Hard Rock has announced its 22nd annual Pinktober campaign has raised over $700,000, the largest amount fundraised since the programme began in 2000.
Since its inception, it has donated millions of dollars to the research and support of breast cancer awareness.
All Hard Rock cafes, hotels, casinos and company divisions worldwide participated in the campaign with limited-edition merchandise, food and beverages, local events and more.
Charitable partners include: Caron Keating Foundation, American Cancer Society, Association Esanol Contra el cancer Madrid, the Breast Cancer Support Group Johor Bahru, and Gweke’s Caring for Women.
Jon Lucas, COO Hard Rock International, said: "We are thrilled to announce that in the 22nd year of the Pinktober campaign we were able to break our fundraising records to continue in our steadfast support of breast cancer awareness and research.
“It's amazing to watch our company divisions come together and put their hearts into fundraising efforts. We hope that in addition to raising money we're also able to amplify the message of courage and hope among fighters, survivors and their loved ones."
Brant Woodward, Senior EVP Field Operations, commented: "Despite the unprecedented challenges we faced in 2020, the American Cancer Society continued to advance our mission to save lives, celebrate lives, and lead the fight for a world without cancer – in every community, for all people.
"We are so appreciative of Hard Rock and their continued support of our work to care for people facing breast cancer. Thanks to supporters like Hard Rock, there are more than 3.8 million breast cancer survivors in the United States today."
At participating Hard Rock Cafes, every $1 from a limited-time Pinktober burger sold went towards the cause, equating to $60,000. Sales from the Pinktober-themed Hard Rock t-shirt and newly designed Pinktober Pin raised over $35,000.
Players of Hard Rock Digital's free “Hard Rock Social Casino” game were the ones determining how much money was donated in honour of Pinktober; the more players that spun, the larger the donated amount increased.