HARD ROCK TO REINVENT ITSELF
New Emphasis On Live Music, Chicken Fingers
Hard Rock Cafe International, in an attempt to alter its business model away from a museum/theme restaurant, is now focusing its attention on music.
As it approaches its 30th birthday, the granddaddy of themed restaurants is planning a new emphasis on live music in its 103 restaurants worldwide. Hours will be extended late into the night for performances.
The 55 restaurants actually owned by the chain will be redesigned or relocated to create space for live performances; the remaining restaurants are franchises, the Associated Press said.
The Florida-based company is also redesigning its Web site, trying to establish it as a top music destination. It has also recently joined with eBay to sell rock memorabilia and Hard Rock collectibles over the Internet.
The Hard Rock brand is in dire need of revitalization, analysts say, after experiencing a decade of declining merchandise sales.
