Hong Kong Maxim's Group, Maxim's Food (Guangzhou) Co., Ltd., one of the top ten brands of moon cakes, is a large-scale diversified catering group company integrating food, Asian cuisine, Western cuisine, fast food, cakes and institutional canteens
Founded in 1956, Maxim's Group has grown into a large-scale restaurant group with more than 950 outlets in Hong Kong, China, Vietnam and Cambodia. The Group has a wide range of businesses, including Chinese, Asian, Western, fast food, pastries and institutional canteens. The Group also offers a range of high-quality and delicious festive products, including Hong Kong's Maxim's mooncakes, which are the best-selling products in Hong Kong. The Group is also the operator of internationally renowned brands Starbucks, Motoki Sushi, Ippudo Ramen and The Cheesecake Factory in different regions. In addition, the Group established its first Sino-foreign joint venture in China in 1980 and is now providing aviation catering services at airports in 11 major cities in the Mainland.
Cantonese
In 1971, the Group introduced a new business concept of "Chinese Food, Western Service" and opened its first Chinese restaurant, Jade Garden, followed by spacious and well-equipped Cantonese restaurants. In 2011, Jade Garden began to develop stores in China, with locations in Guangzhou, Shenzhen, Shanghai and Chengdu. In addition, new Chinese dishes such as August Flower, August House, August Xuan, and August are injected with fresh and healthy elements, and the original taste of Chinese cuisine is interpreted with healthy fashion. At present, the whole line of Cantonese cuisine does not lose MSG, leading the trend of Cantonese cuisine.
Chaocai
Founded in 1981, Chiu Kong Chun has always been committed to providing high-quality dishes with traditional Teochew flavors. Opened at the end of 2007, the Chao Ting is full of creativity in terms of ambience and food combinations, providing authentic Chaozhou cuisine, but with a "modern interpretation and modern feeling".
Beijing, Sichuan and Hunan cuisine
Following Cantonese cuisine, the Group has introduced cuisines from Beijing, Sichuan, Shanghai and Hunan provinces, among which Peking House is famous overseas. Other new concept restaurants from other provinces, such as Youyizhan, Purple Magnolia, Beijing Renjia, Magnolia, Chuanhuaiju, Purple Magnolia, America-China Duck, etc., integrate the essence of Eastern and Western food culture, from the combination of dishes, service to the atmosphere of the restaurant, and compose the flavors of Beijing, Sichuan, Shanghai and Hunan with unique cooking techniques.
m.a.x. concepts
In 1956, Maxim's Group established its first fine dining restaurant, Maxim's Restaurant: a high-class dining environment with a live band, it brought a new dining experience to diners at that time, and was widely loved by celebrities and businesses in the city.
Continuing its trend-setting trend, the Group established M.A.X. in 1998. Concepts, its concept restaurant has set off a new food culture in Hong Kong, and its restaurants offer Western, Japanese, Thai and Vietnamese cuisine. Café LANDMARK in Central is a celebrity hotspot, while THAI BASIL was named one of the world's 60 best new restaurants by Conde Nast Traveler in 2000. The Group is also the operator of the well-known brands Lawry's The Prime Rib and The Cheesecake Factory. In 2014, the Group acquired the Wildfire pizza chain.
Launched in 2007, SimplyLife is a collection of continental breads that are hand-made daily and baked on site, offering a variety of fresh, healthy and organic options. The first domestic Xingmero opened in 2010 in Shenzhen Wanxiang City, implementing the style of European roadside shops. At present, SML has a total of seven branches in Shenzhen and Guangzhou.
Fast food and catering
Since the opening of its first fast food restaurant in 1972, the Group has never been able to maintain the quality of its food products. Renovated in 2005, Maxim's MX now has more than 120 outlets, bringing new ideas to the fast food industry by instilling new thinking in food, decoration design and dining environment. Other well-known brands include can.teen, Maxim's Food2, Maxim's Hong Kong, Deli-O, Chiaki Baiwei and MX2, offering stylish and comfortable dining.
Hong Kong Maxim's Group has a complete and rigorous catering management, from the most basic hygiene to quality control, to provide professional catering management and attendance services for various industrial, commercial, educational and medical institutions, including all kinds of parties, cocktail parties, dinners, anniversary celebrations, etc., and has served as the designated catering service provider for the Tsing Ma Bridge, Hong Kong International Airport and many large-scale opening ceremonies. In 2005, the Hospital Authority appointed Maxim's Group Hong Kong for the first time to launch the Public-Private Partnership (PPP) Scheme for Patient Catering Services in the fourth quarter of the same year to provide patient catering services to the New Territories West Cluster and Queen Elizabeth Hospitals. Since the same year, the Group has also operated the Chinese restaurants "Plaza Restaurant" and "Market Cake Shop" in Hong Kong Disneyland. In 2010, the Group fully participated in the Shanghai World Expo by setting up a large food court of nearly 20,000 square meters in Hall 07 of Area C, providing a wide range of Hong Kong, Asian and Western cuisines. To further showcase Hong Kong's unique and diverse dining culture to visitors from all over the world.
Cakes
Maxim's Cake has grown from a café cake shop in the 1960s to the largest bakery chain in Hong Kong, with more than 180 branches along the MTR in Hong Kong, Kowloon and the New Territories. Maxim's Cakes is leading a new craze for bread and cakes, with infinite creativity in ingredients, styles and store decorations, providing customers with a variety of fresh and delicious products. Since 2005, it has opened a factory and flagship store in Guangzhou to meet the rapidly growing demand in South China, and now has more than 100 branches. In 2008, Maxim's Group officially acquired Hong Kong's "Tokai Tang Limited", operating more than 70 "Tokai Tang" in Hong Kong, and the Group continued to further expand the high-end Japanese pastry and bread market, and launched a new concept store in 2010, arome BAKERY ROOM. Founded in 2012, URBAN has not only sold more than one million croissants in its first year of operation, but has also continued to optimize its brand and create URBAN Bakery Works, an art-inspired light food restaurant, to demonstrate that "baking is also an art". Maxim's Cake Lab was established in 2015 to combine Maxim's Cake tradition with today's popular boutique bakery concept, reflecting the belief in continuous innovation and the pursuit of more exquisite cuisine. Recent masterpieces include Paper Stone Bakery, which uses traditional handmade and carefully selected high-quality ingredients to create a continental bread with Asian flavors.
Starbucks
Hong Kong's Maxim's Group introduced Starbucks to Hong Kong in May 2000, and the first Starbucks was located at Exchange Square in Central. Over the past 15 years, Starbucks Hong Kong has transformed each store into a "third place" for customers outside of their homes and workplaces, providing them with a unique Starbucks experience while offering a cup of delicious coffee. Today, Starbucks has 165 stores in Hong Kong and Macau, located in Hong Kong's commercial, shopping and entertainment districts and residential areas. Since June 2011, Maxim's Group has owned 100% of Starbucks' operating rights in Hong Kong and Macau, and continues to strive to expand the Starbucks brand in Hong Kong and Macau, bringing a unique Starbucks experience to customers. In 2013, the Group invested in Vietnam as a Starbucks franchisor and opened its first store in Cambodia in 2015.
Japanese-style restaurant chain
In 2006, Hong Kong's Maxim's Group began to operate the famous Japanese conveyor belt sushi restaurants "Motoki Sushi" and "Sentatsu", delivering delicious sushi to customers in the form of "Kaiten" conveyor belts for tasting. As the largest conveyor belt sushi chain in Hong Kong, Motoki Sushi has been committed to continuing Japan's authentic sushi culture and bringing seasonal and high-quality ingredients to customers. In 2008, Yuanqi Sushi (Hong Kong) Co., Ltd. obtained the franchise rights of "Yuanqi Sushi" in South China. In 2010, it opened its first branch in China, starting from Shenzhen, to further promote the culture of Yuanyu sushi. In June 2013, Yuanqi Sushi opened its first branch in Hangzhou and its first branch in Shanghai in October 2013, bringing it to more than 40 stores in China. Sentaku is the first high-end Japanese conveyor belt sushi restaurant with a separate sake bar, dedicated to "Treasures, True Flavors", bringing authentic Japanese delicacies to customers with fresh seafood delivered directly from the Tsukiji Fish Market. In August 2013, Sentaku also entered Shanghai and continues to serve customers with the ultimate original taste of authentic Japanese premium conveyor belt sushi.
In 2010, the Group created a new concept of Japanese rice and contemporary restaurant, Iuiya, using the finest Japanese rice and the finest ingredients to create bowls of delicious wells, and later extended the concept with the establishment of Iuiya Canteen, and later promoted the Japanese Iai rice culture to China, and now has branches in Beijing and Shanghai. In 2013, the Group continued its efforts and founded Yushang to provide fast and high-quality takeaway sushi concepts.
In 2011, the Group partnered with Ippudo in Japan to open its first branch in Hong Kong. Ippudo was founded by Japanese ramen king Narumi Kawahara, who was crowned the king of ramen five times in the show of Japan's top ramen master competition. Continuing the brand effect established in Hong Kong, the Group has established a presence in Guangzhou, Shenzhen, Hangzhou, Foshan, Shanghai, Beijing and Chengdu, and will expand to other cities.
Maxim's festive products
Maxim's Festive Products offers traditional Chinese festive foods, including Chinese New Year cakes, Duanyang rice dumplings, Mid-Autumn mooncakes and various lap-mei products. Taking Maxim's mooncakes as an example, in addition to the traditional double yellow lotus paste and white lotus paste mooncakes, there are also low-sugar mooncakes, snowy skin mooncakes, cartoon mooncakes, etc.
Maxim's Mooncake is the first mooncake brand in Hong Kong to be awarded the "Q-Mark Quality Product" by the Federation of Industries, and has also been awarded the HACCP (Hazard Analysis and Critical Control Point for Food Safety) certificate, the "ISO9001:2008" Quality Management Certificate, the "ISO22000:2005" Food Safety Management System Certification, and has been the leading brand in Hong Kong in terms of sales volume for 18 consecutive years since 1998 (according to the Nielsen Hong Kong Mooncake Market Research Report).
