5 Reasons Food, Drink And Piano Go Together | Psychology
I saw a sign in a musical instrument shop in Dublin recently which stated that Music Is A Safe Kind Of High. It got me thinking about why, on a psychological level, I am hired to play piano in bars and restaurants. Obviously the restaurateur knows intuitively that there is a return on his money from having a pianist play for his guests. However, I got to wondering, why is it that people will stay longer, pay higher prices for food and come back for more when a pianist accompanies their dining experience? What is happening at the subconscious level?
I am basing these observations on tidbits which I’ve picked up on my travels and through my own experience of being both a pianist-for-dinner and a restaurant-goer.
- The Dopamine Effect
- The Slowing Of Time
- The Stimulation Of Multiple Senses
- The Novelty
- Being Attended To
1. The Dopamine Effect
Preceding the following four reasons as listed below is the underlying, biological effects of the feel-good chemical, dopamine. This neurotransmitter is secreted by the brain and is pivotal in activating the reward-based centre of our brains. It is typically released during the consumption of food and is nature’s way of ensuring survival of our species. Music has the effect of causing the release of dopamine and the reasons behind this are not actually fully understood by science. That is not to say that it cannot hazard a pretty good guess at what goes on in the brain when it hears music. Basically, music stimulates both hemispheres of the brain because of it’s simultaneous artistic and mathematical properties and so it only serves to increase the intensity of the reward pathways activated in the brain as it enjoys the already pleasurable activity of eating and drinking.
2. The Slowing Of Time
In the specific context of slow background piano while dining, as opposed to music requiring attentive listening, time seems to be altered, causing diners to observe a seemingly longer passing of it. It also causes them to feel like they are getting better value for their money. Think of the use of classical music in a jewellers for example. The continuous sonority, filling in the gaps in conversation, gives the clientele the sensation of time being stretched out. Since the brain perceives time on a subjective level, it tends to be influenced by the tempo and the mere presence of the music. This, naturally, has benefits for business if the diner hangs around for longer, ordering additional courses and drinks.
3. The Stimulation Of Multiple Senses
The senses and the variety of those stimulated by piano play a role in the benefits of piano-music with food. It is common knowledge, in more recent times, that we have many more senses than the traditional five. Science now observes the senses of time, pain, balance, temperature and others as being on equal par with the former. A sense of artistic appreciation would probably neatly fit into this model. Regardless, music harnesses the basic sense of sound, complimenting the other four already engaged by the consumption of food and drink (taste, smell, sight and texture/touch). This give the patron an all-round feeling of sensory warmth and general good-feeling.
4. The Novelty
The most important contributors to happiness, transcending the acquisition of material goods and possessions, are shared life-experiences. People thoroughly enjoy an experience which is unique and breaks the mould of their ordinary day-to-day life. They especially enjoy having other people to share and reminisce with. The sheer novelty of having a live pianist perform as one indulges in delicious cuisine is incredibly appealing and is a welcome addition to the bucket list of many people. It creates buzz and this serves as a two-way win for both customer and vendor.
5. Being Attended-To
There’s a simple principle behind why people go out to a public venue wherein a professional cooks food upon one’s ordering it from a man/woman in tux who subsequently brings out this food to one’s table. It is the notion of being attended to, of feeling important. Of course, it’s convenient not to have to cook or clean up but the real ‘experience’ that people enjoy when they get down to it is this grandiose sense of being attended to. The piano adds a whole new dimension to this. If food and drink is a framed painting then food, drink and piano is a beautiful sculpture. The rewards of having a pianist perform in a restaurant or bar cannot be celebrated enough.
