Hard Rock dodge rules and open in Iceland summer 2016
Photo: Wikipedia
Iceland Monitor reported yesterday that permission for a new Hard Rock Café in central Reykjavik had been denied. It now emerges that the American restaurant chain has found a way around the impediment and plans to open in the Icelandic capital this summer.
Initial plans for Iceland’s new Hard Rock Café were rejected by Reykjavik City Council’s planning authorities, on the grounds that the share of restaurants and entertainment establishments in central Reykjavik is 53%, above the 50% reference value.
Hard Rock’s cunning plan
“It is therefore not possible to authorise any more ground-floor street-side restaurants in this area,” the relevant Reykjavik City Council reads.
It now emerges that a new application was submitted just a couple of weeks ago, getting around this planning obstacle.
By having the Hard Rock Café shop on the ground floor and moving the restaurant itself up to the first floor, out of sight, land use is no longer classed as ‘restaurants and entertainment’. This means that the initial ban no longer has effect.
“It must be central Reykjavik”
Icelandic investor Birgir Þór Bielvedt holds the franchise for Hard Rock Café and is adamant that only a central Reykjavik location will do.
“Many are unaware that the Hard Rock shop accounts for about a third of the company’s revenue,” says Bielveldt. “It is a very important part of the business and tha Hard Rock shop could make more money that many individual shops in the area.”
Hard Rock Café is set to open this summer with seating for 200 diners.
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