Hard Rock Cafe Marketing Management

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Hard Rock Café which was founded in London in 1979 by Peter Morton and Isaac Tigrett. Hard Rock now is a brand for hotels, theme parks and theme restaurants, but the most popular one is the restaurants all over the world. Currently, there are 175 Hard Rock locations in 53 countries, and the largest one is in Orlando. After being sold in 2007, Hard Rock Headquarters are located in Orlando, Florida. The restaurant chain began to expand in 1982 in the capitals of the all over the countries such as Paris, New York, Berlin, Prague and etc. At first, Hard Rock had an eclectic décor but in a short time, they changed it and started display memorabilia. They have one of the largest rock and roll memorabilia in the world. Hard Rock Café’s motto is “Love all, serve all.” Their attitude is based on “philanthropic” globally, and “Take Time to Be Kind (Humanitarian), Save the Planet (Environmental), and All is One (Entertainment Industry)” are also beliefs that defend and try to apply for their identification and a kind of positioning for their customers. First of all, Hard Rock Café is known with memorabilia such as famous musicians’ personal stuff like guitars, stage costumes, or signature, posters that are displayed in the restaurants, museums, or on the walls, and then secondly souvenirs like pins, t-shirts, glasses, and etc. They are also famous with their big size and delicious menus, especially with non-alcohol or alcohol cocktails or drinks. And another important factor is the sincere environment in the restaurant that includes young, handsome/beautiful, genuine, and sociable waiters and waitresses. But the music played in the restaurant is controversial one because it does not reflect rock and roll soul opposed to expectations of customers. However, it can be said that they try to respond other choices of taste of music in a global world. Hard Rock Café customers are

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