A new study released by the Journal of the Academy of Marketing Science says that the decibel level of music played at a restaurant can directly affect what type of food consumers order, according to a recent article in the Washington Post.
Conducted at a cafe in Stockholm, the study found that when music was played louder, 20% more customers ordered something that was not good for them as opposed to those who dined when the volume was lower.
Marketers have used music and its volume to amp up customers for years. Is it right for your pizzeria? It really depends on the environment. You may consider experimenting with louder music on the patio or during late-night hours. See how it affects your check averages and orders.