Oh no! I love Ed, but I can't buy bigger jeans! Ha!
Researchers at the Swedish Retail Institute teamed up with startup Soundtrack Your Brand (backed by Spotify) to measure how music affected customers’ restaurant orders—and they found that your playlist may be your destiny.
A fast-food restaurant used in the study had higher sales with a “welcoming, modern, and expressive” playlist custom-made for a millennial audience (ultimate example: Ed Sheeran’s “Shape of You”), as opposed to randomly selected pop songs. And the bump was significant: Burger purchases went up by 8.6 percent, fries by 8.8 percent, and desserts by 15.6 percent. (Consider Sheeran a bona fide sugar trigger.)