Music Matters: New Study Confirms Consumers Eat, Drink, & Spend More When Listening to Their Favorite Music

By Gabriella Natali

A recent study by BMI (Broadcast Music, Inc.) and NRG (National Research Group) confirmsthatmusicpositivelyimpactsthewayconsumersinteractwithlocaleatingand drinkingestablishments Accordingtothefindings,barsandrestaurantsthatfeaturelive music have customers who eat, drink and spend more when listening to music they enjoy,resultinginhigherrevenuesformanybusinessowners

Out of the 1,000 nationally represented U.S. consumers surveyed across age demographics 21+, atmosphere and music are a big part of what keeps them returning to the establishments that they frequent. When taking a closer look at the data, specificallytheresponsesofMillennials,musicisthesecondmostimportantfeaturethey considerwhenselectingabarorrestaurant.Infact,it’ssomethingtheyactivelyseekwith more than half of respondents reporting that they often check the establishment’s websitetoseeiftheyhavelivemusicbeforechoosingwheretogo.

Music not only drives consumer traffic, but it also has the potential to increase revenue. Thesurveyfoundthatnearly80%wouldstaylongerifgoodmusicwasplaying,withclose to 60% stating that they would buy more food and drinks to continue listening to music thattheyenjoy.ThatstatisevenhigherforMillennialsat70%.

Other findings show that music makes memories, and it has the potential to make or break the customer experience Eighty-six percent of all those surveyed said that good music at a bar or restaurant creates a more memorable experience, with 89% of Millennials agreeing. Across the board, the younger generations show that music is an importantpartofthediningexperience,with84%ofGenZandMillennialsnotingtheyare more likely to stay at a bar or restaurant with good music. If the music isn’t right, however,oneoutoftwopatronssaidtheywouldleaveanestablishment.

Live music also has very tangible benefits for consumers and businesses by creating ambiance and bringing people together while helping bars and restaurant owners differentiatethemselvesfromcompetitors.Eighty-twopercentsaidthattheirexperience ismoreenjoyablewithlivemusicandnotedthatthetypeofmusicplayedtellsalot abouttheestablishment,includinghelpingtoestablishitsbrand.Peoplewerealsomore likely to wait for a table and grab a drink at the bar if live music was playing to keep them entertained with 81% of those surveyed saying they’d wait 20 minutes. That number rose to 87% when you just look at how Millennials responded, and 80% of that demographicwouldalsopayforatwo-drinkminimumtohearlivemusic

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In addition to consumers, restaurant owners and managers were also interviewed, sharingthattheysawaclearboostinrevenueonthenightsthatfeaturedlivemusic An owner with breweries in Colorado and Utah confirmed that customers stay longer and spendmoremoneywhenabandorDJperforms,commenting,“checkaveragestendto go up 5-10% … and revenues have jumped almost 25% on the nights that we have live music.” The owner of a family Italian restaurant in Atlanta, GA agreed, noting, “Without the [live] music we didn’t have the linger time, we would close sometimes at 9 o’clock. With the live music, we could push one o’clock in a bedroom community. There were moreliquorsales,andthat’sa75%profitmargin.”

For the complete consumer survey, click here and for more information on how to obtainaBMImusiclicensepleasevisitwww.bmi.com/ede.