Hard Rock Cafe Oxford Street

Summary

Since 1971, this age-old rocker has grown from its first site, near Hyde Park Corner, to 186 globally, and 2019 saw the group reinvest massively in the capital, with not just a new hotel (on the site that was once The Cumberland) by Marble Arch, but also with the July 2019 opening of a 19,000 sq ft, multi-level, new London flagship at Piccadilly Circus. The latter opening includes a menu shake-up, which introduces an unsuspecting world to new culinary delights, including the ‘24-Karat Gold Leaf Steak BurgerTM’; (as well as the retail opportunities of ‘the world’s largest Rock Shop”’). For silver-haired reporters (who were alive for the chain’s founding) – a generation by-and-large untroubled by the hipster burger revolution – the “generously meaty” patties of the original are “still the best”, and one early report on the hotel says its restaurant “really rocks” too…. Even allowing for cynicism about the effects of nostalgia on the tastebuds, the brand fares better in the survey than most mass-market offerings.