Hard Rock Café: Sources

Interview with Mr. Bryan Webster (General Assistant Manager), Hard Rock Cafe, Phoenix, AZ.

1. What kind of customer experience does the Hard Rock Cafe offer?

The Hard Rock Cafe offers a big variety of products and experiences, to their customers such as the merchandise which differs in every country, the memorabilia displayed in the Cafes and stores, the casinos and hotels. Just to be inside is an experience on itself.

2. What kind of promotion do you know of, which Hard Rock Cafe uses to promote their product/concept?

Through the selling of merchandise which the customers wear and display, Hard Rock Cafe Phoenix put a billboard beside the road, we organize events and live performances on a regular basis to attract people to come to the Hard Rock Cafe.

3. What is the function of the personnel in selling the concept to your customers?

The personnel in the store is our businesscard. If they aren't nice to the customers, those customers won't return and will spread negative information about us. To prevent customers from spreading bad news, we make sure that our personnel is well trained in customer service, personal hygiene (such as their clothing, make up and clean hands during work). Our personnel aswell as we do, wish our customers to leave the Hard Rock Cafe with a feeling they wish to come back as soon as possible and experience more of us. For example: they open the door for the customers to enter the store and they help you with anything you need help with.

4. How do you know what your customer wants?

Through the years the Hard Rock Cafe has proven itself that the concept is working. It started with one Cafe in London, which is now part of a chain with over 143 Cafes worldwide. Lots of people are walking around in T-shirts created by the Hard Rock Cafe and a lot of people enter the store everyday. We do surveys with our customers asking them for their feedback and we have learned how to listen to and observe the customers, that's how we know what the customers want.

5. What do you consider as a typical Hard Rock Cafe customer?

A real Hard Rock Cafe customer is someone with a certain life style and taste. With a desire to show this to the world. People who love music (not only rock music) and who like to share this with other people from all around the planet. You can never really tell what kind of person enters the store, but one thing is for sure they love music, they love the atmosphere and they are all as one.

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