Welcome to the fourth installment of our series, Bar & Restaurant Management 101, written by Doug Radkey, founder and president of KRG Hospitality Inc. (you may remember Doug from his How to Build a Menu series).
Consider this series your course on the fundamentals of running a bar or restaurant. Over the next few months, expect articles on how to budget, market, retain employees, and more. This month, we cover marketing.
There’s a moment before the guest is greeted, before they place their order, and before the first drink hits the table when they get a feel for your brand and its story. It’s not the choice in chairs, lighting, or even the floor plan. It’s not even the service yet. It’s the atmosphere that you’ve created, which is often anchored by the music that you’re playing.
I don’t think it’s a secret to anyone that music provides the ability to stir emotion, shape moods, and make moments memorable in day-to-day life. In bars and restaurants, it does more than just fill the silence (or cover the sounds of a bustling bar or kitchen)—it defines the experience.
But let’s be real: When music is done poorly, it can 100% ruin an otherwise great concept. It can confuse your brand, irritate your guests, and even drive them out the door.
When done right, however, music becomes one of the most powerful, strategic, and controllable tools you have to enhance the ambiance, increase dwell time, and boost profitability.
Let’s break down why music matters, what the data says, what you need to do legally, and how to craft a “brand-fit music strategy” for your location.
The Influence of Music on Guest Behavior
Here’s the mindset shift you need to make: Music isn't background, it's emotional architecture.
The tempo, the pitch, and even the volume of your music influences guest psychology, the pace of your service, and even how your food tastes.
Yes, you read that right. Research suggests high-pitched music enhances sweetness, while low-pitched tones enhance bitterness. Slow music encourages people to linger and order another round. Fast music? Great for quick service concepts where high guest turnover is the goal.
In one study, guests exposed to slower music stayed longer and spent more. It further found that aligning your music with your brand and not just playing popular hits, can increase overall sales by 9.1%.
According to BMI’s "Value of Music" study:
- 79% stay longer when music is good.
- 58% spend more on food or drinks just to keep enjoying the music.
- 83% say music makes the experience more memorable.
- And get this: 53% would actually leave if they didn’t like the music.
Music, like your food, needs to be curated and not randomized. It needs to have a strategy, one that considers logistics, where speed and volume matter.
Tempo: Fast beats are perfect for high-energy environments such as lunch spots, game days, or pre-party bars. But for cozy cafés or fine dining, slower rhythms encourage relaxation and longer stays.
Volume: Too loud and you’ll repel your guests. Too quiet and the room feels empty. The right volume adapts with the crowd by escalating slightly as foot traffic builds, then tapering off during slower or more intimate times. And remember, age matters: younger crowds tolerate (and sometimes expect) louder music, while older guests may walk out if they can't hear others speak.
Wait Times: Got a waitlist? Did you know that music can reduce perceived wait time by 20% if the vibe is more calm and welcoming? It’s true!
Music Licensing: Don’t Get Caught
Here’s a fact many get confused by: Just because you pay for Spotify or Apple Music, does not mean you’re licensed to play it in your business. Using copyrighted music for “public performance” requires a license.
In the U.S., that means working with ASCAP, BMI, or SESAC.
In Canada, you’ll need either SOCAN or Re:Sound.
These Performance Rights Organizations (PROs) collect fees and distribute royalties to artists and publishers. They traditionally offer “blanket” licenses that allow you to legally play a wide catalog of music in a commercial setting. Without them, you risk federal-level fines ranging from $750 to $30,000+ per infraction.
There are licensed business music solutions that handle these fees for you. If you go that route, make sure the provider is approved and pays the PROs on your behalf.
The bottom line here is this: Music is a business expense. Treat it that way. It's a small price to pay for the value it adds to your guest experience, which ultimately affects your bottom line.
Building a Brand-Fit Music Strategy
Now that you’re (hopefully) convinced music matters, let’s talk strategy. The sound you provide should align with your concept, audience, values, and business goals. Think of it as a "brand-fit music" strategy. Here’s how you build it:
1. Understand Your Brand DNA
Ask yourself: What do you want your venue to feel like? Is it playful and vibrant? Sophisticated and serene? Nostalgic and vintage? Music must echo that tone. Align your sound to your brands’ soul.
2. Segment by Daypart
Just like your menu shifts from brunch to dinner, your playlists should too.
- Morning: Light acoustic, indie pop, or jazz for a soft open.
- Lunch: Mid-tempo tracks to keep energy up without rushing people out.
- Happy Hour: Funk, upbeat soul, or world music to build momentum.
- Evening: Dial it up with dance, house, or curated throwbacks.
- Late Night: Depending on the concept, switch to moodier or high-energy tracks.
3. Curate for Your Guests
Think about who walks through your doors. What do they listen to at home, in their car, on a Friday night? Create targeted guest profiles and then build playlists that meet them where they are. Consider using brands that help curate your playlist strategy, if you need additional help.
Pro Tip: Mix in lesser-known tracks that still fit your brand. Blending popular songs with undiscovered songs can increase sales and guest engagement even more than relying on hits alone.
4. Control the Volume
Invest in a smart sound system that allows for room-by-room control. You may want a different volume in the bar area versus the dining room and patio. However, it doesn’t stop there. It’s equally important to train staff to monitor this, just like lighting, temperature, and overall cleanliness.
5. Live Music or DJs?
Live music can draw a crowd, boost average check size, and keep guests coming back. But again—only if it fits your concept. Same with live DJs. If your brand is lounge-forward or nightlife-adjacent, a DJ can enhance the vibe dramatically. Just remember, if you feature live performances, you may require additional licensing.
Sample Strategy
As we outlined in our 30-day marketing plan article, let’s use the same Taco & Tequila Bar concept.
For this typically high-energy, social-forward concept, the music must embody the brand’s playful, vibrant soul while aligning with guest expectations across dayparts.
Daytime (11am–4pm)
Keep it light, upbeat, and Latin-inspired—think reggaeton-lite, acoustic cumbia, and indie Latin pop. The goal is to energize the lunch crowd without overwhelming conversation or the dining pace.
Happy Hour (4pm–6pm)
Here, we’d dial up the tempo. Mix in Latin hip-hop, tropical house, and curated DJ remixes that reflect a transition into evening while looking to boost drink sales and social engagement.
Evening Rush (6pm–10pm)
This is the time for peak energy. This is where we would go bold with modern Latin hits, electronic remixes, and rhythmic regional sounds that invite extended stays, higher tabs, and those social-sharing moments.
Late-Night (10pm–1am)
If it was open late, then we’d move into club-style Latin beats such as banda, reggaeton, and Latin trap. The intention here would be to fuel the nightlife vibe. Keep the volume up, lights down, and beverages flowing.
Weekly Rotation & Guest Profile Alignment
The overall strategy would be to curate playlists that shift weekly to stay fresh. However, these lists would always be anchored around the brand’s core: contemporary Latin, high-energy, and flavor-driven vibes.
Why a Strategy Like This Matters
Today’s guests are emotionally driven, overwhelmed by options, and seeking meaning in their choices. You can’t just win them over with food anymore.
You need to orchestrate a complete experience, one that stimulates all senses beyond just food and beverage.
Music can help tell your story. Music can help build trust. Music communicates mood and invites brand loyalty. When your sound matches your style, your message becomes magnetic.
Look, there’s a reason 61% of guests say they’ll go to a restaurant or bar just for the music. It simply matters and should not be overlooked. So don’t shuffle through a generic playlist or play your personal favorites and hope it resonates.
Build your music strategy like you build your menu by being intentional and thoughtful. Turn music into a tool that drives emotional engagement, guest satisfaction, and ultimately, profitability.
Having a brand-fit music strategy isn’t about what you like. It’s about what your brand sounds like.
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