Freebirds World Burrito

Altaura were brought onboard to help solve issues with their sound and boost their staff retention. Freebirds were experiencing frustrated and demotivated staff, who often complained about how basic the music was. This also meant staff were trying to change the music all the time which created dissatisfaction with their customers.

We conducted extensive research on Freebirds’ brand identity and target audience, as well as analyzing the current in-store music and staff demographic and overall feedback. We then designed a music strategy that defined a new sound for Freebirds, that included a taste of modern Texas, with up and coming music from neighboring festivals like SXSW, alongside popular artists that were attractive to the Freebirds audience and team. We also created several sample playlists and gathered feedback from a wide range of staff, before solidifying the brand sound. A day-parting schedule was implemented to match the music to the different times of day, such as playing more upbeat music during lunch rush hours and slower, chill music during the quieter periods. Staff collaborative feedback playlists were implemented where staff in the restaurants could add music that was scheduled before and after closing.