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|Industry||Food and Beverage|
|Headquarters||18/F, Maxim's Centre, 17 Cheung Shun Street, Cheung Sha Wan, Kowloon West|
|Revenue||US$3.5 billion (estimate)|
Number of employees
|Parent||HongKong Caterers and Dairy Farm International Holdings Limited (50/50 shareholders)|
Maxim's Caterers Limited (Chinese: 美心食品有限公司; Sidney Lau: mei5 sam1 sik6 ban2 yau5 haan6 gung1 si1) is a Hong Kong based food, beverage and restaurant chain 50% owned by Dairy Farm International Holdings Limited.
Founded in 1956, the company operates over 1,000 outlets in Hong Kong, China, Cambodia and Vietnam. These include bakeries, fast food shops restaurants and Starbucks coffee shop licences. Maxim's restaurants have been targeted by conservation campaigners concerned with Maxim's support of shark finning.
Background and portfolio
In 1998, Maxim's launched a restaurant series named m.a.x. concepts, which managed restaurant brands including MAX, Cellini, Mecca, Thai Basil, eating plus, Mezz, café Landmark, Emporio Armani Caffé, and modern restaurants Kiku and Miso.
In 2004 the company opened the French-Vietnamese restaurant chain Rice Paper. In the same year, Maxim's Fast Food began producing ready meals and appetisers to be sold in 7–11 and Wellcome supermarkets.
Maxim's bought Genki Sushi in early 2006, and the company introduced the American restaurant Lawry's to Hong Kong the same year. Maxim's and Australian chef Geoff Lindsay opened the restaurant "Pearl on the Peak" in the Peak Tower. The company is the licensee of Ippudo ramen and The Cheesecake Factory in various territories.
In 2005, Maxim's have rebranded most of its restaurants as MX.
Shark fin controversy
Maxim's have been targeted by campaigners regarding the company's support of shark finning. On 10 June 2017 dozens protested at their flagship 'Maxim's Palace' restaurant for selling threatened and endangered shark species. 50 protestors attended a demonstration at Maxim's branch at The University of Hong Kong on 10 February 2018. On 15 June 2018 protestors directly targeted Maxim's headquarters in a demonstration that also targeted Starbucks' regional licensee being Maxims.
- "Starbucks adjusts its formula in China". Seattle Post-Intelligencer. 12 June 2005.
- "Maxim's journey from start-up to Hong Kong's largest restaurant group". South China Morning Post. 27 April 2016.
- "Fairwood taps WE in brand challenge". Campaign Asia. Retrieved 2 July 2018.
- "Protesters urge HK restaurant to stop selling shark fin". Reuters. 10 June 2017.
- "Hong Kong activists dress as sharks to protest finning". The Guardian. 10 June 2017.
- "Shark fin protest draws 50 activists outside HKU branch of popular restaurant chain". South China Morning Post. 10 February 2018.
- "Animal activists take aim at Starbucks, claiming licence holder Maxim’s continues to serve up shark fin" Jennifer Creey, Hong Kong Free Press, 14 June 2018
- "In Pictures: Animal activists protest at Maxim’s HQ over their continued sale of shark fin" Jennifer Creery, Hong Kong Free Press, 16 June 2018
|Wikimedia Commons has media related to Maxim's Catering.|