Hard Rock International has unveiled a new partnership with its global brand ambassador, Lionel Messi. According to the announcement, the company will work with the soccer star on a new namesake menu item.

The new item will be a Messi Chicken Sandwich that was “Made For You by Leo Messi.” The dish is inspired by the Milanesa, one of the Argentinean player’s favorite foods.

The new item is described as a “Milanese style” sandwich, with its release coinciding with Messi’s historic entrance into Major League Soccer and his foray into South Florida, which houses the Guitar Hotel at Seminole Hard Rock Hotel & Casino Hollywood.

The Milanesa is an Argentinean staple Messi grew up with. Hard Rock’s sandwich version features a crispy Milanese-style chicken breast topped with melted provolone cheese and herbed aioli. The dish also features tomatoes, arugula and a toasted artisan bun. According to Hard Rock, the new item will provide “a winning bite every time.”

The Messi Chicken Sandwich will be available at participating Hard Rock Cafe locations and Hard Rock Hotels & Casinos via in-room dining worldwide starting today.

Hard Rock International celebrated the release of the new item with a new commercial directed by Marco Grandia and the Yes, We’re Open agency. The video is called “Something New is Cooking” and stars Messi. By scanning a unique QR code, fans can hear a welcome message from the soccer star himself and access unique 360 digital experiences, trivia games and more.

Messi Wants to Share the Milanesa with the Rest of the World

Lionel Messi commented on the new collaboration with Hard Rock, sharing his excitement to bring the flavors of Argentina to the rest of the world. He praised Hard Rock International for being the best partner to bring this project to life.

Like any great teammate, Hard Rock has been with me through historic milestones, and I can’t wait for my fans all over the world to get a taste of one of my childhood favorites that still makes me feel at home, wherever in the world I am.

Lionel Messi, brand ambassador, Hard Rock International

Jim Allen, Hard Rock International’s chairman, commented on the partnership with the soccer star. He lauded Messi as one of the greatest athletes and a major cultural icon. In addition to that, Allen noted, Messi is a Hard Rock ambassador whose values align with the company’s.

We are extremely honored to partner with someone who embodies the champion and winning spirit in all facets of his professional and personal life, and we look forward to welcoming him to the U.S. as part of our extended Hard Rock family.

Jim Allen, chair, Hard Rock International

Previously, Hard Rock and Messi teamed up to release a Messi Burger that has since become a fan favorite. The burger’s launch celebrated Messi’s world championship run and historic win. The release is a part of the company’s “LIVE GREATNESS” campaign.

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Renowned for his successful establishment, Max’s Sandwich Shop in Crouch Hill, Halley has partnered with the Hippodrome Casino to bring his culinary delights to a more central location.

Experience Mouthwatering Sandwiches at Max Halley’s Hippodrome Venture

The choice of The Hippodrome as the venue for Max Halley’s sandwich shop may raise a few eyebrows initially. However, the decision is rooted in the historical origins of the sandwich itself. According to the tale, the 4th Earl of Sandwich devised this ingenious creation to enjoy a meal without leaving a card table, by placing roast beef between slices of bread. Halley embraces this heritage and aims to provide sandwich enthusiasts with ample opportunities to savor his mouthwatering offerings.

The menu at Max Halley at the Hippodrome promises a delectable assortment of sandwiches. One highlight is the Meatball Bonanza, featuring USDA meatballs, tomato sauce, creme fraiche, oregano, mozzarella, and a hint of American mustard, all encased in a panini roll. 

Seafood aficionados can indulge in the Prawn Cocktail Please, a brioche bun filled with prawns in Marie rose sauce, shredded lettuce, avocado, cucumber, and a sprinkle of crushed prawn cocktail crisps. For those craving a smoky treat, the Bacon Chop BLT awaits—a panini roll stuffed with a grilled bacon chop, lettuce wedge, marinated tomatoes, smoky bacon, and a touch of jalapeno mayo.

Additionally, Max Halley introduces two Straight Up Deli Classics, served on ciabatta bread. The Veggie option boasts grilled artichokes and aubergines, sun-blushed tomatoes, creamy burrata, lemon zest, chopped green olives, basil, and a drizzle of truffle mayo. Meat lovers can relish the Meaty creation, which combines mortadella, cooked ham, artichokes, burrata, basil, lemon zest, chopped green olives, and truffle mayo.

Visitors can enjoy these delectable sandwiches anywhere within the casino, as they are available throughout the day from 10:00 am to 5:00 am. Max Halley at the Hippodrome will open its doors on June 1, 2023, at Cranbourn Street in Leicester Square. 

From Crêpes to Sandwiches: Hippodrome Casino’s Growing Culinary Scene

Max Halley’s sandwich shop comes as the latest expansion of the variety of dining options available at the Hippodrome. At the beginning of May, the casino, situated near Leicester Square, introduced three new venues and added 2,400 square feet of space to accommodate the new dining facilities. The redevelopment included CrêpeAffaire, an all-day eatery specializing in French crêpes and beverages, followed by Chop Chop by Four Seasons, a contemporary Chinese restaurant offering dishes inspired by Four Seasons’ renowned cuisine. The casino also plans to open a cocktail bar with a subterranean theme later this year. These additions align with Hippodrome Casino’s broader growth strategy focused on elevating its hospitality and entertainment offerings.

Another recent development saw the Hippodrome Casino reach an agreement with the global unified payments group Trust Payments to provide cashless payment solutions. Through the casino’s mobile app, visitors are now able to make payments across the property using Trust Payments’ solution. This collaboration aimed to modernize the venue’s payment methods, enhance the customer experience, and support the casino’s commitment to safer gambling.

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