Hard Rock International’s LIVE GREATNESS campaign partners with global soccer legend Lionel Messi.
By Debbie Hall
Hard Rock Cafe launched its brand-new menu item—the Messi Burger—the latest innovation in Hard Rock International’s “LIVE GREATNESS” campaign, partnering with global soccer legend Lionel Messi. Starting on March 2, the culinary innovated burger crafted by Messi is available for fans to order at Hard Rock Café locations worldwide for a limited time.
The Messi Burger includes ten flavorful ingredients as a game-changing take on Hard Rock’s Legendary Steak Burger. It begins with a juicy double stack of seasoned and seared ground beef patties. Sliced chorizo, provolone cheese sliced , chorizo caramelized red onion, shredded romaine lettuce, and vine-ripened tomato are piled high, with the burger topped with Hard Rock’s signature, spicy, smoky sauce and served on a toasted brioche bun with shredded. Guests can top the burger with an egg prepared easy over or sunny side to get really MESSI.
“It is an honor to take our partnership with world-renowned soccer star Lionel Messi and the LIVE GREATNESS campaign to the next level with his very own take on Hard Rock Cafe’s Legendary Steak Burger,” said Jon Lucas, COO of Hard Rock International. “We are excited to try the burger inspired by Messi’s very own favorites for a unique and unforgettable experience.”
Hard Rock and Messi also unveiled a new collection of merchandise including Messi’s iconic symbols such as the number 10, the lion, and his own logo. All merchandise is exclusively available in stores and online.
Hard Rock Café Las Vegas hosted a special VIP party to introduce the Messi Burger. Dining (and making a mess) to rocking music, the crowd danced and cheered about the delights of the Messi Burger. Entertainers that attended included James Edwards and Nicholas Charles from Potted Potter, Kevin Lepine, the Australian Bee Gees, Fantasy, SEXXY, Sarah Hester Ross, and Las Vegas Lights FC mascot, Cash the Soccer Rocker. In celebration of its 50th Anniversary and the partnership with Messi, 5 percent of all sales from the Messi Merchandise in Hard Rock Cafe Las Vegas will be donated to Tomorrow’s Stars Foundation.
The Hard Rock Café Las Vegas opened on the famed Las Vegas Strip on Sept. 5, 2009, and has been a favorite with both locals and tourists. The Las Vegas cafe, featuring 42,000 square feet of space, features three floors including the world’s largest Rock Shop®, high-speed internet access, a contemporary lounge and bar, and patio dining with an unobstructed view of the Strip.
The LIVE GREATNESS campaign is an initiative built on fan-focused principles. When the Hard Rock opened its first Cafe in 1971 in London in 1971, the inspiration was for fans to unite under their love for the iconic entertainment and hospitality brand. For additional information on Hard Rock Cafe, visit hardrock.com.