Hard Rock Cafe Case Study

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Case Study: Hard Rock Café’s Global Strategy

Discussion Questions:

1. Identify the strategy changes that have taken place at Hard Rock Café since its founding in 1971.

Hard Rock Café is one of the most recognized brands globally. Since its founding in 1971, Hard Rock Café has been continuously upgrading itself to bring the brand to where it is now - adapting to the times and changing when change demands.

Hard Rock started as a London Café serving classic American food. It became a “theme” chain selling memorabilia in tourist destinations. From there the company adopted many more transformations including adding stores, upgrading its menu, moving to places that are not typical tourist destinations, and most effective of all, including live music and rock concerts into the overall customer experience.

Hard Rock elevated dining to a whole new level by shifting to “experience” selling, a dining event that includes a unique visual and sound experience not duplicated anywhere else in the world”. To create this unique experience, Hard Rock invested millions in creating a visual and acoustic scenario perfect for their guests. They also introduced into their ‘experience’ concept their own merchandise, which is unique in each location and provides a huge income to the company.

Hard Rock is known for its extensive and museum-worthy memorabilia and merchandise. Today, its memorabilia collection is estimated to be worth $40 Million. Each restaurant rotates the items to keep the experience new.

2. As Hard Rock Café has changed its strategy, how has its responses to some of the 10 decisions of OM changed?

a. Design of goods and services

Hard Rock Café opted to put more value on local taste which meant a whole new lot of customized menus. “For instance, Hard Rock focuses less on hamburgers and beef and more on fish and lobster in its British cafes. Each meal goes through design, testing and evaluation just to deliver distinct Hard Rock experiences.

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