MUSIC & AMBIANCE STRATEGY FOR F&B VENUES

Did you know that 81% of consumers say that music improves their mood when dining out?  

Curating the right ambiance is crucial for crafting memorable guest experiences that drive repeat business. While exceptional food remains fundamental, the overall atmosphere—encompassing elements like lighting, music, and design—plays a pivotal role in shaping how guests perceive and engage with a space.  

This holistic approach to experience design has become a key differentiator in a crowded market, underscoring the importance of sensory and environmental elements in customer retention. 

“Music is the heartbeat of a venue—it can uplift or deflate the energy in an instant." - Madeline McLeary, Senior Brand Development Manager at TGP International. 

At TGP International, designing environments that enhance the guest experience is central to our approach. From the ambient lighting at Al Mamlaka Social Dining to the vibrant music at Gup & Shup, and the indulgent atmosphere at Floozie Cookies, we try to consider all customer touch points within the overall guest experience.  

Consideration of sensory-driven design elements help to tie the whole narrative together, contributing to memorable, immersive experiences that leave a lasting impression on visitors. 

SETTING THE TONE 

Music does more than fill the silence—it sets the pace of your venue and influences how guests interact with the space. Slower tempos have been shown to encourage guests to linger, contributing to a more relaxed atmosphere, while faster, upbeat tracks can increase energy levels during peak hours.  

This strategic use of music not only enhances the overall guest experience but can also influence key metrics such as table turnover rates and customer satisfaction, demonstrating the role of sound in shaping hospitality environments. Getting the balance right can make all the difference in how your guests feel and, more importantly, how long they linger. 

“The perfect soundtrack isn’t just background noise—it’s a conversation between the venue and its guests.” - Claire Richmond, Director of Design at TGP International 

When working on Gup & Shup, a concept heavily influenced by India's vibrant street food scene and the wild and wonderful sounds that are are associated with busy urban hubs like Mumbai, we considered soundscaping could enhance the guest experience and connect with our overarching narrative.  

During the day, light and family-friendly music cultivates a relaxed atmosphere suited for leisurely lunches. As evening approaches, the tempo shifts to more upbeat tunes, encouraging guests to extend their stay and transition from a casual meal to a lively evening. During special events like Brunch City, we've also seen this venue come to life through live entertainment and DJs. 

Adapting music to match the occasion or natural flow of the day can have a powerful impact on guest behaviour, making them feel at ease and in sync with the space. 

HARMONISING MUSIC WITH LIGHTING AND PACE 

In hospitality design, the interplay between lighting and music is pivotal in crafting a memorable guest experience. Effective ambience design considers how these elements work together to evoke specific emotions and enhance the overall atmosphere of a venue. 

During the day, bright, natural lighting paired with upbeat music can create an energetic and welcoming environment, encouraging guests to socialise and engage.  

However, some restaurants may favour softer, dim lighting accompanied by soothing or melodic music to set the stage for a more intimate and relaxed atmosphere. Thoughtful combinations can support an authentic guest experience that aligns with the core concept and the space.   

By harmonising lighting and music, venues can create a cohesive ambience that not only reflects their brand identity but also enhances guest satisfaction and encourages repeat visits. This strategic approach to ambience design is essential for cultivating a unique and memorable experience that resonates with patrons long after they leave. 

TIMING IS EVERYTHING 

Creating an exceptional guest experience in the hospitality and F&B sectors hinges on the strategic timing of sensory elements like music and lighting. As the day progresses, the mood of a venue should ideally evolve in harmony with its guests.  

Soft music in the morning fosters a calming atmosphere, while gradually increasing tempo and volume throughout the day infuses energy during peak dining hours. Equally, music that lacks energy can create dissonance in venues hosting vibrant events, such as lively brunch gatherings, where the auditory backdrop plays a crucial role in reinforcing the overall atmosphere.  

A soundtrack that fails to align with the event’s dynamics can disrupt the guest experience, leading to a sense of disconnect that diminishes engagement. To foster a cohesive and enjoyable environment, operators should curate upbeat and dynamic music that complements the event's energy, enhancing social interactions and excitement.

Moreover, understanding the desired ambiance and actively seeking guest feedback on music selection can significantly elevate satisfaction and loyalty, positioning the venue as a preferred destination for social gatherings. 

Lighting plays a critical role alongside sound, with bright, natural light promoting sociability during the day and softer, warmer tones creating intimacy in the evening. By aligning these shifts with the natural flow of the space, establishments cultivate a welcoming atmosphere, allowing guests to feel at home regardless of when they visit. This thoughtful transition is essential, as it directly influences the comfort and satisfaction of patrons. 

Ultimately, investing in a well-planned sensory design strategy not only enhances the guest experience but also fosters stronger emotional connections with the audience. Establishments that actively assess and refine their sensory approaches based on guest feedback can better resonate with their target demographic. In a competitive landscape, mastering the interplay of music and lighting can distinguish a venue and drive repeat visits, ensuring lasting loyalty. 

THE SUBTLE POWER OF SCENT 

Scent is often an overlooked yet powerful tool in shaping a venue's identity and enhancing the overall guest experience. Research indicates that humans are 100 times more likely to remember something they smell than something they see or hear, highlighting the profound impact of olfactory stimuli on memory and emotional connection.  

The right scent can evoke nostalgia and create lasting impressions, transforming a simple visit into a memorable experience.

For example, at within many of our much-loved Floozie Cookies venues, the enticing aroma of freshly baked vegan treats fills the air, inviting guests to linger and indulge.  

Moreover, the choice of flora and materials within a venue can further enhances the sensory landscape. Live plants can introduce organic scents and visual vibrancy, while natural materials, such as wood and stone, can add texture and warmth, enriching the overall ambiance. 

These carefully curated scents work in tandem with other sensory elements like music and lighting to create a cohesive multisensory experience that resonates with guests on multiple levels. 

BOOSTING REVENUE WITH AMBIENCE 

Creating the right ambience isn’t just about aesthetics—it has a direct impact on your bottom line. Studies show that 24% of customers are more likely to make a purchase when they enjoy the music playing in a venue. By carefully curating the sensory experience, venues can encourage guests to stay longer, spend more, and return for future visits. 

In the world of F&B, creating the right ambience is essential to creating memorable experiences. Music, lighting, and scent are more than just finishing touches—they can be powerful tools that enhance the guest experience, drive loyalty, and boost sales.