Introducing a set silent period of up to two hours each day, where background music is switched off and unnecessary announcements are reduced, can make a profound difference for customers with hearing difficulties, autism spectrum conditions (ASD) and other sensory sensitivities. Crucially, it is not just a compassionate move – it is also a smart commercial decision.
The Problem With Noise in Commercial Spaces
Modern retail and dining environments are often overwhelming. Music, promotional announcements, kitchen noise, clattering crockery, multiple conversations and echoing spaces all combine to create a constant wall of sound.
For many customers, this is mildly irritating. For others, it is actively exclusionary.
People with hearing aids often struggle in noisy environments, where background sound competes with speech.
Autistic customers may find sensory overload distressing, leading to anxiety or the need to leave quickly.
Older customers, people with tinnitus, PTSD, or sensory processing differences can experience similar difficulties.
When noise becomes a barrier, customers simply stop coming.
Silent Times: A Practical and Predictable Solution
A daily silent period works best when it is consistent and clearly advertised. For example:
Every day from 2pm–4pm
No background music
Reduced or paused tannoy announcements
Softer lighting where possible
Staff aware that this is a low-sensory period
Predictability matters. Customers who need quieter environments can plan their shopping or meals with confidence, rather than relying on occasional “quiet hours” that vary by day or location.
Why This Is Good for Business
1. You Attract Customers Who Are Currently Excluded
Many people with sensory sensitivities actively avoid busy shops, malls and restaurants. By offering silent times, you are not redistributing existing footfall – you are unlocking a new and loyal customer base.
2. You Build Trust and Loyalty
Customers who feel genuinely considered are far more likely to return, recommend your business, and choose you over competitors. Inclusivity builds long-term brand loyalty, not just short-term goodwill.
3. It Costs Almost Nothing
Unlike major refurbishments or new technology, silent times are operationally simple:
Turning off music costs nothing
Reducing announcements costs nothing
Brief staff awareness costs very little
The return on investment is disproportionately high.
4. It Improves the Experience for Everyone
Quiet periods are often appreciated by:
Parents with young children
People working remotely who want a calm café
Shoppers who simply prefer a less hectic environment
Many businesses find that silent times become unexpectedly popular with a broad range of customers.
Restaurants and Cafés: A Special Opportunity
For restaurants, noise can be a decisive factor. Customers with hearing loss or sensory sensitivities may avoid dining out altogether because conversation becomes exhausting or stressful.
A daily silent dining window:
Makes meals more enjoyable and less fatiguing
Encourages longer stays and repeat visits
Differentiates your venue in a crowded market
Clear communication is key. Menus, websites and window signage should all highlight the silent period so customers know exactly when to visit.
Meeting Social Responsibility Without Making a Song and Dance About It
Importantly, silent times do not need to be framed as a “special concession”. They work best when they are presented as a normal part of how the business operates.
This avoids singling people out and reinforces the idea that inclusive design benefits everyone.
A Small Change With a Big Impact
Retailers, shopping centres and restaurants often talk about accessibility, but accessibility is not only about ramps and lifts. Sound matters.
By committing to a daily silent period of up to two hours, businesses can:
Remove a significant barrier to access
Demonstrate genuine inclusion
Increase customer loyalty and dwell time
Strengthen their reputation as thoughtful, modern organisations
In an increasingly competitive environment, the businesses that thrive will be those that recognise one simple truth: comfort is not a luxury – it is good business.





