( CNN ) -- As the legend goes , it all started with two Americans living in London in search of a good burger . Bereft of what they considered acceptable options , the pair decided to open their own American-styled diner with the food and attitude to match . They would call this nascent start-up the Hard Rock Cafe . Over the next two decades this famous old joint became a regular haunt for A-list musicians and a museum for rock star memorabilia . Today , it 's a global industry with 180 venues in more than 50 countries , including outlets as far afield as Bahrain and Dubai . But building this rock and roll empire has n't been easy . When current CEO , Hamish Dodds , took over in 2004 many considered the brand old and tired . Like record companies and music stores , the Hard Rock Cafe found itself asking how can a business so synonymous with the vinyl epoch stay relevant in the age of the digital download ? `` I think that 's part of the challenge for this brand as it does have a history but it 's also part of the beauty , '' Dodds told CNN . `` It '' s really around being relevant for the younger consumers ( as ) so many ... are not familiar with ( our ) history . '' Hard Rock Cafe has sought to keep up with the latest trends by adapting and expanding its services . The company now stages 26,000 live gigs every year , Dodds said , and has successfully added hotels and casinos to its portfolio since the turn of the century . Revenues jumped from under $ 1 billion dollars in 2003 to $ 3.5 billion in 2013 with the casino business accounting for the largest chunk of this rise . Now the Hard Rock Cafe is aggressively expanding in Asia and the Middle East with plans for hotels in Abu Dhabi and a cafe in Doha . `` We 've been here ( in the Middle East ) a very long time , '' Dodds reflected . `` Our cafes have basically had a very successful run ( and our ) new cafe in Dubai has really performed extremely well . `` There 's something special about our brand , it resonates a lot with our Middle Eastern customers . '' But with the lucrative gaming side of the business not permitted in many nations within the region , Dodds sees the more traditional aspects of the cafe 's brand coming to the fore . Hard Rock t-shirts and other merchandise still account for between 30 % and 50 % of sales at each destination after all . `` In markets where gaming is not permitted , we still have growth and consumer opportunities in hotels and cafes , '' Dodds said . He adds that the company will also look to tailor its offers to the diverse markets it now finds itself operating in . `` You used to go to a hard rock cafe and they all looked the same . '' `` So we 've changed that mechanic again as part of the brand re-invigoration and we want everyone to be different and to reflect the personality of the building and the country and the people in that country , '' he said . See also : The Middle East 's king of hotels . See also : Gulf looks to rival Paris fashions . See also : Gas fields could unite Cyprus .
Hard Rock Entertainment is expanding into Europe and the Middle East . Company has more than tripled revenues since inception . Business now focuses on casinos and hotels as well as entertainment and music .