Hard Rock Café

The Hard Rock Café is a global chain of restaurants serving classic American fare in a rock-and-roll environment. It is an early example of, and one of the most successful, themed restaurants, where entertainment, marketing, and especially merchandising are highly valued and promoted. Founded in London (1971) by Americans Isaac Tigrett and Peter Morton, the brand has grown to 172 outlets. Using the tag line “Love All—Serve All,” the chain strives to bring a highly developed and carefully crafted corporate persona to the brand by supporting music charities and nonprofits and encouraging its employees and patrons to support and promote local and national acts. The Hard Rock Café is characterized by one of the largest and most diverse collections of rock memorabilia in the world, numbering more than seventy-three thousand pieces.