Hard Rock Cafe has been around for more than forty years. As it says at the company Web site: “Hard Rock is a haven for fans of music, food, and great times. Whether you are down for a Legendary Burger, live music, a Classic Tee, a Rock Star Suite, or the latest collectible pin, there’s something for everyone. Every Hard Rock Cafe, Hotel & Casino, or Live around the world serves up authentic experiences that rock. Since its establishment, Hard Rock has also been committed to a wide variety of philanthropic causes and activities. Love All – Serve All.”

The company recently decided to revamp its approach to business. As reported by Maureen Morrison for Advertising Age:

“It’s nearly impossible to miss one of Hard Rock Cafe Chicago’s most valuable items, Jimi Hendrix’s guitar, displayed in the entrance. The guitar is an archetype of the brand’s vast memorabilia collection — one of 74,000 items — Hard Rock International displays in 54 countries in its 170-plus cafés, hotels and casino properties. The company has expanded over the years well beyond the cafés and memorabilia, into the hotels, casinos and even parks.”

“Now, however, the chain is going back to its rock roots by putting the focus back on music rather than memorabilia. In June 2012, it launched Hard Rock Records, which funds production of artists’ albums, but allows them to keep ownership of the recordings and profits from the release. Albums are released via digital platforms and in physical form for sale on the road. Hard Rock is also aiming to become a taste maker to its customers with its ‘Video Artist of the Month’ program that highlights artists who may not be known to the average customer.”

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