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Hard Rock Cafe Case Study

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Q1.Identify the strategy changes that have taken place at Hard Rock CafÐ"© since its founding in 1971.

The first Hard Rock Cafe opened its doors to the public on June 14, 1971, in London, England. Founded by Isaac Tigrett and Peter Morton, two enterprising and music-loving Americans, beginning with a guitar, it is only a joke among the friends at first, later on founder of the band - Cream and Derek & the Dominoes sent a guitar of his here, and has booked a desk for a long time. From then on, the other guitars were sent here continually, have not stopped at all times. Hard Rock Cafe was an instant classic, attracting droves of customers with its first-rate, but moderately priced casual American fare, warm service and ever-present rock 'n' roll music and sensibility. At that time it has been doing things its own way. It was initially decorated with an eye toward eclectic American. What started as an American dinner in the heart of London has blossomed into a way of life.

Hard Rock began its global expansion in 1982, when Tigrett and Morton agreed to develop their own Hard Rock Cafes in various parts of the globe. Morton opened Hard Rock Cafes in Los Angeles, San Francisco, Chicago and Houston. Tigrett opened in New York, Dallas, Boston, Washington, D.C., Orlando, Paris and Berlin, eventually selling his interest to Mecca Leisure. In 1990, The Rank Group, Plc. a London-based leisure company, acquired Mecca and continued expansion of the concept in their geographic territory. Rank then acquired Hard Rock America from Peter Morton, and Hard Rock Canada from Nick Bitove. With these acquisitions, Rank consolidated worldwide control of the Brand, and with it, one of the most universally recognized trademarks.

With 138 venues in 42 countries, Hard Rock has become a truly global phenomenon. From its launch in London, England, to New York, Los Angeles, Paris and Tokyo, and on to such exotic and far-flung locales as Kuala Lumpur and Shanghai, Hard Rock offers a special experience to its devoted, ever-expanding clientele. Its unparalleled memorabilia collection, which consists of more than 70,000 pieces that are rotated from restaurant to restaurant, provides the world's most comprehensive "visual history" of rock 'n' roll. These treasures include an awe-inspiring collection of classic guitars and other instruments, posters, costumes, music and lyric sheets, album art, platinum and gold LPs, photos and much more. From Jimi Hendrix's Flying V guitar to John Lennon's handwritten lyrics to "Help" (his favorite Beatles' tune) to one of Madonna's now-classic bustier. And, like the true "living museum" that it is, Hard Rock's memorabilia collection remains very much a work in progress, constantly expanding and deepening as new music-and new music history-is made every day. Hard Rock Cafe has ultimately become the world's leading collector and exhibitors of rock 'n' roll memorabilia.

Since its inception, Hard Rock has remained extraordinarily faithful to its original intentions. Its rock 'n' roll sensibility - a Hard Rock Cafe birthright - remains at the very center of all Hard Rock restaurants and all expansion efforts undertaken by Hard Rock Cafe. Classic American food, served up by a capable, caring and attentive wait staff, is still the "order" of the day at Hard Rock Cafe. And a never-wavering commitment to wide-ranging altruistic causes -under the banner 'Save the Planet'- has helped make Hard Rock a legitimate cultural force, from coast to coast, continent to continent.

Hard Rock is not just a name; it is a culture. Now Hard Rock's message reaches more and more people. Created as a place where all have always been welcome, regardless of age, sex or class; this unconditional welcoming hand, first extended by Messrs. Tigrett and Morton, continues today as integral to Hard Rock's present and future as it was to its beginnings. Throughout its history, Hard Rock has been governed by a guiding service philosophy - "Love All - Serve All." It's a simple reminder to love one another and live for the moment... with a dash of rock!

Q2.As Hard Rock CafÐ"© has changed its strategy, how has its responses to some of the 10 decisions of OM changed?

The 10 decisions of Operation Management are: Service and Product Design; Quality; Process and Capacity Design; Location; Layout Design; Human Resource; Supply Chain Management; Inventory; Scheduling; Maintenance.

Hard Rock is bringing the concept of the 'experience economy' to its cafe operation. This innovation is somewhat akin to mass customization in manufacturing. At Hard Rock, the experience concept is to provide not only a custom meal from the menu, but a dining event that includes a unique visual and sound experience not duplicated anywhere in the world.

Here, we first discuss the Product Design and Quality: When Hard Rock Cafe is founded, first-rate, but moderately priced casual American fare, warm service and ever-present rock 'n' roll music and sensibility, it was initially decorated with an eye toward eclectic American. What started as an American dinner in the heart of London has blossomed into a way of life. Now, social norms and preferences often suggest some tweaking of menus for local taste. The following is several examples:

In Europe, particularly in British, there is still some fear of mad cow diseases. Therefore, Hard Rock CafÐ"© is focusing less on hamburgers and beef and more on fish and lobster in its British cafes. Such as, it has Veggie Burger - A burger patty made of vegetables, cheese and spices served on a freshly toasted bun with tomato, onion, lettuce and Cajun mustard-mayonnaise. It also has many starts without beef, Jumbo Combo - Includes Santa Fe spring rolls, chicken wings, onion rings, potato skins and tupelo chicken tenders, served with four different sauces for mixing and matching; Joe Perry of Aerosmith Quesadilla - Grilled chicken and pineapple; Tupelo Chicken Tenders; Wings Around the World; Homemade Nachos; Shrimp Tacos; Texas Chili; Potato Skins. Only a little kind of hamburgers with beef that all Hard Rocks have is still not popular here because of people's fear.

Australia and New Zealand are the only two countries absolute without mad cow disease in the world. You can secure eat the hamburgers, sandwiches and other you want food with fresh beef, Texas Chili, Hickory BBQ Bacon Cheeseburger, Stormy Blue Burger, Classic French Dip Sandwich, and so on, the primary material of these is beef. If you are the fan of beef and you have the chance to go to the two countries, you must go to the local Hard Rock to taste the special beef food.

In Beijing,



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