# Does background music increase sales? What the evidence says

> Tempo, volume and genre measurably affect how long guests stay and how much they spend. Here’s how to use it.

Published: 2026-06-19 · Author: MUSICDJ Team

Music isn’t just ambience — it shapes behaviour. Decades of consumer research show that the right music measurably affects how long guests stay, how relaxed they feel, and how much they spend.

## Tempo sets the pace

Slower tempos tend to relax diners and increase dwell time and spend in full-service settings; faster tempos can increase turnover during peak hours. The trick is matching tempo to your goal at each part of the day.

## Volume and fit matter

Music that’s too loud pushes people out; too quiet feels flat. And genre fit matters — music aligned with your brand and your guests makes the experience feel intentional and premium.

## Day-parting: the practical lever

The biggest, easiest win is day-parting — scheduling different energy by time of day: calm brunch, upbeat lunch, lively dinner. With MUSICDJ this runs automatically per zone, so the room always feels right without staff touching a thing.

- Match tempo to your goal: relaxed dwell vs. faster turnover.
- Keep volume in the comfortable zone for conversation.
- Schedule by daypart and by zone for a consistent, on-brand feel.

Curated, day-parted music — plus AI jingles to promote specials — is built into MUSICDJ. Start free and hear the difference.