Chocolate Chain Max Brenner Moves Towards Fast-Casual Dining
Apparently, the full-service dining approach hasn’t been so sweet for Max Brenner. According to Nation’s Restaurant News, the New York-based chain, best known for its chocolates and sweets, has announced that it will be shifting its focus from full-service sit-and-dine spots with savory meal offerings back to its dessert-focused "Chocolate Bars."
Currently, Max Brenner owns and operates seven full-service restaurants in the United States and one in Israel, but CEO Sam Borgese, who joined the company two years ago, has emphasized sticking with what the company does best: sweets. His instincts to focus on dessert items were backed up when a focus group study revealed that chocolate is Max Brenner's main draw for customers.
Max Brenner's new Chocolate Bars will feature hot and cold coffee selections, and a line of drinks called "Choctails" — cold beverages that come in several flavors. The first restructured Chocolate Bar opened in Maryland last July. The second is due to be opened in Paramus, N.J. later this week.
Adam D’Arpino is the Restaurants Editor at The Daily Meal. Follow him on Twitter @AdamDArpino.