HARD ROCK CAFE COMING TO BELGRADE?

The famous chain of themed restaurants, Hard Rock Cafe, is set to open its doors in Belgrade. Job postings have already appeared on regional employment websites, seeking staff for this highly anticipated hospitality venue.

According to one listing, this will be the first Hard Rock Cafe to open in Belgrade, and they are looking for "an ambitious team that will take part in launching this legendary brand from day one" in the Serbian capital.

Open positions include general manager, head chef, bar manager, bartenders, and waiters. Previous experience is required for all roles.

Although rumors and unofficial announcements have circulated for years, the brand’s quiet appearance on the official Hard Rock Cafe loyalty program website, Unity, signaled that the launch was imminent. Belgrade was briefly listed among upcoming European locations, alongside the iconic “Coming Soon” tag.

It was stated that both the Hard Rock Cafe and the accompanying Rock Shop – where branded clothing and souvenirs are sold – would be located at Trg Republike 5, in the heart of Belgrade.

In response to an inquiry from N1, the Hard Rock Cafe headquarters confirmed that negotiations are ongoing:

"We are pleased to inform you that we are currently in talks regarding the opening of the first Hard Rock Cafe in Serbia. At this stage, we cannot confirm specific details, but we will be happy to reach out with more information as soon as it becomes available," the company stated.

Interestingly, shortly after this confirmation, Belgrade was removed from the Unity program’s list of upcoming locations. However, job ads suggest that the deal is effectively done, and preparations for opening are already underway.

The first Hard Rock Cafe in the region opened in Podgorica, Montenegro in 2015. The franchise for Montenegro is owned by Podcafe F&B, co-owned by Dejan Pejović and Mladen Brnović.

Earlier this year, the same entrepreneurs registered a company in Serbia called Begcafe d.o.o., which focuses on restaurant and mobile food services. The business is registered at Trg Republike 5, in the well-known “Dom Štampe” or “Ineks” building – one of the city’s most prominent central locations.

Aside from a venue in the 1990s that falsely presented itself as a Hard Rock Cafe, the first serious sign of the brand's arrival in Serbia came in 2016, when media reports suggested it would open in the then-closed "Ruski Car" restaurant on Obilićev Venac.

In 2018, the regional franchise holder told Montenegrin portal Investitor that they were actively searching for a central location in Belgrade.

“What seemed to meet Hard Rock Cafe’s standards in the city center was under ownership dispute, and the company policy is to avoid entering any arrangements involving legal complications,” they explained at the time.

WHAT IS HARD ROCK CAFE?

Hard Rock Cafe is a global chain of themed restaurants, hotels, and casinos operating in over 60 countries worldwide.

The first Hard Rock Cafe was opened by two Americans in 1971 in London, aiming to find a place to enjoy a “good American burger” while living in the UK.

Today, the brand owns the largest collection of music memorabilia in the world, displayed across all its venues. It is also known for hosting concerts and selling branded clothing – particularly the iconic Hard Rock T-shirts – along with other music-related merchandise.