He is the co-founder of the Hard Rock Café (along with Isaac Burton Tigrett), a chain of casual dining restaurants.

[citation needed] Morton's first Hard Rock Cafe opened near Hyde Park Corner in London.

The chain began global expansion in 1982 when Morton and his partner, Isaac Tigrett, agreed to develop their own cafes in various cities.

Morton (Hard Rock America) opened Hard Rocks in Los Angeles, San Francisco, Chicago, and Houston, Las Vegas; San Diego, La Jolla, and Newport Beach, California; Sydney and Melbourne, Australia; Honolulu and Maui, Hawaii; among others.

[6][7] Morton is a member of the Board of Trustees for the Museum of Contemporary Art, Los Angeles (MOCA)[8] and sits on the board of trustees for the Natural Resources Defense Council (NRDC).