Hard Rock Cafe Global Strategy

Q1. Identify the strategy changes that have taken place at Hard Rock Café since its founding in 1971.

Hard Rock Café after several years that it was founded, received its first memorabilia in 1979 by Eric Clapton and the custom of putting memorabilia on café’s walls. Eric Clapton’s guitar was the first of many rock memorabilia which made Hard Rock Café name famous around the world in the coming years and one of the biggest collectors of it. The key main strategy of Hard Rock Café was to “Spread the spirit of Rock ‘N‘Roll by delivering an exceptional entertainment and dining experience” as it is mentioned in Hard Rock Café mission statement. The company was so successful that some bands like Deep Purple launched its new album Rapture of the Deep in Hard Rock Cafe London in 2005 [1]. As a part of this strategy in 1982 after being successful in UK, Hard Rock Café began to go global and the first stop was USA. Two types of locations were targeted: big metropolitan cities and tourist driven areas. After this success, Hard Rock Café became focused on going global to other part of world like Europe, South America, Asia and … (Expand Strategy). The company is confident that every café has its unique experience by investing heavily on redecorating and transferring memorabilia between them. An activity like “Ping Collection” from every Rock Hard Café is another way of getting people to return to same place. The next step was to expand to new business with experience & strengths from café business, Hotels and Casinos of Hard Rock Café was opened at 1995. Hard Rock Café franchise half of its cafes because of different employment laws, currency &political risks, social costs and how the brand fits in every country to get the best results possible. All of HRC’s in USA are corporate owned [1]. Another step was good use of Ecommerce which was another win for the company, the Hard Rock Café website get 100,000 hits per week. The newest strategy of Hard Rock Café is to attract more...