For the Swedish hamburger chain Max, development is going smoothly. With a turnover of over SEK 5 billion last year, the family chain broke a new record. But they are not eager to slow down, but are already investing in new successes for this year – both in Sweden and abroad.
Maximum speed. Burger chain Max is doing well, will open new restaurants. PHOTO: IBL/ISTOCK
The hamburger trend seems to be continuing. This can be seen not least at Max, which, despite increased inflation and rising raw material prices, reached a new turnover record of SEK 5.4 billion for 2023. The recipe for success? 100 percent Swedish meat and green options.
– We are a family business that has been around since 1968 and we use Swedish beef, bacon and chicken. I also think people value that we are responsible in the area of sustainability. In addition to the climate perspective, there is a health aspect that makes people want alternatives to beef, says CEO Richard Bergfors to the website Beöksliv.
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Family business since the beginning
Richard Bergfors is the son of the founder Curt Bergfors and now runs Max together with his brother. He says that even though it feels like the hamburger trend is starting to cool down, this does not seem to apply to the fast food chains, where McDonalds and Burger King are still Max’s biggest competitors, all of which continue to grow.
Currently, Max has close to 200 restaurants in both Sweden and abroad. In addition to several restaurants in Scandinavia, Max is also located in Poland and Egypt, and they are looking for franchise partners in France and Germany, among others. CEO Richard Bergfors is not afraid to stick his chin out and hopes for 50 new restaurants in Sweden alone before 2030. So maybe Max will come to your place as early as next year?
This is how many restaurants the various burger chains have in Sweden
Max: 150
McDonalds: 210
Burger King: 117
Bastard burgers: 70
Jureskogs: 13
Sibyl: regarding 140
Brothers’: 79
Source: Respective company.
