Hard Rock Cafe
Retail Store Solutions
Hard Rock Café sets new dining trends with an IBM point-of-sale solution.
Highlights Challenge Enhance customer satisfaction by reengineering restaurant service delivery to improve process efficiency and employee productivity Solution A highly reliable POS solution featuring IBM SurePOS™ 500 systems and third-party wireless technology Benefits A return on investment in less than one and a half years and improved responsiveness to diners’ preferences
Offering diners an experience that tops the charts Since opening its first restaurant in London in 1971, the Hard Rock Café chain has become a global phenomenon: it now has 108 restaurants, serving customers in 41 countries. Each location combines rock-music memorabilia, classic American food and a commitment to widespread humanitarian causes. In recent years, Hard Rock Café has expanded beyond its food-service operations into entertainment by launching a line of Hard Rock Café merchandise and a record label, as well as hotels, casinos and live music venues.
However, according to Chan Yong Hock, regional accounting manager for the Hard Rock Café in the Asia Pacific region, the well-known chain has been facing new market pressures as well as increasing competition. Referring to Hard Rock Café locations in Singapore, the Philippines, Malaysia, China, Thailand, Indonesia, Korea and Hong Kong, Chan explains, “The biggest challenge facing established restaurant chains like ours is declining tourism in our region. Also, there have been many new competitors—attracted by a low cost of living and growing population — offering a similar dining experience. Plus, employee turnover has continued to increase, reaching record-setting levels.”
As tourism has contracted, the Hard Rock Café in Singapore has shifted its focus to attracting a larger proportion of its clientele from the local dining population. “To stay competitive, we wanted to take advantage of our strong brand image, combined
Hard Rock Café sets new dining trends with an IBM point-of-sale solution.
Highlights Challenge Enhance customer satisfaction by reengineering restaurant service delivery to improve process efficiency and employee productivity Solution A highly reliable POS solution featuring IBM SurePOS™ 500 systems and third-party wireless technology Benefits A return on investment in less than one and a half years and improved responsiveness to diners’ preferences
Offering diners an experience that tops the charts Since opening its first restaurant in London in 1971, the Hard Rock Café chain has become a global phenomenon: it now has 108 restaurants, serving customers in 41 countries. Each location combines rock-music memorabilia, classic American food and a commitment to widespread humanitarian causes. In recent years, Hard Rock Café has expanded beyond its food-service operations into entertainment by launching a line of Hard Rock Café merchandise and a record label, as well as hotels, casinos and live music venues.
However, according to Chan Yong Hock, regional accounting manager for the Hard Rock Café in the Asia Pacific region, the well-known chain has been facing new market pressures as well as increasing competition. Referring to Hard Rock Café locations in Singapore, the Philippines, Malaysia, China, Thailand, Indonesia, Korea and Hong Kong, Chan explains, “The biggest challenge facing established restaurant chains like ours is declining tourism in our region. Also, there have been many new competitors—attracted by a low cost of living and growing population — offering a similar dining experience. Plus, employee turnover has continued to increase, reaching record-setting levels.”
As tourism has contracted, the Hard Rock Café in Singapore has shifted its focus to attracting a larger proportion of its clientele from the local dining population. “To stay competitive, we wanted to take advantage of our strong brand image, combined
References: in this publication to IBM products and services do not imply that IBM intends to make them available in all countries in which IBM operates. This customer story is based on information provided by Hard Rock Café and illustrates how one organization uses IBM products. Many factors may have contributed to the results and benefits described; IBM does not guarantee comparable results elsewhere. The IBM home page can be found at ibm.com. Printed in the United States on recycled paper containing 10% recovered post-consumer fiber. For more information To learn more about the IBM SurePOS 700 Series and additional POS solutions from IBM, contact your IBM sales representative, or visit: ibm.com/industries/retail/store G583-0808-00