What MAX Burgers does

MAX Burgers Aktiebolag is a privately held, family-owned Swedish quick-service restaurant chain founded in 1968 by Curt Bergfors and Britta Fredriksson in Gällivare under the original name X-grillen. The company operates 206 restaurants as of June 2026 across four countries: 166 in Sweden, 26 in Poland, 8 in Norway, and 6 in Denmark, making it Sweden's oldest burger chain. Its menu centers on Swedish beef and chicken burgers (Original, Classic '68 Cheese, Frisco, Grand Chicken), a 14-item plant-based Supreme Green line (including the European-first Impossible Burger introduced in October 2025), salads, sides, milkshakes, coffee, and desserts. Adjacent operations include the Krysset/X-grillen sub-brand in Skellefteå and the MAX Rewards loyalty program integrated with the MAX mobile app for ordering and delivery.

The business model is direct-to-consumer restaurant sales through owned and franchised physical locations, supplemented by app-based home delivery and third-party delivery aggregators (Foodora, Wolt, Uber Eats). Pricing is not publicly disclosed; revenue is generated through per-transaction food and beverage sales. Distribution is reinforced by co-location partnerships (Circle K at the new E22 Kristianstad restaurant) and a heavy local-community presence including over 160 sponsored sports clubs. Customer segments span general consumers, families, and health-conscious diners; a 2026 Verian survey noted 35% of Swedes want fast food that also feels healthy, a demand MAX is addressing through protein-burger product tests.

Sustainability is a core strategic pillar rather than a peripheral initiative. MAX introduced the world's first climate-labeled menu in 2008 (third-party reviewed by EY), received the UN Global Climate Action Award in 2019, has distributed 7–10% of annual net profit to poverty reduction via Stiftelsen Rättvis Fördelning since 2006, and in April 2026 purchased 1,200 tonnes of biochar carbon credits certified for 1,000-year storage. The company employs 5,001–10,000 people, is supported by a 22-year partnership with Samhall for workforce inclusion, and collaborates with Kompis Sverige for social integration. Family ownership (Bergfors family, with Chairman Richard Bergfors and Vice CEO Christoffer Bergfors) is planned to remain intact for at least four more generations, shaping a long-horizon, capital-disciplined operating posture.

Name

MAX Burgers

Legal name

MAX Burgers Aktiebolag

Website

https://max.se

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Quick Service Burger Restaurants

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Burger QSR (THAFAAAA)

akta.pro secondary industry

Burger Fast Casual (THAFABAA)

Keywords

• Quick service restaurant
• Burger restaurant chain
• Plant-based menu
• Mobile ordering app
• Loyalty program

Headquarters

HQ city

Luleå

HQ country

Sweden

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Restaurant food and beverage sales: MAX generates revenue primarily through owned and franchised restaurant locations selling burgers, chicken, salads, sides, drinks, shakes, and desserts to walk-in, drive-in, and delivery customers. The company operates 206 restaurants across four countries: 166 in Sweden, 26 in Poland, 8 in Norway, and 6 in Denmark.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

MAX Burgers operates a quick-service restaurant chain selling hamburgers, chicken products, plant-based items, salads, sides, dips, milkshakes, coffee, desserts, and beverages through approximately 206 company-owned and franchised dine-in, drive-in, and takeaway locations across Sweden, Norway, Denmark, and Poland. Orders are placed in-store, via drive-in, via the proprietary MAX mobile app, or through third-party delivery aggregators (Foodora, Wolt, Uber Eats), with a complementary MAX Rewards loyalty program.

Product overview

MAX Burgers is a Swedish burger restaurant chain offering a diverse menu centered on beef burgers, chicken products, plant-based alternatives, salads, sides, beverages, and desserts. The core offering includes Signature Beef Burgers (Original, Classic '68 Cheese, Frisco, Dubbel Original, MAX-burgare), a Chicken line (Grand Chicken, Spicy Chicken, Crispy Chicken, Nuggets, Wings), and the plant-based Supreme Green line featuring Impossible Burger, Plant Beef, Mung Bean Burger, and Maxoumi (fried halloumi). Supporting offerings include Crispy Fries, Specialty Dips, Salads, Soft Drinks, Lyxshake Milkshakes, and Coffee & Desserts. MAX operates two distinct brands: the main MAX chain (present in Sweden, Norway, Denmark, and Poland with 206 total restaurants) and Krysset/Xgrillen in Skellefteå. The company also provides a mobile app for ordering and delivery, a MAX Rewards loyalty program, and climate-labeled menus. Sustainability is a core differentiator, with the world's first climate-labeled menu (since 2008) and 14 plant-based options as of 2025.

Differentiator

Problem solved

Functional benefit

Brands

• Unicorn Burger: Plant-based burger made with Impossible Foods' plant-based meat, launched in partnership with Impossible Foods in October 2025 as the first European availability.
• Green Family (Supreme Green)
• Food Planet Prize

Products and services

• Unicorn Burger Limited-time novelty burger introduced as a single named product available to MAX Burgers quick-service customers in 2025.
• Cheese Dunk Named cheese-focused limited-time product rolled out across the MAX Burgers menu to complement the existing sides and dips range.
• Chicken Protein Stack and Chicken & Mung Bean Protein Burgers Two new higher-protein chicken-based burgers launched to support the company goal that at least half of meals sold should be something other than red meat.
• Supreme Green (Plant-Based Menu Line including Europe's first Impossible Burger rollout) Plant-based sub-brand of the MAX Burgers menu offering vegan and vegetarian items, anchored by the Impossible Burger plant-based patty, targeting flexitarian and sustainability-focused diners.
• Krysset / Xgrillen Separate sub-brand restaurant concept operated by MAX Burgers under the Krysset / Xgrillen banner, providing a differentiated quick-service offer under the parent company.
• MAX Mobile App Proprietary mobile ordering application for MAX Burgers customers, enabling direct ordering, payment, store locator, and access to MAX Rewards.
• MAX Rewards Loyalty Program Free-to-join customer loyalty program for MAX Burgers diners, providing reward points and offers accessible through the mobile app and in-store.

Quantifiable outcome

• Reduced total climate impact by 1% in 2025 vs. 2024 (though emissions per 1000 kcal increased by 0.6%)
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered supporting, core, flagship and minor.

• Circle KsupportingChannel Partner/ Reseller/ Distributor · 2 June 2026The new MAX restaurant in Kristianstad is co-located adjacent to a Circle K station, sharing an entrance and parking. This co-location makes it a convenient stop for travelers on E22 and provides mutual foot traffic between the two businesses.
• Hjelmsäter / Biokol.secoreStrategic or Co-development Partner · 14 April 2026MAX Burgers purchases 1,200 tonnes of biochar carbon credits from Hjelmsäter farm near Kinnekulle (UNESCO biosphere area) over a three-year period. Biochar is produced through pyrolysis of FSC-certified forestry residues, verified by Rainbow Standard for storage of at least 1,000 years. This is described as Sweden's, and likely the world's, first biochar credits certified for 1,000 years.
• Rainbow (Rainbow Standard)supportingTechnology or Integration · 14 April 2026Rainbow is a carbon credit registry that issues high-integrity credits from rigorously vetted carbon capture projects. MAX's biochar credits from Hjelmsäter are verified under Rainbow's methodology, which measures inertinite content to certify storage duration of at least 1,000 years. Rainbow is approved by ICVCM and recognized by ICROA.
• Impossible FoodsflagshipStrategic or Co-development Partner · 2 October 2025MAX and Impossible Foods partnered for the European premiere of the Impossible plant-based burger. Launched the Unicorn Burger on October 2, 2025, at 31 selected restaurants in Stockholm, Uppsala, Malmö, and Gothenburg. At these locations, existing Plant Beef offerings were replaced with Impossible's plant-based meat. This extended MAX's green menu to 14 plant-based alternatives, making MAX the first in Europe to offer Impossible Burger. The partnership aligns with MAX's goal for at least half of meals sold to be something other than red meat.
• Kompis SverigecoreStrategic or Co-development Partner · 1 January 2025MAX partners with Kompis Sverige, a non-profit that builds bridges between new and established Swedes through friendship matching and free activities. After Kompis Sverige activities, participants gather at MAX restaurants. The partnership includes financial support and joint communications to promote inclusion and social integration. Joint podcast episode featured founder Pegah Afsharian and participant Sami Iskandar on the MAXare podcast.
• SamhallcoreStrategic or Co-development PartnerMAX extended its 22-year collaboration with Samhall for another five years. Samhall helps people with disabilities enter the labor market, and MAX employs workers through this partnership, contributing to social inclusion and diversity in the workforce.
• FairPaysupportingOthersMAX is certified by the FairPay foundation for its local association sponsorship practices, specifically for providing equitable sponsorship support to local sports clubs (e.g., Kristianstads DFF and Kristianstad Handboll).
• Kristianstads DFF and Kristianstad HandbollminorOthersLocal sports club sponsorships in connection with the opening of the new Kristianstad restaurant. MAX sponsors over 160 local sports clubs nationwide.
• Foodora, Wolt, Uber EatssupportingChannel Partner/ Reseller/ DistributorThird-party food delivery aggregators listed as delivery alternatives when the MAX app's direct delivery is not available in a customer's city. Customers are directed to these platforms from the MAX delivery page.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Five Guys: Premium-positioned US burger QSR expanding across European cities including in the Nordics. Competes with MAX for burger-quality and higher-spend burger occasions.
• Wendy's: US-headquartered burger QSR with selective European franchise expansion (including Nordic markets). Direct comparable as a burger QSR chain, though smaller European footprint than McDonald's or Burger King.
• Hesburger: Finland-originated burger QSR chain with strong presence across the Nordics, including Sweden. Closest regional direct peer to MAX in terms of burger QSR positioning and Nordic density.
• Burger King: Global burger QSR operated by Restaurant Brands International, with established Nordic footprints. Closest direct burger-QSR competitor to MAX for everyday, family, and delivery occasions.
• Shake Shack: Premium US burger and shake chain gradually opening in European cities. Direct peer on the premium-QSR burger side of the market where MAX itself is positioned (Swedish beef, milkshakes, salads).
• McDonald's: World's largest burger QSR chain with deep presence across Sweden, Norway, Denmark, and Poland. Competes head-to-head with MAX in drive-in, dine-in, family, and delivery occasions across the same Nordic geographies.

Broad incumbents

• Yum! Brands (KFC): Global QSR conglomerate (KFC, Pizza Hut, Taco Bell) with extensive Nordic and European footprint. Comparable as a broad QSR incumbent competing for the same limited-service dining occasions.
• Restaurant Brands International: Multi-brand QSR parent (Burger King, Tim Hortons, Popeyes, Firehouse Subs). Comparable as the consolidated QSR operator with direct burger overlap in MAX's geographies.

Others

• Oatly: Swedish-origin plant-based food and beverage company supplying dairy alternatives to MAX (oat drink on menu) and aligned with MAX's sustainability positioning. Comparable as an adjacent Nordic plant-based brand rather than a direct restaurant competitor.
• Impossible Foods: Plant-based meat producer and MAX's flagship sustainability partner for the European-first Unicorn Burger launch (Oct 2025). Comparable as an ecosystem partner for plant-based menu innovation rather than a competing restaurant.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/MaxHamburgers?sub_confirmation=1
• Facebookfacebook.com/maxburgersse
• Instagraminstagram.com/maxburgers_se
• TikToktiktok.com/@maxburgers_se
• Xx.com/maxburgers_se

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MAX Burgers