Kono Vidovic 
In 34 years of playing music professionally, one of the most underestimated spaces I have encountered is the restaurant. Not the concert hall, not the club - the restaurant. The music playing right now in your venue is either building the atmosphere you want or quietly undermining it. Most operators do not realise how directly it affects what customers order, how long they stay and whether they come back.
If you want a complete framework, my music strategy consulting service covers everything from sonic brief to daypart programming. But start here for the fundamentals.
Why Restaurant Music Matters More Than You Think
Music affects customer behaviour in ways that are measurable, consistent and well-documented. The tempo of background music influences how quickly customers eat and drink. The volume affects conversation patterns and perceived quality of food. The genre signals your restaurant’s identity and attracts - or repels - your target demographic.
A slow tempo (under 72 BPM) encourages lingering. A higher tempo (over 90 BPM) speeds turnover. Neither is inherently better - it depends entirely on your business model. A fine dining restaurant wants lingering; a lunchtime café may prefer faster turnover.
The Best Genres for Different Restaurant Types
| Venue Type | Recommended Genres | BPM Range | Energy |
|---|---|---|---|
| Fine dining / wine bar | Jazz standards, bossa nova, classical | 55–75 BPM | Low–medium |
| Casual dining / bistro | Indie folk, acoustic pop, neo-soul | 70–85 BPM | Medium |
| Brunch café | Nu-jazz, chill-out, acoustic guitar | 65–80 BPM | Light |
| Bar-restaurant hybrid | Soul → deep house progression | 75–110 BPM | Builds through evening |
| Fast casual / QSR | Upbeat pop, R&B, chart hits | 90–110 BPM | High |
- Fine dining and wine bars: Jazz standards, bossa nova, acoustic soul and classical are proven performers. These genres signal sophistication without demanding attention. Tempo should stay below 75 BPM. Volume should allow easy conversation at a level that feels “present” rather than oppressive.
- Casual dining and bistros: Indie folk, acoustic pop, neo-soul and light funk work beautifully in this context. The music should feel warm and contemporary - like the soundtrack to a friend’s dinner party rather than a hotel lobby.
- Brunch venues and cafés: Upbeat but gentle. Chill-out, nu-jazz, bossa nova and feel-good acoustic guitar all work well. The morning and afternoon dayparts call for lighter, more optimistic music than evenings.
- Bar and restaurant hybrids: As the evening progresses from dining to drinking, music should evolve. Start with dinner-appropriate soul and jazz, transition to deeper house or funk as the night develops, and let the energy build naturally.
- Fast casual and quick service: Higher tempos - 90+ BPM - work here. Upbeat pop, chart hits and energetic R&B are appropriate when your goal is efficient turnover rather than extended stays.
Volume: The Most Commonly Ignored Variable
Most restaurant operators focus on genre and playlist selection but neglect volume management across the day. Research consistently shows that slightly louder music leads customers to order more drinks. But volume above comfortable conversation levels damages the perceived quality of the experience and drives customers away.
A practical rule of thumb: music should be audible and mood-setting throughout the space, but a two-person table should be able to hold a normal conversation without raising their voices. Set different volume profiles for lunch service, early evening and late evening.
Building Your Restaurant’s Sonic Identity
The most successful restaurant playlists are not assembled randomly. They are curated to reflect:
- Brand personality: What does your restaurant feel like? Modern or heritage? Urban or rustic? Playful or sophisticated?
- Target demographic: Who are your regulars? What do they listen to? What makes them feel at home?
- Daypart progression: Music should evolve through the day and evening, not stay static.
- Seasonal relevance: Playlists should shift with the seasons - summer calls for lighter, more energetic music; winter for warmer, cosier sounds.
For a detailed breakdown of how to structure each part of the day, read my guide on business playlist strategy that boosts dwell time.
Common Mistakes to Avoid
- Using streaming playlists without curation: Generic “restaurant” playlists on Spotify often include tracks that feel jarring or off-brand. Curate your own or work with a professional.
- Ignoring copyright and licensing: Playing music in a commercial space without a licence (BUMA/STEMRA in the Netherlands, PRS in the UK) is illegal and carries significant fines. Ensure you are properly licensed.
- Setting it and forgetting it: A playlist that was perfect six months ago may now feel stale. Regular updates - monthly at minimum - keep the experience fresh for returning guests.
If you’d rather hand this off entirely, I offer custom DJ mixes from €249 designed specifically for hospitality environments - ready to play, properly licensed.
Key Takeaways:
- Music tempo directly influences customer dwell time and spending behaviour
- Match genre to your restaurant’s identity and target demographic
- Volume management across dayparts is as important as song selection
- Curated, brand-specific playlists outperform generic streaming options
- Always ensure proper music licensing for commercial spaces
Frequently Asked Questions
How loud should music be in a restaurant?
A good benchmark is 65–70 dB during dining service - loud enough to create atmosphere but quiet enough for easy conversation. Volume can increase to 70–75 dB during bar service in the evening.
Can I just use Spotify in my restaurant?
Spotify’s consumer subscription does not cover commercial use. In the Netherlands, you need to pay BUMA/STEMRA for a public performance licence. Spotify Business is one licensed option for venues.
How often should I update my restaurant playlist?
Monthly updates are the minimum for maintaining freshness. If you have regular guests who visit weekly, more frequent updates are worthwhile.
Should I hire a professional music consultant for my restaurant?
If music is integral to your brand experience - and it should be - professional curation is one of the highest-ROI investments you can make. The difference between a generic playlist and a well-crafted sonic identity is significant and measurable.
What BPM is best for a fine dining restaurant?
For fine dining, keep background music between 55 and 75 BPM. This slower tempo encourages guests to linger, order additional courses and spend more per head - directly improving your average revenue per cover.
Does the genre of music affect how much customers spend?
Yes, consistently. Research shows that music-brand congruence (when the music matches the style of the venue and its food) leads customers to perceive higher quality and pay more willingly. Jazz in a wine bar outperforms chart pop by every measurable metric.
How do I build a restaurant playlist from scratch?
Start with your sonic brief: define three to five artists that represent your ideal sound, set a BPM range, and identify which genres are on-brand and off-brand. Build from there in blocks of 20–30 tracks per daypart, and review monthly.
Ready to elevate your music strategy? Contact Kono
