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Burger festival, buffets galore as Hard Rock Cafe celebrates the soccer WC

MUMBAI: Hard Rock Cafe has introduced a burger festival and is throwing buffets to celebrate the 2014 Fifa World Cup. It is one of the companies that Six has tied up with for the ongoing soccer World Cup. To push the footballing extravaganza, the restaurant and events chain is doing a slew of activities.

Speaking to TelevisionPost.com, Hard Rock Cafe manager marketing and events Akash Sharma said that the soccer World Cup is the greatest sporting event of this year. “We are giving fans an experience like never before. Football fanatics of Pune, Bengaluru, Mumbai Andheri, Mumbai Worli and Gurgaon can enjoy the live screening of the 9:30 pm game on the giant screens which have been specially installed.

“While they will cheer for their favourite teams, they can also order for their favourite burger as we are running the Legendary Burger Festival. This can be complemented with the beer combos that make for the perfect setting. Besides, we have also introduced a one-of-a-kind liquid buffet where we are offering the finest of spirits under a great deal. So one can celebrate their favourite team’s win in a manner they would like; they just need to pick the options here at Hard Rock Cafe.”

Elaborating further, he said that Hard Rock Cafe has introduced a special burger menu to promote its Legendary Burger Festival that runs till 13 July. “The menu has exciting burgers full of worldly flavours, very unique in taste. So one can sit back, order a burger of choice and chilled beer under the special combo deal and enjoy the game.”

In terms of the increase in footfalls expected on the back of the World Cup, he noted that since the Fifa World Cup comes once in four years, it is definitely the most awaited sporting event after cricket in the country. “The IPL witnessed great turnout of cricket fans at Hard Rock Cafe and now with football, the numbers are definitely soaring especially because we are airing the 9:30pm matches at Hard Rock Cafe and have created a very stadium-like experience for the football fans with the installation of giant screens, complemented with great food menu and an amazing combo offer on beers.

“We are offering everything that a football fan would want. We are expecting the numbers to grow immensely as the games advance.”

Due to match timings, the focus is on the 9:30 pm games. “We have been very selective with the timing and airing the 9:30pm match which will see a lot of fans of the sport coming and watching. It works for us and the fans because they can wind up from work and head to their nearest Hard Rock Cafe, enjoy the game and also have their dinner there. The late-night matches are something that fans prefer to watch in the comforts of their homes because the timings are such.”

Talking about the importance of sports events for Hard Rock Cafe, he noted that events like the Fifa World Cup are of significance as it comes once in four years. “So there is an anticipation attached to it. The whole world looks forward to it and we ensure that we make the experience worthwhile by adding exciting elements to it.”

For Hard Rock Cafe, the advantage is that the age group it caters to ties in with the World Cup’s TG. “The age group that watches World Cup are the perfect target audience for us. With the special food menu to beer combos and the giant screens, we have left no stone unturned.”

He adds that for sports the chain gets people from Sec A age group of 15–40 years male (majority) and female who love to come to Hard Rock Cafe. However, as of now, the chain doesn’t have a loyalty programme around sports. “We create very unique offers and promotions to engage with our Hard Rock Rewards members, our global loyalty programme to keep customers engaged.”

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