Chocolate Chain Max Brenner Moves Towards Fast-Casual Dining

The New York-based Brenner is opening a revamped line of "Chocolate Bars"

Max Brenner plans to refocus on sweets in the future.

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.

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Adam D’Arpino is the Restaurants Editor at The Daily Meal. Follow him on Twitter @AdamDArpino.