Technology

How Matt’s Hot Dogs uses music to create the perfect vibe

January 19, 2026

Since founding Seattle-based Matt's Hot Dogs in 1992, Matt Jones has been passionate about staying independent and providing guests with a unique experience. That dedication inspired him to move away from generic background music and toward a sophisticated, professionalized audio strategy facilitated by Custom Channels.

"Music sets the tone the second someone walks through the door," Jones said in a press release. "It tells people what kind of place they're in."

Jones, who started with a simple commercial-free jazz radio in the 1990s, recently partnered with Custom Channels to bridge the gap between his personal eclectic taste and the technical requirements of a high-traffic restaurant.

While many independent operators struggle with the limitations of consumer streaming or the "one-size-fits-all" approach of major providers, Jones sought a platform that offered deep-cut rock, jazz and cinematic scores while maintaining the technical consistency of a national chain. After attempting to manage the curation manually, Jones transitioned to a managed model with Custom Channels to ensure audio normalization and licensing compliance.

"I should have taken the time to fully learn what Custom Channels could do for me," Jones said. "I finally had something that let me shape the sound of my restaurant without the technical headache."

Jeremy Bookman, director of sales at Custom Channels, said the challenges faced by Matt's Hot Dogs are representative of a larger trend in the fast casual sector, where brand identity is increasingly tied to the sensory experience.

"A lot of business owners come to us initially thinking we are just about better playlists," Bookman said in the release. "What they often don't see right away is the full suite of business music capabilities — licensing, normalization and time-of-day scheduling — designed specifically for commercial environments."

The Custom Channels platform allows operators to automate the "vibe" of the restaurant throughout the day, transitioning from lunch rushes to evening crowds seamlessly. For the fast casual industry, where consistency is key to scaling and customer retention, these technical backbones prevent common issues like volume jumps or inappropriate content.

"Whether you have one location or a thousand, music is part of how customers feel about your business," Bookman said. "Our job is to make sure that experience is intentional, consistent and unmistakably yours."