Max Hamburgers

Max Burgers Aktiebolag (Max Burgers Incorporated), earlier Max Hamburgerrestauranger AB, is a fast food corporation from Sweden.

Max Burgers Aktiebolag
TypePrivate
IndustryRestaurants
Founded1968 (1968) in Gällivare, Sweden
HeadquartersLuleå, Sweden
Key people
Richard Bergfors, Chairman/CEO; Curt Bergfors, Founder
ProductsBurgers and other fast food
Revenue 2.014 billion SEK (2014)
Number of employees
3000 (2010)
Websitehttps://www.maxburgers.com/
For the German lawyer, see Max Hamburger.

History

The chain was founded by Curt Bergfors and Britta Fredriksson 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 were around 85 restaurants in Sweden, compared to just 40 five years earlier.

From 2005 to 2010, Max expanded extensively to the western parts of Sweden, and in 2010, plans were announced to expand to Riyadh, Egypt and Dubai with Kuwait following.[1] Three years later Landmark Group was operating three Max restaurants in Dubai, where the menu was modified to exclude bacon.[2] The chain also operates restaurants in Poland.

The first restaurant in Norway opened on May 11, 2011.[3] Today there are seven restaurants in Norway. Max has three restaurants in Denmark, and the first one opened 1st March of 2013.[4] There are eight restaurants in Poland. They opened the first one on September 1st in 2017.[5]

Reception
A Max Restaurant in Hammarby Sjöstad, Stockholm in Sweden.

Max was the first hamburger restaurant ever to outcompete McDonald's restaurants, which happened in 1991 in Umeå and Luleå, where McDonald's (who arrived later 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.[6]

For nine consecutive years, Max has had the most satisfied customers among the nationwide fast food chains in Sweden, beating McDonald's 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 although there is no verification of this. This may be because 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.

See also

References
  1. DN: Maxad expansion för Maxburgare Archived October 12, 2007, at the Wayback Machine
  2. Max etablerar sig i Dubai (Max setting up in Dubai - interview) Dagens Nyheter March 30, 2013
  3. Archived October 7, 2011, at the Wayback Machine
  4. Archived October 7, 2011, at the Wayback Machine
  5. Archived October 7, 2011, at the Wayback Machine
  6. Max winner of the great hamburger war - McDonald's fleeing from northern Sweden, Aftonbladet, 2007-11-23 (in Swedish)
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