Ever walked into a restaurant, heard a good tune, and suddenly felt more relaxed—or maybe even ordered dessert?
It’s not just a coincidence.
Background music and free Wi-Fi aren’t just nice extras anymore—they’re actually helping restaurants stay in business.
According to a recent Technomic study, customers today are craving more than just good food.
They’re asking for a vibe—and that includes music and internet access.
Music and Wi-Fi Are Back on the Table
Turns out, more people want a bit of a soundtrack with their meals.
The number of diners who say music is important in restaurants jumped from 43% two years ago to 50% now.
And free Wi-Fi? That climbed from 41% to 45%.
“Everyone’s been focusing on takeout lately,” said Robert Byrne, consumer insights director at Technomic.
“But people still care about the in-person experience when they do go out.”
Chili’s and Taco Bell Get It Right
Take Chili’s for example.
It was struggling, but now it’s being praised for what some call “the best comeback of all time.”
What changed? Well, it leaned into customer comfort—offering music, free Wi-Fi, and value-driven deals.
Foot traffic is up, and sales have jumped over 31% in just two quarters.
Taco Bell didn’t need a comeback because it never really left the game.
Its secret? New menu items and smart promotions.
The fast-food chain keeps things exciting with frequent product launches—and yes, you’ll almost always find free Wi-Fi and some catchy beats in the background.
Vibe and Connection Matter More Than Ever
With technology shaping our daily lives, people expect more from their dining experience.
Music sets the tone. Free Wi-Fi keeps them connected.
And that ambiance? It might just be the thing that keeps customers coming back.
“People want to enjoy where they’re eating,” said Neil Saunders from GlobalData.
“Music boosts the mood. And free Wi-Fi? That’s just a basic expectation now. Not having it can actually frustrate customers.”
Restaurants Are Struggling—And Every Detail Counts
Let’s be real: the restaurant industry has had a rough ride lately.
Inflation, changing customer habits, and now tariff concerns are making it harder to stay profitable.
Joe Pawlak, managing principal at Technomic, said that uncertainty is making diners cautious.
“They’re more careful with spending now,” he explained.
And even though overall restaurant sales went up by 3% last year, that wasn’t enough to stop customer traffic from slowing down.
Not Every Chain Can Bounce Back
While some restaurants are thriving, others aren’t so lucky.
Hooters recently filed for Chapter 11 bankruptcy protection—even though it also offered music and Wi-Fi.
Other chains in trouble include On the Border and TGI Fridays, which now only has 85 U.S. locations left.
So, while music and connectivity help, they’re not a cure-all.
The restaurants that are thriving are the ones combining a good atmosphere with smart menu choices and savvy pricing.
What’s Next for Restaurants?
The big question is: what’s next?
As diners continue to seek more than just food from restaurants, the battle to create the perfect dining environment is on.
With ambiance, tech perks, and smart marketing all playing a role, the future of dining out might depend less on what’s on the plate—and more on the whole experience.