Rolling Stone magazine will soon be rocking out with a new tune in a new venue. The iconic rock-and-roll publication is planning to open a large-scale restaurant and nightclub in Hollywood, Calif. Owners of the magazine hope to leverage its status in the music and pop culture scene into a successful foray into the food and beverage world.
‘We’ve been looking for the ideal opportunity to expand the Rolling Stone brand,’ magazine co-founder and editor Jann S. Wenner told Roger Vincent of the L.A. Times. Wenner and his team hope to prosper in a marketing realm where players such as the Hard Rock Café and Planet Hollywood have experienced mixed results at best.
‘The food will be higher-end than Hard Rock,’ magazine partner Niall Donnelly told Vincent. The menu will be a mix of traditional American fare and California cuisine, he said, “and we’ll have some Mexican-inspired stuff.” Unlike Hard Rock and ‘Planet,’ there won’t be any rock or movie memorabilia adorning the walls, just a lot of exposed black brick and leather furnishings.
The Rolling Stone operation will strive to appeal to both tourists and the hip young denizens of Beverly Hills and Los Angeles. If the restaurant does well here, the company will consider expanding into other locations.
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