Music has a substantially positive impact on dining and shopping, indicates a research study by SOCAN (the Society of Composers, Authors and Music Publishers of Canada) and Leger, The Research Intelligence Group.
“Music is the food of fun, so play on!” quips Leslie Craig, SOCAN’s director of licensing. “The results from our Food & Music Survey support the fact that Canadian businesses and their customers agree that music is integral to enjoying food and drink, and to staying in a restaurant, bar or retail store longer,” he adds.
About 78% of Canadians reveal that hearing music in a restaurant makes them enjoy their food and drink more and almost three-quarters said that it makes them want to stay longer. Among other findings, 84% of bar, restaurant and retail owners surveyed credit music for helping to create a more positive experience, while two-thirds of the Canadian public agreed that music impacts their decision to return to or recommend a restaurant. In fact, more than two-thirds of business owners said that live music attracts more customers, and more than half agreed that live music gives them an edge over their competition.
More highlights of the SOCAN Food & Music study:
- 78% of Canadian diners say that hearing music makes them more likely to stay longer, and half say that live music in a restaurant would make them want to eat and drink more.
- More than a quarter (28%) of Canadians say they would have a negative reaction to being in a restaurant without music and, of those 43% say they would be unlikely to return and 20% say they would feel the need to leave.
- 75% of Canadians say they enjoy food and drink more when they hear live music they like.
- 34% of Canadians said that if they knew a restaurant was paying its legal and fair license for music, it would influence their decision to go there.
It is similar for grocery and retail stores. More than half of Canadians said they are likely to enjoy their shopping experience more when they hear music in a retail store. About one-third even admit to dancing or singing in grocery store aisles and 25% said would be likely to inquire about music being played.