Brodernas, one of Sweden’s fastest growing restaurant chains, found their sonic brand partner in Music in Brands. The Stockholm-based provider offers personalized background music services to retail, hospitality, fitness and healthcare businesses across Europe. Personalized channels are programmed and broadcast live to nearly 30 Brodernas restaurants across Sweden using Barix’s RetailPlayer solution, all of which opened last year. All restaurants are equipped with wireless speaker systems from Loud of Sweden for atmospheric audio reproduction. The service will be rolled out to 30 more restaurants in Brodernas by the end of 2021.
The fast-growing chain, which specializes in burgers and fries, first considered a mainstream streaming service to bring music to their dining rooms. Stranded due to slow customer service, Jonathan Mostert, COO of Brodernas, discovered Music in Brands through online research. He quickly discovered that Music in Brands’ vision of marrying personalized music with each customer’s unique business atmosphere – along with their responsive customer service – provided the professional approach he was looking for for Brodernas.
“The restaurant industry is changing rapidly and we need partners who are ready to do business,” said Mostert. “Music in Brands brings a unique blend of radio programming and music production that creates the perfect ambiance for our restaurants. They pick up the pace during the lunch rush to keep staff moving and tables to turn, and create a more relaxed lounge atmosphere in the evenings, when guests have more time to fully enjoy the Brodernas experience.
Music in Brands has a long history of using Barix Store and Forward customers for background music streaming and is now transitioning customers to RetailPlayer. “The Store and Forward systems download the next day’s music to Barix media players overnight and continue to perform very well,” said Anders Ekstrom, owner of Music in Brands. “RetailPlayer is changing the game by providing us with a dynamic live streaming solution with more flexible content management and monitoring options. We now have RetailPlayer solutions delivering music to approximately 1,000 locations, including most restaurants in Brodernas. “
Ekstrom points out that RetailPlayer’s centralized user portal is a game-changer for fast and efficient content management. This includes the ability to schedule local content for delivery through each store’s unique RetailPlayer receiver. The compact receiver decodes all incoming sound before transmitting it to Loud of Sweden systems.
“We tested several competitors against Barix when we started moving to more live streams, and all other systems had a much longer learning curve, even for the simplest planning tasks,” he said. declared Ekstrom. “The retail player
“The simplicity of this little Barix device is impressive and requires nothing more than plugging in,” Mostert said. “There are clear guidelines on our intranet that staff and management can follow for setup and troubleshooting when needed. We never have to call the helpline. Everything works as advertised.
Mostert points out that Loud Of Sweden
“Background music providers want to show their customers how they make a difference with the Sonic brand,” said Robert Bromér,
Loud of Sweden uses its own proprietary broadcast-grade “Wireless Local Gateway” to eliminate interference from other WiFi-enabled signals inside restaurants, preserving transmission integrity. Bromer adds that audio frequency levels peak at 17,600Hz to ensure a comfortable sound environment in stores and restaurants where background music is played at lower volumes.
Back in Stockholm, Ekstrom’s musical directors regularly update Brodernas’ custom channels, mixing around 60 new tracks each month. Mostert and his team can control the music and sound in each store from remote locations. Music In Brands, powered by third-party AI technology, sets rules for what music should be played when.
“Music in Brands has been an important strategic partner for Barix for many years, and is now the same for RetailPlayer as we move into a new generation of background music streaming,” said Reto Brader, CEO of Barix. “Networks continue to improve and can accommodate high quality live audio streams with greater efficiency and reliability than ever before. By combining Music in Brands,
Beyond its expansion throughout Sweden, Brodernas recently opened two restaurants in Spain (using local music services at the time of publication). Mostert plans up to 150 Brodernas locations by the end of 2022, with restaurant openings expected in Finland, Norway and the UK. The majority of these stores will likely add the Music in Brands service.