Scandinavian Burger Leader Max Selects MEFranchising To Launch In The Middle East

LONDON, ENGLAND, January 14, 2011 (Press-News.org) MEFranchising, a leading franchise expert for the Middle East, today announced it has entered a partnership with Max AB, Scandinavia's most profitable hamburger franchise.

Under the agreement, MEFranchising will lead Max into the Middle East by identifying investment partners and provide implementation support.

"We are thrilled to help implement such a vibrant brand in the Middle East. By working with MEFranchising, the Swedish-based franchise is able to launch in the shortest possible time with the right investment partners." says Mohammed Alnassar, Managing Director of MEFranchising.

With over 3,000 employees, Max has built a loyal following in Scandinavia since 1968. For the 9th consecutive year, Max has outperformed McDonald's and Burger King in customer satisfaction and flavor, according to a survey conducted by ISI Wissing.

The company was the first restaurant chain in the world to provide carbon labelling for its meals and fully offset the environmental impact of its operation by planting trees in Africa. The goal is to make the whole operation fossil fuel-free.

"We are thrilled to bring Max to the Middle East. As a European fast food concept, we offer a balanced menu of regular and low fat alternatives, leading environmental principles and category leading profitability," says Richard Bergfors, President for Max AB.

In addition to its Swedish menu, Max is considering additional menu items that resonate with Middle East consumers.

"By partnering with MEFranchising, we have established right strategic support and on-the-ground knowledge required to get Max established quickly," says Richard Bergfors.

Today's announcement follows several partnerships announced by MEFranchising in 2010, including with franchises such as Wayne's Coffee, Nick N' Willy's Pizza and Falafoul.

"Our track record in establishing franchises across the Middle East makes us an ideal partner. Not only do we identify suitable partners; we provide strategic insights about localization that is vital to succeed," says Mohammed Alnassar.

MEFranchising is a one-stop partner for international franchises considering expansion into Middle Eastern Markets. Franchising in the Middle East is booming and estimated to grow between 20-40% per annum over the next 5 years.

For more information, please visit http://www.mefranchising.com

About MEFranchising
MEFranchising provides comprehensive franchising solutions, business models and local strategic knowledge for international franchise concepts looking to establish, grow and expand in the Middle East and Worldwide. The company has offices in London, Kuwait and KSA.

About Max
Max, founded in 1968, is Sweden's first hamburger chain. The family-owned chain is a market-leader and a pioneer in low-fat products. The company's success is also due to its ability to offer freedom of choice and food cooked to order. Both the beef and chicken used are produced locally. The company was also the first restaurant chain in the world to provide carbon labelling for its meals and fully offset the environmental impact of its operation by planting trees in Africa. The goal is to make the whole operation fossil fuel-free.

In 2009, sales in Max's 71 restaurants totalled SEK 1,122 million. In 2010, sales are expected to reach SEK 1,250 million, with 7 new restaurants opening.