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Max Burgers Aktiebolag (Max Burgers Incorporated), earlier ''Max Hamburgerrestauranger AB'', is a Swedish
followed by the first in Denmark on March 1, 2013, and in Poland September 1, 2017. As today there is 146 restaurants in Sweden, 20 restaurants in Poland, 9 in Norway and 4 in Denmark.
Max was the first hamburger restaurant in Sweden to outcompete Max winner of the great hamburger war - McDonald's fleeing from northern Sweden
fast food
Fast food is a type of mass-produced food designed for commercial resale, with a strong priority placed on speed of service. It is a commercial term, limited to food sold in a restaurant or store with frozen, preheated or precooked ingredien ...
corporation.
History
The chain was founded by Curt Bergfors (27 February 1949 - 8 May 2022) and Britta Fredriksson inGällivare
Gällivare (; fi, Jällivaara; se, Jiellevárri or ; smj, Jiellevárre or ; fit, Jellivaara) is a locality and the seat of Gällivare Municipality in Norrbotten County, province of Lapland, Sweden with 8,449 inhabitants in 2010. The town was ...
, 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
Norrland (, "Northland", originally ''Norrlanden'' or "the Northlands") is the northernmost, largest and least populated of the three traditional lands of Sweden, consisting of nine provinces. Although Norrland does not serve any administr ...
(on Drottninggatan, Stockholm
Drottninggatan (''Queen Street'') in Stockholm, Sweden, is a major pedestrian street. It stretches north from the bridge Riksbron at Norrström, in the district of Norrmalm, to Observatorielunden in the district of Vasastaden.
Composition
Formin ...
). 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
Riyadh (, ar, الرياض, 'ar-Riyāḍ, lit.: 'The Gardens' Najdi pronunciation: ), formerly known as Hajr al-Yamamah, is the capital and largest city of Saudi Arabia. It is also the capital of the Riyadh Province and the centre of the R ...
, Egypt
Egypt ( ar, مصر , ), officially the Arab Republic of Egypt, is a transcontinental country spanning the northeast corner of Africa and southwest corner of Asia via a land bridge formed by the Sinai Peninsula. It is bordered by the Mediter ...
and Dubai
Dubai (, ; ar, دبي, translit=Dubayy, , ) is the most populous city in the United Arab Emirates (UAE) and the capital of the Emirate of Dubai, the most populated of the 7 emirates of the United Arab Emirates.The Government and Politics of ...
with Kuwait
Kuwait (; ar, الكويت ', or ), officially the State of Kuwait ( ar, دولة الكويت '), is a country in Western Asia. It is situated in the northern edge of Eastern Arabia at the tip of the Persian Gulf, bordering Iraq to the nort ...
following. Three years later Landmark Group
Landmark Group is an UAE multinational conglomerate based in Dubai, UAE headed by Micky Jagtiani, who is the founder and chairman of the company. The group is involved in retailing of apparel, footwear, consumer electronics, cosmetics & beauty ...
was operating three Max restaurants in Dubai, where the menu was modified to exclude bacon. The chain also operates restaurants in Poland.
The first restaurant in Norway opened on May 11, 2011followed by the first in Denmark on March 1, 2013, and in Poland September 1, 2017. As today there is 146 restaurants in Sweden, 20 restaurants in Poland, 9 in Norway and 4 in Denmark.
Reception
Max was the first hamburger restaurant in Sweden to outcompete McDonald's
McDonald's Corporation is an American Multinational corporation, multinational fast food chain store, chain, founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They rechri ...
restaurants, which happened in 1991 in Umeå
Umeå ( , , , locally ; South Westrobothnian: ;). fi, Uumaja; sju, Ubmeje; sma, Upmeje; se, Ubmi) is a city in northeast Sweden. It is the seat of Umeå Municipality and the capital of Västerbotten County.
Situated on the Ume River, Ume ...
and Luleå
Luleå ( , , locally ; smj, Luleju; fi, Luulaja) is a city on the coast of northern Sweden, and the capital of Norrbotten County, the northernmost county in Sweden. Luleå has 48,728 inhabitants in its urban core (2018) and is the seat of Lu ...
, 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
Skellefteå (, locally ) is a Cities in Sweden, city in Västerbotten County, Sweden. It is the seat of Skellefteå Municipality, which had 73,246 inhabitants in 2021.
The city is historically industrial, with mining being a large part of that i ...
, Piteå and, again, in Luleå
Luleå ( , , locally ; smj, Luleju; fi, Luulaja) is a city on the coast of northern Sweden, and the capital of Norrbotten County, the northernmost county in Sweden. Luleå has 48,728 inhabitants in its urban core (2018) and is the seat of Lu ...
out of business.Aftonbladet
''Aftonbladet'' (, lit. "The evening paper") is a Swedish daily newspaper published in Stockholm, Sweden. It is one of the largest daily newspapers in the Nordic countries.
History and profile
The newspaper was founded by Lars Johan H ...
, 2007-11-23 (in Swedish)
See also
*List of hamburger restaurants
This is a list of notable hamburger restaurants. A hamburger is a sandwich consisting of one or more cooked patties of ground meat (usually beef) usually placed inside a sliced hamburger bun. Hamburgers are often served with lettuce, bacon, tom ...
References
External links
* {{Official website Fast-food hamburger restaurants Fast-food franchises Restaurants in Sweden Restaurants established in 1968 Swedish companies established in 1968