The Hard Rock Cafe - a chain of restaurants famous all over the world - opens a restaurant in Kazakhstan, the first in Central Asia. The chosen city is that of Almaty, the most populous urban center in the country, on the border with Kyrgyzstan. The British brand, which bases the success of its clubs on the collection of objects that belonged to great personalities from the world of music, is thus preparing to conquer a market - that of Central Asian countries - whose potential is mainly given by an almost complete lack of competition.
Hard Rock International Vice President for Europe and Asia Antonio Bautista announced that the new restaurant in downtown Almaty will open in October this year. The flagship collection of Hard Rock – musical instruments, stage clothes, sheet music, posters, gold and platinum records, etc. – amounts to about 85 pieces and each restaurant in the chain exhibits a part of it.
The presence of a Hard Rock Cafe is also linked to the production and distribution of a large series of gadgets, the most famous of which is the white T-shirt with the Hard Rock logo and printed under the name of the city where that particular restaurant is located .
The menu of the Hard Rock in Almaty will also include dishes and drinks typical of the Kazakh culinary tradition. If the Almaty experiment is successful, Hard Rock is already ready to open other restaurants in Kazakhstan, starting in the capital, Astana, and in the surrounding countries.
