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Hard Rock Cafe Wants You to Forget That Old Time Rock and Roll

Hard Rock Cafe in downtown Nashville on Feb. 8
Hard Rock Cafe in downtown Nashville on Feb. 8Photograph by Luke Sharrett/Bloomberg

Hard Rock Cafe isn’t all Bruce Springsteen and Bon Jovi. Walk into one of the company’s 140 restaurant locations today, and you’ll hear recent hits from Katy Perry and Imagine Dragons along with the guitar-hero relics in the showcases and Kiss merchandise in the retail shop.

Of course, a large segment of lost Hard Rock customers haven’t visited since, say, a long-ago family vacation. Executives at the company, which has been owned by the Seminole Tribe of Florida for the past seven years and is headquartered in Orlando, are not unaware of this situation. They even have a name for the problem—”old tape”—and their mission is erasing it.