Does the atmosphere of a restaurant really matter that much?
 

Before you answer, take a moment to read the article about the following study and think if there was ever a time when you spent more at a restaurant than you normally would have for the same meal somewhere else.

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Study: Classical Music Makes Diners Spend

LONDON (AP) -- Music is the food of love, according to the bard. And classical music, it seems, may be manna for restaurateurs.

The strains of Mozart, Bach and Beethoven played in restaurants makes diners feel more affluent and encourages them to spend, according to research released by the University of Leicester in central England on Tuesday.

"When you hear a piece of music it activates all types of knowledge," said Adrian North, a senior lecturer in psychology at the university who carried out tests in a restaurant near Leicester over a period of three weeks.

"If you hear classical music, it has got all sorts of connotations of sophistication, affluence and wealth and it makes you feel a bit posh. In a restaurant, this has the effect of making you spend a bit more money."

Researchers found that classical music, often associated with affluence, was the most successful in encouraging people to part with their cash, with diners spending more than 24 pounds (US$40)

But when the music was Britney Spears, diners spent less than 22 pounds (US$36.75) a head, they found.

With no background music, spending fell to around 21 pounds (US$35).

"Where people were really spending the money was on the luxury items, such as starters, desserts and coffees," said North.

James Davis, proprietor of Softleys restaurant in Market Bosworth, where the research was carried out, said: "I think this research will definitely affect what we play in the future."
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While the per person spending was substantially different, I agree with the basic idea of the study. I've seen a lot of people who get a bit uptight if they pay more than what they expect at a regular diner, but have no problem spending more than that at a place with a more posh atmosphere.

On the southern end of Broadway, 317 BROADWAY McDonald's that has a baby grand piano and they play piano music during lunch. There is also a NYSE ticker on the wall.

I don't think it makes me want to spend any more money, but it does make for a nicer atmosphere since most McDonald's that I've been to don't have any music.

For me, no way.
Although it is not immediately apparent, I am known for having no class and no taste and no interest for the finer things in life. I go anywhere and I bring my own atmosphere.


Thanks for providing the opportunity for me to say this.

Okay, I admit it, I spend more for good atmosphere. As I enjoy classical music and a nice quiet setting, I'm sure I'd be willing to spend more with it in the background.

The classical music doesn't make me feel richer. The correlation is the other way around; with Top 40 on the radio, I'm not going to linger and have dessert. Negative, not positive.

{added} I just reread and saw that no music equalled the lowest spending. This also makes sense to me; the silence can be deafening. Music can cover up the conversation of the people a couple tables away from you.

I work at a restaurant and the music sets the mood Im in when making the food, so i guees it would also set the mood for the people. It makes sense...even though you dont "hear" the music...you still "feel" it.

a good atmosphere is really important for a neat dining experience, it can also ruin an evening. You must know what to choose when you are out for dinner or any other meal.

I also seem to recall a Neiman Marcus that would also have a piano player... made it feel really nice in there.

when I worked on Beavis and Butthead, there was a pianist that would come into the lobby from 11-1 every day and play the piano. It was really nice to hear it playing off the marble and echoing all over the lobby.

I miss it a little.

Classical music just sets a certain mood, it sort of sooths away stress and relaxes more usually.
What better state of mind to allow one to fully enjoy their meal.

And yes, if you are in a restaurant where that is the atmosphere, and the setting is nicely done as well, I'm pretty sure people will more easily go for the good dish, that might be a little more expensive or takes a little more time, because they feel they can enjoy it to it's fullest

I know I do

I don't care. Not one single bit. To be honest, I prefer Sonic to any fancy restaurant they have around here. I just don't care about eating out, and when I/we do, I just want to eat the food, pay the bill and leave. I usually don't even notice their decorations.

If I've already decided that I'm going to be patronizing a nice restaurant rather than a fast food joint, classical music absolutely makes me feel more sophisticated, and will part me from my money. I would be appalled if I threw on a tie and blazer and then had to listen to Britney or some other pop idol. Pavarotti or Copin, on the other hand...

If I am dining out at a fine restaurant, I am doing so with the expectation of a relaxed atmosphere and the intention of spending a little more money for the meal that accompanies the ambiance.

And yes, music does have an effect on my generosity and time spent. Many stores, grocery, craft, etc. know this about the general public. Have you ever noticed that the music in the grocery store varies on the time of day? During the early morning and early afternoon it tends to be geared more toward elderly, a little later, mid range, and evening, more of the younger generation. Take note the next few times you go shopping and you will see what I mean. It may not be like that every where, but it is enough places to notice it.

Although I am a romantic at heart and I enjoy "special" places, I am just as content with a burger and fries...will I pay more for them according to atmosphere? No.

Okay, I'm done rambling. Sorry....go back to browsing now.

Music and atmosphere make a world of difference to me when I go out for dinner. I've been to enough restaurants to know that a good selection of music played at the proper level can make a meal that much more special.

I'd definitely spend more for good atmosphere-- going out is an experience--it's more than a meal. And if having good music makes me feel better, I'm willing to pay for that.

I'm with David2000--a restaurant is only half about the food. The other half is the "show". Music (or whatever sound is present) is definitely a crucial part of the experience. For me, the sound selection is about the "fit" with the rest of the environment and experience of the restaurant.

The Very Best Restaurant around here (in my humble opinion) doesn't play any music. It's very quiet and intimate and the food is Effing Fabulous. And expensive--lurkette and I reserve the place for birthdays and anniversaries, and when wealthy relatives come into town. It's in a big old Victorian house, and the quiet, with hushed conversation, just somehow works.

The Second Best Place in town is an art-fusion-northern-italian place. Real good food, and somewhat less expensive--we occasionally go there on a whim--plays modern and contemporary symphonic and chamber music. Nothing classical; very arty and highbrow. Again, it feels right on the rest of the atmosphere.

Atmosphere changes everything for me. Going to the restaurant is a special occasion, a chance to get out of the daily cycle, a chance to truly communicate with whoever I'm with. Food is only an excuse to escape my routine. If I just wanted food, I'd raid the fridge.

To me, the atmosphere is people: if a good, interesting crowd eats there _and_ works there, that's all the atmosphere I need. Fancy stuff is fine, but there's nothing better than a restaurant where the staff knows you and is glad to see you, and the crowd is cool and people you know stop by your table to give you the big hello. I eat at one particular place like that once or twice a week, and it's like being in a movie.

very true Rodney... sometimes the best atmospheres are the cheapest places...the local grease spoon is a neighborhood hub...everyone sees and chats with everyone there.

thanks for the reminder.

the atmosphere of a restaurant does make a difference to me & it encompasses much more than just the selection of music.

the setting, location, decor, the hospitality & manners of the staff, the menu selection, the menu (graphic design), the music selections (yes)... even the restrooms sometimes. all these things add up to an experience. sometimes good, sometimes not so good.

hard rock cafe would hardly have the same appeal if it was playing chopin & beethoven or its walls were barren with the exception of a few fine etchings. that's not hard rock cafe's gig & they do a great job catering to their marketed crowd.

for a romantic dinner, somewhere like 'shadowbrook' in santa cruz merits the expense imho. the setting is on a hillside overlooking a small river, the decor is exquisite, you are treated politely & well, it's warm & cozy & not overly stuffy, the food is terrific and honestly the music so non-imposing that i've really never made a note of it.

oh yeah. that, too! we regularily go to our neighborhood bar & grill & it's just like walking into CHEERS except it's more of a dive sports bar scene. everyone knows us & that's a nice friendly feeling. the food isn't all that great, but it's not horrible, so we go back time & again & again. :)

Don't turn up the music unless the music is going to be the main part of the experience. If not, it has to be really QUIET. Just some Mozart, Bach or Miles Davis in the middle distance. Bars with food are better suited to mid volume music then dedicated restaurants.

The restaurant owner needs to use their ear and hear the "music" of the restaurant's ambient noise (the clatter of coffee spoons, the murmer of conversation, the popping and pouring of wine bottles).

They then need to play tunes that compliment that ambience. In an emergency, the right kind of music might be able to cover up undesirable ambient noise, but it's risky.

I think the food in most London restaurants is so crap, and the decor so tacky that the choice of music makes very little difference.

A rip-off all round.

That's pretty funny spectre 'cause I just read that article this morning in the Washington Post.

My Opinion -- It is not so much the atmosphere (setting, surroundings) that counts when going out but rather the people you are with and certainly the quality of food being served. There is an absolute hole in the wall here in DC called AV's on New York Avenue that serves argueably the best Italian food in the city. Always a great place to bring a date because as I said the food is excellent and the service is better...

Ohhhhh...I must agree! When I was in London I was hard pressed to find a good eating establishment. Quite a dissappointment. :(

They have music at Chez McDonald's?