Some people would say that Oliver Munday, Hard Rock’s vice president for café development, has the best job in the world. Travel the would to pick a country for Hard Rock’s next café, select a city, and find the ideal site. It’s true that selecting a site involves lots of incognito walking around, visiting nice restaurants, and drinking in bars. But that is not where Mr. Munday’s work begins, nor where it ends. At the front end, selecting the country and city first involves a great deal of research. At the back end, Munday not only picks the final site and negotiates the deal but then works with architects and planners and stays with the project through the opening and first year’s sales.

Discussion Questions
1. From Munday’s Standard Market Report checklist, select any other four categories, such as population (A1), hotels (B2), or restaurants/nightclubs (D0, and provide three subcategories that should be evaluated. (See item C1 (airport) for a guide).
2. Which is the highest rated of the four European cities under consideration, using the table above?
3. Why does Hard Rock put such series effort into its location analysis?
4. Under what conditions do you think Hard Rock prefers to franchise a café?

  • CreatedJuly 23, 2013
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