, south of
Stockholm ]]
(Max Hamburger Restaurants Incorporated) is a
Fast Food corporation which was founded in
Gällivare ,
Sweden in
1968 by
Curt Bergfors , and is still (as of 2005) owned by the same man. Curt's oldest son
Richard Bergfors is the current president and got his job in
2002 .
Max was until the 1980s the largest hamburger restaurant chain in northern Sweden (with only one restaurant outside of
Norrland , on
Drottninggatan, Stockholm ), but were transformed during the 1990s and 2000s by big expansions to become a nationwide fast-food chain. By 2005, Max had around 40 restaurants and one "express" restaurant. In
Luleå , where the company's main office is located, the fourth Max in the city, ''Max Express'' was opened in 2005. This was a new type of Max restaurant.
From
2005 to
2010 , Max is planning a wide expansion in the west of Sweden. In
November 8 ,
2005 , Max performed a
PR -coup by handing out free hamburgers outside of McDonald's largest restaurant in
Gothenburg . Max was also the first hamburger restaurant ever to outcompete a McDonald's restaurant, forcing it to close down.
For four years consecutively, Max have had the most satisfied customers among the fast food chains that are represented in all of the country, beating McDonalds and Burger King by far, in polls conducted by commercial agency
ISI Wissing AB .
Max does not only offer regular hamburgers but also healthy alternatives like its Delifresh menus, which ranges from 4% to 12.5% fat and is still served like regular hamburgers in bread and with the usual accessories. The delifresh menus were introduced before McDonald's "healthier" alternative menus.
Max also offers WiFi-access in most of their restaurants free of charge.
