Iconic restaurant chain down to 2 locations after 3 bankruptcies

In the 1990s, we did not have influencers in the sense that we do now. Instead, movie and television stars, athletes, and even supermodels filled that role.

There was a period when if you had a big enough name, you could pretty much mark anything. It’s not quite like now, when every celebrity appears to have launched their own liquor brand, but it was a time when a big star doing an endorsement meant a lot.
That’s at least partly because many movie stars considered themselves above advertising. You might see a huge name take a payday in Europe or Asia, but it was very rare that they appeared in commercials or made an endorsement in the United States.
It became acceptable, however, maybe even cool, for celebrities to team up to launch restaurants.
That led to some very dubious concepts like the Official All-Star Cafe, a sports-themed restaurant endorsed by Shaquille O'Neal, Ken Griffey Jr., Wayne Gretzky, Joe Montana, and Andre Agassi, among other athletes.

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Those athletes were arguably more famous than any athletes right now, simply because there were fewer famous people overall. Still, there was a bit of a disconnect between the big-name athletes and the brands they endorsed.
The real reason for the Official All-Star Cafe wasn't that people wanted a Big Shaq Burger or Andre Agassi's Tennis (Meat) Balls. It was that Planet Hollywood — a restaurant concept endorsed by Sylvester Stallone, Bruce Willis, Arnold Schwarzenegger, and Demi Moore — had paved the way.

Planet Hollywood still has a major presence at Disney World.

Image source: Planet Hollywood

Planet Hollywood was a major trendsetter

Planet Hollywood, launched in 1991, was essentially a movie version of the Hard Rock Cafe. Hard Rock, which now has multiple owners and has spun off a casino brand, was a restaurant built around rock and roll memorabilia.

And while stuff from famous musicians was part of the Hard Rock concept, celebrity endorsers were not. On the other hand, Planet Hollywood was launched in a way that every opening was meant to feel like a major movie premier.

Stallone, Willis, Schwarzenegger, and for a brief time, Moore, were massive movie stars in a way that doesn't exist now. Putting them in a movie pretty much guaranteed a strong opening weekend.

That magic translated to building hype for Planet Hollywood. The chain grew to over 60 locations because the restaurant felt like a happening.

The problem is that while an expanding roster of celebrities which grew to include non-A-listers Whoopi Goldberg, Jean-Claude Van Damme, Melanie Griffith, and Danny Glover showed up at the openings and were never seen again.

The Takeout's Erica Martinez explained the company's quick rise and sad fall in a recent article.

“Part of the downfall was that the restaurants were expensive to open. For the most part, customers rarely spotted an on-site celeb. The company expanded so rapidly that when people stopped showing up, the company was left with a lot of expensive restaurants to run and little cash coming in. Planet Hollywood filed for bankruptcy in 1999, 2001, and most recently in May 2025,” she wrote.

What's left of the Planet Hollywood empire?

Planet Hollywood has two locations left, and they are well-located. The one at Disney World's Disney Springs occupies a central point in the shopping complex, but it seems to have mostly dropped the movie star concept.

“Nestled within the vibrant hub of Disney Springs stands a magnificent four-story culinary haven offering American fare with signature dishes curated by renowned Celebrity Chef Guy Fieri. Our captivating video wall provides non-stop entertainment, complemented by a collection of rare Hollywood memorabilia. Enjoy lunch or dinner on one of our four expansive floors, or dine outside and overlook the beautiful Disney Springs,” the restaurant shared on its website.

More Restaurants

The other location is at least near people dressed up as celebrities, since it's in Times Square in New York. That location also sort of shies away from the original movie star concept.

“Step into the brand new Planet Hollywood New York City, where cutting-edge technology meets iconic entertainment for a fully immersive dining experience unlike anything in the USA. Located in the heart of 42nd Street near Times Square, this reimagined venue brings the energy of 1991 New York into the present with bold sophistication,” it posted.

No mention of celebrities and sign of Stallone, Willis, Schwarzenegger, or Moore.

A history of Planet Hollywood and its knock-offs

Official All-Star Café

Celebrities Involved: Shaquille O'Neal, Ken Griffey Jr., Wayne Gretzky, Joe Montana, Andre Agassi
Launched: 1995 (by Planet Hollywood)
Closed: Most by 2000, final one (at Walt Disney World) closed in 2007
Why it Failed: Poor food, overexpansion, novelty wore off

Planet Hollywood (still alive)

Celebrities Involved: Bruce Willis, Sylvester Stallone, Arnold Schwarzenegger, Demi Moore
Launched: 1991
Bankruptcies: 1999, 2001
Why it Struggled: Overexpansion, lack of focus on quality food/service, kitsch appeal faded

Fashion Café

Celebrities Involved: Naomi Campbell, Claudia Schiffer, Elle Macpherson, Christy Turlington
Launched: 1995
Closed: Flagship NYC location by 1998; all gone by early 2000s
Why it Failed: Shallow concept, poor food, legal trouble with founders, no return visitors

NASCAR Café

Celebrities Involved: Endorsed by multiple NASCAR drivers (not co-owners, but brand licensed with drivers)
Launched: Late 1990s
Closed: Most locations shut by 2012
Why it Failed: Niche appeal, poor locations, over-the-top theming not matched by quality

Dick Clark’s American Bandstand Grill

Celebrities Involved: Dick Clark, along with other investors (notable TV/music tie-ins)
Launched: 1990s
Closed: Gradual closures; most gone by mid-2010s
Why it Failed: Oldies theme didn’t translate well to younger diners, poor reviews