LONDON, 12 September 2019 – Hard Rock International today celebrated the opening of its European Flagship Cafe, Hard Rock Cafe® Piccadilly Circus. The night kicked off with an all-star red carpet lineup including Keane, the guitarist from The Amazons Chris AldertonSlipknot’s Sid Wilson, along with James Lock (TOWIE), Lauren Goodger (ex-TOWIE and Celebs Go Dating), and stars from Love Island and across UK TV.

Hard Rock® Executives, fans and partners arrived at the party in style riding an open-top bus from Hard Rock Cafe Old Park Lane down to Piccadilly Circus, escorted by a convoy of Harley Davidson riders. The party kicked off with a Fender ‘Guitar Smash’ – Hard Rock’s twist on a classic ribbon cutting – led by presenter, music blogger and TV judge Matt Spracklen to mark the official opening. The guitars used for the smash are much loved yet broken, so no new guitars were harmed during the celebration. Members of the Hard Rock Executive joined Slipknot’s Sid Wilson by smashing their guitars along with Rita Gilligan, Hard Rock’s longest-serving waitress of 48 years.

Following the smashing kickoff, guests got a taste of Hard Rock’s recently debuted new menus and legendary cocktails including House-Infused Gin & Tonic and Fresh Pineapple Martini. Hard Rock Cafe Piccadilly Circus features Hard Rock’s newest menu innovations including more than 20 new offerings – and guests were treated to snippets of all, including a smokehouse and salmon station, Moving Mountain Vegan Burger and Legendary Burger sliders, and shareables including spicy shrimp and spinach dip. 

“We could not be more thrilled to celebrate the opening of our flagship location in Europe with a launch party that certainly lived up to our 48-year legacy,” said Stephen K. Judge, President of Cafe Operations for Hard Rock International. “Our new state-of-the-art flagship embodies our modern vision for the brand, and we’re looking forward to continuing the party in London for another 48 years. Keep your eyes peeled for some of the fantastic food and drinks, merchandise, music and events we have planned for this new location.”

The evening’s world-class entertainment was headlined by an exclusive performance from Keane, ahead of their sold-out UK tour. Other performances included unique buskers from central London who wowed on the Flavours of Piccadilly stage along with a fashion show flash mob by Laura B, featuring some of Hard Rock’s exclusive merchandise, and DJ Katie Owen, UK’s hottest up-and-coming female DJ, spinning tunes all night. 

The night also honored music legend Freddie Mercury as Hard Rock presented a check of $100,000 from its annual Freddie for a Week and Pride celebration to Jim Beach and Emma Donoghue from The Mercury Phoenix Trust, a UK charity created in memory of Freddie Mercury by Queen band members Brian May and Roger Taylor together with their manager Jim Beach to support the global fight against HIV/AIDS. Hard Rock has proudly supported the organisation for nearly a decade and this launch party was fit to celebrate a music icon. 

About the Cafe 

The flagship Cafe showcases a new modern twist for one of the world’s most iconic brands, with never-seen-before memorabilia from contemporary artists such as Rihanna, Charli XCX, Ellie Goulding and Ed Sheeran, alongside the classic items from artists Hard Rock fans know and love including Freddie Mercury, David Bowie and George Michael.

The brand new, multi-level and 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 with an innovative new menu including Tomahawk Steak, BBQ Chicken and Pink Piccadilly Pimms. 

As part of the new design style, Hard Rock Cafe Piccadilly Circus features an open kitchen concept along with Victorian glazed tiling, colours and fabrics inspired by the capital, including the London Underground.

Those looking to dine at Hard Rock Cafe can find their local Cafe and make a reservation by visiting www.hardrockcafe.com/locations.aspx. To purchase Hard Rock Cafe merchandise, visit the online Rock Shop® at https://shop.hardrock.com. For additional information on the Hard Rock Cafe brand, visit www.hardrockcafe.com/.

About Hard Rock®:

With venues in 74 countries spanning 248 locations that include owned/licensed or managed Hotels, Casinos, Rock Shops® and Cafes - Hard Rock International (HRI) is one of the most globally recognised companies. Beginning with an Eric Clapton guitar, Hard Rock owns the world's most valuable collection of music memorabilia at more than 83,000 pieces, which are displayed at its locations around the globe. In 2018, Hard Rock International was recognized as a Forbes Magazine Top Employer for Women and Land Operator of the Year at the Global Gaming Awards. In 2019, Hard Rock International was honored as one of Forbes Magazine’s America’s Best Large Employers, Forbes Magazine’s Top Employers for Women and No. 1 in J.D. Power’s 2019 North America Hotel Guest Satisfaction Study among Upper Upscale Hotel Chains. Hard Rock destinations are located in the world’s greatest international gateway cities, including its two most successful flagship properties in Florida and home to the world’s first Guitar Hotel® in South Florida, where its headquarters are located. The brand is owned by HRI parent entity The Seminole Tribe of Florida. For more information on Hard Rock International visit www.hardrock.com or shop.hardrock.com.