Most restaurant owners think carefully about their menu, lighting, staffing, and décor.
Few spend the same amount of time thinking about the music.
That’s a mistake, according to Ola Sars.
The founder and CEO of Soundtrack believes music is one of the most overlooked parts of the guest experience. When it’s intentional, it doesn’t just shape the atmosphere. It can influence how long guests stay, how they feel, and ultimately how much they spend.
“We’ve actually proven that if you play the right music at the right place at the right time, you can unlock increased sales,” Sars said.
Sars noticed restaurants were trying to use consumer streaming services like Spotify even though those platforms weren’t licensed for commercial use. More importantly, most operators had no practical way to build a music strategy that matched their brand.
That realization led to Soundtrack.
Every Restaurant Has a Sound
Sars encourages operators to think about music the same way they think about food or interior design.
“What does my brand sound like?”
Instead of handing an iPad to the opening manager or letting whoever is working choose the playlist, he recommends defining the soundtrack of the brand first. From there, music can change throughout the day to match breakfast, lunch, happy hour, or dinner service while maintaining a consistent identity.
For restaurant groups with multiple locations, that soundtrack can even adapt by city or neighborhood without losing the personality of the brand.
Music Is More Than Background Noise
Sars believes many operators underestimate how much music influences the overall experience.
Through research with one of the world’s largest hamburger chains, Soundtrack found that playing the right music at the right place and the right time increased sales by 9%.
For restaurants, that kind of improvement can have a meaningful impact without changing the menu, adding labor, or investing in expensive renovations.
Sars argues that music should be treated like any other part of the operation. Operators carefully consider their menu, lighting, branding, and service standards. The soundtrack deserves the same level of intention because it helps shape how guests experience the restaurant from the moment they walk in the door.
His goal isn’t simply to replace playlists. It’s to help operators think about music as a business tool that strengthens the brand, enhances hospitality, and creates an environment guests want to return to.
I like this because it builds naturally from the statistic, reinforces the central theme of the interview, and ends on the broader hospitality message rather than just the product.
Better Hospitality Starts Behind the Scenes
Sars also argues that music isn’t only for guests.
Restaurants can use different playlists while opening or closing, give team members approved opportunities to contribute music, or create scheduled moments that energize employees without sacrificing the brand experience.
When staff enjoy coming to work, guests notice.
Looking ahead, Sars believes music will become even more personalized. As AI and data continue to evolve, restaurants will be able to adapt the soundtrack in real time based on factors like the time of day, the weather, or the energy inside the dining room.
But the goal won’t change. Music isn’t there to fill silence. It’s another way to strengthen the connection between a restaurant, its team, and every guest who walks through the door.
