How Restaurant Music Influences What You Order

You may have heard that the colors inside a restaurant can impact how you feel, and a new study finds that the music being played in an eatery can influence what you order. University of South Florida researchers observed diners at a café in Stockholm. They divided the menu items into four categories: healthy, non-healthy, and neutral. They found 20 percent more of the restaurant’s customers ordered something unhealthy when exposed to louder ambient music compared to those who dined during a quieter time. Study leader Dr. Dipayan Biswas says the volume and tempo of music influence a person’s heart rate and level of arousal, and so louder music increases stimulation and stress, which could make you crave a cheeseburger instead of a salad. He adds, “Restaurants and supermarkets can use ambient music strategically to influence consumer buying behavior.