MY HARD ROCK CAFE STORY
About Me
Hi, I’m Malte, I live in Germany and I’m currently 28 years old. My journey with Hard Rock Cafes started back in 2009 during a road trip through Florida with my parents and my younger twin brothers (yes, they’re fraternal twins – I get asked that a lot).
On my dedicated Hard Rock Cafe page, you will find everything you need. This includes all open locations, closed ones, upcoming openings, a list of all my visits and missing visits, and helpful links if you want to join the community.
One evening in Miami, we were looking for a place to have dinner. My parents asked, “Boys, do you want a burger?” Of course we did. So we ended up at the Hard Rock Cafe in Miami. We had our burgers, drank a chocolate milkshake, and after the meal, we stepped into the souvenir shop, which today I would call the Rock Shop.
I saw the classic white T-shirt and thought it looked really cool. My parents were kind enough to buy it for me. Our road trip continued to Orlando, and guess what, there was another Hard Rock Cafe there. Once again, I saw the same T shirt, but this time I chose the grey one and my parents bought it for me. If you take a look at my T shirt wall now, you will understand why I still regret choosing the grey one. Even though I returned to Orlando in 2023, I decided not to buy the white one because the grey one is part of my Hard Rock Cafe story.That was when I slowly realized these cafes existed in more than one place.
Back home, I proudly wore the shirts to school after the holidays and people started asking if I had really been to Miami and Orlando. Somehow, I thought it was cool that the shirts sparked conversations. But over time, they felt too special to just wear. So I bought some picture frames, took down a Schalke football poster from my wall (another love and frustration story), and proudly hung up my first two Hard Rock T-shirts. What started as a fun travel tradition slowly turned into a global mission and sometimes a bit of a headache.
Why I Love Visiting
Hard Rock Cafes
There is something comforting about walking into a new Hard Rock Cafe, no matter where you are in the world. It feels familiar: the music, the vibe, the energy. People often ask, “Are they not all the same?” And the answer is yes and no.
Hard Rock Cafes do share some key things. You will always find music memorabilia from the world’s most famous artists on the walls. The food menus are usually quite similar, and everything revolves around rock music. But for me, the most exciting part is always the Rock Shop. Each location sells exclusive city-specific merchandise, and that alone has motivated me to visit cities I had never even heard of before. I think the most random one was in Kota Kinabalu in Malaysia.
1. My Top Five Hard Rock Cafes So Far
- Hard Rock Cafe Gramado, Brazil — We were treated like VIP guests. More on that here.
- Hard Rock Cafe Curitiba, Brazil — A former staff member made this visit really special for us.
- Hard Rock Cafe New Orleans, USA — They gifted me a Fender guitar for my 175th visit. Yes, seriously.
- Hard Rock Cafe La Paz, Bolivia — Even the owner showed up just to greet us.
- Hard Rock Cafe Sydney, Australia — A cafe so far away from home but still felt familiar.
If you ask me about my favorite Hard Rock Hotel, it is definitely the Hard Rock Hotel Cancun. That is where I met my girlfriend Vicky. Coincidence? I do not think so.
The Challenges of Collecting Hard Rock Visits
1. Sometimes the Food or Drinks Feel Overpriced
Prices have gone up everywhere, but even compared to other restaurants in the same country, Hard Rock Cafes have unfortunately become very expensive. One good tip from my side is to check in advance if they offer a happy hour. It often includes not just drinks but also starters, which can save you a bit of money.
2. The Pain of Closed Locations
Every collector knows this feeling and hates it. Cafes are opening and closing faster than ever. Just because a city had a Hard Rock Cafe last year does not mean it is still there now. What is worse is when a location closes suddenly with no warning. I still remember how disappointed I was standing in front of the closed doors of the Hard Rock Cafe in San Jose Costa Rica.
3. Feeling Presurred to Tick Off New Cafes
There are some Facebook groups I already mentioned on the Hard Rock Cafe page. Seeing how many visits other collectors have can be both motivating and a bit frustrating. Suddenly you find yourself creating travel itineraries just to visit as many cafes as possible. I have stepped away from that now. I want to actually experience the cities I visit. Sure, my total number of visits grows more slowly this way, but it feels more meaningful. I would rather have memories than just another T-shirt from a place where I did not even spend one night.
4. Travel Partners Who Do Not Get the Obsession
I am really lucky that my girlfriend Vicky supports this whole crazy mission. She travels with me, helps plan, and enjoys the visits. Of course, we also make compromises. But with friends, it can sometimes be more difficult.
“Malte, should we go to Warsaw?”
“No, sorry, I have already been.”
“You can go again though, right?”
“Why should I? I already visited the Hard Rock Cafe there.”
Sometimes I realize I am limiting myself by focusing only on new visits. It is something I am still working on.
Thoughts on the New Unity Rewards Program
One of the biggest frustrations I have right now is the new Unity Rewards program. At first, I thought it could finally be a way for Hard Rock to recognize loyal fans — the people who travel the world collecting visits and merchandise. But the reality is very different. The visit list inside the program is not even complete. Many of the cafes I have been to over the years are missing from the system. So even if you have visited more than 200 locations like I have, the app might only show half of them. That already feels disappointing.
In 2022, the HRC Worldwide Community page on Facebook informed collectors about the new program. Until today, it still has not been working satisfactorily.
What really makes it frustrating, though, is that the program is clearly designed for people who gamble in Hard Rock casinos. If you place high bets, you can reach the highest status quickly and get real benefits. But for someone like me who visits cafes, buys T-shirts, pins, food, and drinks, it is almost impossible to ever reach a meaningful level in the system. You would need to spend a fortune on burgers just to unlock small perks.
The old system had its mistakes, but at least it felt more connected to the cafe experience. There was a community behind it. With Unity, it feels like fans and collectors were simply forgotten. In many cafes, the staff is not even aware of how the program works, and I often find myself explaining it to them. I really hope Hard Rock listens to its true fans. We are the ones visiting the smaller cities, spreading the love for the brand, and keeping the community alive. The collectors, not the high rollers, are the heart of Hard Rock’s original spirit.
The People Behind the Passion
As I said in the beginning, it’s a love-hate relationship. But honestly, the love wins. Not even because of the cafes themselves, but because of the people who make collecting so special. Jan-Philipp from thisishardrock was the one who brought me into this crazy group, and looking back, it actually changed the course of my life a little. The international and national friendships that have grown from this hobby are truly one of a kind. They go far beyond Hard Rock. What connects us is the love for travel, the curiosity to discover new places, and the willingness to step outside our comfort zone every now and then.
Michael from Germany hosted a collectors’ meet-up and invited me and Vicky. Kim showed us around Pittsburgh in just one day. Scott gave us a deeper look into his city, Detroit. Kabil from Kuala Lumpur drove me all the way to Melaka and spent the whole day with me back in 2018. Bas and René, the crazy Dutch guys, joined me in Madrid and / or Budapest. And Manuel is always up for a spontaneous meet-up.
I could go on forever, but that would be too much for one post. Many others are active behind the scenes too, like Kay Kalkbrenner, who puts in so much effort to keep Unity running one day.
It might not always make sense, and yes, it can be frustrating at times. But this journey has led me to incredible places and even better people, and that’s why I wouldn’t trade it for anything. And let’s be honest, without this hobby I would have never spent money to stay at the Hard Rock Hotel in Cancun, and that alone made it all worth it because that’s where I met Vicky.
Thanks also to my parents, who made all of this possible and kept supporting me even when this collecting hobby is a little bit crazy.
The Moments I Will Never Forget
1. Weirdest Hard Rock Story
Oh, where do I even start? The Rock Shop at Porto Alegre Airport is located after security in the domestic departures area, so I couldn’t visit it when I arrived. And since we weren’t flying out of Porto Alegre, the only way in was to get a valid boarding pass. So, I bought a fully refundable Premium Economy ticket with LATAM to Rio. Yes, just to pass security and visit the Rock Shop. The plan was simple: enter, shop, cancel the flight.
When I reached the gate, I told the staff I needed to cancel my flight because of an emergency. But something got lost in translation. My nervous tone and the language barrier made them think I had a medical emergency. Within minutes, a full medical team appeared — three people, a blood test, and even a fever check. It felt surreal. All I wanted was a T-shirt and a pin, and here I was being examined like I was about to collapse.
In the end, I got removed from the flight list, canceled the ticket, and got the shirt and pin. Mission accomplished… sort of.
2. What's still on my Wishlist
There are still places I hope to see. After already losing two Hard Rock Cafes in Lima, Peru I really hope they open a new one in Vicky’s hometown. Other dream locations are Ushuaia in Argentina and Tromsø in Norway. These are be the most southern and northern Hard Rock Cafes in the world.
3. Best Hard Rock Cafe Visit
When we visited the Hard Rock Cafe in Gramado, I had contacted the manager beforehand. I got the contact through another collector. She said she would put us on the guest list.
When we arrived, there was a huge line in front of the cafe. We walked up to the door and the bouncer told us to go to the back of the line. I explained that I had spoken with Gabi, the manager. He looked at me and said, “You’re Malte? I am so sorry. Come in, both of you.”
The place was packed, except for one table right in front of the stage. Over the evening, tribute artists performed as Freddie Mercury and others. At one point, I was even introduced to the whole cafe. That night was unforgettable and felt truly special.
4. Best Hard Rock Hotel Visit
I already mentioned it briefly, but for me personally, the Hard Rock Hotel Cancun is the best Hard Rock Hotel out there. Located right on the beach and offering all-inclusive service, it is simply amazing. I stayed there for the first time in April 2021 with two fellow students for just one night, and that is when I met Karen, the Vibe Manager. She got us Rock Royalty wristbands, a private butler, and Balinese beds right on the beach.
But the much bigger highlight was that I met my girlfriend Vicky at this hotel. At the end of my semester abroad, I even returned with her for another three days. This hotel will always hold a special place in our hearts, and we definitely want to go back one day.
5. Worst Visit So Far
They say if you don’t expect anything, you won’t be disappointed. That might be true, but when you’re celebrating your 200th visit, it does hurt a little when the General Manager forgets and doesn’t care.
Thanks, Hard Rock Cafe Dubrovnik, for the reminder.
Looking Back On My Hard Rock Journey
What began in 2009 has turned into an adventure shaped by passion, unforgettable places I never thought I would visit, meaningful friendships, and a bit of craziness. Decisions I made just to see a Hard Rock Cafe have completely changed my life. From collecting T shirts and pins to experiencing emotional highs and funny twists, this journey has changed the way I travel and connect with others. It is not always easy, but the love for it always comes out stronger than the frustration. And honestly, I would not trade it for anything.
Thanks For Reading
This Post Has 4 Comments
Hi Vicky and Malte . You find the right words for our Hard Rock=Passion. I think in the same Way like you. We stay in each City 3 or more Days to have enough Time for the City and for 2 Visits or more in the HRC. Its a special feeling / spirit in each Cafe and everytime it feels like coming home. It’s a spleen , but it’s is the door to our World and fantastic Citys. Without this Passion , i normally never have seen Andorra or Montenegro. My favourite Cafe was Key West and Nice was not so nice. Our favourite Hotel was Ibiza. Bad Memorys = we booked the Hard Rock -Hotel Dublin and weeks later it was closed. Then we booked Glasgow this Year to visit Edinburgh and Newcastle.and 4 weeks before the Trip started Newcaste was closed. These are the bad Sides of Hard Rock and and is very disappointing for a lot of people. Now we have to hurry up for the next Cafe , before it will close. But we want toi see much more cafes.. Thanks for your great Story. Greetings , Stefan.
Hello Stefan, thank you so much for taking the time to share your Hard Rock experience. We really enjoyed reading it, and Key West is definitely an amazing cafe with a cool road trip to get there. Let’s hope for more great openings in the future and that we will all make even better memories. We are excited to see where Hard Rock will take you & us next.
Vicky & Malte 🙂
So from the HE❤️RT ! I’m glad you take time to visit the city and not just the cafes.
Loved the time we spent together and memories we’ve made.,love seeing you talk about your Pittsburgh visit. You and Vicky are a real inspiration to many. Until we meet again, Travel Safe my Friends.
Hello Ki 😉 Thanks for the comment, and thank you once again for showing us around. Since our visit to Pittsburgh, we recommend the city to everyone. It is truly beautiful 🇺🇸
All the best to you ❤️
Vicky & Malte