Dining has always been an experience-based venture. If the restaurant goer has a bad experience, they’re never going to come back – even if the food was 5 star quality. Rock & Brews is a restaurant chain dedicated to delivering the perfect user experience for its rock-and-roll niche clientele. The restaurant is, “…an energized dining and entertainment concept” providing both international craft beer and live music in a concert-like environment. “Where the unifying force of rock ‘n’ roll meets the burgeoning craft beer culture, Rock & Brews is born” (rockandbrews.com). Essentially, when you go to Rock & Brews, you pay for the experience and the food is almost like an added bonus. As the consumer demands more and more interactivity in all facets of life, the R&B business model is something that should be copied. Oh, and another reason why R&B is doing it right… Gene Simmons and Paul Stanley are backers.