It all started on the island of Nantucket, where Jonas Reinholdsson, a young Scandinavian restaurateur, met a Bostonian named Anne O’Leary. A shared love of hospitality and sports became the inspiration for Sweden’s first American-style sports bar — opened in Gothenburg in 1988 — a place where terrific food, big games and great music come together under one roof.

More than three decades later, O’Learys has grown into a global brand with over 100 venues in 10 countries — and music plays a central role in setting the mood at all of them. We sat down with Reinholdsson and Jesper Willaume, who heads the chain’s flagship in Stockholm, to talk about how Soundtrack helps bring the brand’s energy to life and keep its signature vibe consistent across the world.

You’ve been in the restaurant business for 30-plus years. How have things changed most for O’Learys?

Jonas Reinholdsson: The biggest change for us has been that sports has become much bigger [culturally] compared to 20 years ago. Since we show many more games, we play less music — which means that playing exactly the right music has become more important.

And how has your clientele changed?

JR: Our appeal has become much broader. Ten years ago, 17% of guests were female; now that share is over 30%. We’re also aiming to attract all sorts of people, including families. That means we have to refine our concept while retaining those aspects that made people want to come to us in the first place.

How would you describe the music played at O’Learys? 

Jesper Willaume: We describe O’Learys’ music as “wide-legged American rock with modern elements.” It’s timeless songs from the late ’60s and onward. We don’t play metal, and we don’t play rap or modern R & B. It’s not that we have anything against those genres, they just don’t fit our concept. When you come here, you get to choose what to eat and what to drink, but you don’t get to choose the music, so we’ve got to get it exactly right.

How has the way you’ve used music transitioned over the years?

JR: When I opened the first O'Learys in the late ’80s, I was playing music from cassette tapes, and then later transitioned to CDs. But by the mid-’90s, each franchisee had to buy some 50 CDs of O’Learys staples — the most played songs by artists ranging from James Taylor to Guns N’ Roses. 

Then we started burning CDs with playlists and sending them out to franchisees. We made a black binder with CDs of about 150 ready-made playlists — and I made 70% of those playlists myself! It wasn’t really sustainable to burn records like that, and licensing-wise, I suppose it was pretty borderline. 

Speaking of franchises, you’ve grown from one location to 100. Local restaurant owners typically have a lot of say when it comes to music. How much freedom do you give individual locations?

JW: Everyone has a right to their own taste in music, and our staff aren’t robots. But just like with the food and drinks, we want the music we play to make our guests feel at home. Our concept is very recognizable, down to the familiar menus and our green-and-white checkered tablecloths. In many ways, music ties everything together. Getting the music and the mood right for staff and guests boosts sales — and the wrong music can ruin the atmosphere. Thanks to Soundtrack, we no longer have that problem. 

O'Learys' tips for playing music in bars and restaurants

How to keep the mood right, from first drink to last call.  

1. Don’t trust your personal taste
   You’re not playing music for yourself. You’re playing music to create a consistent mood for your guests — and that may include music you personally dislike.
   

2. Get a concept
   Find the sound that expresses your brand. Bambino’s Great Italian Eatery is another restaurant concept in the O’Learys family, and it has a completely different sound.
   

3. Have guidelines — but be flexible
   That way, you can adjust your soundtrack and respond to events and happenings that are relevant to your business.
   

4. Watch out for the sports bar vacuum
   A challenge for many sports bars is keeping customers after the game. The moment it’s over, turn up a classic anthem to keep the atmosphere buzzing — guests stay longer, and sales go up.
   

5. Maintain control
   Have clear rules so staff aren’t tempted to change the music.
   

6. Mix the intensity
   Start with music that matches the level of conversation, then build energy, then bring it down again. It’s like breathing in and out — that’s how you keep curiosity and variation alive.  

Find your soundtrack 

Soundtrack helped O’Learys keep the energy up, the vibe consistent and customers happy across its 100-plus locations. Try Soundtrack free for 14 days and see how it can work for your business.