Max Hamburgers

Max Hamburgers
Max Hamburgerrestauranger AB
Type Private
Industry Restaurants
Founded 1968 in Gällivare, Sweden
Headquarters Luleå, Sweden
Key people Richard Bergfors, Chairman/CEO; Curt Bergfors, Founder
Products Burgers and other fast food
Revenue increase 1250 million SEK (2010)
Employees 3000 (2010)
Website www.max.se

Max Hamburgerrestauranger AB (Max Hamburger Restaurants Incorporated) is a fast food corporation which was founded by Curt Bergfors in Gällivare, Sweden in 1968. Bergfors' oldest son Richard Bergfors is the current president since 2002.

Until the 1980s, Max was the largest hamburger restaurant chain in northern Sweden, with only a single restaurant outside of Norrland (on Drottninggatan, Stockholm). This changed during the 1990s, when they expanded to become a nationwide fast-food chain. By 2011, there are around 85 restaurants in Sweden, compared to 40 just five years earlier.

From 2005 to 2010, Max expanded extensively to the western parts of Sweden. Plans have been announced to expand to Riyadh and Dubai with Kuwait following.[1] The first restaurant in Norway opened on May 12, 2011.[2]

Contents

Products

Max's relies on its Swedish heritage as a means of competing with the two major fast food-chains on the market, McDonalds and Burger King, but also embraces a multi-cultural image at the same time. Max has done advertising featuring children as well as adults with different ethnicity, dressed in traditional Swedish costumes (folkdräkt), and only music from Swedish artists are played in the restaurants, via the company's own radio channel.

Max does not only offer traditional hamburgers but also healthier alternatives like the Delifresh menus, which ranges from 4% to 12.5% fat, served like regular hamburgers in healthier bread with the usual accessories. It also sells its own brand of salad sauce, which is quite popular. Max also features low glycemic index and gluten free menus.

Max offers free of charge WiFi-access in most of their restaurants.

Popularity

Max was the first hamburger restaurant ever to outcompete McDonald's restaurants, which happened in 1991 in Umeå and Luleå, where McDonald's (who were later to arrive in northern Sweden than in Sweden's major cities) in fact closed their restaurants before returning a few years later. In 2007, the popularity of Max forced the McDonald's in Skellefteå, Piteå and, again, in Luleå out of business.[3]

For nine consecutive years, Max has had the most satisfied customers among the nationwide fast food chains in Sweden, beating McDonalds and Burger King by large margins (Max Hamburgers 40%, McDonald's (17%), Burger King (20%), Others (19%)), in polls conducted by commercial agency ISI Wissing AB. This may be due to the fact that Max's made-to-order hamburgers are cooked as soon as they are ordered, even if it means that an order generally takes somewhat longer to be completed than what is typical for fast food restaurants.

References

  1. ^ DN: Maxad expansion för Maxburgare
  2. ^ Massiv: Svenskeburgerne inntar Norge
  3. ^ Max winner of the great hamburger war - McDonald's fleeing from northern Sweden, Aftonbladet, 2007-11-23 (in Swedish)

External links


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