Max Brenner was founded in 1996 in Ra’anana, Israel, as a small shop selling handmade chocolates. From this small and humble beginning grew the notion and business plan to change the way consumers see, touch, taste and experience chocolate by “creating a new chocolate culture worldwide”. The first example of this new culture was established in Sydney, Australia with the opening of the original Chocolate Bar concept.
Strauss Group purchased Max Brenner in 2001. Since then, the company has expanded its activities by leveraging its position as a Strauss Group business unit and growing its brand globally. In 2003, Max Brenner opened Chocolate Bars in Israel and then expanded that combined food and chocolate concept into the USA in 2006.
Max Brenner manages both wholly-owned and franchised Chocolate Bars and restaurants. Each location contains a small retail shop that offers the brand’s chocolate in its globally recognized and collectable creative packaging. The brand currently has 62 locations worldwide: 42 in Australia, 8 in Israel, 3 in the USA, 1 in Singapore, 5 in Japan, 2 in Russia, 1 Seoul, South Korea and 1 in china (temporarily closed).
Max Brenner arrived in China for the first time in May 2016 with the inauguration of the chain’s first Chocolate Bar in Beijing. The restaurant is located in The Place, one of the largest shopping malls in the city’s financial district. Customers can enjoy the chain’s flagship dishes and shop on the premises for Max Brenner products, which are manufactured at the chain’s major production site in Bet Shemesh and exported to all over the world.
The restaurant in China continues the chain’s expansion in East Asia and was launched concurrently with the inauguration of the fifth Max Brenner Chocolate Bar in Japan.
The Max Brenner chocolate factory in Beit Shemesh, Israel produces and packages the brand’s handmade pralines and bonbons as well as its proprietary praline cream.