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October 5, 2022 Casino, Land Based, Partnerships

Hard Rock launches 23rd PINKTOBER campaign through partnership with chef Dominique Crenn

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The company will collect donations during the month to support breast cancer research.

In an effort to offering continuing support during Breast Cancer Awareness Month, Hard Rock International has kicked off its 23rd annual PINKTOBER campaign. The company’s institutions will work together to raise funds during October in support of its charitable arm, the Hard Rock Heals Foundation, which allocates its funds to benefit the American Cancer Society.

Hard Rock has a long history of raising money to fund breast cancer research. The company first started the foundation in 2000 and since has raised millions of dollars. In 2021, Hard Rock Heals gave more than $700m, its largest donation to date.

For this year’s Pinktober, Hard Rock has announced it will hold a series of dinners with globally known chef and breast cancer survivor Dominique Crenn. Other PINKTOBER features and events during the month include a songwriting contest, as well as limited-edition menus.

The first Hard Rock Café opened its doors in London in 1971. Its brand was founded on several mottos that continue to be valuable to the company today, including Love All-Serve All, Take Time To Be Kind, Save The Planet and All Is One.

Hard Rock International Executive Director of Operations Jon Lucas said partnering with charitable organizations embodies the company’s motto and Hard Rock looks forward to working again with the American Cancer Society.

He commented: "It is with great honor and pride that Hard Rock International supports people affected by breast cancer around the world, with its 23rd annual PINKTOBER campaign.

“All is One is a motto of Hard Rock, and we are proud to see it come to life every year through our work with the American Cancer Society, community members, team members and local charities for such an important cause.”

Lucas went on to say the company is especially excited to collaborate with Crenn on the campaign.

He said in closing: "This year, we are proud to partner with Breast Cancer survivor Chef Dominique Crenn, who shares our passion for raising awareness and supporting charities and local communities."

The Seminole Tribe of Florida acquired the Hard Rock brand in 2007. Since Hard Rock’s founding, the brand has globally expanded to include more than 250 locations.

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