Restaurants, bars & cafes
&pizza, a progressive East Coast fast-casual pizza chain known for its strong brand ethos and employee-first policies, faced a challenge with its in-store music. Their existing algorithm-based service generated randomised playlists that often failed to reflect the brand’s bold identity, repeated tracks too frequently, and didn’t account for the unique acoustics of each location. As a result, the music felt generic, disconnected from their values, and at times uncomfortable to listen to.
Altaura partnered with &pizza to develop a bespoke music strategy that aligned with the brand’s architectural style, cultural values, and team insights. The new approach ensures that music is relevant, well-paced, and acoustically suited to the physical environment. It also gives staff a voice in the process through a collaborative system.
Crafting the &pizza Sound
The first step was to understand the DNA of &pizza, including its mission, tone, and community-driven culture. Through workshops and site visits, Altaura created a sound identity rooted in the brand’s rebellious, creative spirit. This identity now informs all music choices across locations, ensuring a consistent and energised experience that reflects both &pizza’s progressive values and its diverse audience.
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Dynamic In-Store Scheduling
The playlists were programmed to evolve throughout the day, matching energy levels to customer behaviour. From upbeat lunchtime rushes to more laid-back evening vibes, the music helps set the pace of each store. Acoustic profiles were also fine-tuned to match the unique reverberation and sound design of each location.
Team-Led Music Discovery
Recognising the value of team input, Altaura introduced a collaborative playlist system. Staff can now suggest tracks they believe fit the &pizza vibe. These are reviewed monthly and, when approved, added to the rotation. This keeps the music fresh and gives team members a sense of ownership.
&Radio: Extending the Brand Beyond the Store
To extend the brand’s sonic presence, Altaura created &Radio, an series of online playlists showcasing the music heard in-store. This allows &pizza fans to connect with the brand outside the restaurant environment. It also introduces a new touchpoint for storytelling, brand engagement, and marketing.
Impact and results
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The new strategy replaced a disjointed music experience with a vibrant and cohesive sound that truly represents the &pizza identity. It eliminated staff DJing conflicts, encouraged team involvement, and boosted the in-store atmosphere. Meanwhile, &Radio offered a valuable brand extension, supporting expansion into new locations and attracting new audiences.
“Altaura has helped define the vibe at &pizza. Our sound is now an integral part of our experience which has driven our brand awareness and growth.”
our work
Through a collaborative process, Altaura helped &pizza turn music into a strategic brand asset. By aligning sound with architecture, culture, and mission, &pizza now delivers an audio experience as distinctive as their product. It energises staff, delights customers, and extends the brand beyond its physical spaces.
