Max Hamburgers

Max, formally Max Burgers Aktiebolag, is a Swedish hamburger chain founded in 1968 in Gällivare.[1] As of 2024, the hamburger chain had 155 restaurants in Sweden, 26 restaurants in Poland, eight in Norway and six in Denmark. The company had seven in Egypt operated through franchising.[2] From 2012 to 2018, Max also operated in the United Arab Emirates, also through franchising. The company has approximately 6,500 employees and is owned and operated by the family of Curt Bergfors, its co-founder.[1]

History

The chain was founded by Britta Fredriksson and Curt Bergfors (1949–2022)[3] in Gällivare, Sweden, in 1968. Bergfors' oldest son Richard Bergfors is the current president since 2002.

Until the 1980s, Max was the largest hamburger restaurant chain in northern Sweden, with only a single restaurant outside of

Controversies and legal challenges

In 1984, Max and McDonald's disputed the trademark of "Big Max," with McDonald's claiming it was too similar to "Big Mac." Initially, Max won in district court, but McDonald's won on appeal. Eventually, they reached a settlement where "Big Max" was renamed "BIG!".[13]

In 1992, Frasses, another burger chain, was ordered to pay Max 6 million SEK plus legal costs after its subsidiary deceived Max by purchasing a property under the pretense of using it for an art gallery, but instead opened a restaurant. The court ruled in 1996 that Frasses' subsidiary acted fraudulently, but Frasses then declared the subsidiary bankrupt. In 2005, the Supreme Court decided that the parent company was still liable. Max CEO Richard Bergfors donated the damages and legal cost compensation to SOS Children's Villages.[14]

In 2004, Max sued a restaurant in Tehran for allegedly copying Max's logo, interior design, and menu.[15][16]

In 2007, the SVT program Uppdrag Granskning revealed that a cleaning company contracted by Max was using undocumented workers. Max terminated the contract, offered jobs to the cleaners, and contracted with Samhall for cleaning services.[17][18][19]

Ahead of the 2009 UEFA European Under-21 Football Championship, UEFA required a "Clean Arena", meaning competitors of the main sponsors could not operate in or near the arena. Because McDonald's was a sponsor, Max in Borås was required to close its restaurant at the football stadium during the event.[20] This applied even on days when there were no matches. Max was willing to close only during matches, but UEFA did not accept this.[21] As a result, UEFA decided not to hold any matches in Borås.[22] In late 2009, Max agreed with the city of Borås to close if necessary for future events at Borås Arena.[23] When Max opened at Gamla Ullevi in late 2008, the contract stipulated that the arena owner could decide to close the restaurant.[24]

In autumn 2009, Max boycotted Dole Food Company because of their actions regarding Fredrik Gertten's documentary film, which revealed Dole's use of the harmful pesticide DBCP on its plantations in Nicaragua.[25]

In 2014, an internal monthly letter to employees, signed by Richard and Christoffer Bergfors, stated that "there would be consequences for the business" if the Left Party, Social Democrats, or Green Party were successful in the election.[26][27][28][29] Richard Bergfors stated that the Social Democrats' proposals to raise restaurant VAT and phase out reduced employer contributions for young people were "idiotic proposals."[30] He later maintained that Max was politically independent.[31] Some praised Max and the Bergfors brothers for "speaking clearly," while others criticized them for encouraging employees to vote a certain way, which the brothers claimed was a misunderstanding.[26][30]

type	Privately held company
foundation	1968 in Gällivare, Sweden
location	Luleå, Sweden
area served	Sweden Norway Denmark Poland
key people	Richard Bergfors, Chairman/CEO
industry	Restaurants
num employees	7400 (2022)
revenue	▲ 4.1 billion SEK (2021)
products	Burgers and other fast food

History

Reception

Controversies and legal challenges

2025 hygiene scandal

Cross-contamination of vegetarian products

Employee non-disclosure orders

See also

External links

References