Max is a Swedish hamburger chain that opened in 1968 by Curt Bergfors. The hamburger restaurant has since grown to become Sweden’s second largest hamburger chain.
Max had a turnover of SEK 5.4 billion and had 190 restaurants in 2023, according to their website.
Max has a wide range of hamburgers, salads, desserts and several vegan options. Now customers are furious that one of Max’s products has disappeared from the range.
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Popular product removed from Max menu
News24 have spoken to Max’s press contact Helena Stenqvist, which explained why the popular product was removed from the range.
Namely, it is the vegan luxury shake and the dreamshake that have been taken out of the range.
In the Facebook group “Vegetarians and Vegans in Sweden”, a person has started a collection of names for everyone who misses the vegan shakes.
The collection is called “Please MAX, bring back Luxshake Vegan” and at the time of writing has over 700 signatures from people who miss the drink.
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Photo: Screen image/Facebook Customers rave about Max
Even on Max’s latest Facebook post where they advertise their new flavors of regular luxury shakes, customers write how much they miss the plant-based ones and are upset that they have been removed from the menu.
“Too bad for all of us milk-allergic/vegans etc who can no longer enjoy a luxury shake. They should be standard like the non-plant-based ones.”.
“Really! So lousy. They will lose customers.”.
“Mmmmm, disappointed as I kind of trusted that Max went/is moving forward to reduce suffering for animals… actually feel a bit sad”.
“So sad that plant-based shakes are gone. The daughter with a milk protein allergy has been overjoyed to be able to order good food from you. Actually, that’s why we went to you and ate with the whole family instead of some other chain”.
“Why did the plant-based options disappear? Or, really, I’m just looking for lactose-free”.
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Photo: Screenshot/Facebook Photo: Screenshot/Facebook That’s why Max removed the herbal luxury shakes
According to Max press contact Helena Stenqvist, the reason why the plant-based shakes were removed from the range is the low demand.
– Taste is our passion and with quality in focus, we always want to offer our guests the best taste experience. For a long time, there has been too little demand for Dreamshake and plant-based Luxshake for us to be able to maintain a high quality, she says in a comment to Nyheter24 and continues:
– We have therefore chosen to remove Dreamshake and plant-based Luxshake from our menu to be able to make room for other good favourites, for example our Premium Smoothies.