Irreverent. Brash. Philanthropic. We've been doing things our own way since 1971. What started as an American diner in the heart of London has blossomed into a way of life. Hard Rock isn't just a name; it's a culture. And with each new cafe, hotel and casino, Hard Rock's message reaches more and more people. "Love all. Serve all." It's a simple reminder to love one another and live for the moment... with a dash of rock!