What happens when you analyze 1.8 million purchases across 16 fast-food restaurants over five months? You get rock-solid data. This study analyzed the effects of playing brand-fit music, random hits, and no music in eight high-traffic locations. The study went on to compare sales when brand-fit playlists contained only popular, well-known songs against playlists that contained a mix of hits and lesser-known songs.
Tailoring music to the brand helps sales while playing random hits actually hurts them. And mixing hits and lesser-known songs gives better results than popular songs alone.
Music that reflected the company’s values reassured diners that they were in the right place—that they knew and appreciated—and gave them confidence to purchase.
Playing random music, even popular songs, without matching the music to the brand created an uncomfortable disconnect between what customers saw and heard, and with previous associations with the restaurant.