Hard Rock Expansion Plans

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The franchise, Hard Rock Café, is known for its rock’n’roll memorabilia. Located around the globe, the franchise is expanding its reach into hotels and casinos.
Questions:
1. When did the franchise begin?
2. Strategically, why is the move into casinos a good, but difficult one?
3. The franchise rotates more than 70,000 pieces of music memorabilia through its restaurants. What type of accounting do you think is needed for this arrangement and these items?

Sources:
CNN staff (2012). Casinos and hotels: Hard Rock takes on a new beat, August 23 (Retrievable online at http://www.cnn.com/2012/08/23/world/europe/hard-rock-cafe-ceo/index.html)

CNN Video (2012). Hard Rock plans more hotels and casinos, Aug. 23