+44 (0)203 397 7676
Music, signage and atmosphere influence how long customers stay, how they feel, and how they perceive a brand.
In a competitive retail environment, these elements play a critical role in shaping brand identity and in-store engagement.
Mowgli has built a strong identity as a storytelling-driven Indian street food brand, known for its distinctive interiors, relaxed dining style and approachable interpretation of Indian cuisine. As the brand continues to expand under the Arcturus Group, there is a clear opportunity to further strengthen consistency and deepen the in-restaurant experience.
Music was being managed in-house via Spotify, with a mix of pop and classic rock tracks and frequent updates.
While this creates flexibility, it also introduces variability across locations and service periods. The soundtrack felt eclectic rather than intentionally curated, with limited connection to the brand’s narrative-led identity or the atmosphere of the space.
At present, music feels more like background selection than a structured part of the experience.
There was no use of digital signage within the restaurant.
This represents a clear opportunity to extend Mowgli’s storytelling beyond physical interiors and menus into dynamic, evolving in-venue content.
Screens could be used to bring the brand narrative to life - sharing stories behind dishes, highlighting seasonal specials, communicating values such as sourcing and community impact, or supporting group-level promotions as the Arcturus portfolio continues to evolve.
Move towards a curated soundtrack that reflects Mowgli’s warm, soulful and narrative-led brand personality, rather than relying on ad-hoc in-house playlists.
Align music more closely with the emotional tone of the space - reinforcing the brand’s sense of journey, culture and connection throughout the day.
Use subtle screens to extend brand narrative, communicate menu items and support seasonal or group-level campaigns without disrupting the aesthetic.
Based on your brand, audience and environment, here’s an example of how your music could feel with Startle.
This playlist has been designed to reflect Mowgli’s soulful, story-driven identity - blending funk, soul, disco and warm groove-led tracks that feel expressive, human and full of character.
The intention is to:
Choose from our library of over 100 professionally crafted playlists spanning genres, moods and sectors, or opt for curated soundtracks for your stores.
We offer simple, scalable digital signage to showcase campaigns, collections and promotions - making it easier to keep stores fresh, relevant and visually engaging.
With Startle Studio, you’ll have full visibility and control of all your stores’ schedules from a central platform, ensuring consistency across every location.
We’ve worked with multi-site casual dining brands to create more engaging, brand-led environments that strengthen atmosphere and consistency across growing estates.
We partnered with Zizzi to help evolve their in-restaurant experience through a more structured and centrally managed approach to music and atmosphere. As their estate grew, consistency became increasingly important - particularly in ensuring the brand felt familiar, welcoming and aligned across all locations.
This approach included:
From my first interaction with Startle I have been very impressed with the understanding they have of what we're looking for. Creating a 'vibe' or environment within a space is something quite hard to explain but the support and reactivity they gave throughout the curation process was incredible.
Head of Business Development
Book your discovery call to explore how music and signage could enhance experience, consistency and engagement across your estate.
On this call we’ll:
Just need a quote? Request pricing here.
