Hang on a second while we grab that post for you.
Prescriptive Music is one of the nation’s leading music branding and consulting companies. Headquartered in Los Angeles, Prescriptive Music has helped to pioneer the increasingly-popular use of ’sensory branding’ leveraging the emotional and powerful effect of customized music to build customer loyalty and brand differentiation. Prescriptive Music works with major hotels, restaurants, spas and retailers to develop personalized music branding systems that help them attract and retain customers.
Through complete custom music programming, innovative private label CDs, state-of-the-art background music delivery systems, customized music download stores, audio integration and much more, Prescriptive Music connects brands with consumers on a meaningful and enduring level.
visit us at www.rxmusic.com
Published in Gourmet Live 05.02.12 Fine dining is about soft lighting, elegant plates, and impeccable service. But as Julia Savacool learned from leading scientists, it’s about something else, too: The right tunes can make or break your dinner experience
music and dining 608 In the Mood for Food
It’s 9 p.m. on a Saturday and my companion and I are tucked away at the corner table at our favorite Italian restaurant on New York’s Upper East Side. We order carciofi alla Romana (grilled artichokes in olive oil and garlic) and crespelle alla Fiorentina (eggplant cannelloni filled with ricotta and spinach), which arrive bursting with flavor and demanding the presence of a classic Chianti. Presented with the dramatic flair of old-school Italian waiters, drink and food soon transport me to another place and time. Over the stereo system, emotion-filled strains of “O Sole Mio” layer in amid the clinking of silver against porcelain and glass against glass. By the time the tiramisu and cappuccinos arrive, I have completely left my New York existence behind and am fully immersed in la dolce vita. In the background, Andrea Bocelli begs us to linger a little longer with his impassioned rendition of “Con Te Partirò.” “I feel like I’m back in Rome,” I whisper.I’d have sworn it was the meal that whisked me away to one of my favorite cities in the world, but as it turns out, something totally unrelated to olive oil and Chianti may have been driving my dining rapture. According to a 2010 study in the journal Musicae Scientiae, playing songs related to the ethnic origins of a certain food can greatly enhance a person’s preference for this type of cuisine. “Music may trigger certain memories,” says study author Joanne Yeoh, PhD, a researcher of music and consumer behavior. “In other studies, I’ve asked people to perform mundane tasks while background music was playing. Afterward, I stop the music and ask them to think about a food they’d like to have. Most of them choose a food associated with the music.” They do this despite the fact they can’t recall what music was playing, adds Yeoh, indicating that music influences our dining desires in a subconscious way.
Double the Pleasure
When it comes to music and food, there’s more at work than just memory recall. Researchers at McGill University in Montreal have found that when people listen to music, it activates an area of the brain responsible for the production of dopamine, the body’s “feel good” chemical, which transmits signals for the body to seek out more of what is giving it pleasure. No surprise, this is the same chemical that drives people to eat more cake and have more sex. “In evolutionary terms, the purpose of dopamine is to reinforce behaviors that are highly adaptive,” says study author and neuropsychologist Valorie Salimpoor, PhD. For instance, food and sex are, by necessity, pleasurable: Should humans cease to pursue either one, survival of the species would be imperiled. But music? Hardly something we think of in survival terms. “It is interesting that something as abstract as music can elicit a similar dopamine response,” Salimpoor admits. In fact, study participants experienced a 6 percent to 9 percent increase in dopamine levels when listening to pleasurable music, versus a 6 percent increase associated with eating pleasurable meals. Now imagine the dopamine boost that comes from combining the two.
Restaurant Gold Mine
It’s no surprise, then, that people in the food business see music as a clever tool they can employ to their advantage in numerous ways. “Using the five senses in merchandizing is a reasonably cheap way of defining who your customers are,” states Paco Underhill, author of Why We Buy: The Science of Shopping. “If you can match your music to your customer, you increase her ability to identify with your brand.” That brand recognition can build brand loyalty; loyalty, in turn, brings repeat customers—the gold standard all restaurants reach for. That promise explains why, although the marriage of food and music is thousands of years old, it still attracts researchers seeking to unlock the perfect formula. Scientists have probed the relationship from many angles. One study found that slower tempos can encourage diners to linger longer over their meals, ostensibly buying more items off the menu. On the other hand, up-tempo tunes tend to encourage rapid dining—not a bad trick for a maître d’ trying to speed along tables during rush hour.
Finding the right balance between beats per minute, decibel level, and genre of music isn’t easy—but it’s critical. A recent study in the Journal of Culinary Science & Technology found that diners prefer music over silence but will quickly form an unfavorable impression of their meal if the background-music level forces them to strain to converse.
The risk of turning off customers is so great, and the potential of increasing a customer’s pleasurable dining experience so high, restaurant managers have good reason to think seriously about their choice in musical selection. “What was once largely driven by intuition is now driven just as much by science and technology,” notes Underhill.
Sensing a market niche in need of a leader, Allen Klevens stepped in to fill the void. “The choice of music can make or break the dining experience,” believes Klevens, who formed his company, Prescriptive Music, in 1999. Today, it is the fastest-growing music-sensory branding firm, pocketing a 40 percent increase in profits in 2011 over the previous year. “Restaurant owners are realizing the right soundtrack can increase sales. There is no question that if you like the music, you will linger longer over dinner or order more drinks at the bar.”
To maximize his business model, Klevens sends a team of music consultants into the restaurant space with a detailed checklist of criteria: What is the lighting like? The room shape? Decor? “The most important thing is talking to the chef,” says Klevens, who counts Wolfgang Puck and the Four Seasons hotel group among his clients. “We want to understand the flavors, the subtleties of the chef’s style. People talk about pairing wine with food. I think of it as music pairing.” Sometimes, he adds, contrast works as well as complement: At the Beverly Hills steakhouse Cut, Klevens chose to play against the stark, modern decor with a playlist of classic rock, including Pink Floyd and Elton John.
Moreover, you need to be able to adapt your soundtrack to the time of day, day of the week, and even the type of customer you’re serving at any particular meal. As part of creating a customized music plan, Klevens connects his clients’ sound systems remotely to his office computers, so workers can be ready at a minute’s notice to make adjustments to sound, volume, and genre.
No longer a fledgling industry, customized music is now an essential component of the high-end restaurant experience. “We can literally alter your music in a matter of minutes,” Klevens reports, adding that his team does this regularly when a celeb makes a surprise visit. “If Beyoncé walks into your restaurant and you want to drop her songs in the mix every fourth track, we can do it almost instantly.”
As sound technology improves, Klevens believes demand for his services will continue to grow. “Music is the butter on the bread,” he says. “We’re that little extra thing that makes your food taste better.”
Rock’n Fish & Prescriptive Music Keep It Fresh
Take a trip down to Manhattan Beach and you’ll find yourself at Rock’n Fish where the food is always served fresh and where Prescriptive’s contemporary and classic sounds are always playing to uplift your spirit. Restaurant goers can enjoy various types of music ranging from The Rolling Stones to Passion Pit, meanwhile treating themselves to one of Rock’n Fish’s famous plates like the delicious blue cheese wedge or the oak grilled artichoke.
No matter your mood, this restaurant has something for your liking. The food varies from steak, seafood, salads, burgers, and many more appetizing dishes. If you’re in the mood for cocktails, this restaurant has an extensive cocktail and wine menu. The Navy Grog rum cocktail comes highly recommended amongst regulars. The welcoming atmosphere and dedicated staff will have you feeling right at home, so come and indulge yourself at Rock’n Fish.
Charlotte Gets a Taste of Wolfgang Puck & Prescriptive Music
North Carolina is excited to welcome the new Wolfgang Puck Pizza Bar where innovative flavors meet the eclectic sounds of Prescriptive Music. Wolfgang Puck has made a name for himself through his passion for food by always using the freshest ingredients in his delicious cuisine. wolfgang puck pizza bar 2 Charlotte Gets a Taste of Wolfgang Puck & Prescriptive Musicwolfgang puck pizza bar 3 Charlotte Gets a Taste of Wolfgang Puck & Prescriptive MusicHis restaurants can be seen in major cities such as Los Angeles, Las Vegas, Detroit, and now in the city of Charlotte. Wolfgang Puck’s world renowned menu debuts in April 2012. The restaurant will feature a modern-chic atmosphere blended in with familiar music from artists such as The Rolling Stones, Feist, and the Black Keys. The music will also encompass local characteristics with southern artists like Jason Aldean, Dierks Bentley, and Luke Bryan. Wolfgang Puck’s extensive menu will include pastas, salad, oven-roasted dishes, a full bar, and of course his signature pizzas. The appetizing flavors, stylish music vibe, and inviting space will make you feel right at home. Stop by soon and get a taste of the master chef’s delicious creations!
Prescriptive Music is excited to have the New York Marriott Marquis enjoying our playlists throughout their Times Square location. This unbelievable property, in the heart of Manhattan, chose Prescriptive to make the soundtracks to their bustling restaurants, hip bars and unique revolving rooftop restaurant, The View. In addition, you can hear the Marriott Branded playlists, in which Marriott Corporation worked with Prescriptive Music programmers to create a unique sound that can only be heard in a Marriott Lobby.
Whether you are in Broadway Lounge grabbing a drink and singing along to the hottest radio hits, or relaxing to the sounds of Contemporary Jazz artists such as Diana Krall and Michael Buble in The View while enjoying Sunday Brunch, you are sure to get the New York vibe from your first step into this hotel and in the respective playlists that Prescriptive has designed to elevate that experience, musically, for the guest.
The New York Marriott Marquis brings the energy of Manhattan to your door. Located in the heart of Times Square and the Broadway theater district, this hotel in Manhattan, New York is perfect for weekend getaways, as well as family and business travel. Boasting updated rooms and suites, high-speed elevators and three restaurants and lounges, this New York hotel in Times Square puts you near attractions like Fifth Avenue shopping, Radio City Music Hall, Rockefeller Center, NBC Studios and Central Park. We’re also close to attractions like Carnegie Hall, Lincoln Center, the UN and Madison Square Garden – so a stay at this Midtown Manhattan hotel in Times Square ensures that entertainment is just around the corner. Our central location also makes us the perfect choice for meetings, conventions, social events and weddings. With renowned Marriott service, creative catering and a variety of ballrooms, the Marriott Marquis hotel is the best choice for Manhattan events.
Seen as one of the most competitive and effective marketing tools today, music has proven itself to increase and improve businesses. Music is an experience and ambiance. Music offers added consumer values. Music distinguishes image and company identity. No longer seen as just a product or a simple service, Prescriptive Music is one of the nation’s leading music branding and consulting companies.
Five truths worth remembering for public space business owners include:
Music’s impact on public spaces is not a myth, there are entire truths behind it. Prescriptive Music hits all the right notes by connecting your brand to your specific consumers. With pioneer marketing tactics and a team full of experts, your business’ partnered collaboration with Prescriptive Music is the best bet to get ahead of the game.
October 3, 2011
Mercato di Vetro, sbe’s latest Santa Monica Italian eatery and bar exceeds expectations with its small plates with big flavors playlist by Prescriptive Music. The open Tuscany kitchen and authentic market feel cheese bar and meat counter exuberates all throughout its two levels connected by a floor-to-ceiling wine rack. The approachable, social and interactive environment is modern meets traditional.
“And everything is going to beat. And everything is going to the beat,” taken from American electropop Passion Pit’s Sleepyhead is exactly what will be sensed from this edgy, cool hipster playlist. Think high energy, upbeat, fast tempo bands like Night mixed in with a little bit of light Italian flavor variables. Fun, indie rock, electronic singles leave a long lasting musical appeal.
The rustic, theater-like restaurant was very much inspired by 1960 La Dolce Vita, a comedy-drama film. Taking from the old Italian film clips, the concept launched its own, An Italian Affair video. With a cigar lounge, iPad/iPhone integration, sbe’s upmost award-winning dining experience and Prescriptive Music partnership, Mercato di Vetro is the only “market of glass,” to check out in L.A.