History Of The Hard Rock Cafe Marketing Essay

5640 words (23 pages) Essay in Marketing

5/12/16 Marketing Reference this

Disclaimer: This work has been submitted by a student. This is not an example of the work produced by our Essay Writing Service. You can view samples of our professional work here.

Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UK Essays.

In June 14, 1971 the first Hard Rock Café opened its doors in London, England.   The small pub soon became a popular attraction with its rock ‘n’ roll memorabilia. It is now located in 40 different countries with 121 restaurants. To have become such a success, management has carefully applied the 10 decisions of operation management.

Get Help With Your Essay

If you need assistance with writing your essay, our professional essay writing service is here to help!

Find out more

First, in order to provide the best experience for customers, human resources, carefully chooses the staff it hires for their passion of music and their desire to serve. Hard Rock Café carefully trains and develops their crew to excite the customers and provide entertainment. The enthusiasm of the entire staff as they engage the customers is one of the reasons people keep going back.   Scheduling the large staff of bartenders, kitchen and wait staff, hostesses, and retail clerks is done based off of tracking sales.   When planning the schedule, they look at the prior year’s sales and the trends for the last couple of weeks.   They will also take into consideration any events

Is this Essay helpful? Join OPPapers to read more and access more than 350,000 just like it!

get better grades

that may be planned in the area during the time frame.

    The collection of over 60,000 pieces of rock ‘n’ roll memorabilia is a major draw for the customers.   Inventory Management has the responsibility of cataloguing the entire inventory in all the cafes.   They have developed a system that tells them exactly what is in each café, where it is in the café, and what the story is behind each item. Maintenance of the inventory is done every 5-7 years when the memorabilia is taken out of a café and refurbished.   The café is then restocked with new items.   The layout strategy of each café includes the careful placement of items so that the display is attractive but also allows for easy circulation for the consumer and exposes them to merchandise available for purchase.   The kitchens are designed efficiently for easy food preparation.

    Even though customers come to see the famous collections, they are also there to enjoy the food.   Before a meal is placed on the…

Hard Rock Cafe Case Study

Q1.Identify the strategy changes that have taken place at Hard Rock Café since its founding in 1971.

The first Hard Rock Cafe opened its doors to the public on June 14, 1971, in London, England. Founded by Isaac Tigrett and Peter Morton, two enterprising and music-loving Americans, beginning with a guitar, it is only a joke among the friends at first, later on founder of the band – Cream and Derek & the Dominoes sent a guitar of his here, and has booked a desk for a long time. From then on, the other guitars were sent here continually, have not stopped at all times. Hard Rock Cafe was an instant classic, attracting droves of customers with its first-rate, but moderately priced casual American fare, warm service and ever-present rock ‘n’ roll music and sensibility. At that time it has been doing things its own way. It was initially decorated with an eye toward eclectic American. What started as an American dinner in the heart of London has blossomed into a way of life.

Hard Rock

Is this Essay helpful? Join OPPapers to read more and access more than 350,000 just like it!

get better grades

began its global expansion in 1982, when Tigrett and Morton agreed to develop their own Hard Rock Cafes in various parts of the globe. Morton opened Hard Rock Cafes in Los Angeles, San Francisco, Chicago and Houston. Tigrett opened in New York, Dallas, Boston, Washington, D.C., Orlando, Paris and Berlin, eventually selling his interest to Mecca Leisure. In 1990, The Rank Group, Plc. a London-based leisure company, acquired Mecca and continued expansion of the concept in their geographic territory. Rank then acquired Hard Rock America from Peter Morton, and Hard Rock Canada from Nick Bitove. With these acquisitions, Rank consolidated worldwide control of the Brand, and with it, one of the most universally recognized trademarks.

With 138 venues in 42 countries, Hard Rock has become a truly global phenomenon. From its launch in London, England, to New York, Los Angeles, Paris and Tokyo, and on to such exotic and far-flung locales as Kuala Lumpur and Shanghai, Hard Rock offers a special…

Hard Rock Cafe

In its 35 years of existence, Hard Rock Café has grown from a modest London pub to a global power managing 120 cafes in more than 40 countries. This puts Hard Rock Café firmly in the service industry, a sector that employs over 75% of the people in the U.S.

Hard Rock Café chefs are modifying the menu from classic American – burgers and chicken wings – to include higher-end items such as stuffed veal chops and lobster tails. Just as taste in music changes over time, so does Hard Rock Café, with new menus, layouts, memorabilia, services and strategies.

At Orlando’s Universal Studios, a traditional tourist destination, Hard Rock Café serves over 3,500 meals each day. The café employs about 400 people. Most are employed in the restaurant, but some work in the retail shop. Retail is now a standard and increasingly prominent feature in Hard Rock Cafes. Close to 48% of revenue comes from retail. Café employees include

Is this Essay helpful? Join OPPapers to read more and access more than 350,000 just like it!

get better grades

kitchen staff, waiters, hostesses and bartenders. Employees are not only competent in their job skills but are also passionate about music and have engaging personalities. Surveys are done on a regular basis to evaluate quality of food and service. Scores are rated on a scale of 1 to 7. If the score is less than 7, the food or service is a failure.

Hard Rock Café is adding a new emphasis on live music and is redesigning its restaurants to accommodate the changing tastes. Since Eric Clapton hung his guitar on the wall to mark his favourite bar stool, Hard Rock Café has become the world’s leading collector and exhibitor of rock n roll memorabilia. The collection is valued at about US$40 million.

In keeping with the times, Hard Rock Café also maintains a web site which receives over 100,000 hits per week and a weekly cable TV program. Hard Rock Café’s brand recognition of 92% is one of the highest in the world.

Hard Rock Cafe Om Case

INTRODUCTION TO OPERATION MANAGEMENT   PG1

INTRODUCTION TO OPERATION MANAGEMENT:   Identify how each of the 10 decisions of operations management is applied at Hard Rock Café.

TOURO UNIVERSITY INTERNATIONAL

GEORGE L. HALL

MODULE I CASE ASSIGNMENT

OPM 300 INTRODUCTION TO OPERATION MANAGEMENT

DR. ROGER B. RENSVOLD

DR. GARY HANNEY

18 AUGUST 2008

Identify how each of the 10 decisions of operations management is applied at Hard Rock Café.

Hard Rock Café has had a very high brand recognition percentage throughout the world because of its operations management. In this paper I will try and discuss the 10 decisions Hard Rock Café has gotten right in making it one of the most successful companies in the service industry.

Taking a look a Hard Rock Café’s service quality and product design, it is easy to understand how they have achieved such a high rate of success. Their product design is based off of something

Is this Essay helpful? Join OPPapers to read more and access more than 350,000 just like it!

get better grades

that definitely was a hit 30 years ago and will be a hit for the foreseeable future; Rock-N-Roll. The simple logo of the words Hard Rock is enough for rock-n-roll enthusiasts.   They pride themselves on service quality by conducting surveys on a regular basis based on a scale of 1-7; with 7 being excellent. Anything less than a 7 is considered a failure. Hard Rock Café’s Orlando’s Studio employs about 400 people and serve around 3500 meals per day with there menu expanding and changing to keep up with alternating trends and lifestyles.

Quality management is an important factor as well in regard to the success of Hard Rock Café. The employees have extensive or passionate knowledge in the music or rock-n-roll industry and have engaging personalities. This allows for courteous service because a customer has something to relate to instead of just ordering food. The staff is sometimes scheduled down to 15 minute intervals; which means a waitress or staff member will check on you within that time frame. I believe their motto says it all…

Hard Rock Cafe Case

Since its founding in 1971, Hard Rock has gone thru many strategy changes. The company started out as just a small London cafe, and now has 110 cafes thru ought the world, hotels, casinos, live music venues, a rock museum, and an annual Rock concert.   Hard Rock also makes a significant amount of their revenue, 48%, from retail merchandise. Hard Rock Café is the number one themed restaurant in the world, and is one of the most highly recognized brands. While the restaurant remains American-style cuisine, they have gone from solely burgers and chicken to also include high-end items like lobster tails and stuffed veal chops.

The ten critical decisions of Operation Management are listed below along with how Hard Rock applies each principle.

Design of Goods and Services. This critical decision deals with service and product design. Hard Rock’s product is the food they produce. They put a lot of effort into creating and testing their products for cost efficiency and customer satisfaction before they

Is this Essay helpful? Join OPPapers to read more and access more than 350,000 just like it!

get better grades

are sold in their restaurants.

Managing Quality. When creating new products, Hard Rock only puts items on the menu if they know they can get the ingredients from qualified suppliers. Every step of the production process is built to create a quality product. Also, managers hire motivated people and train them well to create a positive restaurant experience for customers.

Process Strategy. Hard Rock works to create products in an efficient manner, analyzing them for cost, quality, and labor requirements. The whole production process, from receiving ingredients, storage, grilling, baking, and frying is designed to create a quality meal for the customer (Heizer and Render, page 3).

Location Strategies. Hard Rock Café has always catered largely to tourists in recent years, and normally builds restaurants in “destination” cities. Their largest restaurant and one of the biggest restaurants in the world is located in Orlando, Florida.

Layout Strategies. Hard Rock…

Hard Rock Operations Management And Productivity Of The Staff

OPM300-INTRO TO OPERATIONS MANAGEMENT

   

The Hard Rock Café (HRC) has become such a successful business due to the business aspect being adequately managed operationally.   Since the first HRC opened in 1971, the household name has continued to expand and succeed.   How has a small pub that originated in London, England become one of the most successful enterprises around the world?   Hard Rock has over 166 in more than 52 countries around the world, including 133 cafes and 14 Hotels/Casinos. The purpose of this paper is to discuss how the ten decisions of operations management is applied at HRC and how the productivity of the kitchen and wait staff is determined.

Service and product design:   Hard Rock Café started with a simple design.   In the 1970s rock and roll was at its peak in the music world, so what better design than an electric guitar with the words Hard Rock written across.   The products and services provided at that time were those of a traditional London

Is this Essay helpful? Join OPPapers to read more and access more than 350,000 just like it!

get better grades

pub.   Customer requests depicted what services to offer and provide at the first Hard Rock Cafe.

Quality management: It’s unique how Hard Rock Café defines quality within their properties.   They do this by conducting numerous surveys to get an honest assessment from whom else but their number one priority, the customer.   They pride themselves on quality from the music, food, and atmosphere.   Their surveys are on a scale from 1-7, and anything less than a 7 is considered a failure.   Their menu will change according to customer surveys and feedback.   They expand their menu to change with the times and to fulfill customer recommendations accordingly.

Process and capacity design: The process and capacity design is what drives the decision of the locations of their facilities.   HRC creates products in an efficient manner, by analyzing them for cost effectiveness and by labor requirements.   HRC analyses the whole production process from purchasing food ingredients, to preparing the food, and…

International Hard Rock

In 2006, Hard Rock International, one of the most globally recognized music, entertainment, and dining brands, selected the MicroStrategy Business Intelligence Platformâ„¢ for reporting and analysis of key performance metrics throughout company-owned café locations.

MicroStrategy’s software provides Hard Rock’s management staff with comprehensive, operational information. Hard Rock uses this information in its efforts to increase the profitability of each café location and region.

“We selected MicroStrategy because we need a scalable platform with an easy-to-use Web interface that provides a single source for mission-critical reporting and analysis,” said Kelly Maddern, Hard Rock International’s Senior Director of IT. “MicroStrategy allows us to extend valuable insight to users in the cafés and corporate departments through content-rich, userfriendly reports that empower them to make more strategic and

Is this Essay helpful? Join OPPapers to read more and access more than 350,000 just like it!

get better grades

proactive decisions. This will allow us to better assess performance and enhance operational efficiencies.”

“With MicroStrategy, Hard Rock can view key performance indicators via the Web,” said MicroStrategy’s COO Sanju Bansal. “Leading companies across the globe are choosing MicroStrategy’s industrial-strength platform to gain visibility into their operations and to help make important revenue-generating decisions.”

With 122 high-energy Hard Rock Cafes and 13 Hard Rock Hotels and Casinos in more than 42 countries, Hard Rock International is one of the world’s most globally-recognized brands. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s greatest collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise, Hard Rock Live performance venues and an award-winning Web site.

Hard Rock Cafe Ho Chi Minh City is located at 39 Le Duan Avenue in the Kumho Asiana Plaza, a new upscale complex for shopping and entertainment, just minutes from historical landmarks, such as City Post, Notre Dame Cathedral and Reunification Palace.

The 542-square-meter cafe, includes seating for 205, a vibrant bar, live music area and a Rock Shop featuring Hard Rock’s rock n’ roll inspired merchandise, including limited-edition pins and t-shirts, reflecting the spirit of the city. Memorabilia from Hard Rock’s iconic collection adorns the walls of Hard Rock Cafe Ho Chi Minh City, and includes items from many of the world’s most beloved and recognizable musicians, as well as contemporary artists with local ties.

Our world famous menu features Legendary Burgers, signature Smokehouse items and more. In addition to food, we offer unmatched specialty drinks from Hard Rock’s award-winning bar menu.

Visiting Ho Chi Minh City?  Stop by the Hard Rock Cafe for a taste of classic American fare in an atmosphere that rocks.

Vá»›i thÆ°Æ¡ng hiệu cốt lõi là Hard Rock Cafe, công ty giải trí Hard Rock International ngày càng khuếch trÆ°Æ¡ng thÆ°Æ¡ng hiệu Hard Rock cá»a mình rá»™ng khắp vá»›i rất nhiều địa Ä‘iểm lôi cuốn, cùng vô số dá»± án âm nhạc và thời trang theo phong cách rock’n’roll bất há». Vá»›i mong muốn mang đến cho Việt Nam má»™t cảm nhận về phong cách Rock thật sá»± từ má»™t thÆ°Æ¡ng hiệu đẳng cấp thế giá»›i, Công ty Việt Thái International (VTI) – vốn được nhượng quyền thÆ°Æ¡ng hiệu 4 nhà hàng Hard Rock Café tại Việt Nam, sẽ sá»›m ra mắt nhà hàng Hard Rock Cafe Ä‘áºu tiên tại khu cao ốc Kumho Asiana Plaza, Quận 1, Thành phố Hồ Chí Minh trong thời gian tá»›i (dá»± kiến trong tháng 12/2009).

38 năm trÆ°á»›c, năm 1971, Isaac Tigrett và Peter Morton – 2 người Mỹ trẻ tuổi yêu âm nhạc và Ä‘am mê thá»­ thách, chào Ä‘ón dân cÆ° thành phố Luân Đôn, Anh quốc bằng nhà hàng Hard Rock Café (HRC) Ä‘áºu tiên. Phục vụ các món đặc trÆ°ng nÆ°á»›c Mỹ vá»›i giá cả phải chăng, chất lượng phục vụ thân thiện, ấm áp trong má»™t không gian mang chất rock ‘n’ roll hiện đại, HRC ngay lập tức Ä‘ã thu hút rất nhiều thá»±c khách. Mặc dù thiết kế ban Ä‘áºu chỉ theo phong cách tá»± do, nổi loạn cá»a Mỹ, nhÆ°ng về sau, HRC lại là má»™t biểu tượng cá»a rock ‘n’ roll trên khắp thế giá»›i vá»›i vai trò là người sÆ°u táºm và lÆ°u giữ những dấu ấn quan trọng trong dòng âm nhạc này nhÆ° má»™t bảo tàng “sống”.

Vá»›i hÆ¡n 157 chi nhánh tại hÆ¡n 52 quốc gia trên khắp thế giá»›i, bao gồm 127 nhà hàng/café, 12 khách sạn và casino, HRC Ä‘ã trở thành má»™t hiện tượng cá»a toàn cáºu. Từ chi nhánh Ä‘áºu tiên tại Luân Đôn đến các chi nhánh tại New York, Los Angeles, Paris, Tokyo, đến các thành phố châu Á náo nhiệt nhÆ° Kuala Lumpur và Hong Kong, HRC luôn mang đến những trải nghiệm Ä‘á»™c Ä‘áo cho các khách hàng nhiệt tình cá»a mình. Và do Ä‘ó, fan hâm má»™ cá»a HRC luôn không ngừng tăng lên. Má»-i nhà hàng HRC đều mang đến những trải nghiệm riêng biệt, từ bá»™ sÆ°u tập âm nhạc Ä‘á»™c Ä‘áo từng là má»™t pháºn cá»a lịch sá»­ âm nhạc cho đến các dịch vụ nổi tiếng toàn cáºu cá»a HRC nhÆ° hòa nhạc sống, quà lÆ°u niệm hay sản phẩm thời trang nhÆ° quáºn áo, phụ kiện, v.v. cho mọi lứa tuổi. Rock Shop cÅ©ng rất nổi tiếng vì là nÆ¡i trÆ°ng bày và bán tất cả các thời trang lÆ°u niệm và sản phẩm âm nhạc được thiết kế bởi HRC cÅ©ng nhÆ° các ca sÄ© nổi tiếng nhÆ° Bono, Shakira… Ä‘ã góp nên tên tuổi cho HRC.

Từ lúc khởi nguồn đến nay, Hard Rock vẫn luôn trung thành vá»›i những ý tưởng từ thuở ban Ä‘áºu. Linh hồn cá»a rock ‘n roll – lý do sinh tồn cá»a HRC – luôn hiện hữu Ä‘áºy trang trọng tại trung tâm cá»a bất kỳ nhà hàng HRC nào cÅ©ng nhÆ° các cÆ¡ sở mở rá»™ng cá»a Hard Rock International. Những món ăn Mỹ truyền thống được phục vụ bởi lá»±c lượng nhân viên nhiệt tình và chu Ä‘áo, luôn luôn là “món đặc sản” nổi tiếng nhất cá»a HRC. Vá»›i cam kết bất di bất dịch và khẩu hiệu “Save the planet”, Hard Rock Ä‘ã xây dá»±ng giá trị văn hóa riêng biệt cá»a mình tại khắp mọi nÆ¡i, mọi lục địa trên toàn cáºu.

The first Hard Rock Cafe (HRC) opened its doors to the public on June 14, 1971, in London, England. Founded by Isaac Tigrett and Peter Morton, two enterprising and music-loving Americans, HRC was an instant classic, attracting droves of customers with its first-rate, but moderately priced, casual American fare, warm service and ever-present rock ‘n’ roll music and sensibility. Although it was initially decorated with an eye toward eclectic Americana, HRC has ultimately become the world’s leading collector and exhibitors of rock ‘n’ roll memorabilia.

Hard Rock Cafe Las Vegas. Opened September 2009

Hard Rock began its global expansion in 1982, when Tigrett and Morton agreed to develop their own Hard Rock Cafes in various parts of the globe. Morton opened HRCs in Los Angeles, San Francisco, Chicago and Houston. Tigrett opened in New York, Dallas, Boston, Washington, D.C., Orlando, Paris and Berlin, eventually selling his interest to Mecca Leisure. In 1990, The Rank Group, Plc., a London-based leisure company, acquired Mecca and continued expansion of the concept in their geographic territory. Rank then acquired Hard Rock America from Peter Morton, and Hard Rock Canada from Nick Bitove. With these acquisitions, Rank consolidated worldwide control of the Brand, and, with it, one of the most universally recognized trademarks. In March 2007, the Seminole Tribe of Florida acquired Hard Rock International, Inc. and other related entities from The Rank Group, Plc.

Hard Rock Hotel Macau. Opened June 2009

With over 170 venues in more than 51 countries around the world, including 133 cafes and 15 Hotels/Casinos, Hard Rock has become a truly global phenomenon. From its launch in London, England, to New York, Los Angeles, Paris and Tokyo, and on to such exotic and far-flung locales as Kuala Lumpur and Ho Chi Minh City, Hard Rock offers a special experience to its devoted, ever-expanding clientele. Its unparalleled memorabilia collection, which consists of more than 70,000 pieces that are rotated from restaurant to restaurant, provides the world’s most comprehensive “visual history” of rock ‘n’ roll. These treasures include an awe-inspiring collection of classic guitars and other instruments, posters, costumes, music and lyric sheets, album art, platinum and gold LPs, photos and much more, from Jimi Hendrix’s Flying V guitar to John Lennon’s handwritten lyrics to “Help” (his favorite Beatles’ tune) to one of Madonna’s now-classic bustiers. And, like the true “living museum” that it is, Hard Rock’s memorabilia collection remains very much a work in progress, constantly expanding and deepening as new music – and new music history – is made every day.

Since its inception, Hard Rock has remained extraordinarily faithful to its original intentions. Its rock ‘n roll sensibility – an HRC birthright – remains at the very center of all Hard Rock restaurants and all expansion efforts undertaken by Hard Rock International. Classic American food, served up by a capable, caring and attentive wait staff, is still the “order” of the day at HRC. And a never-wavering commitment to wide-ranging altruistic causes – under the banner ‘Save The Planet’- has helped make Hard Rock a legitimate cultural force, from coast to coast, continent to continent.

Throughout its history, Hard Rock has been governed by a guiding service philosophy – “Love All – Serve All.” Created as a place where all have always been welcome, regardless of age, sex or class; this unconditional welcoming hand, first extended by Messrs. Tigrett and Morton, continues today, as integral to Hard Rock’s present and future as it was to its beginnings.

Today, Hard Rock International, with Hard Rock Cafe at its core, is an entertainment and leisure company that continues to successfully expand the Hard Rock Brand through myriad music-related ventures, breathtaking properties, collectible fashions, and a great rock ‘n’ roll attitude.

http://www.hardrock.com/grfx/invisible.gif

http://www.hardrock.com/corporate/img/menu_titleBG.gif

http://www.hardrock.com/grfx/dot_clear.gif

CAREERS

SEMINOLE OWNERSHIP

FRANCHISE OPPORTUNITIES

PHILANTHROPY

SIGNATURE SERIES

NEWS AND PRESS RELEASES

MANAGEMENT

HARD ROCK HISTORY

HARD ROCK LOGOS

F.A.Q.S

CONTACT US

http://www.hardrock.com/corporate/img/menufooter.gif

http://www.hardrock.com/grfx/invisible.gif

Lesson 1 Video Transcript

“Operations Management at Hard Rock”

Hard Rock is the number one theme restaurant in the world and plans to remain there.

From a single location in 1971, Hard Rock Cafe has grown to 106 world-wide locations.

It’s done this by adopting what can best be described as an experience strategy.

We even took the doors off of Abbey Road when they remodeled Abbey Road,

and these are the original doors that the Beatles went through and many, many

other bands.

As an industry leader, its strategy has changed with the times. Hard Rock has migrated

from a London restaurant modeled on a Tennessee cafe, to food with entertainment, to

food with an experience. Restaurant-goers don’t just want a meal; increasingly, they want

an experience, and Hard Rock’s operation strategy is designed to provide that experience.

Orchestrating all of this becomes an operations management responsibility.

All ten operations management decisions-design of goods and services, managing,

quality, process strategy, location strategies, layout strategies, human resources, supplychain

management, inventory management, scheduling, and maintenance-can be

significant in building that experience.

Curious about the operations management activities that define the Hard Rock

experience? Let’s take a look at a few of them starting with human resources.

Human Resources. The company seeks people who are passionate about music, love to

serve, and convey the experience to visitors. According to Jim Knight, Manager of

Corporate Training:

When you start talking about a human resource department that really is a true

support center for such a big, international company, you kind of have to realize

that the cafes and the individuals that work within can probably stand on their

own when we were much smaller, but I think there’s a role that human resources

now plays to sort of be the conscience of the company and make sure that we’re

doing the right thing by the people, so I don’t mind us being a voice for them, and

doing what we can to help recruit, maintain, to truly train them, to develop them,

to grow them. Anything that we can do to support the individuals-I think that’s

really what human resources is all about.

Inventory Management also takes on a different meaning at the Hard Rock Cafe. There

is of course food and merchandise, but Hard Rock also has over forty million dollars

invested in one of the world’s largest collections of rock-and-roll memorabilia inventory.

Most of which is on the walls of its cafes around the world. Pete Beaudrault, CEO,

oversees it all.

On our memorabilia, we have more than sixty thousand pieces, and we have a

core group of people that work here in Orlando at our magnificent warehouse, and

they’ve done a great job of cataloguing every single item, every single story with

that item. In the 106 cafes world-wide in 39 countries, they know exactly what is

on what wall in what cafe and what have you, and that’s important, one because

it’s a lot of value that we have out there, so it’s important that we have the

inventory system that allows us, through technology, to bring up and say okay this

particular item is in Beijing, on the south wall, by the stage and so on. What we

do with the memorabilia is that every 5 to 7 years we take a cafe and take all of

the inventory out of it, bring it back to Orlando to refurbish it, and then replace it

with new gear.

Location. Finding the perfect location for each cafe is another operations management

decision. The company systematically narrows the search from country to city and then

precise street corner. It’s the job of Oliver Munday, Senior Director of Worldwide Cafe

Development, to make the choice.

Hard Rock has a tremendous brand. We’re a global brand. We’ve been around for

thirty years. A part of the reason we’ve been around for such a long time, I like to

think, is that we’ve taken a lot of care and attention in looking at the markets we

should expand into, and it is a very critical pursuit because it really underwrites

and underpins the future success of the Hard Rock brand. If I make a mistake, if I

pick the wrong market, if I make a bad decision, that affects us all for a long time

because these are major long-term commitments. Going into new markets and

renting space and signing new leases for a ten to fifteen, sometimes longer period

of time, so once that decision is made, it’s there forever virtually, and so we have

to be very careful so it is an important, strategic exercise to make sure that on a

global basis we’re looking at the right markets and we’re going into the right

markets, and we’re also going in at the right time.

Layout. Another operations management decision is layout. The company must consider

the kitchen flows for food preparation and restaurant and bar layout for maximum

revenue. Every piece of the experience strategy including memorabilia, music, and

visuals takes on a new significance. This means lighting, sound, screens, contemporary

music, and circulation paths are designed to show off memorabilia and expose customers

to merchandise for sale. The retail shops generate close to half the companies profit and

are carefully integrated into restaurant layout, flow, and work stations.

Scheduling. Scheduling is another of the ten operations management decisions. With

twenty-three departments and over six hundred people on the payroll, Hard Rock Orlando

General Manager, Ken Hoffman, considers many factors when preparing work schedules.

We look at sales. We look at sales for prior year, and see what kind of business

we did during that week when we’re writing the schedule. We also take into

consideration any events-community events-in the area, seasonality. We also

take a look at trend for our trade for the past couple weeks, and then what we do

from that is we come up with a sales forecast. The sales forecast is basically that

nucleus that we write the schedule from.

Product Design Quality. And don’t forget two other aspects of operations strategy:

product design and quality. In Hard Rock’s case, the food is the product, and its quality

must top the charts. Operations personnel constantly review menus, and food research is

ongoing. Quality surveys are done regularly. If food scores aren’t a seven on a one to

seven scale of quality, it’s a failure. Establishing quality standards and controls to meet

these standards is the key to a successful restaurant. Operations management is an

important element in restaurant management, but at Hard Rock, it’s the key to providing

their unique experience at each and every cafe.

We’re going to reap the benefits of the efforts that we put into it, so in the end, the

love you take is equal to the love you make.

Cite This Work

To export a reference to this article please select a referencing style below:

Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.
Reference Copied to Clipboard.

Related Services

View all

DMCA / Removal Request

If you are the original writer of this essay and no longer wish to have the essay published on the UK Essays website then please: