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The Menu – the latest insights on restaurant technology trends, customer successes, and best practices.

MAX Burgers Keeps Business Open with Omnichannel Ordering

Tim Brown
Vice President, Global Sales Consulting, Oracle Food and Beverage

MAX Burgers, a legendary brand in Scandinavia, has an impressive track record as the No. 1 customer-rated and most profitable restaurant chain in Sweden. It’s no surprise that the family-owned company not only has a passion for quality, but also a penchant for adopting technology innovation.

In April 2020, the brand made a swift decision to shift operations to off-premises rather than shut down when restrictions for ordering and serving hit the fast food sector. With an experienced team and a flexible self-ordering solution, MAX was able to pivot from table service to delivery and takeaway almost overnight and became the first Swedish restaurant chain to offer curbside pickup to meet new regulations. At a time when other restaurants had to close their businesses, MAX kept its burgers and other fare coming. The decision to design and execute an omnichannel strategy, however, was made long before MAX Burgers knew how crucial it would be to health and wellness of their business, staff and community.

“We always want to be first in providing convenient solutions for our guests and in these difficult times adapting and supplying options means everything,” says Christoffer Bergfors, vice president and owner, MAX Burgers. “I'm pleased we could offer new alternatives so quickly. Through this we are increasing our service and flexibility. Stay in your car, jog by or wait at a table, without stress. Knowing your favorite MAX burger can be delivered to you safely.”

With around 150 self-operated and franchise locations across Scandinavia, MAX Burgers is well known both for its delicious burgers and digital engagement capabilities. Since 2008 MAX has enabled ordering through an app and self-service kiosks, driving online POS system transactions to over 85% of its sales.

Through a long relationship with Oracle and POS integrations partner Future Ordering, MAX Burgers had an omnichannel strategy in place when the coronavirus took hold of the industry. Its strong technology prowess enabled MAX Burgers to see possibility where others saw obstacles. Their omnichannel strategy covers multiple user journeys and unifies sales across all touchpoints which enabled MAX to quickly close some sales channels as well as enabling others, without disrupting operations or sales.

Thanks to an agile and experienced organization, the Oracle Simphony restaurant POS system, and an omnichannel Oracle partner, MAX Burger guests have been able to continue enjoying premium burgers in a safe and friendly way.

Oracle can help you maximize your existing resources and identify new opportunities across the Oracle ecosystem to open new channels of business, protect your revenue streams and introduce innovation in a sustainable way. Learn more about our complimentary 5-point off-premises dining assessment, contact us directly by phone: US: +1 866-287-4736; UK: +44 207 5626 827; AU: 1300 366 386; LAD: 52 559 178 3146) | chat | or request a call back.

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