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Sonos is a leading American audio technology company that is best known for pioneering wireless multiroom audio systems, which make it easy for listeners to stream music and other content throughout their homes. The company continues to innovate, creating wireless speakers, home theater systems, headphones, architectural components, and integrated home audio solutions that revolutionize how people listen and connect to sound.

Picture this: you stroll into your favorite local cafe.

As the door swings open, it’s more than just the tantalizing scent of freshly ground coffee that greets you. It’s the sound. A warm tapestry of jazz instrumentals weaves through the air. The music creates an ambiance that’s inviting, familiar, and comforting — a harmonious backdrop that sparks your creativity, fuels friendly conversations, or simply helps you unwind as you crack open a novel.

Every day, millions of people across the world have a similar experience as they contribute to the United States’ 

. They may not notice it explicitly, but it’s this expertly crafted sound that transforms a cup of coffee in a crowded room into something truly extraordinary.

Music and atmosphere are central to the cafe experience.

While the link between coffee and music is typically discussed in art and pop culture, there’s science to back it up as well. Studies show that the right mix of volume and genre — 

 — can enhance the cafe experience for customers. As anyone who has ever tried to chat or work in an excessively loud cafe can attest, the reverse is also true.

For coffee shop owners, it’s important not to take these sound experiences for granted. The richness of cafe culture is something that’s rooted in music and other arts. Refined over centuries, the music you choose for your cafe makes a major impact on your customers and the success of your business.

In this guide, we’ll look at everything you need to know about background music for cafes, including:

What cafe culture is and its link to music

The impact that cafe background music has on customers

The effect of volume on the coffee shop experience

How Sonos Pro gives coffee shops all the tools they need to succeed

A depth-of-field photo in a busy cafe of a customer in a hat from behind, the rest of the bustling scene is stylishly blurred

Music and cafe culture — the secret behind the best coffee shop experiences

Nearly 1.5 billion cups of coffee are consumed every day, signifying the drink’s status as a truly-global societal staple. But the popularity of coffee, and its link to music and culture, is nothing new – from the vibrant social hubs of the 15th-century Middle East to the Beat poet, jazz, and folk music performances of mid-20th-century North America — coffee and music have been intertwined across time and cultures.

Modern coffee chains and stand-alone shops continue to uphold this tradition, using music to transform an ordinary coffee drink in an ordinary building into an extraordinary experience.

Cafe culture refers to the tradition of socializing, working, reading, or relaxing in cafes or coffeehouses. It’s the recognition that cafes and coffee shops serve not just as a place to consume coffee and food, but also as a social institution that encourages conversation, creativity, and community.

In different regions and periods, cafe culture has taken on various forms and significance, acting as a meeting place for intellectuals and artists. Even musicians of the caliber of Mozart and Beethoven 

. Later, in the 20th century United States, cafes became associated with counterculture movements, hosting poetry readings, musical performances, and serving as meeting places for activists.

Cafe culture continues to evolve to this day. In the digital age, coffee shops increasingly function as informal workplaces and meeting spots for professionals and students, thanks to the availability of free WiFi and comfortable seating. Yet, they remain places of socialization and relaxation, where one can meet friends, enjoy a moment of solitude, or immerse oneself in the local culture. The ambiance, including the design, lighting, music, and –  of course – the quality of coffee, plays a key role in defining a cafe’s personality and the experiences it offers to its patrons.

Essentially, coffee shops and cafes have always used music as a place to generate creative, collaborative experiences. This is more than just a cultural impact — music is influential in determining our thoughts, feelings, and behavior.

A detailed photo of a coffee machine in a cafe, surrounded by various other equipment

A photo from above of a customer in a cafe, writing in a notepad while enjoying a coffee and using a laptop computer

Just like how the ambiance of a restaurant impacts how your customers experience the food, drinks, and service, the music you select for your cafe can also influence your patrons to a surprising degree.

Specifically, background music affects customer behavior, emotions, and spending habits in a cafe setting.

Impact of music on customer experiences and behavior

Music has a major impact on our mood, thoughts, and behavior — it even shapes our spending habits. In fact, one of the first things people do when they are feeling upset is to play uplifting music.

It’s a simple, but powerful strategy: improve the mood of customers so you drive action and create an emotional connection that will keep them coming back. Studies find that businesses, from retail stores to restaurants, that use uplifting, high-tempo music tend to generate more sales than their counterparts.

From a communal standpoint, music also helps establish settings where people feel comfortable conversing or working with others. This makes sense, given that cafe culture is historically founded on bringing people together in common spaces and using music to encourage social behavior. Selecting the right background music sets the stage for memorable experiences and can help cement your cafe as a community’s favorite spot.

Music also influences how long people spend in your cafe. If you are concerned about people camping out for long periods of time, playing more energetic music is a great way to increase turnover and keep new customers coming in.

Given that coffee, caffeine in particular, also drives human behavior, combining it with the right music makes it all the more powerful.

Choosing the right music for your patrons

Cafe music, or “coffeehouse”, is more than just bossa nova and jazz. The broad appeal of cafe culture means these businesses draw on a diverse customer base that may resonate with a range of different genres.

The coffeehouse genre is often characterized by its relaxed and inviting sound, which incorporates elements of folk, jazz, blues, indie, and pop. The music is typically selected for suitability as a cafe background, with acoustics and lyrics that create a blended sense of intimacy and relaxation, allowing people to focus on primary tasks.

Notable artists associated with this genre range from Norah Jones, Jack Johnson, and Sara Bareilles to earlier influencers like Joni Mitchell and James Taylor. Given this fluid genre, coffeehouse playlists often incorporate many different types of music.

If you’re looking to energize your customers with the right cafe background music, you can’t go wrong with these iconic genres:

Jazz is an improvisational and expressive music genre characterized by complex rhythms, soulful melodies, and elements of swing and blues. Its laid-back, inviting tone and ability to foster an atmosphere of casual sophistication have made it a common choice for coffeehouses, promoting a sense of relaxation and conversation among patrons.

Pop music is characterized by its catchy melodies, repeated choruses, and generally upbeat rhythms, making it accessible and enjoyable to a wide audience. Its broad appeal and upbeat energy make it a popular choice as background music in franchised coffee shops, especially during peak hours, to create a lively, engaging atmosphere.

Alternative music emerged from the independent music underground of the 1980s and became widely popular in the 1990s, distinctive for its diversity of sound and its deviation from mainstream pop and rock. Its eclectic, and often introspective, nature allows it to set a distinctive, creative ambiance in coffeehouses, appealing especially to younger, indie-loving demographics while aligning perfectly with the spirit of cafe culture.

Folk music is characterized by the expression of the “common person’s” life experiences through simple, acoustic-based melodies. Its authenticity and warmth have made it a staple in coffeehouses, offering a cozy, community-focused atmosphere that complements the social nature of café culture.

Classical music is a traditional genre known for its intricate compositions, which are often associated with orchestral and instrumental music from the Western tradition, that span centuries from medieval to modern times. Its calming, sophisticated nature suits the coffeehouse environment perfectly, providing a backdrop of heightened stimulation that improves focus and encourages contemplation — perfect for work, reading, or quiet conversation.

While you may be overwhelmed by the multiple genres associated with coffeehouse music, it’s important to remember that genre is just one part of the equation.

A study about how pop and classical music affect a consumer’s likelihood of purchasing coffee finds that 

both genres had a significant positive impact

. In other words, it’s the presence of the music, not necessarily its style, that drives consumer behavior.

The fact that genre impacts your cafe background less than the simple presence of music does make sense when you consider another key component: volume.

Whether your customers are there to work, study, socialize, or just enjoy a moment, there’s nothing more distracting than loud or inconsistent music. Your cafe background sound needs to create a welcoming atmosphere that accommodates a range of different activities.

It’s also important to remember that, while coffee shops are conversational spaces, the combined volume of background music and people talking can be too much. Studies show that coffee shops that are 

 are more likely to deliver a negative experience. In these cases, balancing out the busyness with relaxing music at lower decibels can maintain that inviting environment.

But volume isn’t just for accommodating the needs of customers; you also have a business to run. The loudness of your cafe music actually gives you some control over traffic flow throughout the day. Playing louder music during peak hours will help drive turnover so you can capitalize on the rush. Once that’s passed, you can reduce the volume and create an ambient atmosphere that encourages customers to stay during slower times.

As much as cafe culture plays a role in bringing customers to your shop, it’s clear that the quality of your sound experience has an even greater impact. That’s why the music you play, 

, and your ability to control them both are key.

A photo of a technician on a ladder installing a speaker on wall, a 3D rendering of a cafe layout, and a screenshot of the Sonos Pro Dashboard software

Create the perfect coffee shop ambiance with Sonos Pro

A pioneer in home audio and multi-room sound, Sonos has revolutionized how listeners experience their favorite music. Sonos is now bringing effortless sound experiences to business owners with a 

, including best-in-class speakers that help restaurateurs, retailers, and cafes perfectly deliver background music to their customers.

Sonos Pro is an all-in-one solution offering high-quality speakers, commercially-licensed music, and a central dashboard that lets you easily control it all. Together, they give you full control over your cafe’s sonic seasoning and help you realize the following benefits:

Gain a high-level view of the music, volume, and other settings across each location with the Sonos Pro Dashboard so you can monitor and manage the atmosphere of your cafe from anywhere.

Explore all that the coffeehouse genre has to offer with a catalog of commercially-licensed stations that include Brooklyn Coffee Shop, Contemporary Cafe, Espresso Bar, and more.

Access a product specialist to quickly resolve issues, minimize downtime, and get back to the cafe background your customers need.

 Amplify your cafe ambiance with best-in-class sound quality from Sonos speakers and create memorable experiences that keep them coming back.

 and unlock the full power of cafe culture with a sound experience that energizes and engages your customers.

*Sonos Pro is only available in certain territories.

A photo of two people in a restaurant holding a discussion over a tablet device

Background music for cafes: how to amplify your business and customer experience

Running a successful retail store is all about attention to detail. You know that each aspect of your space, from product packaging to display setups to the sound system, contributes to the overall experience of the customer. These details establish a connection between your brand and customers, encouraging them to spend more time in your space and pushing them toward that final purchase.

Music is central to that retail experience. This is because the first thing your customers experience when walking into your space isn’t the product or service; it’s the atmosphere you’re trying to establish: the sights, smells, and sounds. And the music you play has a major impact on how customers think, feel, and behave.

Our Brilliant Sound Survey, which gathered information from over 12,000 listeners across 12 countries, found that 

music impacts people in the following ways

74% see reduced levels of stress when they listen to music.

52% feel happier when listening to a favorite song.

82% believe great-sounding music makes parties more fun.

If people are able to derive these benefits from listening to music on their own time, why not give them a similar experience when they shop and — in the process — anchor those positive experiences to your brand?

A retail store sound system helps you do just that.

A photo of two people in a clothing store, holding a lively discussion while shopping

A photo of a technician on a ladder installing a speaker at a retail store

First things first: what do you need for a retail store music system?

The first thing that comes to mind in any discussion centered on playing music is the speaker system. But a high-quality business sound system actually has three main components: speakers, commercially-licensed music, and an app for central control.

Let’s take a look at each of these pieces.

The quality of your retail sound experience is determined completely by the speakers that the music is played on and how you set them up throughout your space. That means there’s a lot to consider during the selection process.

Because retail spaces tend to be much bigger than the typical residential living room, you will likely need a larger speaker. 

 can distribute high-quality sound throughout a large area, providing even the biggest retail stores with clear stereo sound.

Besides audio quality, you also need to consider the visual impact that large speakers may have on the aesthetics of your space. Choosing in-wall or in-ceiling speakers will allow your sound experience to blend seamlessly into the room.

Choosing the type of music you’ll play in your retail space is a pivotal aspect of the overall shopping experience for customers, which makes sense — you are playing it for them, after all.

The genres, artists, and songs that you choose can set and elevate the ambiance of your shop — provided you put in the work to find the right music, of course. In addition to strengthening your brand, the right use of music in retail spaces has been shown to 

But before you find the right playlist or catalog, it’s important that you understand the difference between playing music in your home and playing it in your store. Generally, playing music in your business requires a license.

 that offers a catalog of pre-licensed music. This way, you can play music stress-free, focus on running your business, and ensure that your favorite artists are fairly compensated for their music.

A system that lets you remotely manage and control everything, from the music you play to the volume and bass level, is the secret ingredient to the sound system for your retail business. Crafting the perfect retail store music experience is about achieving harmony between your music and the speakers it’s played over.

Many business owners are so focused on one or the other that they forget to fine-tune the whole experience — a central app provides an easy solution. Plus, it frees up your staff’s time to focus on the most crucial aspects of your retail operation – product presentation, assisting customers, and generating sales.

A photo of four Sonos Pro Era 100 speakers

A photo of a person relaxing on a sofa and interacting with a mobile device, with logos for many sound system apps overlaid on the photo

How to set up a sound system for your retail business

Now you know there’s more to setting up a sound system for your business than placing a few speakers and pressing play on your favorite streaming app. The next question is finding the right speakers, music catalog, and control system for your business.

From identifying your brand sound and mapping your store layout to buying the necessary hardware and commercially licensed music, several steps are involved. Now let’s look at exactly what you need to do.

As you know, music serves as an effective medium for building a positive emotional connection between your customers and your brand. Understanding your audience is crucial to selecting the tunes that drive those connections. By understanding the demographics, habits, and preferences of your top customers, you can identify the genres that will suit them best.

Identify your brand sound

A younger audience might prefer buying shoes and apparel from a store that plays trending genres and exhibits an understanding of the current culture. On the other hand, the people who frequent an independent bookstore may appreciate quieter, alternative songs as they browse for their next read.

In both cases, the type of retail store music elevates the shopping experience and helps establish an emotional connection between brand and customer.

The floor plan of your store will largely dictate the layout of your business’s sound system. You’ll also need to factor the acoustics of your space into speaker placement, so customers can enjoy a consistent music experience whether they are inside or outside your business.

Map your sound system layout

During this planning process, you should determine whether you need standalone speakers or architectural speakers that won’t visibly distract from your set-up. Depending on the layout, you may prefer to use 

Another thing to consider is the electrical infrastructure of your building —  which can impact speaker placement, quality, and longevity. You can take the easy route by installing high-quality plug-in speakers and avoiding the complex wiring of architectural hardware.

Engaging brand sounds are built on the back of high-quality audio, so choosing the right speakers is key to your retail experience. Depending on the size and nature of your business, factors like the number of speakers, their placement, and your space’s electrical layout will impact the buying decision.

Get the right hardware for your space

When it comes time for the actual installation of your business’s sound system, there are some additional things to consider. For example, some retail sound system services can even 

 in your area, so you don’t need to spend additional time sourcing the right pros.

With all the hardware in place, it’s time to find the perfect music for your retail business. You’ve done the research and know the genre, tempo, and volume that resonates with your customers  — now it’s time to find the right music streaming service for your business.

Find your music streaming solution

As previously mentioned, creating a brand sound in your store requires commercially licensed music. Commercial streaming services like Sonos Backgrounds provide a catalog of pre-licensed music, with curated stations to match any retail environment. All you need to do is hit play.

A photo of a person in a retail store inspecting clothing items, a 3D rendering of a retail store layout, and a screenshot of the Sonos Pro Dashboard software

Three tips for providing the ultimate sound experience with your business sound system

Even if you follow each of the preceding steps to a tee, issues can still arise with your retail business sound system. Here are a few tips you can use to make sure you minimize hiccups and provide a consistent, quality sound experience.

 offer more flexibility because they don’t need to be hardwired or connected directly to an ethernet cable or modem. WiFi connectivity gives you the freedom to move the pieces of your retail sound system until you achieve the desired effect. No more restricting placement based on proximity to your internet connection — if there’s a power source nearby, you can make it work.

Cut the hassle with WiFi speakers

Plus, if you plan on growing your business in the future, you can quickly and easily add more speakers to meet your changing needs while creating a consistent, cross-location sound experience.

As your business grows, your sound system should, too. Whether you’re physically expanding a single location or opening multiple new spaces, you want a sound system that can accommodate new speakers. Not only are WiFi speakers hassle-free, but you can easily add them to your system to meet the changing needs of your business.

Prioritize the scalability of your sound system

Running a retail store means you and your staff are constantly juggling multiple responsibilities. A sound system that allows you to control all music, volume, and other settings from any mobile device will save you valuable time and ensure consistent sound experiences at all times.

Find a solution that gives you control — from anywhere

A photo from inside a stylish and modern clothing retail store of a clean downtown city street outside

Amplify your retail music experience with Sonos Pro

Setting up a sound system for your business can seem like a complex task, but Sonos Pro makes it simple. After 

, Sonos now has a service that gives businesses the three essential pieces of any business sound system — the hardware, the music, and the app to control them both.

As a one-stop solution for a tailored, impactful, and hassle-free retail sound experience, here’s what Sonos Pro delivers:

Remote monitoring and management: Ensure consistency in your sound experiences by monitoring and adjusting volume, music, and other sound settings from anywhere with the Sonos Pro dashboard.

Music and control that work for you: Select from a catalog of 

 to find the music that fits your brand identity, creates the desired atmosphere, and resonates with your customers.

Premium product support: Access a success manager or team of Sonos product specialists to minimize downtime and provide an uninterrupted shopping experience for your customers.

Unrivaled sound experience: Amplify your business’s potential with best-in-class sound quality from Sonos speakers and offer customers an unforgettable shopping experience that keeps them coming back.

Remember, music is not just sound; it’s an integral part of your brand’s retail experience. 

A photo of a child in a clothing store, as viewed from over the shoulder of a member of staff as she interacts with an app on a tablet device

How To Set Up a Music System in Your Retail Store

When people meet up with family and friends at a restaurant, what is it they’re looking for? The immediate and obvious answer, of course, is a quality meal – food that satisfies the taste buds.

But, as any great chef and restaurateur will tell you, all five senses play into the quality of a meal. Customers appreciate the aroma of your food as it cooks and take in the aesthetics of your design scheme and lighting. While you likely work hard to control the other four senses, it’s the sound of your restaurant — the music and atmosphere — that truly gives customers that quality dining experience they’re looking for.

Music plays a vital role in shaping customer perceptions and experiences, from how long they stay to what they order, to how they perceive your restaurant, all of which ultimately influences whether they return. With this in mind, let’s go over everything you need to know about finding and playing the right music for your restaurant.

Background music for restaurants — the unsung hero of culinary experiences

When talking about the ideal dinner party experience, Jennifer Aniston once said, “My best hostess tip is to have good food and really good music.” It turns out she’s not alone in that sentiment.

In a TouchBistro survey of 2,600 diners, 

 said restaurant atmosphere is a crucial factor in their choice of where to dine. This preference outweighs factors like recommendations from friends and family, online reviews, and even the speed of service.

Interestingly, these same respondents aren’t nearly as interested in the presence of a DJ or live music, signaling that background music is much more important to the restaurant experience. Ambiance is the key to crafting an engaging and inviting atmosphere.

A closeup photo of some shelves in a restaurant, with various restaurant paraphernalia

How restaurant music keeps customers and drives purchases

Restaurant music serves a greater purpose than merely eliminating silence or distracting from stale conversation; it significantly influences the mood of restaurant patrons. It plays a key role in customer perception, behavior, and purchase decisions.

And, with the National Restaurant Association projecting that the food service industry will reach just shy of 

 this year, you have an amazing opportunity to build up your base of loyal patrons. The music you select for your restaurant is key to creating memorable experiences that keep them coming back.

Understanding the importance of music in restaurants

Music impacts various aspects of perception and behavior, many of which are relevant to the experience of your diners. Here’s how the driving force behind your brand’s sound experience can influence the mood, thoughts, and behavior of your patrons.

Music has a significant influence on mood regulation. The type of music played in a restaurant can shape the overall mood of the diners, influencing how they feel and any emotional connection they establish with your restaurant.

, explains just how impactful the right sound can be for customer experiences.

“Music has the extraordinary effect of setting the mood,” said Stern.

“At Chaia, we like to help set the stage for our guests by inviting them into our spaces with warmth and hospitality. Good music can make them smile.”

By controlling the volume, tempo, and genre, you can create an emotional experience that matches your brand. Slower, softer music can induce a sense of calm and relaxation, which could make customers stay longer and increase the amount they order. On the other hand, faster, upbeat music can make the environment feel lively and energetic, which can potentially speed up the dining process and lead to quicker table turnover.

. So, if customers are in a bad mood, the right playlist can help to uplift their spirits and create a positive dining experience.

If you’ve ever had difficulty remembering a special or deciding on your order in a loud restaurant, you’ve experienced the impact of sound on your thought processing. This means the music you play in your restaurant has a major impact on customers.

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