estaurant locations, and plenty of material around which themes can be developed. Both strategies also required that the restaurants were viewed as more than just a place to eat by the diners. Instead, the restaurants would need to be viewed as an experience that could be enjoyed over and over again, or which would have a particular allure for tourists to a specific location. Themed restaurants can be notoriously difficult to sustain, and thus the need to pull in the tourist trade would be central to the success of both entities. Hard Rock CafT was successful at this by building a brand that focused on American music and food available in international locations such as Berlin and Paris, and used its own memorabilia--including its t-shirts--to reinforce the brand. Travelers began to seek out Hard Rock Cafes around the world in order to obtain the brand itself. Planet Hollywood was successful at creating excitement about new locations by having stars appear at openings, but the sta
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