Concept

Location

The Hard Rock Café managers are very smart about where to put the Cafés. The Hard Rock Café is located in each capital city of the 42 countries where they are now, spread all over the world. You can also find them in the cities of main importance, which makes multiple Hard Rock Cafés being in one country. They can be found near important buildings, such as stadiums, shopping malls and city centers.

Target group

The Hard Rock Café doesn’t have one specified target group. The main lovers of the Hard Rock Café are people who love (hard) rock music and their merchandise.
When walking into a Hard Rock Café you will see all kinds of ages, from young to (sometimes very) old.

A Strong concept

The main thing that you have to ask yourself about a concept is, what a strong concept exactly is.

There is a list that mainly consists of these following subjects:
· Meaningful
· Sustainable
· Easy to communicate
· Interesting / distinguishing
· Emotional
· Humoristic
· Original / authentic
· High quality

When you take the concept Hard Rock Café, you can see if the concept is strong enough, by using that list.

The Hard Rock café is absolutely meaningful. It is meaningful for a group of people who love rock music. They see it as a place to come home to and to be with people who love what they love as well.

The Hard Rock café is also sustainable. They are very involved with human beings and the well being of the world. For example they used paper bags that were recycled from old paper so that they don’t need paper that came from the rain forest.

It is easy to communicate. During the day the café puts slow music on, which makes talking easier. When artists perform in the Hard Rock Café, customers don’t mind when they can’t hear each other, because they come to see the artists. It is also easy to communicate in the shop of the Hard Rock Café, while you here rock music on the background.

The Hard Rock Café is certainly interesting. When you walk into the café you feel like you’re in a museum. Everywhere you look you see interesting and nice stuff and products that you simply don’t know where to look first. For example the café’s are totally different. In every café you see different objects of artists that performed there. So every time when you visit a Hard Rock Café in a different city you see something new. Also with the products is the same story. For example the Hard Rock Café in Phoenix has a pin with Arizona on it and that pin you can only buy in Arizona and nowhere else.

For the people who love visiting Hard Rock Café is it very emotional. Those groups of people feel a certain connection, because all of them love the same thing. They love Hard Rock Café in general, they wear the Hard Rock Café clothes and they also share the love for (hard) rock music.

Some people love the Hard Rock café, some people don’t, but the Hard Rock Café is definitely not meant as humoristic. It is an experience for everyone who likes to discover something new.

You can call The Hard Rock café original, because it is one of his kinds and there is no other place like it. Especially there is no place or a concept that has a café, entertainment/concerts, merchandise and a small museum.

One thing that stands out about the Hard Rock Café is that there is a high quality. The products that they sell are very good of quality, which can be used for many years. The Hard Rock Café has also a high quality with the staff. Everyone who works there would love to help you out if you need something. The staff is also very friendly, they open the door for you when you want to come in and ask you polite how you are doing.


Formula oriented

The Hard Rock Café is oriented on a formula market. The concept is oriented on customers who like music and wearing clothes of rock music.
Things that standout are the lay-out of the Hard Rock Café. On the walls you can see, signed stuff of artists who have performed in the café. For example you have the guitar of Eric Clapton in London. It’s also very cozy because of the people who go there, really enjoy being there. The atmosphere is also great because all the people who visit the Hard Rock cafe they feel all like one.
You also have a various offer of things. In the Hard Rock Café you can drink, eat, and listen to live bands that perform, buy merchandise like T-shirts and sweatshirts.

The assortment is also very big. There are like I said T-shirts, but also gadgets, jackets, accessories, hats and many more things.
The Hard Rock cafe gives you also an opportunity to listen to live music. Most of the music that is displayed is rock. For example Jon Bon Jovi, Michael Jackson performs there. Because of all the performances, the cafe offers a great entertainment for people. The main theme of the Hard Rock cafe is rock, that’s why all the artists what perform are rockers and the clothes that they sell are rock.