How Live Music Enhances Bars and Restaurants

A recent study conducted by Broadcast Music, Inc. (BMI) and the National Research Group (NRG) highlights the powerful impact of music on customer behavior in local bars and restaurants. The findings reveal that establishments featuring live music tend to have patrons who eat, drink, and spend more, ultimately leading to increased revenue for business owners.

A survey of 1,000 U.S. consumers aged 21 and older showed that atmosphere and music play a significant role in customer loyalty. Millennials, in particular, prioritize music when choosing where to dine or drink, ranking it as the second most important factor. More than half of those surveyed actively check a venue’s website for live music before making their decision.

Beyond attracting customers, music also encourages them to stay longer and spend more. Nearly 80% of respondents indicated they would extend their visit if good music was playing, with almost 60% saying they would purchase more food and drinks to continue enjoying the atmosphere. Among millennials, this number jumps to 70%.

Music also plays a crucial role in shaping customer experiences. Eighty-six percent of those surveyed agreed that good music enhances their visit, making it more memorable, with 89% of millennials sharing this sentiment. Younger generations, including Gen Z and millennials, strongly associate music with their dining experience, with 84% stating they are more likely to stay at a venue with great music. On the flip side, half of the respondents said they would leave an establishment if the music was unappealing.

Live music offers additional benefits by setting the ambiance, fostering social connections, and distinguishing venues from competitors. Eighty-two percent of respondents stated that live performances enhance their enjoyment, with many believing that the type of music played reflects the establishment’s brand identity. Moreover, 81% of guests are willing to wait up to 20 minutes for a table if live music is available, a number that rises to 87% among millennials. Additionally, 80% of millennials expressed a willingness to meet a two-drink minimum for a live music experience.

Restaurant and bar owners echo these findings, reporting noticeable revenue increases on nights featuring live music. A brewery owner in Colorado and Utah noted that guest spending per check rises by 5-10%, while overall revenue can see a boost of nearly 25%. Similarly, the owner of an Italian restaurant in Atlanta observed that without live music, their business would sometimes close early, whereas with performances, they could extend hours significantly and increase liquor sales, which offer a high-profit margin.

Ultimately, music isn’t just background noise—it’s a key ingredient in a thriving hospitality business. By leveraging live music, establishments can create engaging atmospheres, boost customer satisfaction, and drive higher revenue.