The starting point of this thesis is to emphasize that the presentation of facts can be important, but at the same time, these facts should be strategically surrounded by a story in order to increase persuasiveness. Stories increase retention of information, create participation, therefore storytelling itself as a method is an important and unique way to develop understanding, respect and appreciation, and it can also promote a positive attitude. In a story, not only is there a lot of information, but it also arouses the emotions and energy of the listener, so it is difficult to convince with a story. If a story develops that contains some learning or new insight and has a shared meaning that facilitates a broader understanding of what is useful or important in the work environment, then storytelling communication has begun. Storytelling itself is used in many companies and activities for the purpose of business function, promotion and success of the specific company. Using the definition of stoyrtelling, emphasis on its connection with sociological and strategic storytelling and the main advantages of storytelling techniques in order to connect with company management, a case study will be processed on the example of a famous restaurant chain - Hard Rock Café, a brand known for its classic American food, memorabilia, souvenirs and events. Gradually, stories about Hard Rock and its connection with celebrities began to develop, creating a mystique about the place, which is a true example of storytelling and creating a unique story. In conclusion, it will be shown how stories can stimulate and facilitate communication, accelerate organizational changes, encourage innovation and transfer knowledge, and storytelling itself as a promotional tool can help stand out from the competition, increase sales and build trust.