11 July 2018
Want customers to spend more on alcohol or order a dessert?
In one study, under a slow music treatment (that is, under 72 Beats Per Minute) the average dollar amount spent on food per customer group in one study was $55.81 compared with an average of $55.12 under the fast-music treatment (92 Beats Per Minute or more), not really a huge difference.
However, when the expenditures for alcoholic beverages were analysed, the findings were quite different. Slow music listeners had an average bar charge (per customer group) of $30.47 compared with $21.62 for those under the fast music treatment. That represented an average of 3.04 more drinks per customer group.
Buy a dessert or sides. “Music that fit the brand made people more likely to buy additional items than if the restaurant played random popular music.” Sales of desserts, shakes and smoothies, rose by more than 15% in one five-month/2 million transaction study of 16 restaurants in Europe, while sales of sides increased by more than 11%.
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