Hard Rock returns to London with first new-style Café

New location in bustling Piccadilly Circus is the first Cafe to carry the chain’s new design, retail store and menu - headlined by a 24kt gold leaf steak burger

Written by Rhys Thomas

Posted 09.07.2019 | Food & Drink

Hard Rock returns to London with first new-style Café thumbnail

Hard Rock International has returned to its roots in “the city where it all began” with the opening of a new flagship location in London.

Situated in the bustling Piccadilly Circus, the more than 19,000-square-foot Cafe is first to carry the chain’s modern image and will be a poster child for future openings and refits.

Gone are the old interiors and well-worn music mementos from decades long past, instead replaced with a fresh design, contemporary memorabilia, the world’s largest Rock Shop – selling Hard Rock licensed merch – and a new menu headlined by the 24-Karat Gold Leaf Steak Burger.

"Expanding our brand within the city where it all began is an exciting opportunity for Hard Rock as we debut our modern vision for the future," says David Pellow, Senior Vice President of Cafe Operations for Hard Rock International. "We have a deep commitment and love for London, and being from the UK, I am grateful that the brand continues to show its commitment to the community and visitors from around the world."

Hard Rock’s new method will be designing venues based on where they are, the city or country’s biggest music stars and other touchstones from the surroundings. At Hard Rock Café Picadilly Circus, London's famous transportation system is honoured with Tube Station dining booths, seating and décor that mirror specific colours of the city’s many famous stations.

The venue also boasts a star-studded memorabilia collection with items from iconic British artists such as Elton John, John Lennon and David Bowie, as well as contemporary artists like Ed Sheeran, Rita Ora, Lorde and Ellie Goulding.

“Through this new location we're staying true to our roots, while providing a modern vision to our classic style,” adds Stephen K. Judge, President of Cafe Operations for Hard Rock International. “The Piccadilly Circus Cafe brings brand innovation to the forefront with the modern design of the Cafe and our new menu that offers guests a world-class dining experience."

Hard Rock Cafe Piccadilly Circus complements the classic Hard Rock Cafe Old Park Lane, the brand's first location.


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