Rank-owned Hard Rock Cafe has hired Joe Public Relations (JPR) to
’revitalise’ its brand image within the ailing themed restaurant
marketplace.
In the past year, the Hard Rock Cafe chain has suffered a 22.7 per cent
slump in profits to pounds 17 million. Last month, The Rank Group’s
chief executive Mike Smith cut 465 jobs. Worst hit was the Hard Rock,
where 107 jobs were axed, saving pounds 7.5 million.
In a bid to weather these market changes, Hard Rock has restructured its
marketing department moving from a single European strategy to divesting
power so each market appoints its own agency. As a result, JPR was
appointed by Lisa Wright, general manager for the London Hard Rock unit.
JPR was appointed following a four-way pitch including incumbent of the
last six years Laister Dixon, Music Innovations and CDP.
One of the first opportunities for JPR to publicise the cafe will be at
the forthcoming Net.Aid live music concert at Wembley early next month,
where the cafe will be catering for the event.
