“Sound is part of that bigger picture": how Taco Bell thinks about atmosphere as it grows

Intro

A little less than a year after opening its first restaurant on Vasagatan, Taco Bell Scandinavia runs five locations in Stockholm, with a sixth opening soon in Bromma Blocks and a market entry into Denmark on the horizon. We sat down with Jonathan Mostert, Chief Operating Officer, to talk about what atmosphere means to a fast-growing restaurant brand, and why they decided to make music part of their identity with Tonada.

Tell us briefly about Taco Bell Scandinavia, how it started and where you are today.

We started with Vasagatan, a little less than a year ago. We currently have five locations in Stockholm. Soon we're opening number six in Bromma Blocks, and then a new market entry into Denmark.

What role does atmosphere play in your restaurants, and how did you handle music before Tonada?

Atmosphere is a big part of the experience. It's not just about the food; it's about how people feel when they walk through the door. Music helps create that energy and gives the restaurant its personality.

We were not unhappy with our previous music supplier, but there is so much more than just the music. Tonada allows us to create advertisements for marketing promotions and play them in store, at intervals, as well as creating brand-specific songs and having a bit of fun.

What convinced you to try custom-made, brand-owned music? Were you skeptical?

The idea of having music created specifically for our brand was appealing because it gave us an opportunity to think about sound as part of our identity, just like our visual design and in-store experience.

Since switching, what differences have you noticed from guests, staff, or the numbers?

The main thing we're looking for is a more consistent experience across our restaurants, with music that fits the brand and the energy of each location.

It's also important that the system is straightforward for our teams to use. We want the music to contribute to the overall experience without becoming another task for the restaurant team.

How does sound fit into your plans as you open new locations?

As we expand, we want the Taco Bell experience to be recognisable from the moment guests walk in. Sound is part of that.

Having a more structured approach to music gives us a foundation we can carry into new locations, rather than having every restaurant develop its own approach.

What would you tell another restaurant founder still running Spotify playlists off someone's phone?

Don't underestimate the impact of the details that make up the guest experience. Music might seem like a small operational decision, but it's playing throughout the day and helping shape the atmosphere.

It's worth asking whether your current setup reflects your brand, is appropriate for commercial use, and can scale as you grow. The right solution should make life easier for your team while giving your restaurant a more distinctive identity.

Finally, what's ahead for Taco Bell Scandinavia?

We're focused on continuing to grow the brand, reaching more guests, and delivering a consistent experience as we develop across Scandinavia.

For us, growth is about more than opening new restaurants. It's about making sure the food, service, atmosphere, and overall brand experience come together every time someone visits. Sound is one piece of that bigger picture.