The Max Brenner (MB) chain, a subsidiary of the Israeli-based Strauss Group, plans to open its largest chocolate bar at the Forum Shops of Caesars Palace in Las Vegas. The $3-million, two-story, 1,000-sq-meter restaurant and chocolate shop will house 280 seats, a full bar that offers a menu with a special chocolate martini launched at the Vegas branch, a chocolate and gift shop, two rooms for private events and a take-out bar on the patio of the restaurant. About 200 employees will serve diners and bar patrons.
 
This new branch joins 31 MB chain branches worldwide: two in the United States, 19 in Australia, two in the Philippines, two in Singapore and six in Israel.
 
"The Max Brenner chocolate bar chain, which is gaining much attention and success in the U.S. and is perceived as a fascinating concept there, continues to implement its strategy of building Max Brenner as an international brand,” says Giora Bar Dea, ceo of Strauss North America. “The new branch at the center of Las Vegas is a strategically ideal location for us to present our brand on the West Coast and to boost our international exposure. We believe that our concept perfectly fits the location and special experience, and are confident that both the millions of visitors and the local community will warmly embrace the unique concept of the Max Brenner chain."
 
Oded Brenner, founder of Max Brenner, affirms the investment. "You must open a branch in Las Vegas,” he says. “There is no other place in the world that fits Max Brenner perfectly like Las Vegas. It's as if this concept was specifically-tailored for Vegas ... and so, almost from the very first branch we opened, I have been chased by this mantra, which was repeated to me in every new location we launched, but the idea remained like Vegas: unattainable, larger than life, like a dream.”
 
The new branch was inaugurated at a Chocolate Breaking Ceremony attended by Las Vegas Mayor Oscar Goodman; Ofra Strauss, chairperson of Strauss Group; Giora Bar Dea, Strauss North America ceo; and Oded Brenner, founder of the Max Brenner chain.
 
For additional information, visit www.strauss-group.com.