Restaurants, bars & cafes
Grupo Lateral, a Spanish restaurant chain known for high-quality food and polished service, faced a growing challenge. Their sound was indistinguishable from competitors, dominated by mainstream reggaeton and pop. The atmosphere felt flat during key trading hours, particularly around the bar, where energy levels dropped and customers were less inclined to stay, socialise, or spend more.
Altaura partnered with Lateral to create a music strategy designed to reinvigorate their spaces and align sound with the brand’s evolving goals. By analysing Lateral’s identity, customer base, and KPIs such as increased evening bar spend, we built a tailored solution that elevated the guest experience and gave each venue a distinctive sonic edge.
Defining a Unique Brand Sound
The strategy began with a deep dive into Lateral’s brand DNA. Drawing on customer insight, site visits, and competitor analysis, Altaura developed a signature sound that reflected the brand’s sophistication while remaining warm and approachable. The playlists balanced local flavour with international appeal, ensuring the music resonated with both regulars and new guests.
Programming to Match the Day’s Rhythm
We designed dynamic dayparting to guide the customer journey. Each playlist gradually shifted in energy throughout the day, supporting a natural transition from relaxed breakfast service to upbeat working lunches and lively evening gatherings. Mornings featured chilled singer-songwriters from Spain. As the day progressed, the mood lifted with vibrant indie, disco, and global tracks that encouraged guests to linger longer and spend more.
Aligning Sound with Business Goals
The music strategy was directly tied to commercial targets. We aligned playlist design with KPIs, particularly around increasing bar revenue and encouraging post-dinner dwell time. The result was an atmosphere that made customers more likely to gather at the bar, interact, and extend their visits. The tailored music also attracted a younger, urban professional audience, reinforcing Lateral’s positioning in a competitive dining landscape.
_019.avif)
Impact and results
The refreshed music programme played a key role in transforming the Lateral experience. Bar sales increased, atmospheres became more vibrant, and the curated sound helped the brand stand out from rivals using generic playlists. Staff reported more energy in the spaces, and customers responded with longer visits and positive feedback.
“Altaura has made music an essential element of our spaces, perfectly combining the style of the brand and the essence of what we do. Without a doubt, this collaboration is the complement our brand needed.”
our work
Altaura helped Lateral turn music into a strategic asset. By aligning sound with brand identity and business objectives, Lateral gained a fresh point of differentiation and a revitalised guest experience that fuels both culture and growth.
