova and jazz. The broad appeal of cafe culture means these businesses draw on a diverse customer base that may resonate with a range of different genres.

The coffeehouse genre is often characterized by its relaxed and inviting sound, which incorporates elements of folk, jazz, blues, indie, and pop. The music is typically selected for suitability as a cafe background, with acoustics and lyrics that create a blended sense of intimacy and relaxation, allowing people to focus on primary tasks.

Notable artists associated with this genre range from Norah Jones, Jack Johnson, and Sara Bareilles to earlier influencers like Joni Mitchell and James Taylor. Given this fluid genre, coffeehouse playlists often incorporate many different types of music.

If you’re looking to energize your customers with the right cafe background music, you can’t go wrong with these iconic genres:

Jazz is an improvisational and expressive music genre characterized by complex rhythms, soulful melodies, and elements of swing and blues. Its laid-back, inviting tone and ability to foster an atmosphere of casual sophistication have made it a common choice for coffeehouses, promoting a sense of relaxation and conversation among patrons.

Pop music is characterized by its catchy melodies, repeated choruses, and generally upbeat rhythms, making it accessible and enjoyable to a wide audience. Its broad appeal and upbeat energy make it a popular choice as background music in franchised coffee shops, especially during peak hours, to create a lively, engaging atmosphere.

Alternative music emerged from the independent music underground of the 1980s and became widely popular in the 1990s, distinctive for its diversity of sound and its deviation from mainstream pop and rock. Its eclectic, and often introspective, nature allows it to set a distinctive, creative ambiance in coffeehouses, appealing especially to younger, indie-loving demographics while aligning perfectly with the spirit of cafe culture.

Folk music is characterized by the expression of the “common person’s” life experiences through simple, acoustic-based melodies. Its authenticity and warmth have made it a staple in coffeehouses, offering a cozy, community-focused atmosphere that complements the social nature of café culture.

Classical music is a traditional genre known for its intricate compositions, which are often associated with orchestral and instrumental music from the Western tradition, that span centuries from medieval to modern times. Its calming, sophisticated nature suits the coffeehouse environment perfectly, providing a backdrop of heightened stimulation that improves focus and encourages contemplation — perfect for work, reading, or quiet conversation.

While you may be overwhelmed by the multiple genres associated with coffeehouse music, it’s important to remember that genre is just one part of the equation.

A study about how pop and classical music affect a consumer’s likelihood of purchasing coffee finds that 

both genres had a significant positive impact

. In other words, it’s the presence of the music, not necessarily its style, that drives consumer behavior.

The fact that genre impacts your cafe background less than the simple presence of music does make sense when you consider another key component: volume.

Whether your customers are there to work, study, socialize, or just enjoy a moment, there’s nothing more distracting than loud or inconsistent music. Your cafe background sound needs to create a welcoming atmosphere that accommodates a range of different activities.

It’s also important to remember that, while coffee shops are conversational spaces, the combined volume of background music and people talking can be too much. Studies show that coffee shops that are 

 are more likely to deliver a negative experience. In these cases, balancing out the busyness with relaxing music at lower decibels can maintain that inviting environment.

But volume isn’t just for accommodating the needs of customers; you also have a business to run. The loudness of your cafe music actually gives you some control over traffic flow throughout the day. Playing louder music during peak hours will help drive turnover so you can capitalize on the rush. Once that’s passed, you can reduce the volume and create an ambient atmosphere that encourages customers to stay during slower times.

As much as cafe culture plays a role in bringing customers to your shop, it’s clear that the quality of your sound experience has an even greater impact. That’s why the music you play, 

, and your ability to control them both are key.

A photo of a technician on a ladder installing a speaker on wall, a 3D rendering of a cafe layout, and a screenshot of the Sonos Pro Dashboard software

Create the perfect coffee shop ambiance with Sonos Pro

A pioneer in home audio and multi-room sound, Sonos has revolutionized how listeners experience their favorite music. Sonos is now bringing effortless sound experiences to business owners with a 

, including best-in-class speakers that help restaurateurs, retailers, and cafes perfectly deliver background music to their customers.

Sonos Pro is an all-in-one solution offering high-quality speakers, commercially-licensed music, and a central dashboard that lets you easily control it all. Together, they give you full control over your cafe’s sonic seasoning and help you realize the following benefits:

Gain a high-level view of the music, volume, and other settings across each location with the Sonos Pro Dashboard so you can monitor and manage the atmosphere of your cafe from anywhere.

Explore all that the coffeehouse genre has to offer with a catalog of commercially-licensed stations that include Brooklyn Coffee Shop, Contemporary Cafe, Espresso Bar, and more.

Access a product specialist to quickly resolve issues, minimize downtime, and get back to the cafe background your customers need.

 Amplify your cafe ambiance with best-in-class sound quality from Sonos speakers and create memorable experiences that keep them coming back.

 and unlock the full power of cafe culture with a sound experience that energizes and engages your customers.

A photo of two people in a restaurant holding a discussion over a tablet device

Create the Perfect Atmosphere in Your Restaurant with Music

How To Remotely Manage and Monitor Music in Your Retail Store

Background music for cafes: how to amplify your business and customer experience

How To Set Up a Music System in Your Retail Store

How Restaurants Can Use Music to Increase Customer Retention

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How To Set Up a Music System in Your Retail Store