Maxim Food Factory, Tai Po Industrial Park, Hong Kong

Maxim's Cake in Tsim Sha Tsui Subway Station

Affected by the renovation of the new city square, Chunchun closed its business in June+10, 2004.

The center of the new city square. Thai restaurant

1956, Maxim's opened its first western-style restaurant "Maxim's Restaurant" in Lane Crawford, Central (now Landmark Plaza), which was operated as a nightclub and held large-scale programs from time to time, laying a foundation for its catering industry. 1960, the Beatles also performed in Maxim's Restaurant during their visit to Hong Kong.

1963, Mandarin Oriental Hotel in Hong Kong and Hilton Hotel in Hong Kong (predecessor of Changjiang Group Center) were completed one after another, which was unparalleled, and Maxim's restaurant closed down.

1966, the ocean pier was built, and Maxim Avenue, the first Maxim's cafe, opened here to sell cakes, which is the prototype of Maxim's cake. Maxim's transformation into a coffee shop is very popular, and 20 cafes have been opened in two years.

1970, under the banner of Cuiyuan, Maxim appointed Wu Shuqing to participate in the Hong Kong Pavilion of the Japan World Expo in Osaka and provided exquisite snacks, which was well received. The following year, Cuiyuan, the first Cantonese restaurant, was established on the fourth floor of star house, Tsim Sha Tsui. It introduced the brand-new management of "Chinese food and western-style service" and took the lead in selling western-style cakes in the store, canceling the setting, which was very popular among diners. After the successful operation of Cuiyuan, Maxim's opened many Cantonese restaurants, such as Maxim's Restaurant, Maxim's Palace Restaurant, Windsor Palace Restaurant, City Hall Restaurant, Yingyuelou Restaurant, Maxim's Pavilion, Jiang Chun, Guangdong Province, etc., to provide "two pieces for one cup" tea drinking and catering services.

1972, Jardine Matheson joined as a shareholder, but the decision-making power still belongs to the Wu family. Immediately, several restaurants were opened in the property of Landmark, such as Jardine Matheson Building, Landmark Plaza, Exchange Plaza, Hong Kong World Trade Center, etc., which developed rapidly. The first Maxim's fast food restaurant was established and became one of the representatives of fast food restaurants in Hong Kong.

From1970s to1980s, Maxim founded a series of provincial-level restaurants, such as Jiang Chaochun, Beijing Building, Dongting Building, Jinjiang Chun and Hujiangchun, as well as two advanced Japanese cuisines, namely Chemical Japanese Cuisine and Taoshan Japanese Cuisine.

1980, the route between China and the United States was opened, but the catering service was not reached with the United States in advance. Xinhua News Agency Hong Kong Branch introduced Maxim's Group to the Civil Aviation Administration of China. Sino-foreign joint ventures initially encountered difficulties in investing in the Mainland. Finally, the Civil Aviation Administration of China asked Deng Xiaoping, the leader of the Central Committee, and replied, "Can Mr. Wu make bread? If you understand, let him do it! " Since then, Maxim has obtained the right to operate the catering business and established Beijing Aviation Food Co., Ltd., which is the first Sino-foreign joint venture. At present, Wu Shuqing, the son of Maxim's wife, runs aviation catering in the mainland 12 city, serving more than 10000 aviation catering meals every day.

1982, Maxim's set up several Maxim's baking branches in various stations along the Hong Kong subway (now known as MTR), which was the first in the field of entrepreneurship. Then, at 1988, enter the stations of Kowloon-Canton Railway (now known as MTR East Line).

1986, Jardine Matheson Group split the company, and its subsidiary Milk International Co., Ltd. held the equity of Maxim.

1992, Maxim went north to Guangzhou for development, but the business environment was not mature, so it withdrew its business. The third generation of Wu, 2 1 year-old, joined Maxim's Group.

From 65438 to 0998, MAXim developed a new restaurant series, m.a.x. concepts, including Max, Cellini, Mecca, Thai Basil, eating plus, Mezz, can.teen, cafe Landmark and Emporio Armani Caffe, to provide customers with unique and innovative dishes. In addition, the former Japanese restaurants were transformed into He Ju and Miso, creating a new Japanese food craze. Many Chinese restaurants have also been renovated, such as Cui Yuxuan, Yicuixuan, Chuanhuaiju, Yulan, Libaoxuan, Jinghua Restaurant, Lanting and so on. Under the craze of Hello Kitty, Maxim cooperated with Sanrio to open Hello Kitty Cafe in the Green House, and opened three branches the following year. After the craze, all the branches closed.

In 2000, Wu Weiguo took over as managing director of Maxim. In May, Maxim successfully introduced the world-famous Starbucks coffee culture to Hong Kong and established Coffee Concepts Ltd, which made a profit in the first two months. In just two years, Maxim opened more than 30 coffee shops in Hong Kong and entered Macau and Shenzhen at the end of 2002.

July, 200 1 year, Maxim's cake was renovated, and the trademark was changed from feminine rose pattern to neutral heart-shaped leaf pattern.

In August 2003, Wu Shunde, one of the founders, died at the age of 92. Maxim also cooperated with institutions in Wan Li for the first time to publish cookbooks. The two books are Maxim's Cantonese Cuisine-The Beauty of Health and Fashion and Maxim's Cantonese Cuisine-Healthy and Fashion Home Cooking. Affected by the SARS attack in Hong Kong, the business decreased by 40%, but the coffee shop and cake business grew and remained profitable. Maxim's Food Factory was established in Tai Po Industrial Zone, covering an area of 250,000 square feet.

In 2004, Maxim invited Li Yongquan to change the image of Maxim's fast food. The trademark is called "a little more" and the theme is green. Maxim's Fast Food has introduced microwave box lunch and side dishes, which are sold in 7-1/convenience store and Wellcome respectively.

In 2005, the Hospital Authority appointed Maxim Group for the first time to implement the "Public-Private Partnership Scheme for Patient Meal Service" to provide patient meal service in the New Territories West Hospital Cluster and Queen Elizabeth Hospital. Under the Closer Economic Partnership Arrangement (CEPA), Maxim's Cake entered Guangzhou and set up a large cake factory.

In May, the fifth anniversary of Starbucks Coffee in Hong Kong, the number of branches reached 50, far exceeding the number of branches stipulated in the contract. The partnership contract was extended 10 to 2037, but Starbucks' controlling stake in mainland China and South China was reduced to 49%.

In September, Hong Kong Disneyland opened, operating a plaza restaurant and a market cake shop in the park. In the same year, Maxim's Fast Food once again changed its image and innovated into Maxim's MX. Chen Youjian has designed a new logo, and Liang Zhitian is in charge of interior design. Many famous artists were invited to add portraits to the store, and it was awarded the gold medal in the fast food group by new york interior design magazine Hospitality Design.

In 2006, Maxim Group celebrated its 50th anniversary.

In June 5438+10, Yuan Qishou's Hong Kong business was acquired, and Yuanqi Sushi Hong Kong Co., Ltd. held a franchise in Hong Kong and continued to open branches; Green Yang Lou cooperates with 7- 1 1 convenience store to launch mini dishes.

In September, the famous American roast beef shop Lawry's the Prime Rib was introduced.

June 5438+ 10, four consecutive days 15 buffets, catering 12800 employees, 560 kinds of dishes, applied for Guinness World Records as "the largest buffet".

165438+ 10, in cooperation with Geoff Lindsay, a famous Australian chef, opened Pearl on the Peak at the top of the mountain.

In February, 65438, we donated 3 million pounds to the Community Chest of Hong Kong at a reception held in Hsi Chin, which was attended by more than 500 leaders of Hong Kong business, social service and government departments. Maxim's Group is responsible for all food stalls in the global carnival. Li Baoxuan graduated because of renting a house. Before graduation, she had disputes with many couples, including the famous journalist Fang Dongsheng, about the deposit and compensation for the wedding banquet.

In September, 2007, we cooperated with China Gas to launch the "Maxim's Chinese Cuisine Star Chef Cooking Class", which started every month and taught the dishes that won the Best Food Awards and HOFEX.

On June 5438+ 10, 2008, Jardine Matheson Group and Hang Seng Bank jointly launched the exclusive card. With this card, you can enjoy a 10% discount when signing bills in most restaurants of Maxim's Group from Monday to Thursday, and you can also use Visa payWave to pay for Maxim's MX and Maxim's Cake. ) In February, it won the right to operate Lawry's the Prime Rib in mainland China and entered Shanghai New World.

In March, the acquisition of Donghai Tang senior baking specialty store;

In June, we obtained the franchise right of Yuan Qishou Company in South China.

In September, Kelly Chen, the moon cake spokesperson, got married in June 5438+00, and launched Maxim's wedding gift cake.

165438+ 10. In October, Pearl on the Peak ended its cooperation with Jeff Lindsay, and changed the brand logo font and menu, but kept the name.

In 65438+February, Purple Magnolia was rated as a one-star restaurant by Mizhilian's guide, and even as one of the "People's Cuisine of Mizhilian Tire in bibendum".

June 5438+October 2009 10, Lvyanglou bought the factory land of da li Street in Tai Po Industrial Park for 39.8 million yuan.

In February, he participated in the "Great Alliance Against the Financial Tsunami" and launched a "round meal movement" in Maxim's Cake, Donghai Hall, Maxim's MX and Maxim's Cuisine.