Our Classic Menu Will Rock YouĮxpect excellence in everything we serve at Hard Rock Cafe Piccadilly Circus. Surrounded by historic buildings such as the London Pavilion and Criterion Theatre, Piccadilly Circus is one of London’s most iconic locations. The circle is well known for the enormous video display and neon signs lighting the shops and restaurant corners on the North Side, as well as the Shaftesbury memorial fountain and statue. Located in the heart of London’s West End in Westminster, Piccadilly Circus was built in 1819 to connect Regent Street with Piccadilly.