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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.

Maxim's Caterers Limited
Private company
IndustryFood and Beverage
Founded1956; 63 years ago (1956)
FounderJames Wu
Headquarters18/F, Maxim's Centre, 17 Cheung Shun Street, Cheung Sha Wan, Kowloon West
ProductsChinese cuisine
Western cuisine
Asian cuisine
Fast food
Bakery
Starbucks
Genki Sushi
RevenueGreen Arrow Up.svgUS$3.5 billion (estimate)[citation needed]
Number of employees
24,000
ParentHongKong Caterers and Dairy Farm International Holdings Limited (50/50 shareholders)
Websitewww.maxims.com.hk

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 and for criticism by Annie Wu, daughter of Maxim's founder, of the 2019 Hong Kong protests.[1]

Background and portfolioEdit

 
Simplylife Bakery Cafe in Queensway Plaza, Admiralty


BrandsEdit

 
Rice Paper restaurant in Festival Walk, Kowloon Tong during 2008 to 2013

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 May 2000, Maxim's partnered with Starbucks Coffee International, Inc. to form Coffee Concepts Ltd.,[2] holding licences for both Hong Kong and Macau.[3]

In 2005, Maxim's have rebranded most of its restaurants as MX.[4]

Shark fin controversyEdit

 
Shark fin protestors at Maxim's HQ, Hong Kong 2018-06-15 also protesting re Starbucks giving their regional license to Maxims.
 
Anti Shark finning protest at Maxim's Palace restaurant, Hong Kong 10 June 2017.

Maxim's have been targeted by campaigners regarding the company's support of shark finning.[5] On 10 June 2017 dozens protested at their flagship 'Maxim's Palace' restaurant for selling threatened and endangered shark species.[6] 50 protestors attended a demonstration at Maxim's branch at The University of Hong Kong on 10 February 2018.[7] On 15 June 2018 protestors directly targeted Maxim's headquarters in a demonstration that also targeted Starbucks' regional licensee being Maxims.[8][9]

2019 Hong Kong protestsEdit

Maxim's outlets were targeted to be boycotted and vandalized by anti-government protesters during 2019 Hong Kong protests, after Annie Wu, the daughter of Maxims' founder, denounced the pro-democracy movement during an appearance at the United Nations and blamed Hong Kong youngsters for lack of education about Chinese history from the kindergarten level.[10][11] Wu has asked Chinese Foundation Secondary School in Hong Kong to punish faculty and students who boycott classes and her action, which is considered as suppressing freedom of speech, has aroused the anger of protesters. [12]

ReferencesEdit

  1. ^ Lam Cho Wai, BBC News Chinese (11 October 2019). "Why Starbucks? The brands being attacked in Hong Kong". BBC News. Retrieved 12 October 2019.
  2. ^ "Starbucks adjusts its formula in China". Seattle Post-Intelligencer. 12 June 2005.
  3. ^ "Maxim's journey from start-up to Hong Kong's largest restaurant group". South China Morning Post. 27 April 2016.
  4. ^ "Fairwood taps WE in brand challenge". Campaign Asia. Retrieved 2 July 2018.
  5. ^ "Protesters urge HK restaurant to stop selling shark fin". Reuters. 10 June 2017.
  6. ^ "Hong Kong activists dress as sharks to protest finning". The Guardian. 10 June 2017.
  7. ^ "Shark fin protest draws 50 activists outside HKU branch of popular restaurant chain". South China Morning Post. 10 February 2018.
  8. ^ "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
  9. ^ "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
  10. ^ Maxim’s finds itself on protesters’ ‘hit list’
  11. ^ Founder’s daughter hits out at Hong Kong protesters over vandalism of Maxim’s outlets, blaming education system for failure to instil sense of Chinese identity in locals
  12. ^ News, World Times. "Hong Kong catering group Maxim's wins respect in Chinese mainland, in sharp to Taipan boycott". China - WorldTimes News (in Vietnamese). Retrieved 30 October 2019.

External linksEdit