LONDON: The Hard Rock Cafe has hired Joe Public Relations (JPR) to revitalize its brand image within the ailing theme-restaurant market.
LONDON: The Hard Rock Cafe has hired Joe Public Relations (JPR) to
revitalize its brand image within the ailing theme-restaurant
In a bid to weather sustained financial difficulties, the Hard Rock has
restructured its marketing department, divesting power so that each
regional market can choose its own agency. As a result, Lisa Wright,
general manager for London Hard Rock, hired JPR. The selection followed
a four-way pitch that included incumbent Laister Dixon, Music
Innovations and CDP.
One of the first opportunities for JPR to publicize the cafe will be at
next month’s Net.Aid concert at Wembley Stadium, which the Hard Rock
will be catering.
In the past year, the Hard Rock chain has suffered a 22.7% slump in
profits to dollars 27.3 million. Last month, Mike Smith, chief executive
of Hard Rock parent The Rank Group, cut 465 jobs. The move hit the
restaurant chain particularly hard, with 107 jobs being axed for a
potential saving of more than dollars 12 million in salaries.