What Color Light Bulb Makes Your Customers Spend More?

Would you believe me if I told you that the color of the light bulbs in your bar would affect the spending habits of your customers? Well, according to this story, it’s well and truly the case.

A glass of red wine tastes better when consumed under blue or red ambient lighting, according to German psychologists who’ve found that consumers’ brains can be fooled into believing their glass of alcohol is of higher quality and more expensive than it actually is when consumed under these conditions.

I knew that red lights had certain effects in Amsterdam, but it’s the first time I realized they could affect bar sales too! Get your red lights out, just don’t put them over your front door or window!

Views: 2

Tags: bar, bulb, light, lighting, more, spend


You need to be a member of FohBoh to add comments!

Join FohBoh

Comment by Gary Markowitz on December 29, 2009 at 1:19pm
I received a comment asking for a case study to add into the comment I made on LED's. I'll give it a try...

A national Boston-based QSR restaurant chain hired Kilojolts Consulting Group to develop an alternative energy-saving lighting scheme that:
1. Would not change the "look" or "aesthetics" of their decor package
2. Need to have a payback of less than 2 years.

The restaurant chain's senior management was interested in solid, verifiable cost avoidance in terms of energy and maintenance cost. And of course, they had little in the way of capital funds to achieve their goal.

We developed an LED-based Proof-of-Concept for them that not only cut lighting energy costs (by $2,800/year) but also cut maintenance costs as well (by over $1,000 per year). The management evaluated several LED samples and gave us the "go-ahead."

When we installed the recommended lighting upgrades, something else (another benefit) surfaced...
1. Lighting levels increased over self-serve reach-in cases
2. Illumination over all graphics "popped"
3. Visual comfort improved
4. All product appeared fresher to the customers.

While we have not been made aware of sales year-over-year, the customer did say that they were "quite pleased with the results."

Combining the utility company incentives with maintenance cost avoidance, the project had a payback of less than one year!

Here are some photos of the project after the installation (we were asked to not show the name of the restaurant chain)....

Comment by Gary Markowitz on December 29, 2009 at 10:43am
Photobiology is a well known science. Colors absolutely have an effect on human behavior, productivity and even work quality. I don't believe that the color of light can improve the quality of a cheap, high margin wine though... However you present your lighting color scheme, you should consider doing it with 'green' sources like LED's. LED efficacy is ten times greater than that of incandescent and halogen sources, and last over twenty times longer.




Social Wine Club for Craft Wineries


Taco Bell takes on fast casual with U.S. Taco Co.

Taco Bell will test a new fast-casual concept called U.S. Taco Co.  -More

Avocados From Mexico: All New Recipe Brochure
Looking for the sweet spot between indulgence and fresh appeal? Say yes to fresh Avocados from Mexico, all year long. So rich and creamy, use them as a substitute for mayo to create a craveable crab salad sandwich that will make others green with envy. Discover more culinary inspirations and recipes here!

Ronald McDonald gets a makeover for social media debut

Ronald McDonald is giving off less of a clown vibe with a makeover that keeps the color scheme but adds a blazer, a yellow ve -More

Animal fats ramp up flavor

Chicago hot spots are serving up savory dishes flavored with animal fats such as Stephanie Izard's confit goat belly at Girl  -More


Posting a job or finding a job starts here at FohBoh. Call us about special $25 posting packages to syndicate across all major jobs boards.

National News

Dunkin' Brands Reports First Quarter 2014 Results

Dunkin' Donuts U.S. comparable store sales growth of 1.2% - Added 96 net new restaurants worldwide including 69 net new Dunkin' Donuts in the U.S. - Revenue increased 6.2%

Hurricane Grill & Wings Signs Franchise And Multi-Unit Development Agreements For Additional 22 Units

Hurricane Grill & Wings, a restaurant franchise known for its never-frozen jumbo wings and more than 35 signature flavors, announced today the signing of five multi-unit development agreements, representing 22 new locations. The Florida-based brand opened two locations in early 2014, with plans for a total of 14 new units by the end of the year.

Dunkin' Donuts Announces Plans For 20 New Restaurants In South Orange County And The San Fernando Valley

Dunkin' Donuts announced today the signing of multi-unit store development agreements with two new franchise groups to develop 20 new restaurants in South Orange County and the San Fernando Valley area over the next several years.

Brinker International Reports Increases In Third Quarter Fiscal 2014 EPS And Comparable Restaurant Sales

Earnings per diluted share, excluding special items, increased 16.7 percent to $0.84 compared to $0.72 for the third quarter of fiscal 2013

Togo's Inks Deals In Idaho And Utah To Develop 13 New Restaurants

Togo's Eateries, Inc. announced it has signed franchise agreements to develop five restaurants in Eastern Idaho and eight locations in Salt Lake City, Utah. In 2014, the brand will also mark its entry into Colorado, Idaho, and Utah with restaurant openings planned over the next few months.


If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.


TED: James Patten: The best computer interface? Maybe ... your hands - James Patten (2013)

"The computer is an incredibly powerful means of creative expression," says designer and TED Fellow James Patten. But right now, we interact with computers, mainly, by typing and tapping. In this nifty talk and demo, Patten imagines a more visceral, physical way to bring your thoughts and ideas to life in the digital world, taking the computer interface off the screen and putting it into your hands.

TED: Hamish Jolly: A shark-deterrent wetsuit (and it's not what you think) - Hamish Jolly (2013)

Hamish Jolly, an ocean swimmer in Australia, wanted a wetsuit that would deter a curious shark from mistaking him for a potential source of nourishment. (Which, statistically, is rare, but certainly a fate worth avoiding.) Working with a team of scientists, he and his friends came up with a fresh approach — not a shark cage, not a suit of chain-mail, but a sleek suit that taps our growing understanding of shark vision.

TED: Michel Laberge: How synchronized hammer strikes could generate nuclear fusion - Michel Laberge (2014)

Our energy future depends on nuclear fusion, says Michel Laberge. The plasma physicist runs a small company with a big idea for a new type of nuclear reactor that could produce clean, cheap energy. His secret recipe? High speeds, scorching temperatures and crushing pressure. In this hopeful talk, he explains how nuclear fusion might be just around the corner.

TED: Sarah Lewis: Embrace the near win - Sarah Lewis (2014)

At her first museum job, art historian Sarah Lewis noticed something important about an artist she was studying: Not every artwork was a total masterpiece. She asks us to consider the role of the almost-failure, the near win, in our own lives. In our pursuit of success and mastery, is it actually our near wins that push us forward?

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service