Sonic Branding – The ‘Je Ne Sais Quoi’ on the Menu?
The chef has been trained by Pierre White; the service is 5 star; the décor is a designer’s dream, but there’s something missing. You can’t quite put your finger on it but you just don’t feel right. You eat there once and never go back.
Recent research by Psychologist Charles Areni has revealed that successful restaurants also understand that sound can be as influential as the food itself in creating our gut impressions of a restaurant.
Customers Eat by the Beat
Many of the managers interviewed claimed that they could change a person’s dining speed just by changing the tempo of the background music. Sounds like a bold claim, but it actually works! Research shows that diners subconsciously match their eating speed with musical speed.
“Over our morning tea when we’re really busy and people are only here for a short stay we play slightly more up-tempo music, sort of like funky jazz kind of music to encourage that sort of move in, move out, because we want to turn our seats over as fast as possible”
