Max Hamburgers
Swedish hamburger restaurant chain recognized for its northern Swedish origins, international expansion, and emphasis on lower-impact and vegetarian food options.
Last updated August 25, 2026
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Overview
Max Hamburgers, formally Max Burgers Aktiebolag, is a Swedish quick-service restaurant chain specializing in hamburgers, fries, beverages, and meat-free alternatives. The company began in 1968 in Gällivare in northern Sweden, where Britta Fredriksson and Curt Bergfors established the business that would become one of Sweden’s best-known domestic burger chains. The name Max came from Curt Bergfors’s nickname, which was itself associated with the Swedish actor Max von Sydow. For much of its early history, Max was concentrated in Norrland and was the largest hamburger chain in northern Sweden. Its growth accelerated from the 1990s, when the company expanded beyond its regional base and developed a nationwide Swedish presence. Expansion continued particularly quickly from 2005 to 2010, and the chain had approximately 85 Swedish restaurants by 2011, compared with about 40 five years earlier. Max became notable for competing successfully with McDonald’s in several northern Swedish markets. In 1991, McDonald’s restaurants in Umeå and Luleå closed before later returning, and in 2007 Max’s local strength contributed to McDonald’s exits from Skellefteå, Piteå, and Luleå. The company subsequently developed an international footprint. Its first Norwegian restaurant opened in May 2011, its first Danish restaurant opened in March 2013, and its first Polish restaurant opened in September 2017. Max also pursued expansion in the Middle East through franchising, including the United Arab Emirates between 2012 and 2018, with menu adaptations such as the removal of bacon in Dubai restaurants. Egypt has also operated Max restaurants through franchising. By December 2024, the chain reported 155 restaurants in Sweden, 26 in Poland, eight in Norway, six in Denmark, and several franchised restaurants in Egypt. The reference material also describes approximately 6,500 employees. Max positions itself as a burger chain with a stronger sustainability profile than a conventional fast-food operator. Its public identity has included environmental initiatives, vegetarian and vegan products, and messaging around the climate impact of food. Its menu combines beef, chicken, and meat-free burgers with fries, shakes, soft drinks, and related quick-service items. The company’s sustainability positioning has also created scrutiny: reporting in 2025 alleged that some restaurants prepared vegetarian items in oil also used for chicken, potentially conflicting with customer expectations and internal separation standards. Ownership and management remain closely tied to the Bergfors family. Curt Bergfors co-founded the chain and remained a central owner until his death in 2022. His eldest son, Richard Bergfors, has served as president since 2002. Max has also faced trademark disputes, employment and contractor controversies, political criticism, event-related commercial disputes, and food-safety scrutiny. In response to the 2025 hygiene reporting, the company announced an internal investigation and mandatory hygiene and food-safety training. Max remains an active private restaurant business with its main operating base in Sweden and a smaller presence elsewhere in northern and central Europe.
History
Max Hamburgers was founded in 1968 in Gällivare, Sweden, by Britta Fredriksson and Curt Bergfors. The business was rooted in northern Sweden, where it developed a strong local identity and became the leading hamburger restaurant chain in Norrland. The brand name derived from Curt Bergfors’s nickname, which was associated with actor Max von Sydow. Until the 1980s, Max was concentrated mainly in northern Sweden and had only one restaurant outside Norrland, on Drottninggatan in Stockholm. Its competitive position changed during the 1990s, when the company expanded nationally. Max’s regional strength was especially visible in competition with McDonald’s. In 1991, McDonald’s restaurants in Umeå and Luleå closed before later returning, and in 2007 McDonald’s locations in Skellefteå, Piteå, and Luleå were reportedly forced out by local competition from Max. The chain grew particularly quickly between 2005 and 2010 as it expanded through western Sweden. By 2011, Max had roughly 85 restaurants in Sweden, more than twice the approximately 40 locations it had five years earlier. International growth began in the Nordic region with the opening of a Norwegian restaurant on 11 May 2011 and a Danish restaurant on 1 March 2013. The company entered Poland on 1 September 2017. Max also pursued franchised operations in the Middle East, including the United Arab Emirates from 2012 to 2018, and franchised restaurants in Egypt. International menus could be adapted to local requirements; for example, bacon was excluded from the Dubai menu. Max’s corporate identity increasingly emphasized environmental responsibility and lower-impact eating. The company promoted vegetarian and vegan alternatives alongside beef and chicken products and presented sustainability as a distinguishing feature in the burger market. This positioning became an important part of its public reputation, although later food-safety reporting raised questions about whether vegetarian products were always prepared separately from chicken products. The company has been involved in several legal and public controversies. In the 1980s, Max and McDonald’s contested the use of the name “Big Max”; after appeals, the dispute was settled and Max renamed the product “BIG!”. A separate dispute involving the Frasses chain concerned a property transaction and the opening of a restaurant under circumstances a court later regarded as fraudulent. The matter ultimately reached Sweden’s Supreme Court, which held the parent company liable; compensation was donated to SOS Children’s Villages. In 2004, Max sued a Tehran restaurant over alleged copying of its logo, interior design, and menu. In 2007, the television program Uppdrag Granskning reported that a cleaning contractor used undocumented workers at Max sites. Max ended the contract, offered employment to affected cleaners, and engaged Samhall for cleaning services. In 2009, Max objected to Dole Food Company’s conduct relating to a documentary about pesticide use in Nicaragua and boycotted Dole products. Max also became involved in a dispute over UEFA’s “Clean Arena” requirements for the 2009 European Under-21 Championship. Because McDonald’s was an event sponsor, UEFA required competing restaurants near the Borås Arena to close; Max’s position contributed to the decision not to stage matches in Borås. The company later reached an arrangement with the city concerning future events. In 2014, an internal letter signed by Richard and Christoffer Bergfors criticized election proposals associated with the Left Party, Social Democrats, and Green Party. Critics viewed the message as political pressure on employees, while Richard Bergfors said the company was politically independent and described the episode as a misunderstanding. Curt Bergfors died in 2022. Ownership remains with the Bergfors family, and Richard Bergfors has served as president since 2002. By December 2024, Max had 155 restaurants in Sweden, 26 in Poland, eight in Norway, and six in Denmark, with additional franchised operations in Egypt. In February 2025, reporting based on food-inspection records and employee accounts alleged repeated hygiene and food-handling failures at several locations, including expired food, poor cleaning, pests, and contaminated preparation practices. Max said it treated the allegations seriously, initiated an internal review, and introduced mandatory hygiene and food-safety training.
- 2024
Nordic and Polish network reaches reported scale
[1]As of December, Max is reported to have 155 restaurants in Sweden, 26 in Poland, eight in Norway, and six in Denmark.
- 2022
Death of co-founder Curt Bergfors
[1]Curt Bergfors dies, while the business remains owned and operated by the Bergfors family.
- 2017
Entry into Poland
[1]The chain opens its first Polish restaurant on 1 September.
- 2013
Entry into Denmark
[1]Max opens its first Danish restaurant on 1 March.
- 2011
Entry into Norway
[1]Max opens its first Norwegian restaurant on 11 May.
- 2005
Accelerated Swedish expansion
[1]Max begins a period of rapid expansion, particularly into western Sweden.
- 2002
Richard Bergfors becomes president
[1]Curt Bergfors’s eldest son, Richard Bergfors, begins serving as company president.
- 1991
Early competitive victories over McDonald’s
[1]McDonald’s restaurants in Umeå and Luleå close during a period when Max has strong local dominance.
- 1984
Big Max trademark dispute
[1]Max and McDonald’s dispute whether the name “Big Max” is too close to “Big Mac”; the product is eventually renamed “BIG!”.
- 1968
Max is founded in Gällivare
[1]Britta Fredriksson and Curt Bergfors establish the hamburger business in northern Sweden.
Products and positioning
A mainstream Swedish quick-service burger chain differentiated by domestic heritage, vegetarian and vegan menu options, and environmental and sustainability messaging.
Hamburgers
Beef burgers
The core Max range consists of conventional beef hamburgers served in quick-service formats with buns, sauces, and standard toppings. Beef products remain central to the chain’s identity, while the company differentiates its menu through a broad selection of alternatives and sustainability-related messaging.
Hamburgers
Chicken burgers
Max sells chicken-based burger products as part of its mainstream fast-food menu. Chicken items are offered alongside beef and meat-free choices, although 2025 reporting raised concerns about the possible use of shared frying oil for chicken and vegetarian products at some older locations.
Meat-free menu
Vegetarian and vegan burgers
Vegetarian and vegan burgers are an important part of Max’s positioning and sustainability proposition. They give the chain a meat-free alternative to its beef and chicken products. Reports in 2025 alleged that some restaurants did not always use fully separate frying equipment, prompting the company to cite kitchen constraints and promise gradual renovations.
Side dishes
French fries and sides
Fries and other side dishes accompany the burger menu and form part of Max’s standard quick-service meal combinations. Specific product formulations and availability can vary by market and restaurant format.
Beverages
Milkshakes and beverages
The beverage range includes milkshakes, soft drinks, and related refreshments. Milkshake-machine cleaning practices were among the issues discussed in 2025 media reporting about hygiene at several restaurants.
Controversies
2025
Hygiene and food-safety allegations
Aftonbladet reported alleged expired food, inadequate cleaning practices, mould, insects, rodent droppings, ingrained dirt, and manipulation of food timers at multiple Max restaurants. The reporting also alleged that vegetarian products could be fried in oil shared with chicken, contrary to expected separation practices.
2025
Employee confidentiality concerns
Reports following the hygiene investigation said some employees were required to sign non-disclosure agreements or were warned against speaking publicly about workplace conditions. The reference material does not establish the full scope or legal status of these arrangements.
2014
Political message to employees
An internal letter signed by Richard and Christoffer Bergfors criticized election proposals associated with left-leaning Swedish parties. Critics interpreted it as an attempt to influence employees’ voting, while Richard Bergfors said Max was politically independent and that the issue had been misunderstood.
2007
Undocumented workers used by a cleaning contractor
A television investigation reported that a cleaning company contracted by Max employed undocumented workers. Max terminated the contract, offered jobs to affected cleaners, and moved cleaning work to Samhall.
Marketing campaigns
- 2025Mandatory hygiene and food-safety training
Sweden
After media reports alleged widespread hygiene and food-handling failures, Max announced an internal investigation and mandatory training for employees.
Outcome. The announced response was intended to strengthen restaurant-level hygiene and food-safety compliance; independent results of the investigation are not provided in the reference material.
- 2009Dole boycott
Sweden
Max boycotted Dole products in connection with Dole’s response to a documentary concerning pesticide use on plantations in Nicaragua.
Outcome. The action positioned Max as willing to connect purchasing decisions with social and environmental issues; a longer-term commercial outcome is not stated.
- 2009Borås Arena and UEFA Clean Arena dispute
Sweden
UEFA’s event rules required competing restaurants near the arena to close because McDonald’s was a tournament sponsor. Max objected to closing except during matches.
Outcome. UEFA did not hold European Under-21 Championship matches in Borås. Max later agreed with the city to close when necessary for future events.
Brand decisions
2025
Respond to reported food-safety failuresOtherBackground
Media reporting based on employee accounts and food-inspection records alleged repeated hygiene and food-handling problems at multiple restaurants.
Action taken
Max announced an internal investigation and mandatory hygiene and food-safety training for all employees. It also said older locations would gradually be renovated to improve separation of frying equipment.
Aftermath
The reference material does not provide the final findings of the investigation or a confirmed completion date for the renovations.
2017
Enter PolandStrategyBackground
Max pursued growth outside the Nordic region while retaining Sweden as its main market.
Action taken
The first Polish restaurant opened on 1 September 2017.
Aftermath
Poland became the chain’s largest foreign market by reported restaurant count in 2024.
2013
Expand into DenmarkStrategyBackground
Following its entry into Norway, Max continued its Nordic expansion.
Action taken
The first Danish restaurant opened on 1 March 2013.
Aftermath
Denmark remained part of the company’s reported restaurant network.
2011
Enter NorwayStrategyBackground
Max sought to extend its Swedish restaurant model into neighboring Nordic markets.
Action taken
The company opened its first Norwegian restaurant on 11 May 2011.
Aftermath
Norway became one of Max’s continuing international markets.
1984
Rename the Big Max productOtherBackground
McDonald’s challenged Max’s use of “Big Max,” arguing that it was too similar to “Big Mac.”
Action taken
After an appellate decision favoring McDonald’s, the parties settled and Max changed the product name to “BIG!”.
Aftermath
The dispute became one of the chain’s early trademark conflicts with a major international competitor.
- McDonald’s — McDonald’s pursued the trademark objection through the Swedish courts.
Sources2 sources
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