Soundtrack on the BBC: Can music change the way we eat?
Ola Sars talks about the connection between your ears and your tastebuds and why it matters for restaurateurs.
Soundtrack co-founder and CEO Ola Sars recently joined the BBC World Service's Food Chain program to explore how music shapes our experiences in restaurants, cafés and other hospitality sectors.
From the moment a customer walks through the door, the right blend of music can make or break the customer experience. While restaurateurs carefully consider each aspect of their venue — from furniture and interior design to lighting, menus, cocktails and service — music is often one of the most powerful elements in influencing customer behavior and restaurants are starting to discover the psychology behind it.
As Ola explains to the BBC World Service, hearing is one of our dominant senses, with music triggering immediate neural and emotional responses. In hospitality settings, music works alongside other design elements to establish atmosphere, communicate a brand's personality and enhance the overall dining experience.
The conversation also explores the growing sophistication of music strategy within the hospitality industry. Over the past decade, restaurants and cafés have paid far more attention to the music they play, seeing it as a key differentiator in a competitive market. Rather than treating music as an afterthought, research suggests that many businesses now use carefully curated playlists to strengthen their identity and create a more engaging environment for guests.
Ola also discusses the importance of direct licensing agreements, which ensure that artists and creators are properly compensated when their music is used commercially in environments that help businesses sell products, whether that's coffee, clothing or a restaurant experience.
The feature highlights a simple but important idea: music is more than background noise. When thoughtfully selected, music for restaurants can help shape atmosphere, influence customer perceptions and become a valuable part of a venue's overall brand experience.
Listen to the full episode of Food Chain on BBC Sounds.
