Hard Rock Cafe

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Hard Rock Café’s Global Strategy |

Strategy Changes |

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Spikes, Douglas |

9/1/2015 |

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Strategy Changes

The Hard Rock Café was established in 1971 by Americans Isaac Tigrett and Peter Morton in London. The restaurant started to collect and display rock and roll memorabilia to attract potential customers. After a few years, the restaurant chain expanded and developed several experienced strategies. The original strategies were food, music, merchandise for sale, and the collection of Rock and Roll memorabilia. The key adjustment was the globalization of the restaurant chain . Some of the more noted memorabilia are the original doors from Abby Road, Jimmy Hendricks’s guitars and Harrison Ford jackets. The restaurant uses its personnel to help customers feel welcomed. The human resource department focuses on hiring employees that are passionate about music so the job becomes more enjoyable. The employees spend time with guest talking about the collection of over 60000 items and the stories behind each one. Location is another strategy change that has taken place with the Hard Rock Café. Originally started in London , the franchise has expanded to over 191 Hard Rock locations in 59 countries including 145 cafes, 21 hotels and 10 casinos. Most of the locations (70%) are located at or near tourist attractions. This strategy keeps the fan base fresh. Rock and Roll has one of the largest fan bases in the world and is not confined to any particular location. The food has also been affected by changes to the original strategies. In Europe where there are several café locations, the fear of mad cow disease encouraged Hard Rock to start focusing less on hamburgers and beef and more on fish and lobster. The corporation started giving surveys to customers for feedback on what types of food they liked. The menu is now designed to include food that has a minimum of a seven rating.

10 Decisions of OM Change

Responses of the 10 decision...