Roy Mustaca, new owner of Max Brenner (definitely not a bald man). Max Brenner is now proudly 100% Australian owned, and with an unwavering focus on the customer experience (both online and offline), the brand is looking forward to a sweet future. While the vision of the original store remained alive under Mustaca’s leadership, the Covid19 pandemic brought economic challenges to service and retail industries alike. To customers’ delight, the brand was salvaged in late 2018 via purchase by Roy Mustaca, an Italian-born, Australian opera singer and chairman of the independent cinema chain United Cinemas. The business also entered voluntary administration in 2018 due to rising costs and a tougher retail industry, shutting down twenty stores. Max Brenner has had its fair share of challenges from conception sustaining negative public backlash in the form of anti-Israeli protests in Australia in 2011 due to the donation of chocolate care packages to Israeli soldiers. This inspiration fuelled much of the creativity we see realised in Max Brenner Chocolate Bars today combining the experience of an indulgent eatery and chocolate shop, most of which (twenty-four, in fact) happen to be in Australia. Chocolate stimulated an emotional response.Īlas, the vision for the well-known Max Brenner Chocolate Bar (double-meaning, yes) was born, combining the name of the two cofounders. What Brenner recognised through daily interactions with his customers, was that chocolate had a wonderous, experiential, and nostalgic quality reminiscent of Charlie and the Chocolate Factory, romance, and childhood memories. The observation was made that traditional chocolate stores treat chocolate almost like jewellery, in beautiful boxes, not to be touched. This eventually led to Brenner travelling to Paris to learn the art of chocolate under the famous Chocolatier, Michel Chaudun, ultimately returning to Israel to open a local chocolate shop in the small town of Ra’anana.īrenner felt that there was a sizeable gap between the way people talk and think about chocolate and the way they experience it in the real world. Max Brenner was founded in 1996 in Israel by the original “bald man”, Oded Brenner, and past business colleague Max Fichtman.īrenner had planned to be a writer, and in a bid to finance his writing passion, he took up the art of pastry making.
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