Hard Rock Cafe study ‘Love all, serve all’

Mission Provide special, unique and memorable dining and entertainment experience worldwide

HRC strategies first cafe in London the cafe started covering its walls with rock 'n' roll ephemera Hard Rock Cafe began its expanding and opened restaurants in various parts of the globe 1995 – casinos and hotels, theme park, festival, e-commerce 2008 – over 140 cafes in 36 countries and expanding

Competing on Differentiation Every cafe with unique set of rock’n’roll memorabilias Memorable visual and sound experience Tweaking menus for local taste Merchandising Located in best and most visited locations Developing e-commerce

10 OM decisions - Layout No 1 in the world with 92% name-brand recognition Millions spend to purchase rock’n’roll memorabilias which circulate between localizations thus making places’ look different every time you visit them after a while

10 OM – Location selection Careful considerations in looking for new locations based on: - Political Risk- Currency Risk - Social Norms - Brand Fit - Social Cost- Business Practices Recent location criteria: - 70% of guests are tourists: economic fluctuations susceptibility - Opening new cafes in not tourist destinations

10 OM – HR & job design ‘People are important’ All crews make a cooperating team that shares enthusiasm both for music and work.

Why they succeeded – good ideas Global approach – locations worldwide Own, recognizable style Retail shops – 48% of income Using well known brand in other markets – hotels, casinos Concentrated on music and things that goes with it – memorabilias that can tell their own story