The first Hard Rock Cafe opened on June 14, 1971, in London. Founded by Isaac Tigrett and Peter Morton, two enterprising and music-loving Americans, Hard Rock Cafe was an instant classic. It attracted droves of customers with its first-rate, but moderately priced, casual American fare, warm service and ever-present rock 'n' roll music and sensibility. Although it was initially decorated with an eye toward eclectic Americana, Hard Rock Cafe has become the world's leading collector and exhibitors of rock 'n' roll memorabilia. Hard Rock Cafe began its global expansion in 1982, when Tigrett and Morton agreed to develop their own Hard Rock Cafes in various parts of the world. In 1990, The Rank Group, a London-based leisure company, acquired Mecca and continued expansion of the concept in its geographic territory. Rank then acquired Hard Rock America from Morton and Hard Rock Canada from Nick Bitove. Rank consolidated worldwide control of the brand, and with it, one of the most universally recognized trademarks. The company has grown beyond cafes. It also owns several Hard Rock Cafe themed Casinos in Las Vegas, Hollywood, Fla., and Biloxi, Miss., as well as Manchester and London in the United Kingdom. Several Hard Rock themed hotels have opened throughout the United States, Europe and a location in Thailand.