In the Year 1990 HRC began to refocus its corporate level strategies by divesting the movie

studios on which the business had been founded. Hard Rock corporate offices reduced by 6
percent , and the parent company refocused on its leisure and dinning business , including
a $50 Million upgrade of menu, design and retail operation at Hard Rock Café International.
They began to reconfigure the café into a larger bar area, a Stage and a Dance Floor. F&B
offering was improved and made more uniform across the chain while allowing for some
tailoring to local taste

By the year 1999 Management found out that people are unaware of what HRC as brand is.
Some of the views of HRC was - Nightclub , Restaurant , A Retail Place and Café. In 1999
HRC rolled out its first-ever advertisement campaign, with Slogan such a “Relive those
moment you can’t remember “ and “ Green Hair, Nose Ring, Tattoos ( and that just the
waitress) sought to reestablish its position in the public’s mind. The ad campaign success in
stimulating increased Café traffic induced top management to extend it to other markets in
2000.

By 2000, HRC enhanced its Internet presence by thoroughly upgrading the HRC web site
with improved music link and online merchandise purchase capabilities with significant
increase in online traffic . HRC also started , Hard Rockfest which attracted an important
demographic of 17yrs to 30yrs. In the early 2000, went through a Brand Extension with
starting up its First Casino in London and Manchester.

How is the strategy of hard rock cafe different from other competitors?

 They focus on differentiation. It means they offer another services and products
than other restaurants, which the customer perceives as adding value. Those
features are very difficult to copy!

 70% of HARD ROCK CAFE clients are tourists seeking to find a special and
memorable time. Because of that, The Company has only 52% of HARD ROCK CAFE
restaurants and the rest are franchises. It is the good way to survive and make
profits in bad times.

 Each HARD ROCK Restaurant is different. In addition each of restaurants is dynamic

and unique –design, menu – depends on culture & country.