Saturday, May 19, 2018
Business

Restaurants crank up music to create a buzz

Chad Bell loved the steak tacos and margaritas at Rocco's Tacos and Tequila Bar in Orlando. The blaring Top 40 music? Not so much.

"It would be a great place if you were going to have drinks with friends," said Bell, 40, of Winter Springs. "For dinner or conversation, it just kind of ruined it."

Raising your voice at a restaurant is becoming as common as leaving a tip. It's a trend that some customers, generally older ones, find frustrating. Noise ranked No. 1 in a Zagat survey last month of diners' pet peeves, with 27 percent calling it their biggest complaint.

For some restaurants, though, loud music is part of the ambience — and they aren't inclined to lower the volume. Some of the noise is fueled by trendy design: open kitchens, cement floors and high ceilings.

"Loud restaurants equate to successful restaurants," said Tom Galvin, a Winter Garden restaurant designer.

At Rocco's Tacos, manager Pete Vittas agrees. He described the boisterous atmosphere as "dynamic and energetic."

At Prato in Winter Park, a bar takes up much of the dining room, and alternative rock in the background gets louder as the night goes on. The restaurant also recently added speakers outside. The music "has to be at a level you can hear it to create that energy, to create a buzz," said Tim Noelke, Prato's general manager. "Definitely, we've elevated that music a little louder than some restaurants."

One recent night, the decibel level registered at 89.2, about the same as a motorcycle 25 feet away.

Noelke said some guests have complained, and he will lower the volume in certain parts of his restaurant upon request. He's also installed soundproofing in Prato's high ceilings and put cushions on benches.

Richard Spell, 62, of Houston confessed he would have liked a little less commotion with his cuisine.

"I can understand the attraction to the, I hate to say, younger crowd. It makes it seem alive," said Spell, glancing around at his fellow diners, who appeared mostly between the ages of 25 and 45. "My choice would be a nice, quiet place these guys would hate."

Indeed, there often seems to be an age divide on the subject of noisy restaurants. "Younger generations are looking at the noise as energy," said Darren Tristano, executive vice president at restaurant research firm Technomic. "Older generations are looking at it as an annoyance."

In a NPD Group survey last year of diners 48 and older, almost half said they would visit full-service restaurants more if they would turn down the volume a notch.

Even some younger customers, though, would like a little more peace and quiet. "I'd rather have the decibel level lower," said 25-year-old Vivian Gornik of Tampa, dining with friends recently at BurgerFi in Orlando as '80s rock blared over the speakers.

 
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