Hard Rock Cafe’s menu takes center stage as the brand rolls out a newly redesigned menu, following more than 14 months of culinary development, intensive research and guest evaluation.
Officially launching on Wednesday, March 26, 2014, Hard Rock Cafe locations across the United States and Europe will begin serving a host of new offerings and updated fan favorites to more than 92 million guests who enter its doors each year.
The brand surveyed more than 3,000 guests in cafes across six continents to collect feedback on more than 100 items from its existing and redesigned test menus. The research included a side-by-side comparison of current menu items and modified versions – taking into consideration variations like seasoning, textures, flavor profiles, burger patty blends, French fry cut and more. The process resulted in the addition of 30 new items and the modification of 28 existing menu items.
“Our food and beverage team has worked tirelessly over the last 14 months, evaluating every item on our menu from appetizers and entrees, to desserts and cocktails – even our china and glassware,” said Fred Thimm, Chief Operating Officer of Company Cafes for Hard Rock International.
“For more than 40 years, Hard Rock has served guests around the world by showing off our unique rock n’ roll atmosphere,” said Mike Zajak, Sr., Director of Culinary Development for Hard Rock. “This menu redesign reflects our ever-present commitment to bringing guests fresh, authentic scratch-based offerings.”
Hard Rock also found that some menu items were a guest favorite just the way they were—or with minor modifications to propel them from chart topper to legend. For example, Hard Rock’s Nachos replaced a layer of queso with two layers of mixed cheeses and added options for new toppings such as savory pulled pork and smoked beef brisket to be reborn as their signature “Nachopalooza.” Also, the famous Jumbo Chicken Wings will now debut as “Rockin’ Wings” with a reformulated signature smoked dry rub and a choice of Classic Rock, Tangy or Heavy Metal Sauces.
“We took a hard look at every single menu item and aimed to modify where needed, including added ingredients, sauces, how sides accompany the main dishes, and even what type of lettuce should appear on top of our Legendary® Burgers,” said Russell Booth, Hard Rock International Executive Chef. “For example, we tested a thinner French fry, but found our guests favored our original thicker version, so no change was ultimately made.”
Hard Rock also spent six months researching what quenches guests’ thirst, by analyzing international beverage trends and current sales and trends to determine the best way to remix its drink lineup. Hard Rock developed more than 150 plus drinks in the key areas, including tiki, coffee, dessert, mojitos, margaritas, lemonades, multi liquor teas and more.
Hard Rock took this menu redesign as an opportunity to put itself at the forefront of drink innovation with the introduction of new drink serving vessels and techniques. The Air Mexico, a sampling-sized portion of Hard Rock’s classic tasty margaritas, allows guests to choose three flavors, including Habenero Lime, Blue Curacao, and Dessert Pear, served with a portion of chips & house made salsa.
In addition, the Red Berry Press, Hard Rock’s unique, sweet fruit cocktail made with fresh hulled and sliced strawberries, fresh raspberries, lemonade, lemon-lime soda, and Clementine Vodka, garnished with a lemon wedge is served in a coffee-press style vessel that infuses fruit into the cocktail throughout the drinking process.
Hard Rock Cafe’s new and improved menu features Hard Rock’s authentic American, made-from-scratch cuisine, a commitment to fresh ingredients and the signature flair that guests can only get at Hard Rock. For more information about the menu, visit Hard Rock Cafe.
- Photography: Hard Rock Cafe
