Hard Rock brings the concept of the experience economy to it caf operation. The strategy incorporates a

Hard Rock brings the concept of the “experience economy” to it café operation. The strategy incorporates a unique “experience” into its operations. This innovation is somewhat akin to mass customization in manufacturing. At hard Rock, the experience concept is to provide not only a customer meal from the menu but a dining event that includes a unique visual and sound experience not duplicated anywhere else in the world. This strategy is succeeding. Other theme restaurants have come and gone while Hard Rock continues to grow. As Professor C. Markides of the London Business School says, “The trick is not to play the game better than the competition, but to develop and play an altogether different game.” “At Hard Rock, the different game is the experience game.

Discussion Questions
1. Identify the strategy changes that have taken place at Hard Rock Café since its founding in 1971.
2. As Hard Rock Café has changed its strategy, how has its responses to some of the 10 decisions of OM changed?
3. Where does Hard Rock fit in the four international operations strategies outlined in Figure? Explain your answer.