![]() ![]() ![]() The classic chocolate milkshake tastes sophisticated with hazelnut - and who doesn’t love that pairing?īut when people think chocolate, especially when it’s cold outside, one thing comes to mind. Waffle sandwiches are classed up with prosciutto and lightly-dressed arugula. ![]() Fritters with a nacho cheese dipping sauce are really “sweet corn croquettes with Manchego,” but that doesn’t make them any less addictive. ![]() The whole menu should seem childish, but it actually isn’t. As opposed to catering to kids, as many chocolate stores do, Max Brenner has a different clientele in mind - twenty-something’s looking for a fun way to keep their inner child alive while indulging in something sweet. Nothing about Max Brenner says “kitschy quaint chocolate shoppe.” Step inside the Boylston location, and you’re greeted by music you might expect to hear in a club and a full-service bar showcasing chocolate cocktails. Just in time for the cold months ahead, Max Brenner, a chocolate bar-turned-bistro on 745 Boylston St., launched a new waffle menu to accompany their classic hot chocolate, in an attempt to marry the sweet and savory items on the traditional menu and continue their legacy of innovation. Max Brenner’s Turkey Club Waffle Sandwich PHOTO COURTESY MAX BRENNER U.S.Winter is coming, and for most, that means a number of holiday traditions such as trips to the park for ice skating, bundling up in comfy clothes or sipping a large mug of something warm.units and another 200 or so globally." Quick Look "Three to 5 years out we're looking at 200 U.S. "We've had interest from Florida to San Diego and Toronto to Houston," he says. expansion will be corporate, but Borghese says the company will likely franchise as well. The company is set to open a second unit in Paramus, N.J., in March, and site selection is underway in Washington, D.C., and New York. Overhead, pipes run along the ceiling through which fresh chocolate is pumped. "The espresso machines are there, the chocolate machines the desserts are being finished, and you can see the crepe and waffle makers at work. "Those are the prime seats because you can take in all of the activity behind the bar," Borghese says. Serving as each location's showpiece, the chocolate bar measures 25 to 30 feet and seats 12 to 14 customers. There are 40 locations globally, including 10 full-service restaurants.Each store averages 2,500 to 2,800 square feet, including 200 square feet of packaged chocolate display. The first re-concepted Max Brenner Chocolate Bar Café opened in Bethesda, Md. On the menu: a variety of hot chocolate drinks (including Mexican Spicy spiked with chili, cinnamon and nutmeg Salted Carmel and Marshmallow) served in the chain's custom-designed, patented Hug Mugs Choctails (milkshakes and smoothies) Max-I-Scream fountain treats Chocolate Fondue Choco-Icons (Melting Chocolate Heart Cake with an iced chocolate shot Chocolate Chunks Pizza by the slice, half or whole) waffles and crepes and specialty coffees, espresso and tea. The concept seeks to provide a multisensory chocolate experience for guests. While that model has been successful, it's the fast-casual chocolate bar/café concept that the company recently refined and debuted in Bethesda that it plans to move forward with, says Sam Borghese, CEO of Max Brenner Global, a subsidiary of Strauss Group. markets including Boston, New York, Philadelphia and Las Vegas. In addition to the chocolate bar model it opened 10 full-service, full-menu restaurants - in U.S. Over the next several years, the concept went global, opening more units in Australia as well as the Philippines, Singapore and the United States. Investors from Australia took the brand to their country in 2000, expanding it to include a café-style chocolate bar. Max Brenner locations include café-style seating, retail displays and covered seats at the chocolate bar, where customers can take in all of the action.Established in Israel in 1996 by Max Fitchman and Oded Brenner, Max Brenner started as a small specialty chocolate retail shop. prototype in Bethesda, Md., last August and plans to expand nationally over the next few years. Max Brenner Chocolate Bar, a fast-casual operation that celebrates chocolate culture in Parisian-café-meets-Willy-Wonka fashion, opened its first new U.S. Chocolate lovers have a new treat coming soon to a market near them. ![]()
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