Sweden’s family-owned burger chain MAX could have up to 100 outlets in Gulf Cooperation Council (GCC) countries by 2020, as plans to rapidly expand it presence in the region through its franchisee for the region, the Dubai-based Landmark Group, which has trading and retail operations in several regional countries. MAX currently has restaurants in Dubai and Abu Dhabi.
“We had been receiving franchise enquiries from the GCC for several years and spent a lot of time on doing market research. The Gulf countries have a young affluent population and good growth potential for our brand. People think we are a fast food chain, but we believe MAX is a healthy food fast restaurant. There is tough competition in the GCC the Swedish quality and good taste of our burgers our hallmark,” says MAX President Richard Bergfors.
MAX opened its first restaurant in Dubai at the Oasis Centre in November 2012. It now has seven restaurants in Dubai and three in Abu Dhabi, and 2014 could see up to 15 more MAX restaurants in the emirates, including more outlets in Al Ain and Dubai and it is also exploring the possibility of having restaurants in Sharjah.
Under the franchise agreement for the region, the Landmark Group is responsible for developing the infrastructure and operating the restaurants while MAX management in Sweden provides management support for sustainability of the supply chain.