RISE - Menu Monitor

Hard Rock Cafe
Headquarters
6100 Old Park Lane, Orlando, Florida 32835 USA
Tel: (407)445-7625 Fax: (407)445-7869
www.hardrock.com
Ownership: Private
Segment: Full Service Varied Menu
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 295,000 275,000 258,000
Company-owned ($000) 230,000 225,000 210,000
Franchised ($000) 65,000 50,000 48,000
U.S. Number of Units 52 46 44
Company-owned 38 38 36
Franchised 14 8 8
International Sales ($000) 625,000 600,000 560,000
International Units 87 77 70
Average Sales/Unit ($000) 6,200 6,100 5,900
Concept Positioning |
Hard Rock Cafe is a full-service, casual-dining operation specializing in American-style food and beverages served in a "rock
scene" setting. The parent company of the Hard Rock Café is The Rank Group Plc. The restaurant offers an extensive lunch
and dinner menu of entrées made from scratch everyday. Hard Rock Café attracts customers of all ages, including families.
Many purchase merchandise such as t-shirts, jackets, hats and watches displaying the Hard Rock Cafe logo. Merchandising
revenues account for some 50% of sales. In addition, it has begun expansion of the Hard Rock brand into music and television
with its own record label, TV show and amphitheaters as well as lodging with the development of casinos, resorts hotels and
beach clubs. Approximately 73% of the units are company owned; the remaining stores are franchised. The chain is
international.
Hard Rock Café Restaurants either freestanding structures or incorporated into urban shopping centers. Units range in size
from 1,400–41,000 sq. ft. and generally seat around 200 customers.
Interior design features multi-level seating, several bars, and a display of rock memorabilia—considered by Sotheby's to be the
most extensive in the world—which circulates among the company's restaurants. The rock ‘n’ roll memorabilia collection
includes 63,000 pieces valued at more than $31 million.
Isaac Tigrett and Peter Morton opened the original Hard Rock Cafe in London in 1971. Morton sold his interest in the London
operation in 1982, and the two men agreed to establish their own cafes in various parts of the world. In 1990, The Rank Group
acquired Hard Rock International and in mid-1996, Morton sold his holdings, thereby unifying the chain's ownership. Hard
Rock expects future growth to be accelerated by synergies between its Cafe brand and its hotels and casinos. In March 2006,
Hard Rock International announced that it will develop a new hotel-casino in Atlantic City, NJ, for $1 billion. More than $1
billion has been invested into Hard Rock Hotel openings in Chicago, Madrid, New York City and Biloxi, MS. In December
2006, the Seminole Tribe of Florida announced its acquisition of Hard Rock Cafe International, becoming the first American
Indian tribe to purchase a major international corporation. The deal was worth $965 million. The Hard Rock Café is continuing
to expand worldwide.
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