Greater London Enterprise Awards 2021

73 | Greater London Enterprise Awards 2021 Hard Rock Café, this year’s winner of Casual Restaurant of the Year at the Greater London Enterprise Awards 2021, is a chain of unique restaurants featured globally with over 185 cafés worldwide. Hard Rock’s first café was opened in 1971 in London, and from there, it has expanded to major cities and exotic locations around the world. Hard Rock Café established its first café on June 14th, 1971, in London, England. It is a world-renowned spectacle that has become a key feature of rock and roll history, visited by nearly 80 million customers each year. Issa Tigrett and Peter Morton founded it, and in 1979, the tradition of covering its walls with music memorabilia began, a tradition which has been honoured by the 185 other cafes across the globe. Hard Rock Café has international venues in 74 countries, including 185 restaurants, 25 hotels and 12 casinos and counting. Recently, on June 10th, 2021, Hard Rock Café London announced its new brand ambassador, Lionel Messi, as the company celebrated its 50th anniversary. Overall, Hard Rock Café has a reputation for collecting rock and roll memorabilia and showcases it within its various cafes. The café solicits donations of music collectables as well as purchasing numerous items at auctions around the world. Some of these items include autographed guitars, costumes from various musicians’ world tours and rare photographs. These items can be found mounted onto the walls of its establishments, giving a unique atmosphere for customers. This extensive, impressive, and unparalleled collection began in 1979 with nonother than a regular at the first restaurant in London, guitarist Eric Clapton, who gifted an unsigned Red Fender II guitar. To this day, the guitar is hanging over his regular seat, forever claiming its spot in the Hard Rock Café London. This trend took off after this, as it prompted The Who band member Pete Townshend to gift one of his own unsigned guitars and a note that states, ‘Mine’s as good as his! Love, Pete,’ an ode to Eric Clapton’s original gesture and gift. Officially, Hard Rock Café has archived over 80,000 items and has the most extensive private collection of rock and roll memorabilia. Over the years, marquee pieces from the collection had been temporarily exhibited in Casual Restaurant of the Year 2021 a Hard Rock museum named ‘The Vault’ in Orlando, Florida, between 2003 and 2004. After its initial closure, items were dispersed to various restaurant locations. However, the London Vault has remained open throughout the years and is in the retail Rock Shop of the original café. Regarding its atmosphere and traditions, one thing at Hard Rock Café that hasn’t changed is its reputation. Whether it’s with rock and roll memorabilia, its tribute to London heritage, musicians and history or its food, the global phenomenon is said to inspire locals and tourists alike who visit and enjoy the Hard Rock Café. Its reputation is unlike any other chain of restaurants, which is powered by its curation of the best, most memorable experiences, whether you are there for a signature culinary meal or musical entertainment. The entirety of Hard Rock Café is driven by dynamic and diligent staff that provide customers everything they need to enjoy a rock and roll experience unlike any other. Address: 150 Old Park Lane, London W1K 1QZ Contact Number: 020 7514 1700 Web Address: www.hardrockcafe.com Email: london.reception@hardrock.com Jul21421