Max Brenner

Max Brenner is an Israeli chocolate restaurant and retail brand whose concept combines confectionery sales with café and dessert-restaurant experiences. It is known for presenting chocolate as a lifestyle and social occasion rather than only as a packaged food. Its menus have included chocolate fondue, crepes, waffles, chocolate pizzas, milkshakes, hot chocolate and other desserts, often served in recognizable branded vessels such as the Hug Mug. The business began in 1996 in Ra'anana, Israel, when Max Fichtman and chocolatier Oded Brenner combined their names to create a small handmade-chocolate shop. Brenner had trained in Paris, including an apprenticeship with chocolatier Michel Chaudun, before returning to Israel. The early business expanded rapidly in Israel, reaching ten shops by 1999. Its international development began with a Sydney Chocolate Bar in 2000, establishing the restaurant-retail format that became central to the brand. Max Brenner joined the Strauss Group in 2001. During the Strauss period, the brand expanded across Israel and into Australia, Singapore, the Philippines and the United States. Its first American location opened in New York City in 2006. Further American expansion included a restaurant at Caesars Palace in Las Vegas and locations in Boston and Philadelphia. The company later experimented with a faster, more accessible format called the Chocolate Bar, including franchised locations in markets such as Japan and Russia. In May 2017, Strauss sold the brand to Israeli franchisees Yaniv Shtanger and Dudu Vaknin. The Australian operation subsequently encountered financial difficulties, entering voluntary administration in October 2018 amid rising costs and weak retail conditions. Twenty Australian locations closed, while the remaining business was acquired from receivership by Roy Mustaca. The Australian operation later became independent from the Israeli and United States businesses and was acquired by Vitocco Enterprises. It continued to operate Chocolate Bars in Australia and expanded internationally with a Queenstown, New Zealand location in 2021. The brand has also been the subject of political controversy. Activists associated with the Boycott, Divestment and Sanctions movement targeted Max Brenner outlets in Australia because of the Strauss Group's reported support and care packages for soldiers in the Israel Defense Forces' Golani Brigade. Protests in 2011 included demonstrations outside Australian stores and arrests in Melbourne. The controversy generated responses from Australian political figures, Palestinian representatives and the Australian Competition and Consumer Commission. The Australian franchise operation stated that its local shareholders and employees were distinct from the Israeli parent and franchise licensor, a distinction that became part of the public debate. Max Brenner's international footprint has changed over time because of ownership transfers, franchise restructuring, store closures and market-specific financial conditions. The brand remains associated with chocolate-focused hospitality, theatrical presentation and premium casual indulgence. Its products are certified kosher by the Nof HaGalil Rabbinate according to the cited reference material.

Max Brenner was established in 1996 in Ra'anana, Israel, by Max Fichtman and Oded Brenner. The name joined the founders' surnames. Brenner had developed his craft in Paris, where he spent several years learning from professional chocolatiers, including Michel Chaudun. On returning to Israel, he opened a shop and workshop selling handmade chocolates. The business expanded to ten Israeli shops by 1999. International expansion began after a 1999 meeting with an Australian entrepreneur led to the opening of the first Max Brenner Chocolate Bar in Sydney's Paddington district in 2000. The location combined a chocolate shop with a café and helped define the brand's signature model: a destination centered on preparation, presentation and consumption of chocolate. In 2001, Max Brenner became part of Strauss Group, a major Israeli food and beverage company. Between 2002 and 2005, the brand added locations in Israel, Singapore and the Philippines while continuing its Australian growth. The first United States Chocolate Bar opened in New York City in 2006. Further American locations followed, including a Las Vegas restaurant at Caesars Palace and sites in Boston and Philadelphia. Those restaurants offered both desserts and selected savory food, broadening the concept beyond a specialist chocolate shop. In 2013, Max Brenner announced a move away from the full-service restaurant model toward a faster Chocolate Bar format. The strategy included company and franchise locations in the United States and overseas markets, including Tokyo and Moscow. By 2014, the Australian network had reached 37 restaurants across several states and territories, while the US business continued to add locations. Strauss Group sold the brand in May 2017 to Yaniv Shtanger and Dudu Vaknin. The change returned Max Brenner to independent ownership, although country-level operations continued to vary by franchise and local corporate structure. The Australian business entered voluntary administration on 1 October 2018, attributing the problem to rising operating costs and weak retail conditions. Twenty locations closed, and Roy Mustaca acquired the 17 remaining Australian franchises from receivership in November. The Australian operation subsequently became separate from the Israeli and US businesses. Vitocco Enterprises acquired the Australian and Asia-Pacific arm and pursued further development, including new Australian locations and an international Chocolate Bar in Queenstown, New Zealand, opened in late 2021. The cited reference describes the Australian business as operating independently with its head office in Sydney. Political activism has been a recurring part of the brand's public history in Australia. Strauss Group's stated support for soldiers in the Golani Brigade led BDS-aligned activists and other pro-Palestinian groups to select Max Brenner stores as boycott targets. Protests in 2011 included demonstrations at multiple outlets and 19 arrests in Melbourne. Australian political leaders condemned the protests, while Palestinian representatives and protest organizers debated whether the actions were nonviolent and whether local franchisees should be treated separately from the Israeli brand owner. The ACCC later said the protests had not violated federal competition law on the facts assessed. Max Brenner has continued to operate as a chocolate-focused restaurant and retail brand, though its geographic presence and ownership arrangements have changed substantially. Its core identity remains based on indulgent desserts, distinctive serving ware and an experiential café environment.

• 2021

  Queenstown Chocolate Bar opens

  [1]Max Brenneren.wikipedia.org

  The Australian and Asia-Pacific business opens its first international Chocolate Bar in New Zealand after restructuring.

• 2018

  Australian restructuring

  [1]Max Brenneren.wikipedia.org

  The Australian operation enters voluntary administration and closes 20 locations.

• 2017

  Brand returns to independent ownership

  [1]Max Brenneren.wikipedia.org

  Strauss sells Max Brenner to Yaniv Shtanger and Dudu Vaknin.

• 2013

  Chocolate Bar strategy introduced

  [1]Max Brenneren.wikipedia.org

  The company begins shifting from full-service restaurants toward a faster casual format.

• 2006

  First United States location opens

  [1]Max Brenneren.wikipedia.org

  The brand opens its first American Chocolate Bar in New York City.

• 2001

  Strauss Group acquires the brand

  [1]Max Brenneren.wikipedia.org

  Max Brenner becomes part of the Israeli food and beverage group.

• 2000

  First international Chocolate Bar opens in Sydney

  [1]Max Brenneren.wikipedia.org

  The Paddington location establishes the combined café, dessert and retail format.

• 1999

  Israeli network reaches ten shops

  [1]Max Brenneren.wikipedia.org

  The founders expand the original handmade-chocolate concept across Israel.

• 1996

  First handmade-chocolate shop opens in Israel

  [1]Max Brenneren.wikipedia.org

  Max Fichtman and Oded Brenner establish the business in Ra'anana, Israel.

Premium casual chocolate-confectionery and dessert-hospitality brand offering theatrical, experiential consumption through cafés, restaurants and retail products.

• Dessert

  Chocolate fondue

  A central Max Brenner dessert format in which melted chocolate is served for dipping fruit and other accompaniments. Fondue reinforces the brand's social, theatrical approach to dessert and is designed for sharing at the table.

• Beverage

  Signature hot chocolate

  Rich hot chocolate drinks are among the brand's defining products. They are presented as indulgent café experiences rather than ordinary takeaway beverages and are associated with Max Brenner's distinctive serving vessels.

• Serving ware and beverage experience

  Hug Mug

  The Hug Mug is a recognizable piece of branded crockery used for selected hot chocolate service. Its shape and presentation contribute to Max Brenner's effort to make the act of drinking chocolate visually distinctive and memorable.

• Dessert

  Chocolate crepes

  Crepes are served with chocolate-based sauces, fillings and toppings. They extend the brand's menu into made-to-order plated desserts while retaining the focus on indulgence and customization.

• Dessert

  Tutti frutti waffles

  Waffles topped with fruit and chocolate-oriented accompaniments are a prominent part of the Australian menu heritage. The format combines a substantial shareable base with the brand's signature sweet toppings.

• Dessert

  Chocolate pizza

  Chocolate pizza is a dessert presentation using a pizza-like base and sweet chocolate toppings. It exemplifies Max Brenner's playful approach to familiar food formats and its emphasis on visual spectacle.

• Confectionery retail · 1996

  Packaged Max Brenner chocolates

  The brand began as a handmade-chocolate retailer and continues to associate its restaurant concept with packaged chocolate products and giftable confectionery. Availability varies by country and franchise operation.

• 2011

  Boycott and protest controversy in Australia

  Max Brenner outlets became targets of BDS-associated protests over the Strauss Group's reported support for Israeli soldiers. The dispute involved arrests, accusations of antisemitism and police brutality, and disagreement over whether local franchise businesses should be held responsible for the policies of the wider brand group.

  Source

Read more

• 2014Webby Award recognition

  International

  Max Brenner's website won the food and drink category at the 2014 Webby Awards through both the public vote and the academy panel.

  Outcome. The brand received recognition for its digital presence.

  Source
• 2011BDS-related store protests

  Australia

  Pro-Palestinian activists organized demonstrations and boycott activity outside Max Brenner locations because of Strauss Group statements and reported support for soldiers in the Golani Brigade. The protests generated political criticism, arrests in Melbourne and a public debate about the distinction between Australian franchisees and the Israeli brand owner.

  Outcome. The protests continued to attract public and political attention; the ACCC stated that the activity assessed had not breached federal competition law.

  Source

• 2026

  US Chapter 11 filingOther

  Background

  The US business was reported to have sought protection during financial distress.

  Action taken

  The US business filed for Chapter 11 bankruptcy protection.

  Source

• 2018

  Australian business restructuringStrategy

  Background

  The Australian operation cited rising costs and sluggish retail trade when entering voluntary administration.

  Action taken

  The business closed 20 locations and transferred the remaining franchise operation through receivership.

  Aftermath

  Roy Mustaca acquired the remaining Australian franchises, and the business later operated independently under Vitocco Enterprises.

  Source

• 2017

  Sale by Strauss GroupM&A

  Background

  After more than fifteen years within Strauss Group, the brand changed ownership.

  Action taken

  Strauss sold Max Brenner to Yaniv Shtanger and Dudu Vaknin.

  Aftermath

  The brand returned to independent ownership, with country operations continuing under varied franchise and local-company arrangements.

  Reported sale price. 18 million NIS (May 2017)

  Source

• 2013

  Shift toward the Chocolate Bar formatStrategy

  Background

  The company sought to move beyond full-service restaurants and make the concept faster and more scalable.

  Action taken

  Max Brenner introduced a fast-casual Chocolate Bar model and developed company-operated and franchised locations.

  Aftermath

  The format was used in the United States and international franchise markets, including Japan and Russia.

  Source

1. 1Max Brenneren.wikipedia.org