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Max Brenner (Hebrew: מקס ברנר) is an Israeli multinational chocolate restaurant and retail brand. The company operates 36 locations internationally, the majority (24) of which are in Australia.[1] Other locations include ten in Israel[2] and two in the United States (New York City).[3] It specializes in chocolate-based desserts such as fondue, crepes, milkshakes, waffles, and hot chocolate, many of which it serves in signature utensils.[4] Max Brenner is owned by Yaniv Shtanger and Dudu Vaknin.

Key Information

Max Brenner chocolates are certified kosher by the Nof HaGalil Rabbinate.[5]

History

[edit]

1996–2001: An emerging company

[edit]

The company was founded in 1996 in Ra'anana, Israel, by Max Fichtman and Oded Brenner (Hebrew: עודד ברנר) who combined their names.[6] The business began as a small shop selling handmade chocolates.[7]

Working as an apprentice in Paris, Brenner met chocolatier Michel Chaudun and convinced the maestro to take him on.[8][9] He spent the following six years learning the art of chocolate-making in Paris. Upon his return to Israel, he opened the first shop, with a workshop in the back, named "Handmade Chocolate by Max Brenner", in Ra’anana.[10] By 1999, Fichtman and Brenner had opened ten chocolate shops.[11]

A chance meeting with an Israeli entrepreneur in 1999 sparked the idea of expanding his business, and the first of the Max Brenner-branded cafes opened in Australia, in Sydney's hip suburb of Paddington, in 2000.[8] This newly opened “Max Brenner Chocolate Bar” was to be the centre of Max Brenner's new chocolate culture, combining a chocolate bar and a chocolate shop.[12]

2001–2017: The Strauss years

[edit]

In 2001, the chain became part of the Strauss Group, Israel's second-largest food and beverage company.[13] In the period from 2002 to 2005, Max Brenner opened locations in Israel, Singapore, and the Philippines, while continuing to open new locations in Australia. In 2006, Max Brenner opened their first chocolate bar in the United States in New York City.

In 2010, a new Max Brenner restaurant and chocolate store opened in the U.S. at Caesars Palace, Las Vegas,[14] followed by another store opening in Boston and Philadelphia during the next year, offering both sweet and savory menu options.[15]

In 2013, the company unveiled a new strategy, under which it started to move away from full-service restaurants and adopted a fast-casual concept named a Chocolate Bar. The first of these opened in Bethesda, Maryland in June 2013,[16] with three more opening in Tokyo, Japan,[17] and Moscow, Russia[18] via franchise agreements. The company opened its second US Chocolate Bar in Paramus, New Jersey in April 2014.[19] In Australia, Max Brenner had expanded to 37 restaurants across Queensland, New South Wales, Victoria, the Northern Territory, and the Australian Capital Territory.

Since 2017: Independent again

[edit]

In May 2017, Strauss Group sold Max Brenner brand to Israeli franchisees Yaniv Shtanger and Dudu Vaknin[20] for 18 million NIS (US$5 million).

On 1 October 2018, Max Brenner's Australian business went into voluntary administration, citing rising costs and sluggish retail trade. On 8 October 2018, 20 of the 37 Australian Max Brenner locations were permanently closed.[21] In November 2018, the Australian cinema owner and singer Roy Mustaca bought the 17 remaining Australian Max Brenner franchises out of receivership.[22][23][24]

Max Brenner Australia

[edit]
Ice cream and waffles from Max Brenner

Max Brenner was introduced to Australia in 2000, with its first Chocolate Bar opening in Paddington, Sydney. Its menu includes chocolate and desserts including its own-recipe chocolate, hot chocolates, chocolate fondue, tutti frutti waffles and decadent pizzas as well as crockery such as the 'hug mug'.[25]

In 2018, the business went into administration and Max Brenner’s Asia Pacific (APAC) arm was acquired by an Australian owned and operated family business, Vitocco Enterprises.[25] Under new leadership, the company had national and international expansion plans, including its first international Chocolate Bar which opened in late 2021 in Queenstown, New Zealand.

The Australian business is independent of the Israel and US businesses with its head office located in Sydney, Australia. In 2021, three new Chocolate Bars opened in Ed Square, World Square and Southland, Cheltenham. There are currently 25 Chocolate Bars in Australia.[25]

Boycotts

[edit]

The Strauss Group states on their website that they provide care packages to soldiers in the IDF's Golani Brigade,[26] leading to activists targeting Max Brenner stores for boycotts Boycott, Divestment and Sanctions campaign. In 2011, pro-Palestinian activist group Students for Palestine organized a series of protests outside Max Brenner outlets in Australia. The protest in Melbourne led to 19 arrests.[27][28]

The protests have drawn condemnation from then Foreign Minister of Australia (and former prime minister) Kevin Rudd, who remarked "I don't think in 21st-century Australia there is a place for the attempted boycott of a Jewish business."[29] In September 2011, the Australian Competition & Consumer Commission said that "the protesters had not broken federal competition law because the protests did not cause substantial loss or damage to the Max Brenner chocolate stores."[30] Some pro-Palestinian organizations including Australians for Palestine have distanced themselves from the protests but have publicly defended the choice of Max Brenner as a boycott target.[31][32][33] In October 2011, Izzat Abdulhadi, head of the General Delegation of Palestine to Australia said that he is against the "full-scale" BDS campaign, and in particular expressed his anger over the occasionally violent protests at the Max Brenner stores, saying, "BDS is a non-violent process and I don't think it's the right of anybody to use BDS as a violent action or to prevent people from buying from any place."[34]

Protest organizers consistently denied that the protests were violent, and instead accused the police of acting with brutality.[35]

Julia Gillard denounced the planned protest against the Max Brenner shop on the Kensington campus of University of New South Wales, accusing the organizers of engaging in an ugly attempt to spread anti-Semitism and Holocaust-denial.[36] In a survey conducted by the university to ascertain which new stores students and faculty wanted on campus, a Max Brenner chocolate shop was the second most popular choice.[37]

Max Brenner Australia spokespersons stated that the sole shareholders of the franchise operation in Australia are a young Australian couple who have no direct connection to the Strauss Group. The franchise employs over 1,100 Australian residents across four states.[38]

In May 2013, The Australian newspaper reported on a YouTube video segment featuring an interview with Palestine Action Group Sydney spokesperson Patrick Harrison at a protest outside the Parramatta Max Brenner store. Harrison stated in the interview: "financially speaking there isn't really any connection between this Max Brenner store in particular and Israel," and that the retail outlet has become a "cultural ambassador for Israel",[39] which the newspaper used to argue that protests were unjustified.[40] In response, the Palestine Action Group pointed out earlier reports by the Australian acknowledging that Max Brenner is a brand of the Strauss Group.[41] Harrison responded by pointing out that Max Brenner's Australian franchise operations are referenced in the Strauss Group's annual report, and argued that the Australian franchisees should hand back their licenses to Strauss to signal their opposition to Strauss's support for the Israeli occupation.[42]

In the early 2010s, BDS activists protested outside the Clarendon St, South Melbourne, store handing leaflets to people passing by. In October 2014, this store closed.

Awards and recognition

[edit]

In April 2014, Max Brenner won the 2014 Webby Awards in the food and drink category, for the best website by both the public and the academy's panel of experts.[43]

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Max Brenner

View on Grokipedia
from Grokipedia
Max Brenner is an Israeli-founded international chain of chocolate bars and retail outlets specializing in artisanal chocolate products and immersive dining experiences centered on chocolate. Established in 1996 in , , by Oded Brenner and Max Fichtman, the pioneered innovative chocolate presentations such as chocolate pizzas and dedicated chocolate beverage menus, transforming casual chocolate consumption into a theatrical event. Following its acquisition by the in 2001, Max Brenner expanded globally, opening locations in the United States, , and other markets, with a focus on premium, house-made chocolates derived from long-standing recipes. The company has earned recognition for its digital presence, including a Webby Award for best food and drink website in 2014, reflecting its commitment to engaging consumers through evolving packaging and online storytelling. Despite internal challenges, such as a that temporarily sidelined co-founder Oded Brenner after a dispute, the has sustained growth through and product diversification.

History

Founding and Early Expansion (1994–2001)

Max Brenner was established in 1995 in by chocolatiers Oded Brenner and Max Fichtman, who combined elements of their names to form the brand identity, initially focusing on manufacturing premium . The duo, both Israeli natives with Brenner having prior experience in production, aimed to create innovative experiences blending retail and consumption spaces. Their operations began modestly as a small-scale producer targeting local markets. In 1996, Brenner and Fichtman opened the first Max Brenner retail shop in , near , introducing a workshop-style format where customers could observe chocolate-making and purchase fresh products. This marked the shift toward experiential chocolate bars, emphasizing high-quality, handcrafted items like bars, truffles, and drinks, which differentiated the brand from traditional confectioners. By the late , the company had developed a small chain of such outlets in , building a reputation for premium, indulgent offerings amid growing domestic demand for specialty foods. The brand's early international expansion occurred in 2000, with the opening of its first location outside Israel in Paddington, Sydney, Australia, operated under franchise by local entrepreneurs Tom and Lilly Haikin. This outlet replicated the Israeli model's chocolate bar concept, featuring extensive menus of molten chocolates, desserts, and retail items, and quickly gained traction in Australia's urban cafe culture. By 2001, as the chain prepared for further growth, it attracted acquisition interest, culminating in its purchase by the Strauss Group, an Israeli food conglomerate, which provided capital for scaled operations while retaining the founders' vision.

Acquisition and Growth under Strauss Group (2001–2017)

In 2001, —a subsidiary of the —acquired the Max Brenner premium brand, originally established in 1994 by Oded Brenner and Max Fichtman as a manufacturer of handmade chocolates. This acquisition enabled Strauss to leverage Max Brenner's artisanal focus, transitioning it toward a experiential retail and dining model centered on "chocolate bars"—themed restaurants offering interactive -based menus. The Strauss-Elite merger in integrated Max Brenner more deeply into the group's diversified portfolio, supporting scaled production and concept refinement. Under Strauss ownership, pursued aggressive international franchising and direct expansion, beginning with two cafés in in 2004 and entry into the U.S. market in 2006. Operations extended to following the acquisition, establishing multiple outlets, while U.S. growth included a high-profile launch in in 2010 featuring oversized chocolate bars as promotional staples. By 2012, the company centralized global operations in New York, appointing executives like Giora Bar Dea to drive franchising; this facilitated deals such as a 2014 agreement for 20 Russian locations over five years and a 2016 debut in , . The expansion yielded measurable scale, with Max Brenner operating across , , the U.S., and by the mid-2010s, though precise outlet counts varied by franchise performance. In 2016, its restaurants contributed 94 million shekels (approximately $25 million USD) in sales to , representing a modest but growing segment amid broader group revenues exceeding 8 billion shekels. This era solidified Max Brenner's reputation for indulgent, theatrical chocolate experiences, though it also highlighted operational strains from rapid global rollout.

Independence and Restructuring (2017–present)

In May 2017, Strauss Group sold the Max Brenner brand, including ownership of three U.S. restaurants and international franchise agreements, to its Israeli franchisees Yaniv Shtanger and Dudu Vaknin for approximately $5 million. This transaction marked Max Brenner's independence from Strauss, which had acquired the chain in 2001, allowing the brand to operate autonomously under familiar operators focused on its chocolate bar and restaurant model. At the time, Max Brenner maintained around 60 locations across six countries, including Israel, Australia, the United States, Japan, Russia, and South Korea. Post-independence, the Australian operations, managed separately under franchise rights held by Tom and Lilly Haikin, encountered severe financial difficulties. In October 2018, Max Brenner Pty Ltd entered voluntary administration amid rising operational costs, slowing retail trade, and failure to pay employee wages and superannuation for several months. This led to the closure of 20 out of 37 stores on October 8, 2018, with the Israeli master franchisee, Max Brenner Industries Ltd., withdrawing the local license and appointing liquidators. A proposed sale of the remaining 17 stores to an investment firm was ultimately cancelled, resulting in further liquidations and highlighting vulnerabilities in franchise-dependent expansion. Under Shtanger and Vaknin's ownership, Max Brenner has sustained operations internationally, emphasizing kosher-certified chocolates and a focus on core markets like and the . By 2025, the brand operates approximately 36 locations worldwide, with active U.S. sites in (Union Square and ) and , alongside ongoing menu innovations and delivery services. The restructuring has shifted emphasis toward stable, company-owned outlets rather than aggressive franchising, enabling resilience despite regional setbacks.

Development of Australian Operations

Max Brenner entered the Australian market in 2000 with its first Chocolate Bar opening in , , under the ownership of Tom and Lilly Haikin, who secured the franchise rights after connecting with the Israeli founders. The Haikins, leveraging the brand's premium chocolate concept, rapidly expanded operations across and other states, reaching 15 stores by 2009. By 2013, the chain had grown to 35 stores in , with additional openings following, reflecting aggressive site acquisitions in urban centers like , , and . At its peak in 2018, Max Brenner Australia operated 37 cafes nationwide, emphasizing experiential dining with chocolate-focused menus including , pizzas, and beverages. In October 2018, the company entered voluntary administration amid rising costs, sluggish sales, and retail sector pressures, threatening widespread closures. A last-minute acquisition by Tozer & Co preserved the , leading to restructuring that reduced the footprint to 24 stores while maintaining family-run operations. Today, as a 100% Australian-owned entity, it continues with 24 cafes, focusing on core markets and leveraging a century-old for sustained presence.

Business Model and Operations

Products and Menu Offerings

Max Brenner specializes in premium products, including pralines, truffles, chocolate-coated nuts in and dark varieties, and assorted gift boxes designed for gifting and retail sale. These items emphasize handcrafted quality, with offerings such as bars and blocks available for online purchase and in-store retail. In its chocolate bar restaurants, the menu features a range of savory and sweet dishes centered on chocolate integration, including all-day breakfast options like plain croissants, quiche Lorraine, blueberry muffins, and banana bread. Signature desserts highlight indulgent experiences, such as the classic European fondue tower served with choices of melted milk, dark, or white chocolate paired with dippers like fruits and pastries; thick milkshakes; rich sundaes; freshly baked cakes; gooey puddings; waffles; crepes filled with chocolate cheesecake; and chocolate-infused items like barks, sponge cake, and strawberries. Beverage offerings focus on chocolate-centric drinks, including hot chocolates in flavors such as original, Italian thick, spicy, mocha, , , , and ; cold options like frappes, sorbets, and iced lattes; and blends. Additional savory mains, such as the Brenner Burger and pizza, complement the chocolate-themed environment, though the core appeal lies in decadent pastries and experiences. Vegan and dairy-free alternatives, primarily using , are available for select hot drinks, cold beverages, and desserts like strawberry dips and fondues.

International Locations and Expansion Strategy

Max Brenner's international expansion has primarily relied on a model to establish outlets beyond , with serving as the cornerstone market hosting the bulk of locations. In 2015, under ownership, the company operated 41 franchised sites in , alongside 5 in the United States, enabling rapid scaling through local partners while standardizing the core concept of immersive, dessert-focused dining. Post-2017 independence, the strategy shifted toward selective flagship openings in high-potential urban areas to enhance brand prestige and test direct operations. This included the launch of the first international Chocolate Bar flagship in , , in alignment with a global plan targeting and other regions for premium positioning. In the U.S., company-managed venues persist in (Union Square and ) and , emphasizing full-service menus with hot chocolate, , and retail chocolate sales to capture experiential and local foot traffic. Asian markets have been prioritized for further growth, incorporating localized adaptations such as region-specific flavors and presentations to align with preferences, as outlined in 2020 plans by director Arnold Vitocco for APAC penetration including and . Additional footholds exist in and a concession at in , reflecting opportunistic entries into emerging and transit-heavy locations to broaden revenue streams without heavy capital outlay. This approach balances franchised volume in mature markets like with owned flagships in strategic hubs, prioritizing the brand's signature sensory environment over mass .

Ownership Structure and Corporate Evolution

Max Brenner was established in 1995 by Oded Brenner and Max Fichtman as a small-scale chocolate manufacturer in , initially operating under private ownership by its founders. In 2001, Israeli food conglomerate acquired the company, integrating it into its portfolio and leveraging its resources for expansion into retail chocolate bars and international café franchises. Under Strauss ownership, Max Brenner grew from a niche producer to a global brand with outlets in multiple countries, including the , , and , though operational challenges persisted in some markets. In May 2017, Strauss divested the Max Brenner brand to its Israeli franchisees, Yaniv Shtanger and Dudu Vaknin, for 18 million NIS (approximately $5 million USD), marking a return to independent operation outside major corporate control. Shtanger and Vaknin assumed co-ownership and leadership roles, focusing on franchise-based growth while retaining the brand's core production and retail model. This transaction excluded certain regional operations, such as in , where franchise agreements allowed for localized management and ownership independent of the global brand holder. Australian operations, franchised under Max Brenner Australia Pty Ltd, underwent separate corporate restructuring in 2018 amid financial difficulties, entering voluntary administration before being acquired by local investor Roy Mustaca, owner of United Cinemas, to stabilize and continue local franchise activities. This evolution reflects a shift from centralized corporate oversight under to a decentralized, franchise-driven emphasizing entrepreneurial operators in , with Shtanger and Vaknin maintaining oversight of the international brand as of the latest available records.

Controversies and Public Backlash

BDS-Initiated Boycotts and Protests

The (BDS) movement targeted Max Brenner chocolate stores primarily due to the company's ownership ties to the Israeli , which BDS activists claimed supported Israeli military activities through corporate donations and affiliations. -Elite, Max Brenner's parent company until 2017, operated a foundation that provided care packages and support to Israeli Defense Forces (IDF) soldiers, a practice BDS described as complicity in "Israeli apartheid" and occupation policies. These claims formed the basis for boycott calls starting in early 2009, when Australian Palestine solidarity activists launched a campaign against Max Brenner as a "100% Israeli-owned" entity linked to . Protests escalated in Australia from 2011 onward, with BDS-organized pickets and demonstrations outside Max Brenner outlets in major cities. On May 20, 2011, activists in staged a BDS action highlighting the company's alleged military ties, followed by a similar event in on June 11, 2011. The most prominent incident occurred on July 1, 2011, when 19 protesters were arrested during a peaceful BDS demonstration outside a Max Brenner store in Melbourne's ; police used force including pressure-point tactics, leading to one protester briefly blacking out. Additional protests followed, including in on August 20, 2011, targeting the Newtown outlet for Strauss's military connections, and in on August 27, 2011, with chants of "Boycott Apartheid ! Boycott Max Brenner!" Legal outcomes favored protesters in some cases, underscoring tensions over rights. In July 2012, charges of and blocking entryways were dropped against 16 of the arrestees by a magistrate, who ruled the blockading claims unsubstantiated and criticized police . Four other BDS activists faced arrests in for allegedly breaching store premises during a related , though broader campaigns continued undeterred. The Australian Competition and Consumer Commission (ACCC) assessed these actions in September 2011 and determined they did not constitute illegal secondary boycotts under trade practices , as the protests aimed at Israeli ownership rather than restricting interstate commerce. Internationally, BDS efforts extended to U.S. locations, such as a protest on February 14, 2013, outside the Max Brenner store in Boston's , where activists distributed materials linking the chain to "Israel's violations" and urged consumer boycotts. Max Brenner management maintained that the company had no direct involvement and emphasized its independence from political affiliations, arguing protests lacked substantive links to Israeli policies beyond . These actions, while disruptive, did not halt operations but highlighted BDS's strategy of targeting consumer-facing Israeli-linked brands to amplify pressure on regarding Palestinian territories.

Company Ties to Israel and Military Support Claims

Max Brenner was founded by Israeli chocolatier Oded Brenner, who opened his first chocolate shop in Israel in 1996 after completing military service and studying pastry there. The company maintains operations and franchise locations in Israel, including production and retail outlets such as in Herzliya. From 2001 to 2017, Max Brenner was owned by the Strauss Group, a major Israeli food and beverage conglomerate headquartered in Israel with extensive domestic market presence. In May 2017, Strauss sold the brand to its Israeli franchisees, Yaniv Shtanger and Dudu Vaknin, preserving Israeli ownership and operational ties. Claims of military support primarily stem from the Strauss Group's documented provisions to Israel Defense Forces (IDF) units during its ownership of Max Brenner. Strauss publicly stated on its website that it supplied care packages, books, games, sports equipment, and recreation items to soldiers in the IDF's , as well as similar support to the Givati Brigade's commandos. These actions, highlighted by Strauss as toward Israeli soldiers, have been cited by (BDS) activists as evidence of complicity in military activities, though Strauss framed them as morale-boosting gestures rather than direct operational aid. No verified evidence exists of similar provisions by the post-2017 Israeli franchise owners or Max Brenner's independent entities. BDS campaigns, including those in and the , have leveraged these Strauss-era ties to target Max Brenner stores for protests, arguing that consumer purchases indirectly fund military support through corporate affiliations. Such claims persist in activist discourse despite the 2017 divestiture, often without distinguishing between historical ownership and current structure, reflecting broader BDS strategy of associating brands with Israeli institutions. Independent verification confirms Strauss's IDF support statements originated from its own promotional materials, but post-sale, Max Brenner's corporate communications do not reference military involvement. In July 2011, 19 pro-Palestinian activists were arrested during a (BDS) protest outside a Max Brenner store in Melbourne's Centre, charged with offenses including besetting premises, , and after allegedly chaining themselves to store fixtures to block access. Four of those protesters faced additional arrests in August 2011 for breaching bail conditions by participating in a subsequent demonstration at the same location, leading to charges of failing to appear in court and other violations. On July 23, 2012, a Magistrates' Court dismissed charges against 16 of the original arrestees, ruling that the protests constituted legitimate political expression targeting Max Brenner's ownership ties to the , which publicly supports Israeli Defense Forces initiatives, and that police evidence failed to prove intent to unlawfully interfere with business operations. The magistrate described the decision as a potential for balancing against commercial interests, noting that while disruptive tactics were employed, they did not meet the threshold for criminal besetting under Victorian law. Legal analysts from outlets including ABC News characterized the outcome as a "landmark victory" for free speech in political protests, potentially influencing future cases involving BDS actions, though pro-Israel groups argued it encouraged unlawful disruption. No successful civil lawsuits by Max Brenner or its affiliates against the protesters were identified in from these incidents, with the company's response limited to operational measures like enhanced security rather than litigation. The rulings highlighted tensions between protest freedoms and property rights but did not result in penalties for the company itself, amid broader BDS campaigns citing Strauss Group's donations to Israeli units as justification for targeting Max Brenner outlets.

Counterarguments and Broader Context of BDS Targeting

Critics of the BDS targeting of Max Brenner contend that the movement's focus on a chocolate retailer represents a disproportionate and ineffective tactic, as the company's operations—primarily retail sales of confections in and elsewhere—bear no direct causal link to Israeli military actions or settlement activities. The alleged "ties" cited by BDS activists, such as founders' personal donations to Israeli charities that provide non-combat support to soldiers (e.g., and services), do not equate to corporate of weaponry or in disputed territories, distinguishing Max Brenner from entities like heavy machinery firms involved in projects. Paul Fletcher, a former Australian Liberal MP, characterized the protests as illogical, arguing that disrupting a business employing hundreds of , many unrelated to Israeli operations, fails to influence geopolitical outcomes and instead harms local economies without advancing Palestinian interests. Proponents of counterarguments further highlight inconsistencies in BDS selectivity, noting that the movement rarely targets comparably scaled Arab-owned or state-linked firms with documented involvement in regional conflicts, such as those supplying materials for barriers in Gaza or funding militias, suggesting a pattern prioritizing Israeli-associated brands. Empirical assessments of BDS efficacy, including analyses of targeted firms' revenues, indicate minimal long-term financial impact on entities like Max Brenner, which maintained expansion post-2011 protests, implying that such campaigns serve more as symbolic gestures than substantive pressure tools. Organizations like the Australia/Israel & Jewish Affairs Council (AIJAC) have documented protester actions at Max Brenner outlets involving physical blockades and chants evoking historical antisemitic tropes, challenging BDS claims of non-violent advocacy and underscoring risks of conflating policy critique with ethnic targeting. In the broader context of BDS, launched in 2005 by Palestinian groups, the strategy draws parallels to anti-apartheid boycotts but has drawn scrutiny for its expansive criteria, which encompass any entity with indirect Israeli economic links, potentially encompassing routine in a globalized . While BDS frames such actions as non-violent resistance to occupation, detractors, including legal scholars and policymakers, argue it undermines free enterprise and discriminates against Jewish entrepreneurs, as evidenced by resolutions in 35 U.S. states and several countries labeling BDS as discriminatory by 2023. Australian courts, in dismissing blockade charges against Max Brenner protesters in 2012, affirmed protest rights but did not endorse the boycott's premises, leaving unresolved debates over whether targeting diaspora-owned firms equates to or veiled prejudice. This selective application persists amid BDS's prioritization of "high-impact" consumer brands, yet data from boycotted firms show resilience, with Israeli exports rising 20% annually through 2022 despite campaigns.

Reception and Achievements

Awards and Industry Recognition

In 2014, Max Brenner received the in the Food & Drink category for its website, selected by the of Digital Arts and Sciences, recognizing it as the best in its class for and . The brand also won the People's Voice Award in the same category, determined by public voting, highlighting broad consumer appeal for its online platform. These honors, from the 18th Annual held on April 28, 2014, underscore the company's early efforts amid its global expansion, though no subsequent major industry awards for product quality or culinary innovation have been widely documented.

Commercial Performance and Challenges

Max Brenner expanded rapidly from its origins as a single chocolate shop in in the mid-1990s to operating more than 25 locations internationally by the , including outlets in , the , and the , with a franchise model emphasizing high-end chocolate bars and cafes. The Australian operations alone reached 37 stores at their peak in , reflecting aggressive growth through with initial investment costs ranging from $1.29 million to $4.16 million per unit. Revenue estimates for affiliated entities varied, with the international division projected at approximately $57.6 million annually and employee productivity at $297,000 per worker, indicating operational scale despite fragmented reporting across regions. The company encountered severe financial difficulties, particularly in , where Max Brenner Australia entered voluntary administration on October 2, 2018, citing escalating costs such as rent and wages alongside sluggish in the retail sector. This led to the closure of 20 stores by early October 2018, reducing the footprint by more than half and endangering around 600 jobs, though administrators initially pledged "business as usual" before rapid downsizing. The collapse highlighted vulnerabilities in the franchise model, including overexpansion during a prolonged economic upswing and inadequate adaptation to tightening market conditions, serving as a cautionary example for similar retail franchises. Subsequent efforts mitigated total failure, with a last-minute deal in late 2018 averting liquidation of the Australian entity through acquisition by Tozer & Co, though plans for Asian expansion were later abandoned. Founder Max Brenner himself faced personal setbacks, including ouster from the company after a protracted legal dispute with partners, imposing a five-year that barred him from chocolate-related ventures. More recently, individual store closures, such as the Hyperdome location in 2025, underscore ongoing pressures from retail competition and cost management, even as channels have been bolstered for sales.

Customer Reviews and Market Impact

Max Brenner establishments have garnered mixed but predominantly positive customer feedback focused on their signature chocolate-centric menu, with ratings averaging 3.5 to 4.0 across major review platforms. Reviewers frequently praise the immersive "chocolate experience," including thick hot chocolates, fondues, and desserts like waffles and crepes, describing them as decadent and innovative, though some criticize items as excessively sweet or lacking depth in flavor. Non-chocolate savory options, such as pasta or sandwiches, receive more tepid responses, often rated as adequate but secondary to the sweets. Service is commonly noted as friendly and efficient, contributing to a family-friendly or date-night appeal, particularly in urban locations like New York and .
Location/PlatformRatingNumber of Reviews
New York (Yelp)3.7/55,275
New York (Tripadvisor)4.2/52,071
Philadelphia (Tripadvisor)3.8/5502
Sydney (Tripadvisor)4.3/5130
Melbourne (Tripadvisor)3.8/5289
The table above summarizes representative ratings from aggregated user reviews as of late 2025, reflecting consistent appeal for chocolate innovation despite variability in overall satisfaction. In terms of , Max Brenner has sustained operations across multiple with estimated annual revenues between $28 million and $57 million, supporting a network of bars and retail outlets emphasizing experiential dining. However, targeted BDS-led boycotts and protests, particularly in , contributed to the collapse of its Australian branch, which entered amid heightened scrutiny over Israeli ties. This regional setback contrasted with growth in core markets like the U.S. and , where chocolate sales reportedly increased 15% year-over-year in 2009 to NIS 28 million under ownership. Broader commercial resilience is evident in ongoing expansions and product lines, though political has occasionally disrupted foot traffic in protest-prone areas without derailing global brand presence.

References

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  27. https://www.delicious.com.au/food-files/news-articles/article/chocolate-company-max-brenner-goes-bankrupt/agjofbs0
  28. https://www.news.com.au/finance/business/other-industries/chocolate-chain-max-brenner-goes-into-voluntary-administration/news-story/8616d322ba52ab06d6eb88016f2979c3
  29. https://maxbrenner.com/collections/best-sellers
  30. https://shopmaxbrenner.com/
  31. https://maxbrenner.com.au/pages/shop
  32. https://www.doordash.com/store/max-brenner-alexandria--sydney-nsw-968911
  33. https://user-1723486.cld.bz/MAX-BRENER-DIGITAL-MENU-NY/5/
  34. https://www.seamless.com/menu/max-brenner-841-broadway-new-york/2463642
  35. http://places.singleplatform.com/max-brenner-new-york/menu
  36. https://m.yelp.com/biz/max-brenner-new-york-new-york-2
  37. https://maxbrenner.com/pages/menus
  38. https://www.strauss-group.com/newsmention/max-brenner-of-strauss-group-now-in-seoul/
  39. https://www.comunicaffe.com/global-max-brenner-opens-first-flagship-chocolate-bar-japan/
  40. https://maxbrenner.com/pages/branches
  41. https://insideretail.asia/2020/11/06/video-max-brenner-director-shares-plans-for-apac-expansion/
  42. https://leadiq.com/c/max-brenner-international/5a1d926f5400005200773ac0
  43. https://www.istairport.com/en/services/food-beverage/restaurants-cafes/max-brenner-close-to-a-b-pier?locale=en
  44. https://www.marketscreener.com/quote/stock/STRAUSS-GROUP-LTD-56537273/news/Yaniv-Shtanger-and-Dudu-Vaknin-signed-an-agreement-to-acquire-Max-Brenner-International-Inc-from-St-35085070/
  45. https://www.strauss-group.com/about-us/history_and_legacy/
  46. https://qsrmedia.com.au/legal/news/max-brenner-australia-bought-united-cinemas-owner-report
  47. https://theorg.com/org/max-brenner/org-chart/yaniv-shtanger
  48. https://bdsmovement.net/news/australia-boycott-campaign-launched-targeting-israeli-chocolate
  49. https://www.greenleft.org.au/2011/892/news/sydney-protesters-target-max-brenner-ties-israeli-military
  50. https://www.greenleft.org.au/2013/966/analysis/why-boycott-max-brenner
  51. https://www.tabletmag.com/sections/news/articles/max-brenner-and-the-chocolate-boycott
  52. https://indymedia.org.au/2011/05/30/boycott-max-brenner-boycott-jericho-dont-buy-israeli-apartheid-200511-melbourne-australia.html
  53. https://www.bdsmovement.net/news/victory-australia%2525E2%252580%252599s-boycott-campaign-charges-blockading-chocolate-store-dropped
  54. https://mondoweiss.net/2012/07/australian-pro-palestine-activists-beat-charges/
  55. https://www.greenleft.org.au/2011/893/news/bds-action-against-max-brenner-undeterred-counter-protest
  56. https://socialistworker.org/2012/07/25/bds-victory-in-australia
  57. https://electronicintifada.net/content/victory-australias-boycott-campaign-charges-blockading-chocolate-store-dropped/11535
  58. https://www.thejc.com/news/world/max-brenner-boycotters-breach-choc-shop-bar-ijr75r1a
  59. https://www.accc.gov.au/media-release/accc-recent-anti-israel-protests-not-a-secondary-boycott
  60. https://mondoweiss.net/2013/02/valentines-supports-apartheid/
  61. https://www.abc.net.au/news/2011-08-22/brull-the-campaign-against-the-max-brenner-protesters/2847334
  62. https://theconversation.com/is-the-max-brenner-protestors-court-victory-an-australian-legal-watershed-8441
  63. https://www.jpost.com/israel-news/australian-branch-of-max-brenners-chocolate-empire-collapses-568548
  64. https://thechocoholicsreview.wordpress.com/2017/01/16/max-brenner-and-the-israeli-army/
  65. https://www.facebook.com/BDSinAustralia/posts/there-you-go-max-brenner-we-never-loved-you-with-your-parent-companys-links-to-t/1402053246597818/
  66. https://www.abc.net.au/news/2011-08-09/protesters-charged-for-breaching-bail-conditions/2831064
  67. https://www.australianjewishnews.com/max-brenner-protesters-reappear-in-court/
  68. https://www.abc.net.au/news/2012-07-23/27landmark-victory27-for-max-brenner-protesters/4148702
  69. https://www.timesofisrael.com/australian-judge-dismisses-trespassing-charges-against-11-pro-palestinian-demonstrators/
  70. https://www.australianjewishnews.com/bds-court-case-may-prompt-law-change/
  71. https://honestreporting.com/no-sugarcoating-bds-ignorance/
  72. https://www.paulfletcher.com.au/blog/campaign-against-max-brenner-stores-a-disgrace
  73. https://aijac.org.au/australia-israel-review/pretexts-and-propaganda/
  74. https://aijac.org.au/update/max-brenner-protesters-peaceful-claims-are-confe/
  75. https://jcpa.org/unmasking-bds/
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  77. https://www.nydailynews.com/2014/04/28/2014-webby-awards-max-brenner-wins-for-best-food-and-drink-website/
  78. https://shopmaxbrenner.com/pages/franchise
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  82. https://www.garis.com.au/max-brenner-closes-20-out-of-37-stores-after-announcing-its-financial-collapse-the-garis-group
  83. https://www.retailbiz.com.au/latest-news/max-brenners-closure-a-warning-to-franchises-expert-says/
  84. https://www.entrepreneur.com/leadership/max-brenner-was-pushed-out-of-his-own-company/360119
  85. https://ecommercepartners.com/case-studies/max-brenner-case-study/
  86. https://www.yelp.com/biz/max-brenner-new-york-new-york-2
  87. https://www.tripadvisor.com/Restaurant_Review-g60763-d656658-Reviews-Max_Brenner_NYC-New_York_City_New_York.html
  88. https://www.opentable.com/max-brenner-union-square
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  90. https://www.tripadvisor.com/Restaurant_Review-g60795-d1504987-Reviews-Max_Brenner_Philadelphia-Philadelphia_Pennsylvania.html
  91. https://www.datanyze.com/companies/max-brenner/109282036
  92. https://en.globes.co.il/en/article-1000517082
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