Background

Max Brenner is a unique chocolate restaurant born in 1996 by two Israeli chocolate lovers. It all began with a humble idea, where our founders wanted to change the way people experienced chocolate. Their idea was to create an atmosphere which involved sight, feel, taste, smell and hearing. This has become the foundation of the company. We have created a new chocolate culture where we want people everywhere around the world to explore. Currently, the company has more than 50 locations in six countries around the globe. Australia accounts for 35, Israel for 6 and the US for 5 locations. We are also present in Asia in Singapore, Japan and Russia.

Max Brenner offers unique products and desserts inspired by chocolate through chocolate restaurants, chocolate bars and online stores. Our restaurants offer a full service experience. On the other hand, our chocolate bar concept is a fast option where customers pay at the counter and then seat themselves.

Max Brenner became part of the Strauss Group in 2001 after an acquisition. Subsequently, we leveraged our reputation and became a global brand. We later opened chocolate bar restaurants in Israel in 2003. In 2006, the company expanded its combined food and chocolate concept to the US. Since then, we have continued to expand globally through franchising. However, our company has always stayed true to the Israeli roots by locating the chocolate factory in Beit Shemesh, Israel. In addition, most of our chocolate is Kosher dairy which links our produts to our heritage.

In 2011 we launched a strategic plan to accelerate the globalization of the brand. This was a result of moving the headquarters to New York and adding key management positions to support our expansion. We have also been further expanding into Asian countries like Japan and Singapore in 2013. What could be our next move? Entry into China? Why not?