By Wenda Kielstra (Consumatics)
The number of restaurants in the Netherlands is increasing every year, however customers are spending less. This makes it important for restaurants to differentiate themselves from the competitors. The traditional focus is often on product range, location, service and price. However, recently a new element has started to gain popularity: environmental cues affecting subconscious behavior. Consumatics were asked to conduct an experiment in a restaurant in one of the biggest theaters in the Netherlands. People visit the theaters only once every three years and have a deadline, because the show starts at a fixed time. Can people be influenced by environmental cues at this specific location? Consumatics focuses on cues that consumers cannot specify, but result in them feeling more comfortable and eventually spending more. Consumatics conducts research and supports the hospitality, retail and airport industries with scientific insights and knowledge to create more positive experiences and higher revenues.
The experiment was conducted in a restaurant during April and May 2014. Music and light conditions were manipulated and 451 customers were asked to rate how perfect their dinner was, how comfortable, happy and at ease they felt. Finally, they were asked if they would return to the restaurant. Studies by Wilson (2003), Areni & Kim (1993), and North et al., (2003) have previously shown that classical music can have an eff ect on the behavior of customers. Classical music has already more often shown positive results in past years, people spent more when classical music was played than with other music styles.
Not only music can contribute; the infl uence of lighting is important too. Wansink (2010) showed that soft and warm lighting made people enjoy their food more. Warm lighting is often associated with red and yellow. Red creates a mood that moves people to action and stimulates buying (Bagchi, 2013).
Two music styles were used: pop music (top 40) and classical music (light piano tones). These two music styles were compared to the regular music that was played in the restaurant (jazz/lounge). In the lighting condition red, yellow, and white lighting were used.
- Customers felt more comfortable, happier and at ease when classical music was played
- Customers evaluated the atmosphere and the food better in the classical music condition
- Customers mentioned more often that they would return to the restaurant in the classical music condition
- The average spending increased by 20% when classical music was played
- Pop music had a lower score compared to classical music and the regular music on all aspects
- People felt more comfortable and at ease with red lighting compared to yellow lighting
- In the yellow lighting condition there was an increase of 5 % in spending
This experiment shows that music can affect perception, feelings and the spending pattern of customers in the restaurant in the theater. Supporting previous research, this shows that visitors to the theater, as in other restaurants, can be influenced by environmental cues. Music not only affected the emotions of customers, but also the average spending. In total, customers spent 20% more with classical music (!). Interestingly enough, a large difference is shown between classical music and pop music. Classical music leads to a higher result than regular jazz music. Popular music on the other hand scored in most cases lower than regular jazz music. This was not expected. One reason for this may be that popular music does not correspond with the luxurious feeling of the restaurant. The effect of lighting has shown different results. From the literature, we would suggest that a stimulating environment (i.e. red lighting) would make guests spend more (Ryu & Yang, 2007).
This experiment showed that the average spending increased in the yellow lighting condition. However, yellow lighting also lowered how comfortable customers felt. Red had a positive effect on the emotions of the customers compared with yellow. The restaurant has been refurbished in the meanwhile and the experiment helped guide the choice of layout and ambiance of the surroundings. Together with our own experiments and our hands-on approach, we can combine science with daily business to create better customer experiences and higher revenues. Based on current and previous studies we recommend implementing the changes in-store. Not because “we think it works” but based on actions and facts.
This article was originally published in the Neuromarketing Yearbook 2015. Order the 2016 Neuromarketing Yearbook now!