Mark Willett, account executive for Custom Channels, talks with Marlon Gordon of Nation’s Restaurant News about why music is a vital part of the restaurant customer experience — and one that brands overlook at their own risk. Hear how the right music can boost check averages, increase frequency, and improve overall brand perception.
“Our mixes are not just left to the whims of AI. This is a human experience. We have real curators who put their eyes and ears on every single song before it goes into your restaurant. You can trust that songs will always be brand-appropriate,” said Willett.
How Restaurant Owners Use Music to Strengthen Their Brand
“Restaurant operators put a lot of thought into the visuals, textures, tastes, and smells of their establishment — from the tables and chairs to the lighting and décor. Custom Channels brings that same level of care to the music mix and song selection, ensuring it matches perfectly with everything else,” said Willett.
“We aim to maximize variety and minimize repetition so employees don’t get sick of the songs. Food service workers are in the restaurant all day, while customers are there for a short time. The music mix has to be perfect for both groups.”
What Makes a Great Restaurant Music Solution?
Customer service is a key difference between Custom Channels and other licensed music services. “We answer the phone,” said Willett. “It seems like a small thing, but it’s so difficult to reach customer service at most corporate vendors — including many music providers.”
Custom Channels is easy to reach via phone, email, or through the private client dashboard. Part of the reason this is possible is that our streaming delivery and music players are incredibly reliable once installed. And setup is simple — true plug-and-play.
Willett also addressed why restaurants should not use consumer music services like Spotify, Apple Music, or Pandora. Consumer platforms aren’t designed or licensed for business use — and using them can expose brands to legal and reputational risks.
About the CREATE: The Future of Foodservice Conference
The interview took place at CREATE: The Future of Foodservice, an event presented by Nation’s Restaurant News that connects the most innovative restaurant leaders — from major brands to fast-rising newcomers — with each other and top vendors in restaurant services, including customized music solutions.
Watch the full interview here on YouTube.
Learn more about the event on the CREATE conference site.
Music Licensing for Restaurants
Unsure how to legally stream music for customers in your business? Visit our Music Licensing Basics page or give us a call at 303-444-7700.
FAQs
What music should restaurants play?
The best restaurant music depends on your concept and target audience. Fine dining spaces typically benefit from jazz, classical, or soft acoustic music, while casual restaurants can lean into upbeat pop or genre-specific playlists that match their brand. The key is consistency and intentionality rather than random shuffle.
Do restaurants need a music license?
Yes. Restaurants that play music publicly are required to hold performance licenses from PROs like ASCAP, BMI, SESAC, and GMR. Failure to comply can result in significant fines. Business music services like Custom Channels include these licenses as part of their service.
