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Swedish burger chain to expand in GCC: report

Published: Updated:

A Swedish burger chain which claims it is more profitable than McDonald’s and Burger King in its home country will use its recently-opened Dubai outlets as it’s point of entry to the Gulf Region, a report published in a regional business magazine reveals.

‘Max Burgers’ intends to open 50 outlets in the GCC region within the next 5 years; an area which has proved to have quite an appetite for burger chains in recent years.

“Our mission and goal is to grow in the whole GCC area,” he said. “The plan is to launch here in Dubai and then take it from there. We’d like 60 plus outlets [in the next five years] but it could be more,” Max Burgers CEO, Richard Bergfors, told Arabian Business.

Several other burger chains including New Zealand’s BurgerFuel, Smashburger and Shake Shack have all announced plans to expand their presence in the Gulf in recent years.

Max Burgers was founded in Sweden in 1968, opened its third outlet in Dubai last week and plans to open another three, including two in Abu Dhabi, before the end of May.

Commenting on Max’s unique selling proposition, Bergfors told Arabian Business that “One of the main differentiators is that most of our competitors are American and we are Swedish… and our main advantage is the quality and taste of the food,” he added.

“We have a very big emphasis on healthy alternatives so we to try to make fast food more healthy – that has been hugely successful in Scandinavia and I think it will be here also,” he added.