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==History==
==History==
Max Brenner was founded in 1996 in [[Ra'anana]], [[Israel]], by Max Fichtman and Oded Brenner who combined their names.<ref>[http://nymag.com/restaurants/reviews/underground/19680/ Milking It]</ref> The business began as a small shop selling handmade chocolates. <ref>[http://articles.philly.com/2009-07-02/entertainment/24985596_1_chocolate-cream-handmade-chocolates-chocolate-empire Chocolate pinnacle: Max Brenner's new place takes the treat to a new tier]</ref>In 2001, the company became a part of Strauss Group.<ref name=aboutus>{{cite web |title=Max Brenner: About Us|url=http://www.maxbrenner.com/about.html|accessdate=29 August 2011}}</ref>
Max Brenner was founded in 1996 in [[Ra'anana]], [[Israel]], by Max Fichtman and Oded Brenner who combined their names.<ref>[http://nymag.com/restaurants/reviews/underground/19680/ Milking It]</ref> The business began as a small shop selling handmade chocolates. <ref>[http://articles.philly.com/2009-07-02/entertainment/24985596_1_chocolate-cream-handmade-chocolates-chocolate-empire Chocolate pinnacle: Max Brenner's new place takes the treat to a new tier]</ref>Oded Brenner had spent six years learning the art of chocolate-making in Paris. By 1999, Fichtman and Brenner had opened ten chocolate shops.[<ref>http://www.spotlightcommunications.net/uploads/news/id68/MaxBrennerRelease_4.14.11.pdf\ Trinity Completes Construction of Chocolate-Themed Restaurant]</ref> In 2001, the company became a part of Strauss Group.<ref name=aboutus>{{cite web |title=Max Brenner: About Us|url=http://www.maxbrenner.com/about.html|accessdate=29 August 2011}}</ref>


Max Brenner operates chocolate boutiques in Israel, Australia, Philippines, Singapore and the United States.<ref name=branches>{{cite web|title=Max Brenner: Branches|url=http://www.maxbrenner.com/branches.html|accessdate=19 February 2009}}</ref> In 2010, a new Max Brenner restaurant and chocolate store opened at [[Ceasar's Palace]], [[Las Vegas Strip|Las Vegas]].<ref>{{cite web|url=http://www.ynetnews.com/articles/0,7340,L-3851606,00.html|title=Max Brenner to open large new Las Vegas store|publisher=[[Yedioth Ahronoth]]|accessdate=2010-02-19}} {{Dead link|date=October 2010|bot=H3llBot}}</ref>In 2011, another branch opened in Boston.<ref>[http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=36475258 Max Brenner International Inc., Bloomberg Business Week ]</ref>
Max Brenner operates chocolate boutiques in Israel, Australia, Philippines, Singapore and the United States.<ref name=branches>{{cite web|title=Max Brenner: Branches|url=http://www.maxbrenner.com/branches.html|accessdate=19 February 2009}}</ref> In 2010, a new Max Brenner restaurant and chocolate store opened at [[Ceasar's Palace]], [[Las Vegas Strip|Las Vegas]].<ref>{{cite web|url=http://www.ynetnews.com/articles/0,7340,L-3851606,00.html|title=Max Brenner to open large new Las Vegas store|publisher=[[Yedioth Ahronoth]]|accessdate=2010-02-19}} {{Dead link|date=October 2010|bot=H3llBot}}</ref>In 2011, another branch opened in Boston.<ref>[http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=36475258 Max Brenner International Inc., Bloomberg Business Week ]</ref>

Revision as of 13:22, 30 August 2011

Max Brenner store in Parramatta, New South Wales

Max Brenner is an Israeli chocolate shop chain. It is a wholly owned subsidiary of the Strauss Group, Israel’s second-largest food and beverage company. [1]Max Brenner chocolates are marketed as "Chocolate by the Bald Man."[2]

History

Max Brenner was founded in 1996 in Ra'anana, Israel, by Max Fichtman and Oded Brenner who combined their names.[3] The business began as a small shop selling handmade chocolates. [4]Oded Brenner had spent six years learning the art of chocolate-making in Paris. By 1999, Fichtman and Brenner had opened ten chocolate shops.[[5] In 2001, the company became a part of Strauss Group.[6]

Max Brenner operates chocolate boutiques in Israel, Australia, Philippines, Singapore and the United States.[7] In 2010, a new Max Brenner restaurant and chocolate store opened at Ceasar's Palace, Las Vegas.[8]In 2011, another branch opened in Boston.[9]

According to the founders of Max Brenner, "chocolate is not just about taste. It’s a symbol of different aspects in our lives - of romance, of sensuality, of decadence. These aspects actually create the new chocolate culture of Max Brenner."[10]In 2009, Max Fichtman explained the philosophy behind his chocolate enterprise: "Chocolate to me is European so the restaurant is part Parisian cafe. Then I added some 'Charlie and the Chocolate Factory'..I added spices from all over the world that we use to create our chocolates. And then part of it is like a lab - like a drugstore."[11]

Max Brenner chocolates are certified kosher by the Nazareth Rabbinate.[12]

Menu

Max Brenner restaurants offer a vast array of chocolate-based dishes. The chocolate menu includes chocolate waffles and crepes, fondues, ice creams, hot chocolate drinks, smoothies and chocolate martinis. [13]Max Brenner's chocolate pizza was featured in a February 2011 segment of Food Network's The Best Thing I Ever Ate/Pizza.[14]

Controversy

The Strauss Group's support for the Golani reconnaissance platoon[15] (part of the Israel Defense Forces) has made Max Brenner stores a target of the international Palestinian Boycott, Divestment and Sanctions (BDS) campaign. Reverend Jim Barr, president of the Australia Palestine Advocacy Network, a supporter of the BDS campaign, distanced it from a clash with police at a Melbourne Brenner outlet at which 19 activists were arrested, saying “that stuff just discredits the whole movement.”[16] Australian Foreign Minister and former Prime Minister Kevin Rudd, said “I don't think in 21st-century Australia there is a place for the attempted boycott of a Jewish business.”[17] Australian Greens Senator Lee Rhiannon confirmed her support for the BDS campaign as “a way to promoting Palestinian human rights.”[18]

References

  1. ^ "Strauss Group". Dun & Bradstreet Israel Ltd. 2010. Retrieved 2011-08-11.
  2. ^ You Can Almost Eat the Dishes
  3. ^ Milking It
  4. ^ Chocolate pinnacle: Max Brenner's new place takes the treat to a new tier
  5. ^ http://www.spotlightcommunications.net/uploads/news/id68/MaxBrennerRelease_4.14.11.pdf\ Trinity Completes Construction of Chocolate-Themed Restaurant]
  6. ^ "Max Brenner: About Us". Retrieved 29 August 2011.
  7. ^ "Max Brenner: Branches". Retrieved 19 February 2009.
  8. ^ "Max Brenner to open large new Las Vegas store". Yedioth Ahronoth. Retrieved 2010-02-19. [dead link]
  9. ^ Max Brenner International Inc., Bloomberg Business Week
  10. ^ Life is Sweet at Max Brenner, Chocolate by the Bald Man
  11. ^ Chocolate pinnacle: Max Brenner's new place takes the treat to a new tier
  12. ^ Questions about kosher chocolate
  13. ^ Max Brenner International Inc., Bloomberg Business Week
  14. ^ Food Network
  15. ^ Friedman, Ron (14 December 2010). "Strauss reposts IDF-support commitment on website". Jerusalem Post. Retrieved 30 August 2011.
  16. ^ Le Grand, Chip (16 August 2011). "Pro-Palestinian leader condemns violence at Brenner boycott". The Australian. Retrieved 30 August 2011.
  17. ^ "Australian lawmakers support Israeli business". JTA. Retrieved 30 August 2011.
  18. ^ Kerr, Christian (29 August 2011). "Greens senator Lee Rhiannon stands by Israel boycott". The Australian. Retrieved 30 August 2011.

External links

Retrieved from "https://en.wikipedia.org/w/index.php?title=Max_Brenner&oldid=447483195"