What If Starbucks Played Heavy Metal?

A few weeks ago, I experienced this firsthand.

My family took me to a charming downtown restaurant for my birthday lunch. Picture exposed brick walls, artwork from local artists & velvet seating. It should have felt warm and relaxing. Instead, I kept saying, "It's kind of loud in here. Maybe we should go across the street."

The restaurant wasn't unusually noisy—it was the music.

The rock music wasn't bad; it just didn't fit the atmosphere. It added energy when the room needed calm.

Since it was my birthday, I politely asked our waitress if she had control over the music. She smiled, switched it to a softer playlist, and within minutes the entire restaurant felt different. Conversations became easier. The room felt calmer. We settled in, enjoyed a wonderful meal, and left her a generous tip.

Birthday lunch rescued by a change of music.

Owning retail stores has made me especially aware of how powerful music can be. Years ago, our stores used Mood Media, and every location played the same carefully curated soundtrack. When we switched to Pandora and Sonos, we saved hundreds of dollars each year—but we also unintentionally handed over the playlist to our employees.

Suddenly every store sounded different. We'd walk into one location and hear Led Zeppelin. Another would be playing Grateful Dead, jazz, Sade, or classic country. None of the music was necessarily bad, but it wasn't always creating the shopping experience we wanted for our customers.

So we developed "approved" stations. We spent hours listening to playlists, giving songs thumbs up and thumbs down, trying to create the perfect atmosphere. Unsurprisingly, that led to plenty of discussion from the staff.

Rather than simply saying, "Because I said so," I decided to research why music matters so much in retail.

The findings were fascinating.

Research consistently shows that the right music encourages customers to stay longer, feel more comfortable, and increases the likelihood that they'll return. Conversely, surveys have found that 32% to 41% of customers react negatively to complete silence in retail environments.

Even more interesting, researchers studying wine stores found that when classical music was played, customers consistently selected more expensive bottles than when pop music was playing. The music subtly reinforced an atmosphere of quality and sophistication.

The lesson isn't that every business should play classical music. It's that your music should match your brand.

A boutique coffee shop probably shouldn't sound like a heavy metal concert. A luxury retailer likely wouldn't choose aggressive rock. Likewise, a sporting goods store may benefit from energetic music that motivates customers without overwhelming them.

The soundtrack should complement the experience you're trying to create.

Did sharing the research immediately end the debate with my staff?

Not exactly.

Years later, music is still a topic of conversation in our stores. But my perspective has evolved. While I still believe music shapes the customer experience, I've also learned that every store develops its own personality through the people who work there.

Today we strike a balance.

Our teams have the freedom to choose from playlists that fit our brand, and I reserve the right to walk into a store and say, "This music feels a little too screechy," or "I'm feeling anxious just standing here." Those moments usually lead to good conversations about the atmosphere we're trying to create.

Over time, we've built trust. Each of our five stores now has its own personality and soundtrack while still staying true to the experience we want customers to have. (Although I'll admit there's still one store that loves country music. It's not my favorite, but the customers and staff enjoy it—so I smile and let it play.)

As business owners, we spend a great deal of time thinking about products, pricing, staffing, and marketing. Music often becomes an afterthought.

It shouldn't.

The right playlist isn't background noise—it's part of your brand. It influences how customers feel, how long they stay, and whether they look forward to coming back.

So the next time you walk into your business, don't just ask yourself how it looks. Ask yourself how it sounds.

• Desiree Van Horn, Owner, Lucky Road Run Shop

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