Chocolate New Products

Max Brenner debuts first flagship Chocolate Bar in Japan

Global chocolate brand expands into new market in the fashionable Omotesando Hills neighborhood of Tokyo.

December 11, 2013
/ Print / Reprints /
/ Text Size+

As part of its strategic global expansion plan, New York City-based Max Brenner International debuted its first Max Brenner Chocolate Bar in Tokyo’s swanky Omotesando Hills neighborhood last month.


The newest Max Brenner Chocolate Bar opened with great fanfare on Nov. 30, just in time for the holiday season with hundreds of customers waiting in line and more than 800 served throughout the day. The company plans to open a second location adjacent to the city's famous Tokyo Skytree, the tallest tower in the world.

Both locations are part of a franchise agreement with Transit General Office, Inc., a Tokyo-based company that owns, develops and operates specialty restaurants and cafes as well as office, hotel, and other commercial food and beverage facilities.

"This is an exciting time for the Max Brenner brand — we are committed to creating a new chocolate culture and providing a one-of-a-kind chocolate experience across the world," says Sam Borgese, Max Brenner International’s ceo. "Expanding into Japan is a great next step for the brand and we are pleased to have Transit General Office as great partners to help us."

Known for making chocolate a full sensory experience for its consumers, Max Brenner Chocolate Bars “expand the boundaries of how chocolate is enjoyed,” the company says. The Omotesando Hills' location includes a Chocolate Bar serving the brand's signature items — including hot chocolate in a Hug Mug, icy Choctails, Chocolate Chunks Pizza and Chocolate Fondue — as well as a retail shop stocked with unique gift sets and Max Brenner's famous bonbons.

"We are thrilled to be a part of the global expansion happening across Max Brenner," says Sadahiro Nakamura, ceo of Transit General Office, Inc. "Finding innovative companies that will enhance our portfolio of specialty restaurants, cafes and retail shops is a goal of Transit and we passionately believe in Max Brenner and its unique chocolate philosophy."

Currently, Max Brenner operates four chocolate bar restaurants in Boston, Las Vegas, Philadelphia and New York City, as well as more than 40 Chocolate Bars internationally. It has plans for upcoming openings in Russia and the United States and a focus on other locations in Asia, Europe and North America.

Did you enjoy this article? Click here to subscribe to Candy Industry

Recent Articles by Bernie Pacyniak

You must login or register in order to post a comment.



Image Galleries

A Venetian Carnival, a Jelly Belly sculpture and gourmet chocolates! Oh my!

Candy Industry takes you into the French Pastry’s School For the Love of Chocolate event in Chicago, held Feb. 25.


Candy Industry Magazine

April 2014 Cover

April 2014

In this issue of Candy Industry, Editor Bernie Pacyniak reports on three candy manufacturers from his visit to Florida, hard candy is making a comeback, interpack, and more!
Table Of Contents Subscribe

Easter Sales

How do you expect Easter sales to be this year?
View Results Poll Archive

Candy Industry Store

M:\General Shared\__AEC Store Katie Z\AEC Store\Images\Candy Industry\natural-food-flavors-colora.gif
Natural Food Flavors and Colorants

Although many foods are appealing, and even perceived as natural, in spite of containing synthetic additives, consumer increasingly prefer food products which are fully natural.

More Products

Candy Industry's Kettle Awards

Kettle Awards

Since 1946, Candy Industry magazine has recognized leaders in the U.S. confectionery industry with the highest recognition possible, the Kettle Award. The distinguished recipients have captured this most coveted award by not only excelling within their companies, but by contributing to the greater good of the industry. It’s virtually a who’s who of past and present professionals who have left their mark as confectioners and business mavens. Learn more about the voting process as well as the annual Kettle Awards Ceremony by visiting our Kettle Awards Website

Clear Seas Research

Clear SeasWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


fb40   twitter 40    youtube40    linked