Element of music in boutique burger houses: Ethnographic gastromusicology study in Kadiköy, İstanbul

Music, as well as being listened to on stage or from a recording, is a commercial tool used by people. It is known that music is used to enhance the representative ability of products by a variety of professions, to address a particular audience, to encourage shopping and to create atmosphere. This research aims to identify the type of music preferred by boutique burger businesses and determine the reason(s) for their preferences; thereby, define whether or not a particular type of music represents boutique burger houses. To this end, the preliminary research has revealed that Cafeağa district of Kadıköy Municipality of Istanbul has an ever increasing social, cultural and gastronomic features and that boutique burger houses have gained prominence as social and gastronomic places. 8 boutique burger houses that feature a combination of location, taste and music have been identified and gastromusicological research based on ethographical method has been conducted to pursue the research question. In this qualitative research which is a case study in the descriptive form, data has been collected through observation and interview techniques with 6 business managers, 4 cook-managers, 10 cooks and 16 customers in 8 businesses. With the analysis of the data, music types that represent boutique burger houses and the accompanying reasons have been examined. This work was supported by Scientific Research Project Coordination Unit of Istanbul University. Project number: SYL-2018-28961.