Tourists Love This Chain Restaurant Being All Over Europe And Rick Steves Doesn't Get It

In today's increasingly globalized world, brands, food, and pop culture manage to cross international borders seamlessly. Street performers in Rome might be singing songs by British artists, or a Starbucks might be located right next to an international country's major tourist attraction, like the one near the largest ancient castle in the world. While cultural influences in consumerism now have few limits, one significant global franchise puzzles travel expert Rick Steves.

Hard Rock is a company that runs hotels, casinos, and restaurants. In 1971, Americans Isaac Tigrett and Peter Morton came up with the idea of Hard Rock Cafe in London after realizing that the British capital did not have many restaurants serving American cuisine, specifically burgers. Hard Rock now operates in 74 countries at the time of this writing. "You find Hard Rock Cafes at landmark locations all over Europe. And you find tourists that, like pilgrims, seek them out and buy a T-shirt there. I have never understood the allure," Steves explains on his website. Always eager to learn and understand, Steves invited the general public to offer their opinions of visiting Hard Rock Cafes internationally.

Rick Steves fans were quick to weigh in on his Hard Rock question. Facebook user Sandy Grady explained that Hard Rock Cafe's familiarity helps take the stress out of travel, even if it is just for one meal. "Stopping at the Hard Rock is uncomplicated," she commented. "I do not have to worry I will do something wrong or get lost or make an offensive error of etiquette." 

As for buying some of Hard Rock's location-specific merchandise, this could be part of the human desire to somehow show off the fact that they've visited some place fun in a far away place. This same desire is why people enjoy posting vacation photos on social media or collecting other memorabilia, like shot glasses. On Rick Steves' website, Valeria Biasi commented that wearing the merchandise is to "let the others know you have actually been there." Biasi also likened Hard Rock merchandise from different cities to a "wearable scratch world map." However, other users pointed out that you can buy the location-specific merchandise online without actually visiting one. Another speculated that people go to a Hard Rock Cafe in a foreign city simply due to fear of missing out.

Rock and roll music has long been globally popular, especially that of British artists. Perhaps a significant reason why Hard Rock Cafe has been able to catch on all over the world is because "rock" is not just in the name. This music genre has been intertwined with the company since its London origins. Musicians including Paul McCartney, Eric Clapton, and more began to frequent the location soon after it opened. An alignment with popular musicians and music of the day and a trendy logo perfect for merchandise was clearly a recipe for more than just burgers.

One big draw about Hard Rock Cafes both in the United States and elsewhere is that each one feels like a mini-museum for music memorabilia. Hard Rock Hotel & Casino in Punta Cana (which has some of the best all-inclusive resorts) houses a hand-painted piano by Elton John. Meanwhile, Hard Rock Budapest has a guitar signed by Paul McCartney, and Hard Rock Prague has one of John Lennon's hats. Despite this allure, Rick Steves encourages people to go off the beaten path and immerse yourself in a new culture when traveling. This usually means avoiding popular chains, but each Hard Rock could be thought of as a testament to how alluring the imagery of rock stars can be. Such allure knows no borders.