Hard Rock International recently debuted its new flagship location in London’s iconic Piccadilly Circus providing a look into the new brand vision for Hard Rock Cafes globally.

The brand’s newest Cafe marks the first Hard Rock location to showcase its modern image.

Hard Rock Cafe Piccadilly Circus includes a new design style, the world’s largest Rock Shop, contemporary memorabilia and the brand’s recently launched new menu innovation, which is headlined by the 24-Karat Gold Leaf Steak Burger and One Night in Bangkok Spicy Shrimp.

The location was strategically selected for its position in the heart of Piccadilly Circus, London’s entertainment hub, to reflect the lively atmosphere synonymous with the brand.  

“We are thrilled to open the doors of our new flagship location in Piccadilly Circus. As our first Cafe opened in London in 1971, the brand has a deep history in this city. Through this new location we’re staying true to our roots, while providing a modern vision to our classic style,” said 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.” 

The more than 19,000-square-foot, multi-level, state-of-the-art Cafe features Hard Rock’s one-of-a-kind blend of music, entertainment, iconic merchandise and authentic American food and drink.

This location showcases an open kitchen concept with the brand’s “Love All – Serve All” mantra prominently displayed above it, as well as Hard Rock’s new brand style that draws on inspiration from the city.

For epic group entertainment experiences, a stage is centered in the main dining room and a private events room is available for up to 40 guests. 

Guests will be drawn to the liveliness of the Cafe before stepping foot inside thanks to state-of-the-art flexible LED video panels cascading over the stairway that take fans through a journey showcasing today’s music and culture from Londonand around the UK.

The Piccadilly Circus Cafe brings a new culinary experience to guests through a selection of innovative new menu options, as well as an open kitchen layout that features a stone pizza oven and a milkshake station where guests can look on as their milkshakes are individually crafted.

The Cafe also honors London’s famous transportation system with Tube Station dining booths, seating and décor that utilize specific colours of the subway tiles from stations throughout London. 

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