Max Poland Sp. z o.o., Max Premium Burgers

Max Burgers is the oldest Swedish burger chain. The company was established in 1968 and is still owned by its founder and run as family-owned business. Max’s ambition is to be the world’s best fast food chain serving burgers. Max repeatedly wins customer plebiscites in the ‘customer satisfaction’ and ‘favourite burger’ categories. The brand has also received multiple awards for leadership in social and environmental responsibility. Max Burgers was the world’s first fast food restaurant to not only publicly communicate their individual products’ environmental impact, but also to completely compansate it by planting trees in Africa. Today, the chain employs around 6000 in more than 120 restaurants in Sweden, Norway, Denmark, Egypt, the United Arab Emirates and Poland. Max will continue expansion in Scandinavia, Poland and Middle East. The company’s total turnover in 2016 was 300 million Euro.
NAME OF COMPANY Max Poland Sp. z o.o., Max Premium Burgers
SECTOR/COMPANY PROFILE Retail/QSR
NAME OF PRESIDENT OR MANAGING DIRECTOR Richard Bergfors
PRESIDENT’S OR MANAGING DIRECTOR’S PROFILE Richard Bergfors is CEO at Max Burgers since 2002. As a boy, he began working in the family business, founded by his parents in 1968. His entrepreneurship and skills are characterized by his work experience ranging from hotel manager to all kinds of jobs at Max’. Richard has a Degree of Master of Science in Business and Economics from Stockholm Business School and an Executive MBA degree from Stockholm School of Economics. Richard shares his passion for burgers on Instagram as @burgerspotting.
SHORT DESCRIPTION OF THE COMPANY Max Burgers is the oldest Swedish burger chain. The company was established in 1968 and is still owned by its founder and run as family-owned business. Max’s ambition is to be the world’s best fast food chain serving burgers. Max repeatedly wins customer plebiscites in the ‘customer satisfaction’ and ‘favourite burger’ categories. The brand has also received multiple awards for leadership in social and environmental responsibility. Max Burgers was the world’s first fast food restaurant to not only publicly communicate their individual products’ environmental impact, but also to completely compansate it by planting trees in Africa. Today, the chain employs around 6000 in more than 120 restaurants in Sweden, Norway, Denmark, Egypt, the United Arab Emirates and Poland. Max will continue expansion in Scandinavia, Poland and Middle East. The company’s total turnover in 2016 was 300 million Euro.
COUNTRIES IN WHICH THE COMPANY OPERATES Sweden, Norway, Denmark, UAE, Egypt and Poland.
DESCRIPTION OF THE ENTRY INTO THE POLISH MARKET The first restaurant was opened in September 2017 in the Galeria Dominikanska in Wroclaw. The property is located on the ground floor, right at the main entrance to the gallery with the area of 370 sqm. The interior of the restaurant designed by the famous Swedish architects Wingårds is characterized by a combination of Scandinavian minimalism and functionality. The style of all the upcoming venues will be cohesive with the original design. Max has already signed contracts for new locations. New properties will be complemented by a drive-thru service.

THE ORIGINS OF THE COMPANY AND HOW IT STARTED OUT Max is one of the first restaurant chain in Sweden. Back in 1968 the founders of Max, Curt Bergfors and Britta Andersson, opened their first restaurant in Gällivare, high up in the northern part of Sweden. Their hamburgers became so popular that within two years they opened more restaurants. Soon thereafter Max was established in several other cities in Norrland (the northern part of Sweden). The founder, Curt Bergfors, is still active in the company as Founder, Owner & Working Chairman and the family still owns 100 percent of the company. Richard Bergfors is the company’s CEO and Christoffer Bergfors is the COO. For almost 10 years Max has been closely watching the Polish market, carefully analyzing the situation and assessing the possibilities. Polish market with its population of almost 40 million people, it is a vibrant and exciting market. However, it is still under-estimated in terms of launching a new chain of restaurants.


HOW MUCH THE COMPANY HAS INVESTED IN ENTERING THE POLISH MARKET Investment for one restaurant varies from 1 to 1,5 million euro depending on location, infrastructure and other factors determining the scope of work needed to establish premises.
WHAT DIFFERENTIATES THE COMPANY’S PRODUCTS/SERVICES FROM THEIR COMPETITORS? Passion for burgers.
The Max brand is built by people with real passion for burgers, with unique flavours and fresh taste compositions prepared daily from the best ingredients. The company has been winning taste contests since its establishment nearly 50 years ago, and since 2005 Max burgers are considered the tastiest by consumers in Sweden, ahead of other international brands. The restaurant’s Polish menu includes both meat burgers (beef and chicken exclusively from Polish suppliers), as well as a rich vegetarian and vegan offering. To ensure the best taste, all burgers are made to order and can be personalized by adding or removing individual ingredients. Customers also enjoy a wide range of premium quality shakes.
Max offers a wide range of different options to enhance the overall taste experience. Our guests can choose from different buns incvludinh gluten-free to satisfy all tastes and needs. We offer a wide range of healthy options to French fries such as carrots, green salad and more. Other, exciting options to complete the meal are chili cheese, onion rings, cheese fries and many more. Max has a unique range of dip sauces, in fact we kind of invented the concept of dipping your fries in delicate sauces of different flavors. Since 2002 Max is offering low-fat products while we simultaneously have reduced the amount of fat, sugar and salt in ordinary selection. This was marked as the biggest change in the product line in the 40-year history of the company.
Sustainability.
Max has long made every effort to minimize the business’ effects on the environment. Today, the company is taking that further, showing the world how a quick service restaurant chain can step up to and begin to take responsibility for its effects on the environment. To make a platform for the environmental work, Max engaged experts to conduct an inventory of the company and the food’s total climate impact – from the farmers land to the finished hamburger. Currently, Max claims to be responsible for the emission of 29 000 tons of carbon dioxide equivalents (CO2e) each year. Starting in May 2008, Max has labeled all products with their individual climate impact – allowing and empowering our guests to take the climate impact in consideration when ordering. In 2013, Max's carbon offset its total climate impact to 100% through planting trees in Africa. This initiative gives power to the customers as it allows them the opportunity to choose meals not only from taste or health but also from climate impact perspective.
NOTABLE ACHIEVEMENTS TO DATE Max Premium Burgers has been granted the title of Consumer Quality Leader - Debut 2017 led by Strefa Gospodarki Business Magazine.
PLANS FOR THE FUTURE / EXPANSION PLANS and information on how they have been pursued so far After the official opening of its first restaurant in Wroclaw, Swedish chain Max announced further expansion on the Polish market. Recently the company has obtained a permit for the construction of another spot in Gdansk, with the inauguration planned by the summer season of 2018.
Max Premium Burgers wants to develop its restaurants mainly in the form of stand-alone restaurants with the service dedicated to the guests who wish to remain in their vehicles, however the company also takes into account also high-street locations.
In line with the adopted strategy, in the next 5-7 years the development of Max Premium Burgers chain restaurants will be concentrated in the biggest Polish urban agglomerations. Only in 2018, the company expects to open from 3 to 6 facilities in Poland. Within the next decade, the company expects to open at least 200 restaurants in Poland – owned or through franchising.
PLEASE SAY WHY YOU SHOULD BE CONSIDERED FOR THE AWARD This award will allow us to stand out on the Polish market and will open new opportunities for further development of our restaurant chain in Poland.
Due to our dynamic development plans we actively look for partners to deliver the facilities and services. As a company with many years of experience, we would like to start cooperation with a trusted team of professionals from the construction, installation and related industries.
Company website https://www.maxpremiumburgers.pl/
NAME OF COMPANY
Max Poland Sp. z o.o., Max Premium Burgers
SECTOR/COMPANY PROFILE
Retail/QSR
NAME OF PRESIDENT OR MANAGING DIRECTOR
Richard Bergfors
PRESIDENT’S OR MANAGING DIRECTOR’S PROFILE
Richard Bergfors is CEO at Max Burgers since 2002. As a boy, he began working in the family business, founded by his parents in 1968. His entrepreneurship and skills are characterized by his work experience ranging from hotel manager to all kinds of jobs at Max’. Richard has a Degree of Master of Science in Business and Economics from Stockholm Business School and an Executive MBA degree from Stockholm School of Economics. Richard shares his passion for burgers on Instagram as @burgerspotting.
SHORT DESCRIPTION OF THE COMPANY
Max Burgers is the oldest Swedish burger chain. The company was established in 1968 and is still owned by its founder and run as family-owned business. Max’s ambition is to be the world’s best fast food chain serving burgers. Max repeatedly wins customer plebiscites in the ‘customer satisfaction’ and ‘favourite burger’ categories. The brand has also received multiple awards for leadership in social and environmental responsibility. Max Burgers was the world’s first fast food restaurant to not only publicly communicate their individual products’ environmental impact, but also to completely compansate it by planting trees in Africa. Today, the chain employs around 6000 in more than 120 restaurants in Sweden, Norway, Denmark, Egypt, the United Arab Emirates and Poland. Max will continue expansion in Scandinavia, Poland and Middle East. The company’s total turnover in 2016 was 300 million Euro.
COUNTRIES IN WHICH THE COMPANY OPERATES
Sweden, Norway, Denmark, UAE, Egypt and Poland.
DESCRIPTION OF THE ENTRY INTO THE POLISH MARKET
The first restaurant was opened in September 2017 in the Galeria Dominikanska in Wroclaw. The property is located on the ground floor, right at the main entrance to the gallery with the area of 370 sqm. The interior of the restaurant designed by the famous Swedish architects Wingårds is characterized by a combination of Scandinavian minimalism and functionality. The style of all the upcoming venues will be cohesive with the original design. Max has already signed contracts for new locations. New properties will be complemented by a drive-thru service.

THE ORIGINS OF THE COMPANY AND HOW IT STARTED OUT
Max is one of the first restaurant chain in Sweden. Back in 1968 the founders of Max, Curt Bergfors and Britta Andersson, opened their first restaurant in Gällivare, high up in the northern part of Sweden. Their hamburgers became so popular that within two years they opened more restaurants. Soon thereafter Max was established in several other cities in Norrland (the northern part of Sweden). The founder, Curt Bergfors, is still active in the company as Founder, Owner & Working Chairman and the family still owns 100 percent of the company. Richard Bergfors is the company’s CEO and Christoffer Bergfors is the COO. For almost 10 years Max has been closely watching the Polish market, carefully analyzing the situation and assessing the possibilities. Polish market with its population of almost 40 million people, it is a vibrant and exciting market. However, it is still under-estimated in terms of launching a new chain of restaurants.


HOW MUCH THE COMPANY HAS INVESTED IN ENTERING THE POLISH MARKET
Investment for one restaurant varies from 1 to 1,5 million euro depending on location, infrastructure and other factors determining the scope of work needed to establish premises.
WHAT DIFFERENTIATES THE COMPANY’S PRODUCTS/SERVICES FROM THEIR COMPETITORS?
Passion for burgers.
The Max brand is built by people with real passion for burgers, with unique flavours and fresh taste compositions prepared daily from the best ingredients. The company has been winning taste contests since its establishment nearly 50 years ago, and since 2005 Max burgers are considered the tastiest by consumers in Sweden, ahead of other international brands. The restaurant’s Polish menu includes both meat burgers (beef and chicken exclusively from Polish suppliers), as well as a rich vegetarian and vegan offering. To ensure the best taste, all burgers are made to order and can be personalized by adding or removing individual ingredients. Customers also enjoy a wide range of premium quality shakes.
Max offers a wide range of different options to enhance the overall taste experience. Our guests can choose from different buns incvludinh gluten-free to satisfy all tastes and needs. We offer a wide range of healthy options to French fries such as carrots, green salad and more. Other, exciting options to complete the meal are chili cheese, onion rings, cheese fries and many more. Max has a unique range of dip sauces, in fact we kind of invented the concept of dipping your fries in delicate sauces of different flavors. Since 2002 Max is offering low-fat products while we simultaneously have reduced the amount of fat, sugar and salt in ordinary selection. This was marked as the biggest change in the product line in the 40-year history of the company.
Sustainability.
Max has long made every effort to minimize the business’ effects on the environment. Today, the company is taking that further, showing the world how a quick service restaurant chain can step up to and begin to take responsibility for its effects on the environment. To make a platform for the environmental work, Max engaged experts to conduct an inventory of the company and the food’s total climate impact – from the farmers land to the finished hamburger. Currently, Max claims to be responsible for the emission of 29 000 tons of carbon dioxide equivalents (CO2e) each year. Starting in May 2008, Max has labeled all products with their individual climate impact – allowing and empowering our guests to take the climate impact in consideration when ordering. In 2013, Max's carbon offset its total climate impact to 100% through planting trees in Africa. This initiative gives power to the customers as it allows them the opportunity to choose meals not only from taste or health but also from climate impact perspective.
NOTABLE ACHIEVEMENTS TO DATE
Max Premium Burgers has been granted the title of Consumer Quality Leader - Debut 2017 led by Strefa Gospodarki Business Magazine.
PLANS FOR THE FUTURE / EXPANSION PLANS and information on how they have been pursued so far
After the official opening of its first restaurant in Wroclaw, Swedish chain Max announced further expansion on the Polish market. Recently the company has obtained a permit for the construction of another spot in Gdansk, with the inauguration planned by the summer season of 2018.
Max Premium Burgers wants to develop its restaurants mainly in the form of stand-alone restaurants with the service dedicated to the guests who wish to remain in their vehicles, however the company also takes into account also high-street locations.
In line with the adopted strategy, in the next 5-7 years the development of Max Premium Burgers chain restaurants will be concentrated in the biggest Polish urban agglomerations. Only in 2018, the company expects to open from 3 to 6 facilities in Poland. Within the next decade, the company expects to open at least 200 restaurants in Poland – owned or through franchising.
PLEASE SAY WHY YOU SHOULD BE CONSIDERED FOR THE AWARD
This award will allow us to stand out on the Polish market and will open new opportunities for further development of our restaurant chain in Poland.
Due to our dynamic development plans we actively look for partners to deliver the facilities and services. As a company with many years of experience, we would like to start cooperation with a trusted team of professionals from the construction, installation and related industries.
Company website
https://www.maxpremiumburgers.pl/

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