Having Established 50 Locations of the Chocolate Bar Chain Around the World, the Chocolate Culture of Max Brenner is Now Targeting Russia.
The franchise agreement with Moscow includes the opening of 20 locations within the next five years.
Max Brenner yesterday inaugurated its first chocolate bar in one of the world’s largest chocolate consumer-countries: Russia. The branch opened in Tsvetnoy Bulvar, the cultural center of the capital Moscow (in walking distance from Red Square and the Bolshoi Theatre).
In Moscow, as in all non-US locations, the chocolate bar is operated by a local franchisee.
Shokoladnksta Group, one of Russia’s largest coffee shop operators, has been named as the franchiser of the chain in the country. Under the Franchising Agreement, the group undertook to open 20 more chocolate bars in the next five years.
Russia is regarded as one of the world’s largest chocolate consumers, with nearly 10% of the global chocolate consumption.
In the past months, the Max Brenner chain opened chocolate bars in Japan, the U.S. and Australia, and in recent years the chain has grown to 53 branches worldwide, most of which operated under the franchising model (Australia-35, Israel-6, the U.S.-5, Singapore-3, Japan-2, Philippines-1 Russia-1).
The new location in Moscow, which has the same design of MB branches around the world, will offer the unique MB menu of chocolate products, including chocolate hug-mugs, chocolate pizza and chocolate fondue.
The Moscow branch will also house a special store that sells the chain’s products manufactured in the company’s factory in Israel and exported worldwide. Mike Avner, Chairman of Max Brenner and General Counsel of Strauss Group, said on the occasion of the branch opening in Russia: “Max Brenner’s growing outreach in the world enables us to bring its unique products to new peoples and cultures that fall in love with the concept developed and evolved here in Israel.
We are pleased that more people in the world join the new chocolate culture delivered by the chain, and are confident that our collaborations with local partners in various countries will prove to be successful, enabling us to continue to expand into additional countries in the future.”
Source: Strauss Group
