Why music matters — even for a proudly independent, one-location restaurant
Since opening its doors in June 1992, Matt’s Hot Dogs has been a Seattle original. One location. One owner. One unmistakable personality. For founder Matt Jones, independence isn’t a marketing slogan; it’s a way of doing business. And that philosophy extends beyond the food.
From the very beginning, music has been part of the Matt’s Hot Dogs brand experience. In the early days, Matt relied on a simple portable radio tuned to a local jazz station — chosen less for its genre and more for the fact that it played without commercials. Over time, that exposure shaped his ear and reinforced a belief that music, when done right, creates an emotional backdrop customers may not consciously notice but always feel.
“Music sets the tone the second someone walks through the door,” Matt says. “It tells people what kind of place they’re in.”
As Matt’s Hot Dogs matured, so did Matt’s expectations for music. Radio eventually gave way to early streaming solutions, which worked, but never quite delivered the depth, flexibility, or control he wanted. Matt’s tastes leaned toward rock, but not in a narrow way. He wanted room for deeper cuts and unexpected artists — from Van Morrison to Ennio Morricone, Brad Mehldau, or Neil Diamond — all blended in a way that felt intentional and distinctly Matt’s.
What he didn’t want was a generic, one-size-fits-all playlist. That search led him to Custom Channels. “When I found Custom Channels, it felt like I’d died and gone to heaven—except for the dying part,” Matt jokes. “I finally had something that let me shape the sound of my restaurant.”
Matt dove in enthusiastically, refining his playlist over time. He added songs, removed others, and gradually built a sound that matched the personality of the restaurant — confident, eclectic, and authentic.
Like many fiercely independent business owners, Matt eventually wondered how far customization could go. Curious by nature, he explored managing every aspect of the playlist himself. At first, it was exciting. But, when that became too much to manage, he reached out to Jeremy Bookman, Director of Sales at Custom Channels, with a simple but important question, one he admits he should have asked sooner. “Can you build a playlist based solely on the songs I want?”
Jeremy’s answer was immediate. “Absolutely.”
“I should have taken the time to fully learn what Custom Channels could do for me,” Matt says. “I eventually did and, boy, am I happy today.”
What Matt realized is something many independent restaurant owners learn over time: great music is both emotional and technical. It’s not just about song selection; it’s also about how tracks are curated, balanced, normalized, and maintained over time.
Custom Channels didn’t ask Matt to give up creative control. Instead, they paired his vision with professional music management — ensuring access to the artists he wanted, consistent audio levels, and a seamless in-store experience.
“The music. The algorithm. The normalization,” Matt says. “That’s what makes it work.”
According to Jeremy Bookman, Director of Sales at Custom Channels, Matt’s experience is far more common than many independent restaurant owners realize.
“A lot of business owners come to us initially thinking Custom Channels is just about better playlists,” Bookman says. “What they often don’t see right away is that we offer a full suite of business music capabilities designed specifically for commercial environments and not consumer listening.”
Bookman explains that Custom Channels combines deep music customization with the technical and operational backbone businesses need to deliver a consistent, professional experience.
“We handle everything behind the scenes: full music licensing and compliance, professional curation, normalization, scheduling, and ongoing support,” he says. “That means owners can focus on their brand and their customers, without worrying about volume jumps, missing artists, or whether they’re exposed to licensing risk.”
Beyond music selection, Bookman notes that Custom Channels gives businesses the ability to shape the in-store experience throughout the day. “Our platform allows for time-of-day scheduling, multi-zone control, and optional messaging — so the sound and feel of a space can evolve naturally from open to close,” he explains. “It’s not just what song is playing. It’s how the music supports the mood, the pace, and the customer journey.” That was the moment, Bookman says, when Matt fully saw what Custom Channels could do.
“When Matt asked if we could build and manage a playlist entirely around the songs he loved, the answer was an easy ‘yes,’” Bookman says. “That’s exactly what we’re built for. Once he realized he could have total creative input, backed by a professional system that makes everything work seamlessly, it clicked.” Bookman adds that this combination of personalization without complexity is what sets Custom Channels apart, especially for independent operators.
“You don’t have to be a national chain to care deeply about your brand,” he says. “Whether you have one location or a thousand, music is part of how customers feel about your business. Our job is to make sure that experience is intentional, consistent, and unmistakably yours.”
Matt’s Hot Dogs isn’t trying to scale to hundreds of locations, and that’s precisely why this story resonates. Custom Channels works with global brands and single-location operators alike because customer experience doesn’t shrink with business size.
“Music matters to every restaurant, no matter how big or small,” Matt says. “What matters is how people feel when they’re here.”
For Matt’s Hot Dogs, music reinforces everything the restaurant stands for: independence, authenticity, and attention to detail. With Custom Channels, Matt knows that experience is not only personal but professionally executed. “I couldn’t be happier,” he says. “And, yes, everyone at Custom Channels knows my playlist is the best one they’ve ever built!”
