By David Sykes, Vice-chair, The Quiet Coalition
Yearn for a quiet spot to dine where you can chat (or read) without clamor? If that seems hopeless in America’s noisy restaurants don’t give up—change is on the way.
It’s true that for decades restaurants in America have gotten louder and more cacophonous on purpose. Why? Restaurateurs and their designers say data show that profits climb when noise levels are high because their patrons are:
- attracted by the “buzz,”
- drink more alcohol,
- consume more food faster, and
- leave quickly, allowing more patrons to sit down and repeat the process.
True or not, those crowded, noisy eateries are designed to be that way. The good news is that, just as easily, they can be designed to be quiet. The bad news is that so many restaurateurs still don’t understand that the racket drives away large groups of potential patrons, and also alienates restaurant reviewers, some of whom now even carry sound level meters.
Is there such a thing as a successful quiet restaurant chain? One that profits from allowing patrons to converse with each other or read a book, or put a laptop on the table and work quietly–even at peak dining hours? Amazingly, yes. It’s one that already has 2000 stores, is the hottest “fast-casual” chain in America, and is growing faster than Starbucks. The name? Panera. Panera’s stores don’t pretend to be fashionable bistros nor do they serve alcohol. But the food is healthy, natural, fresh, and tasty and the atmosphere is definitely—and, according to acoustics experts, very consciously—designed to provide a haven where people can enjoy quiet conversations and each other without cacophony.
Quiet dining matters to lots of us—more folks than you might imagine. In fact, about 20% of people in their 20s suffer from hearing disorders (which can include hypersensitivities to noise with names like tinnitus, hyperacusis, and misophonia, conditions that make it impossible for them to enjoy restaurants or clubs). And about 50% of people in their 60s and an extraordinary 90% of people in their 80s suffer from an inability to understand speech when background noise levels are elevated. These are not “fringe” groups. Collectively, there are 40 million Americans who probably avoid dining in restaurants because they literally can’t stand the noise.
Do restaurant owners understand that? If they did, they might create quiet sections to broaden their market appeal. Many apparently do not. For those who do, the market opportunity may be considerable.
It just could be that “quiet dining” is the next trend. For customers looking for quiet, the prospects are mouth-watering.
If you’d like to know how to make a restaurant quieter, check out: Why Acoustics are Important in Restaurant Design and Restaurant Acoustics: Restaurant Noise Reduction by Audimute.