Max Brenner

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Max Brenner is an Israeli chocolate restaurant and retail brand with 36 locations worldwide (as of 2024). Most of its stores are in Australia (24), with ten in Israel and two in the United States. The brand is known for chocolate-based desserts and beverages such as fondue, crepes, milkshakes, waffles, and hot chocolate, often served in signature utensils. The company is owned by Yaniv Shtanger and Dudu Vaknin and its chocolates are kosher-certified by the Nof HaGalil Rabbinate.

Founded in 1996 in Ra’anana, Israel, by Max Fichtman and Oded Brenner, the business began as a small shop with a workshop in the back. Brenner trained as a chocolatier in Paris, then returned to open the first shop, “Handmade Chocolate by Max Brenner,” in Ra’anana. By 1999, there were ten chocolate shops.

In 2000, the first Max Brenner-branded cafe opened in Sydney’s Paddington, Australia, marking the start of its global expansion. In 2001, the brand joined Strauss Group, one of Israel’s largest food and beverage companies. Between 2002 and 2005, Max Brenner expanded to Israel, Singapore, and the Philippines while continuing to grow in Australia. The first U.S. location opened in 2006 in New York City, followed by Las Vegas in 2010, and later stores in Boston and Philadelphia.

In 2013, the company shifted toward a fast-casual concept called “Chocolate Bar.” The Bethesda, Maryland location became the first U.S. Chocolate Bar, with franchises opening in Tokyo, Japan, and Moscow, Russia. A second U.S. Bar opened in Paramus, New Jersey, in 2014. Australia continued to grow with many more outlets.

In 2017, Strauss Group sold Max Brenner to Israeli franchisees Yaniv Shtanger and Dudu Vaknin for about 18 million NIS. In 2018, the Australian operation faced financial difficulties and entered administration, leading to the permanent closure of many stores. Roy Mustaca then bought 17 remaining Australian franchises in November 2018. Since then, the Australian business has operated independently from Israel and the U.S., with its head office in Sydney. The Asia-Pacific arm was later acquired by Vitocco Enterprises.

In 2021, Max Brenner opened its first international Chocolate Bar in Queenstown, New Zealand. Australia has continued to expand, with several new Chocolate Bars opening between 2021 and 2024.