In cafes, music is a crucial tool for setting the mood, attracting a specific clientele, and influencing customer behavior. Unlike bars where music can be a focal point, in a cafe, it’s typically intended to be background noise—present but not intrusive. The most popular music genres found in cafes are generally those that promote a calm, relaxed, or productive atmosphere.

The Most Popular Genres in Cafes

The choice of music in a cafe is not random; it’s a strategic decision based on the establishment’s brand identity and target audience.

• Lo-fi and Ambient: This is perhaps the most ubiquitous genre in modern cafes. Lo-fi, with its gentle beats, subtle imperfections, and lack of distracting vocals, is specifically designed to aid focus and relaxation. It’s the perfect soundtrack for students studying, remote workers on their laptops, and people seeking a tranquil escape from a busy city. Ambient music similarly creates a calm and non-intrusive soundscape.
• Jazz and Blues: These genres evoke a sense of sophistication and timeless elegance. The improvisational and often instrumental nature of jazz allows it to fill a space without overpowering conversation. Styles like smooth jazz and Bossa Nova are particularly popular as they offer a soothing, rhythmic backdrop that feels both classic and cool. This choice often signals a cafe that prides itself on quality and a more refined experience.
• Acoustic and Folk: Characterized by soft, melodic tunes and introspective lyrics, acoustic and indie folk music creates a cozy, laid-back, and intimate vibe. Artists like Jack Johnson or Norah Jones are frequently found on cafe playlists. This music choice often appeals to a younger, more bohemian crowd and fosters a relaxed environment for reading, writing, or quiet conversation.
• Classical Music: For cafes that want to project an air of high culture and sophistication, classical music is a common choice. The complex melodies and a lack of vocals create an elegant and stimulating environment without being a distraction. Research has even suggested that playing classical music can subconsciously lead customers to perceive products as being of higher quality.

How Music Influences Customer Behavior

The music a cafe plays can subtly yet powerfully influence how customers feel, how long they stay, and even how much they spend.

• Tempo and Pace: The tempo of the music is a key factor. A slow, steady tempo encourages customers to linger, relax, and savor their food and drinks. This can be beneficial during off-peak hours when the goal is to increase dwell time and encourage additional purchases. Conversely, playing faster, more upbeat music can increase customer turnover during busy periods, as it subtly encourages people to drink and eat more quickly.
• Mood and Perception: Music has a direct effect on mood. An upbeat, positive playlist can make customers feel happier, which in turn can make them more likely to make a purchase or to return in the future. The music also shapes a cafe’s perceived identity. A cafe playing classical music will be perceived as more upscale and refined, while one playing indie rock might be seen as more youthful and trendy. This “sonic branding” is essential for creating a consistent customer experience.
• Privacy and Comfort: Background music also helps to fill the silence, preventing the awkwardness of being in a quiet room and hearing other people’s conversations. It creates a sense of acoustic privacy, making customers feel more comfortable and at ease. In fact, many people dislike eating or working in a silent environment, and a lack of music can even lead some customers to leave.