| Where are you from? cash advance 1 hr âWe couldâve just piped in some satellite radio. It wouldâve been cheaper,â says Chris Arnold, Chipotleâs spokesman. âBut if youâre creating a restaurant, you need the right atmosphere. Weâre sticklers for detail. We wanted something that belonged just to us.â With Golub, Chipotle is doing something few restaurants, even high-end ones, have tried. âItâs surprising how many Michelin-starred restaurants donât even think of music at all,â says Charles Spence, who studies the relationship between sound and taste at Oxford Universityâs Crossmodal Research Laboratory. Most eateries play music, but Spence says they rarely advance beyond simple, jazz-in-a-coffee-shop, oldies-in-a-burger-joint tropes. âItâs a shame, really,â he says. âThere are studies that show music with higher BPMs [beats per minute] causes people to eat faster, and if you play classical music in a wine store, people will buy more expensive wine.â Music can affect everything from perceived enjoyment of foodâa 2012 Cornell University study found soft music and more formal ambience made people think the food at Hardeeâs was tastierâto the amount consumed. A 2008 study at the Université de Bretagne-Sud in France said loud music in bars makes people drink more.
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