How is Hard Rock planning to address the competition with homegrown brands that have already made a name in the market in terms of both pricing and taste?
The Hard Rock Cafe has been around for 50 years, and the brand speaks for itself. The local competition will never go away, but we are confident that the unique selling points of the cafe and the fact that it’s already a well-known brand across the world will be more than enough to attract customers. The brand, along with the excellent dining experience, surpasses the ‘mom-and-pop’ attraction that many of the local restaurants are bound to have.
Of course, while we want to try to be as competitive as possible, we must also account for the quality customers are getting. Everything here we have planned ourselves: the ribs are imported from Denmark, we bake our own fresh bread, and we don’t get run-of-the-mill produce just to reduce our prices.
When you come with friends of family for a party, the Hard Rock experience might seem slightly more expensive than your average night out, but it will be a memorable one. The perceived value of Hard Rock is worth the price you pay.
And part of the competition is also that we would never sell anything that’s extremely localised. This only invites comparisons that may confuse the customer as to what the concept of the restaurant really is. While we start out, we will integrate a core menu that includes the famous burgers, the ribs, and other things that are central to the Hard Rock Cafe experience. We will also look at a possibility for a short menu filled with local favorites, as we have done in Singapore and Malaysia.