Max Hamburgers

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Max Hamburgerrestauranger AB
Industry Restaurants
Founded 1968 in Gällivare, Sweden
Headquarters Luleå, Sweden
Key people
Richard Bergfors, Chairman/CEO; Curt Bergfors, Founder
Products Burgers and other fast food
Revenue Increase 2.014 billion SEK (2014)
Number of employees
3000 (2010)

Max Hamburgerrestauranger AB (Max Hamburger Restaurants Incorporated) is a fast food corporation which was founded by Curt Bergfors 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 were operating three Max restaurants in Dubai[2] where the menu was modified to exclude bacon.[3][not in citation given]

The first restaurant in Norway opened on May 12, 2011.[4]


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 were later to arrive 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.[5]

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. This may be due to the fact that 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.

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