Muzak’s Web Media Platform Gives Guests the Texas Roadhouse Experience Online
June 22, 2011 –Muzak, a Mood Media company and the leader in sensory branding services for business in North America, today announced that it has entered into a new national agreement with southwestern-themed restaurant chain Texas Roadhouse, to provide custom music on the newly designed and released Texasroadhouse.com.
Founded in 1993, Texas Roadhouse currently owns and operates 350 restaurants in 46 states and is one of the fastest growing dinner house chains in the country. The chain offers great food in a fun, welcoming and comfortable atmosphere. Under the agreement, Touch, Muzak’s experience design and sensory branding agency, provides Texas Roadhouse with a new chain-wide audio identity and custom music program that captures the “roadhouse” feel. Each restaurant features a digital-enabled full-style authentic jukebox that plays the custom music soundtrack over sound systems which enhance the lively and entertaining atmosphere.
Line dancing is part of the Texas Roadhouse experience at many locations, as employees sometimes add to the fun by dancing to the soundtrack. Touch works directly with Texas Roadhouse to build customized playlists synced to line dancing events throughout the dining hours of operation. Touch secures the rights, edits and mixes the music to fit the choreographed dance routines precisely.
The partnership between Muzak and Texas Roadhouse now extends beyond the restaurant itself to the rebranded Texas Roadhouse website, www.texasroadhouse.com. Muzak’s Web Media Platform replicates the in-restaurant jukebox audio identity and provides an interactive and measurable experience to customers online. Users are able to rate and buy music they hear and share their experiences with friends and family on Facebook or Twitter. Touch sources all music content and leverages its artist relationships to provide each customer with free music downloads from monthly featured artists. The first of which is the infectious Candy Coburn who sings “Pink Warrior”, which provides proceeds to the Susan G. Komen for the Cure. As a result of this campaign, Texas Roadhouse now has additional opportunity to realize specific and measurable returns, such as email sign up, gift card purchases, and other promotional activations
“Country music has always played a vital role in the unique, upbeat atmosphere at our restaurants. Muzak’s Web Media Platform allows our guests to enjoy a portion of that atmosphere, which is country music, online at our new, updated Web site,” said Travis Doster, director of public relations at Texas Roadhouse.
“We are very excited to partner with Texas Roadhouse,” said Lorne Abony, Chairman and CEO of Mood Media Corporation. “Our mission is to help companies like Texas Roadhouse create and implement a unique audio identity that authentically communicates their brand personality and offers customers a memorable experience.”
About Mood Media Corporation
Mood Media Corporation (TSX:MM/ LSE AIM:MM), named Canada’s fastest growing company by PROFIT Magazine, is a leading in-store media specialist that uses a mix of music, visual and scent media to help its clients communicate with consumers with a view to driving incremental sales at the point-of-purchase. Operating through its two principal divisions, In-Store Media and Retail Point-of-Purchase, Mood Media Corporation works with over 470,000 commercial locations in over 40 countries throughout North America, Europe, Asia and Australia.
Through its subsidiaries Mood Media, Muzak, and Mood Entertainment, Mood Media Corporation’s products and services reach 150 million people every day in a broad client base including more than 850 U.S. and international brands in diverse market sectors that include: retail, from fashion to financial services; hospitality, from hotels to health spas; and food retail, including restaurants, bars, quick-serve and fast casual dining.
For more information on Mood Media Corporation visit www.moodmedia.com or contact:
Fleishman Hillard Inc. (New York)
+44 20 7395 7017
About Texas Roadhouse, Inc.
Based in Louisville, Kentucky, Texas Roadhouse opened its doors in 1993. In just 17 years, Texas Roadhouse has grown to more than 350 locations in 46 states. The company is famous for hand-cut steaks, made-from-scratch sides, fresh-baked bread, and its lively atmosphere. In 2007 and 2008 Forbes magazine ranked the company as one of the 200 Best Small Companies and in 2009 the company was ranked “Best Value” by readers of Consumer Reports magazine. For more information, visit www.texasroadhouse.com