Hard Rock Cafe Aruba has been open for well over a year now at South Beach Centre in Palm Beach. It opened in a time proven to be rather difficult for the restaurant business in Aruba. Examples of this are the recent closures of some high profile restaurants such as Le Dome Restaurant, Ristaurante Italiano, Bella Luna, Rumba Restaurant and Le Petit Cafe (partially) among others.
Hard Rock is alive and kicking. At this point that is. In fact, Hard Rock is opening a “Rock Shop” in middle in town. I’m not sure what that is but I imagine it’s a retail store with Hard Rock merchandise. In below picture you can see the banner “Rock This Way” to remind tourists of its location in Palm Beach. This banner was put there since the inauguration in late 2008.
Rock Shop opening in Oranjestad
I think it’s a rather good move to open a “dependency” in town, especially in that heavily trafficked area with cruise ship passengers. Apart from that the all important brand expansion is crucial. Cruise ship season starts later this year in September. By opening there Hard Rock also helps offset the dominance of jewelry stores in that area. For the record, Aruba doesn’t produce any jewelry, it’s all imported.