Hard Rock opened a new flagship store at the Piccadilly Circus in London, UK. Credit: PRNewsfoto/Hard Rock International.

Global restaurant company Hard Rock International (HRI) has expanded its presence with the opening of its new flagship store in Piccadilly Circus in London.

The location features the new Rock Shop design style, contemporary memorabilia and its new menu innovation, including the recently launched 24-Karat Gold Leaf Steak Burger and One Night in Bangkok Spicy Shrimp.

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The 19,000ft² multi-level cafe also includes an open kitchen concept, Hard Rock’s new brand style, a stage in the main dining room, and a private events room that can accommodate up to 40 guests.

Menu innovations offered at the Hard Rock flagship store include more than 20 new offerings such as steak burgers, boozy milkshakes, sliders and shareables, tomahawk steak, BBQ chicken, cedar plank salmon, pink piccadilly pimm’s, house-infused gin and tonic, espresso martini, and old fashioned.

Hard Rock international cafe operations president Stephen K Judge said: “We are thrilled to open the doors of our new flagship location in Piccadilly Circus. As our first cafe opened in London in 1971, the brand has a deep history in this city.

“Through this new location, we’re staying true to our roots, while providing a modern vision to our classic style.

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“The Piccadilly Circus cafe brings brand innovation to the forefront with the modern design of the cafe and our new menu that offers guests a world-class dining experience.”

Hard Rock international cafe operations senior vice president David Pellow said: “Expanding our brand within the city where it all began is an exciting opportunity for Hard Rock as we debut our modern vision for the future.

“We have a deep commitment and love for London, and being from the UK, I am grateful that the brand continues to show its commitment to the community and visitors from around the world.”

In April this year, Hard Rock renewed its lease agreement with Universal Orlando Resort for another 20 years.