Classical Music Makes Diners Spend More
A British study from 2003 claims that restaurant owners can increase their profits by simply playing classical music.
The study, conducted by researchers at the University of Leicester in Central England, concluded that the music of Mozart, Beethoven, and Bach makes diners feel more affluent, causing them to spend.
When listening to the strains of classical music, diners spent an average of 10% more per meal than when listening to the pop music of Britney Spears and Michael Jackson. Worst than pop music, however, was no music at all, which caused a dramatic drop in spending.
Psychologist Adrian North, who led the research, said classical music, with its connotations of sophistication, affluence, and wealth, makes you feel "a bit posh", and in a restaurant setting "has the effect of making you spend a bit more money."
In the study, diners opted for more starters and even stayed longer, ordering more desserts and coffees from the menu, when the subtle melodies of the classics played in the background.
The tests took place at Softleys restaurant in Market Bosworth over a period of three weeks.