Do you find that when you eat at home, you must put on some loud music to accompany your meal?

I expect that there are many who cannot face eating without background or foreground music or perhaps television, but your writer does not.

Therefore, for me, it is difficult to go to a restaurant anywhere in the world and enjoy the experience. The problem is that most restaurants seek to please their clients by playing music with apparently, little thought. I can see that their aim is to attract customers and an empty silent restaurant is not going to do that. So they replace the silence and empty tables with music. So when people get hungry and sit down in the restaurant, is this because of or despite of the music ? The restaurant fills up and as the music stays on the people start shouting at each other, just to be heard. The speakers are cleverly placed so that there is no table where the music does not play in their ears.

My question is, are restaurants getting it right?

Let’s imagine that you own a relatively successful restaurant What’s’ your management strategy towards ambient music?

For starters, how many potential customers walk by your restaurant when they here your musical offering? Is this because they do not like your taste in music? Should they? Who else likes your taste in music? The majority of people? Really? You don’t know? Why not?

Music after all is a very personal thing. Young people are unlikely to want to go to a restaurant playing the classical greats…as are elder people unlikely to want to listen to heavy metal and grunge with their salad. There is no ‘one size fits most’ when it comes to musical taste.

Music cannot only be judged by it’s genre but by the volume that the music is played. There is a type of music intended to be played at a volume just enough to break the silence. In the 20th century this was dubbed ‘musac’ and wafted from ceilings in lifts and shopping centres. Today, there might be ‘ambient music’; a soft mosaic of chords and natural sounds that is so bland that it is hardly noticeable, yet gently calming.

At the other end of the scale there are some people who enjoy and expect music to be loud, and perhaps young people fall into this category, although of course, not all.

So as a manager and owner of a restaurant, how can you attract the maximum number of customers? Do you let the staff play their favourites (as many managers do) or have you understood the need to carefully attract the maximum number of diners.

The decision may not be difficult. If you own a Greek restaurant, do you play Greek music to remind people of their holidays in Greece? It may sound obvious but how often does this happen in your experience?

I once went to an idyllic restaurant on a sandy beach in Kerala, India. The food was delicious but the music was ‘intended’ to please westerners. After suffering ‘Pretty Woman’ by the Whoevers, I handed the waiter my cassette tape of classical Indian music and asked him to play it. The ambiance totally changed. Suddenly I was in India!

If you do not have a natural themed choice of music in your restaurant, how can you know what customers they like? The answer is to ask them. A simple question at the end of their meal about the music instead of ‘did you enjoy your meal?, would be a good start. Alternatively, a questionnaire printed on the place mat / menu enables a more anonymous and comprehensive response. It could include a question on the volume for instance.

An obvious consequence to client satisfaction in your dining experience, is to offer some tables where there is deliberately no or very quiet music. This would please those whose taste in music is not ‘mainstream’, as already described. These would be ‘low music’ tables where there are no speakers hanging ominously from above. This particularly makes sense where there is pleasing natural ambient sound such as a river or the sea, birds, or wind in the trees. People need choice and the more people you can attract the more profit, surely?

There is a point where music becomes a contributory factor to noise. This can be defined in decibels, and happens when other sounds in the restaurant are taken into account. People natrually want to talk in restaurants and the level of noise in the restaurant will affect their ability to listen and talk to each other. There is a known effect where people talk above ambient noise levels in order to be heard. As more people talk the louder they have to talk. The effect is ear crunching.

Or perhaps the restuarant music is needed to conceal unwanted sounds. The noise from the kitchen, the TV on the wall, the busy road outside and other local noises that invade your restaurant, might be concealed by music but at a certain point, the music is the only sound in your control as manager. If people are shouting over it they are certainly not listening or enjoying it.

I personally will walk straight passed a restaurants if I do not like their music and or it is too loud. This means I just keep walking, and not because my taste in music is narrow. On the contrary it is very broad, but it is not ‘popular’. I have studied music and can play various musical instruments as well as sing, but given the option for music or not, regrettably my choice would always be the birds in the trees.

The bottom line is, as for most business enterprises; are you offering what people want or what you want to offer to people? Generally, businesses based on personal taste or expectation of the tastes of others to match your own, fail. There is no room for peronsal egos when seeking to serve others. To attract and please people, entrepreneurs in dining or any other business, need to know what people want. Businesses like Mc Donalds and Costa Coffee prospered because they understood this principle and make money.

So, when it comes to musical ambience in the dining experience, what do people want?