First venues outside Scandinavia build upon 45 years of success

10th April 2013; UAE - Europe's oldest burger brand, Sweden's Max Burger, has officially launched in Dubai, for the first time outside Scandinavia. Max Burger has a successful 45 years history and has been independently voted 'Sweden's Tastiest Burger' for the last 3 of those, beating stiff competition from global heritage burger brands.

The Jumeirah Beach Road flagship venue, Mirdif City Centre and Oasis Centre outlets serve up an exciting range of products with a particular emphasis on taste and promoting its 'Delifresh' range, which includes healthier dining options, sides and drinks.

Speaking about the launch, Richard Bergfors, CEO of Max Burger said: "We are a family owned and run brand which started in 1968 in northern Sweden with the aim of providing delicious and fresh food, which is a pillar of Max Burger's ongoing growth and success. We have evolved to not only introduce and promote healthy fast food options, but also to spearhead environmental and corporate social responsibility issues, which is evidenced by our carbon labeling on all products and commitment to using non GMO ingredients. We are giving our diners the opportunity to make informed decisions on what to eat.

"It all comes down to taste, stemming from our secret family burger recipe, which is why we have managed to win top customer satisfaction accolades for the last 12 years following independent surveys by ISI Wissing, which analysed 250 brands in Sweden to assess overall customer opinion. In a recent test by Swedish newspaper Aftonbladet, more than 120,000 people voted for Max as having the best tasting burger."

With hundreds of menu combinations on the Max Burger Dubai menu choice is a key factor, with everything from toppings to freshly made dips and a healthy range of sides including carrots, apple wedges and salads. The Grand Luxe range of burgers is the premium offering with a 160 gram patty and a selection of toppings, buns and signature sauces.

The venue is quintessentially Scandinavian in style with its fresh white and blue interiors, functional and comfortable seating.

"What differentiates us is a more gourmet style eating experience at the cost of a typical fast food outlet. Our meals are cooked to order for each customer, ensuring a fresh burger is prepared each time,  resulting in much better taste and this is of paramount importance," added Masse Biouki, Director of Business Development for Max Burger.

Max Burger in the Middle East sources the best ingredients from around the world to deliver the quality that the brand has been known for since 1968.

"We are planning to open many more Max Burger outlets in the region over the coming months and already have a good pipeline of sites. We are confident that the brand will be a huge success due to the commitment to taste, value and healthy options, which is what the consumers are increasingly demanding from fast or casual dining outlets," said Kieran Mallon, COO of Foodmark which is part of the Landmark Group, the regional partner for the brand.

Max Burger is located in Jumeirah 3, Jumeirah Beach Road with other outlets in Mirdif City Centre and Oasis Centre.

Photo Caption from left to right: Swedish Ambassador Max Bjuhr, Kieran Mallon - COO Foodmark and Richard Bergfors, CEO of Max Burger, Sweden

-Ends-

About Max Burger:
Max is not only Sweden's favourite burger restaurant chain, it is also the first. 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 close to the Arctic Circle .Their burgers became so popular that after some years Max was nationwide in Sweden. The founder, Curt Bergfors, is still active in the company as Chairman of the Board, and the family still owns 100 percent of the company. Richard Bergfors is the company's President and Christoffer Bergfors is the Vice President. 

The secret behind Max's success in taste tests is the family's unique and secret hamburger recipe. In 2003, Max introduced the healthy-option Delifresh range. With the Delifresh Slim menu, the customer can enjoy a meal as low in fat as cottage cheese. The Delifresh range includes products like the Low Carb burger, with the burger wrapped in a fresh salad leaf instead of a bun. Max is the first and still the only restaurant chain in Sweden to carbon-label its entire menu to give its diners the opportunity to make informed decisions.

About Foodmark:
Foodmark is the food and beverage division of the retail and hospitality conglomerate Landmark Group.

Established in 2007, Foodmark operates a number of own and franchise restaurants within the UAE, Kuwait and Qatar including Carluccio's, Zafran. Balance Café, Max's Restaurant, Mango Tree. The latest addition to the Foodmark portfolio has been Max Burger, a burger franchise from Sweden.

Foodmark also has joint ventures with Ushna, The Meat Company, La Gaufrette and Bazerkan. The brand aims to establish excellent international premium and casual dining venues as well as quick service restaurants in strategic locations across the Middle East region. 

For media information contact:
Charlie Akielan / Nour Saoub
Sept PR
charlie@septpr.com / nour@septpr.com

© Press Release 2013