I can’t be the only radio person who does this.
I go to a new restaurant and I’m aware of the surroundings – the look of the room, the tables and chairs, the plates and flatware, and of course, the menu.
But I also take in the music – the soundtrack of the meal. It is always astonishing to me that eateries will invest millions to ensure the smallest details are just so. But when it comes to the background music and acoustics, they barely give it a second thought.
I can sit in a charming Italian restaurant, order some linguine with clam sauce (white), and yet, there’s Oldies playing along with this otherwise wonderful meal.
And consultant that I am, I point out these sonic violations to my annoyed fellow diners, many of whom say, “I didn’t even notice the music until you mentioned it.”
But it’s there, background or foreground. In fact, the ambience of a meal can be just as important as how much salt is in the food or whether the place makes a great cappuccino.
In fact, I find it amazing how all those Instagram photos of food aren’t accompanied by an appropriate, fitting snippet of a song on the post. After all, enjoying a meal and great music are sensory experiences. Like a great wine pairing for that ribeye or branzino, music should also be custom fitted to the meal.
Some of my favorite songs evoke food – whether it’s the entrée or dessert. “Savoy Truffle” by the Beatles, the Stones’ iconic album cover for “Let It Bleed,” or the memorable admonition at the
end of Floyd’s “Another Brick”:
“How can you have any pudding if you don’t eat your meat?”
But now, the subject of how music and food connect on the plate and in your head is the subject of culinary research suggesting that what’s coming out of those ceiling speakers is of similar import to what’s on your plate.
Sherri Snelling recently wrote a fascinating story in Market Watch about “sonic seasoning” – the way music and food go together. In fact she makes the point that the type of music playing while you eat can be a mood changer. In fact, it can actually enhance the taste of food and even lead us to making healthier food choices.
Of course, there’s research to back up these theories, in this case, conducted by gastrophysicist and best selling author Charles Spence.
The data suggest the presence of a certain style of music can actually trick the brain into thinking about the presence or lack of a key ingredient that affects taste.
For example, sufferers of hypertension are told to stick to a low sodium diet. And the research shows that tunes by Frank Sinatra or Johnny Cash can enhance a meal’s savory quality without actually adding more salt.
Conversely, sweeter perceptions go right along with higher pitched music, such as songs by Taylor Swift or Mariah Carey – a +10% on the “sweet-ometer,” perfect for those on low-sugar diets.
Spence has been hired by Starbucks (in the UK) and British Airways to develop food and music pairings. For the former, it’s the debut of a coffee flavor with a disco soundscape. Spence says the coffee actually tastes 10% sweeter with Donna Summer pumping out the speakers. (I wonder what Steve Dahl might say.)
For the airline, it’s about tuning in specific music that accompanies food when those tray tables are placed in the down position and the flight attendants serve a meal. Spence says that when everything is matched up, the stress of air travel can be minimized.
This idea of music-meets-food has come to life in Detroit over the past several months. Two hometown chefs Amber Beckem and Jermond Booze are concocting 5-course meals in an experience they call “Vinyl Tasting.”
Each “kommander of the kitchen” chooses an album and then creates menus to match. The records are played in their entirety while each dish conjures up memories or emotions that connect to the music, its vibe, lyrics, or both.
Channel 7 (WXYZ-TV) digital reporter, Jeddy Johnson (pictured), points out the pair have cooked up multi-course meals for Biggie Smalls’ “Ready To Die” album, and Steve Wonder’s “Songs in the Key of Life” (a double album that may have extended the meal into extra courses).
The culinary captains, also covered by NPR, produce slick looking menus to accompany the featured albums. Pictured is the “Vinyl Tasting” for Detroit artist, J Dilla and his record “Donuts,” perfectly conducive to crafting a menu around.
Got a foodie on the airstaff? Putting together your own hometown version of “Vinyl Tasting” can create the type of promotion only a tuned-in local station could pull off. It could turn out to be a great sales opportunity where the station takes over the restaurant for a couple seatings that offer a unique experience – treating the audience to food and music that matters.
At Jacobs Media, we often talk about “near-adjacent” opportunities for radio, creating content for other platforms that marry audience interests to to a station’s brand identify.
In this case, it’s the intersection of food and music. And why not? Good taste in music translates to music that tastes good.
Bon appetit!
P.S. The term “sonic seasonings comes from a artsy double album for the same name by Wendy (Walter) Carlos in 1972. It is atmospheric, moody, and brilliant as each album side represents each of the four seasons. You might recall Walter Carlos’ “Switched on Bach” album that took the country by storm more than 50 years ago. It actually hit #10 on the U.S. Billboard Album 2oo chart.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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This is just plain cool. Thanks for posting.
Got a restaurant or 2 million in Chicago?
Oh great…
Now we’re going to need more Sound Codes.
Can’t have two vegan songs playing back-to-back.
I like the idea of a “minimum salad separation” rule.
Linguine con vongole! Yes!
With a side of Procol Harum (Salty Dog).
John, we need to grab a meal one of these years.
Absolutely brilliant. I primarily write local food listicles and articles for our website. I also bake and cook for our staff. Later today I’m baking a cake that’ll include the pairing of chocolate, orange and Blue Moon Ale for a presentation for our clients at the local beer distributor hoping that this personal touch will sway them to spend more money with the WRAT. I appreciate the extra inspiration from the article.
Robyn Lane – APD/ MD WRAT
THere’s a promotion in here for you, Robyn. Go after it.
You mean airlines really care about the flying experience ? When they toss that sandwich/cookie/chip combination to the cattle in coach, is there really concern for what song is playing?
There’s obviously a huge science in the pairing of music and food, and it takes a whole lot of thought. In 2023 there’s more of an effort to herd the customers in, feed ’em and get them out in many places.
You may have opened up a whole new avenue for consultants. Bon appetite Jovi.