The Strange Fate of the Hard Rock Cafe
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Time Room
When the first Hard Rock Café opened in London in 1971, the musical genre to which the restaurant chain pays tribute was just beginning to take off. Over the next decades, as the number of head-bangers grew, hundreds of eateries opened in cities around the world.
Today there are still Hard Rock cafes in more than 50 countries that sell expensive burgers and branded T-shirts.
Yet going to a restaurant these days feels as old as an aging rocker performing another farewell tour. Patrons are served long-forgotten hits and lackluster fries.
Many restaurants are now at losses and some are closing. Last year Chicago’s Hard Rock Café closed its doors after nearly 40 years. In January the Manchester branch, which opened in 2000, closed, joining Paris, Sydney and elsewhere.
What’s even more surprising is that so many remain open. Today there are still Hard Rock cafes in more than 50 countries that sell expensive burgers and branded T-shirts. Some are run by independent franchisees, but many are operated by the company behind the Hard Rock International brand. Despite all the odds, it seems to be thriving.
In 2007 Hard Rock International, which was going through tough times, was purchased by the Seminoles, a Native American tribe in Florida, for just under $1 billion. They went on to build a hospitality empire across America and now includes 15 casinos and 36 hotels that use the brand. Visitors can play blackjack at the company’s casinos in the Dominican Republic or enjoy cocktails at its resorts in the Maldives.
Such locations have become real moneymakers for Hard Rock International, with the ubiquitous restaurants being a way to keep the brand alive in the minds of consumers. The launch of an online-gambling app called Hard Rock Bet in Florida in 2023 has likely helped boost growth. It has since been rolled out in nine other US states.
Forbes projects Hard Rock International to generate $7.9 billion in revenue in 2025, a third more than two years ago. The golden age of rock and roll may be ending. But don’t expect the Hard Rock Café to disappear any time soon.
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