February 2014 • www.specialty-coffee.com | 37
music feeds for co ee shops and other hospitality venues.
Newberger knows better than most of us the impact of
music.
"When you play the right music it will do great things for
the guest experience, and conversely, the wrong music will
inevitably do bad things for the room," he says. " e overall
sensory experience has a huge e ect on a room."
Many studies have been done on brain science, Newberger
points out, and our brains constantly process music, whether
we are aware of it or not. " ere's a part of your brain that
is responding to the music and listening to it—even if you
don't think you are. at's why selecting the right music is
so important. It's important to choose music based on the
demographics and the psychographics of your customers and
what you want the room to do."
When the wrong music is played, Newberger says, it has a
huge impact on a customer's experience—even if they can't
put their nger on what was wrong with their co ee shop
experience. " e most important thing is to understand what
your business is like, and knowing what dayparts you have and
how they work. Even when it's slow, it's vitally important to
play the right music."
Lanning uses Pandora at his co ee shop and will do so at his
second location, playing it through his iPhone. But he's paying
a lot of attention to the location of the speakers.
" ey'll be not right above customers' heads. We are putting
them mainly in the ceiling area, where they won't be right
where the line is or people are chatting.
"Music is processed in the subconscious and the e ect it has
is greater when you don't realize it's happening," Newberger
says. "It's subliminal; customers can't put their nger on it but
they know when they've had a pleasant experience. It's the
most underrated thing most people don't realize can have an
impact." SCR
T D' C C, R
I.
Call or click for a FREE
online demo today!
sales@coffeeshopmanager.com
866.447.0033
Smart Solutions For
Your Shop
The #1 Coffee POS now features
integrated online & smartphone ordering.
www.coffeeshopmanager.com
34-37 sensory feature SCR0214.indd 37 2/6/2014 12:38:43 PM
