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Hard Rock launches new burger with Lionel Messi

Hard Rock International will bring a “Messi Burger” to the Hard Rock Cafe Miami and Hollywood, Florida locations.

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Diners at these two restaurants will be able to trial Hard Rock’s new menu item before its global release on 1 March.

The new burger is part of the operator’s Live Greatness campaign in partnership with football icon Lionel Messi.

Hard Rock called the burger “a tribute to the soccer sensation’s ideal burger components” with 10 “flavourful” ingredients for a “game-changing” twist on the company’s Legendary Steak Burger.

The Messi Burger features a double stack of ground-beef patties, topped with provolone cheese, sliced chorizo, caramelised red onion and Hard Rock’s signature sauce, served on a bed of shredded romaine lettuce and tomato, and sandwiched between two toasted brioche buns.

Customers will be able to enjoy the new menu item for $11.95, with an optional fried egg on top for an extra $2, and a side of seasoned fries for an additional $3.95.

“It is an honour to take our partnership with world-renowned soccer star, Lionel Messi, and the Live Greatness campaign to the next level with his very own take on Hard Rock Cafe’s Legendary Steak Burger,” remarked Jon Lucas, Hard Rock International’s Chief Operating Officer (COO).

“We are excited to launch the Messi Burger as a pilot program in Florida, right in Hard Rock’s own backyard, as we prepare for the global launch in March.”

Hard Rock unveiled its Live Greatness campaign last year to coincide with the company’s 50th anniversary on 14 June 2021. Besides a burger, the operator launched a new clothing collection with Messi, who also featured in a TV spot for the company.

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