Maxim's
| Company type | Private |
|---|---|
| Industry | Restaurant |
| Founded | 1893 |
| Founder | Maxime Gaillard |
| Headquarters | Paris , France |
| Products | Fine dining |
| Website | maxims |
Maxim's () is a distinguished Parisian dining establishment situated at 3 Rue Royale within the 8th arrondissement. Celebrated for its Art Nouveau style interior, Maxim's was widely recognized as the globe’s most illustrious restaurant throughout the mid-1900s.
Origins
Established in 1893 by Maxime Gaillard, a former waiter, Maxim's opened its doors at 3 Rue Royale, occupying a space that was once an ice-cream parlor. By 1899, in anticipation of the 1900 Paris Exposition, the restaurant embraced its signature design featuring stained-glass ceilings and murals depicting nymphs. During la belle époque, Maxim's emerged as a central social and gastronomic venue in Paris, famously described as "a place to take ladies but never one's wife," underscoring its elite and fashionable clientele.
Under the stewardship of Eugene Cornuché, Maxim's established itself as a top-tier dining destination, distinguished by its unique Art Nouveau ambiance, live piano performances, and a focus on attracting sophisticated patrons. Cornuché was known for ensuring the dining room was always lively, often showcasing elegant women visible from the street. The restaurant’s renown extended into popular culture, notably inspiring the third act setting of Franz Lehár's 1905 operetta The Merry Widow.
In 1913, Jean Cocteau characterized Maxim's clientele as an extravagant exhibition of luxury and high fashion. Following financial setbacks in the early 1930s, Octave Vaudable acquired Maxim's in 1932, ushering in a period centered on exclusive and high-profile guests. Managed by the Vaudable family for over five decades, the restaurant attracted prominent figures including Edward VIII, Josephine Baker, and Jean Cocteau. Additionally, it served as inspiration for Georges Feydeau’s acclaimed play La Dame de chez Maxim ("The Lady from Maxim's").
World War II and post-war era
Throughout the German occupation of Paris during World War II, Otto Horcher oversaw operations at Maxim's, which continued functioning. It became favored by German military leaders and collaborationist celebrities such as Hermann Göring and Otto Abetz. Shielded by authorities, the staff were exempted from deportation and rationing constraints. After Paris was liberated, the French Resistance temporarily closed the establishment; however, it reopened in September 1946.
Following the war, the Vaudable family revitalized Maxim's and pursued international expansion with outlets in Istanbul, Chicago, Tokyo, and Mexico City operating under the Maxim's brand but managed independently. In 1949, Houston’s Peacock Grill was rebranded as Maxim's and styled after the Parisian original. During the late 1950s, Pan Am featured Maxim's cuisine aboard its Boeing 377 Stratocruisers, reinforcing its association with luxury.
During the 1950s, Maxim's drew numerous international celebrities such as Aristotle Onassis, Maria Callas, the Duke of Windsor with Wallis Simpson, Porfirio Rubirosa, Max Ophüls, and Barbara Hutton. Renovations in this period uncovered hidden coins and jewelry left by affluent patrons.
In 1956, Hong Kong’s Maxim's Boulevard took inspiration from Maxim's name; this evolved into Maxim's Caterers—now Hong Kong’s largest catering firm by revenue and market share and a significant entity across East Asia.
The 1960s witnessed new locations opening at Orly Airport in France and a replica venue in Chicago called the Nancy Goldberg International Center (1963). The Chicago site was sold in 2022 to local owners Victoria and Adam Bilter with plans to convert it into a private members' club named the Astor Club.
Noteworthy events include Brigitte Bardot entering barefoot and Pierre Cardin being refused entry due to dress code violations—both incidents generating considerable attention. Other distinguished visitors comprised Sylvie Vartan, John Travolta, Jeanne Moreau, Barbra Streisand, and Kiri Te Kanawa.
Under Louis Vaudable’s guidance from the 1950s through the 1970s—supported by his wife Magguy—Maxim's solidified its reputation as one of the world’s most prestigious and costly restaurants. François Vaudable upheld this tradition alongside his father during Maxim's continued golden age.
Global growth and Cardin Enterprises
During the early 1970s, coinciding with the inauguration of De Gaulle Airport, the holding company Air Maxim's International was established to oversee airport dining venues, including sites in Lyon and Marseille, as well as to provide catering services on trains, within department stores, and at two hotels.
In 1971, Maxim's temporarily ceased operations to cater the 2,500-year celebration of the Persian Empire, hosting an unprecedented banquet for 600 attendees that lasted over five and a half hours.
The association between Cardin Enterprises and proprietors Louis and Maggie Vaudable began in 1978. The Maxim's brand expanded into an extensive line of products such as men's formal attire, table linens, china, glassware, furniture, and floral arrangements, retailed through approximately 200 boutiques across France. By 1981, Air Maxim's International generated annual revenues exceeding $50 million, primarily from licensing agreements.
That same year, following a disagreement regarding Michelin star ratings—where Maxim's preferred removal over losing its three-star classification—the French government designated the restaurant’s Art Nouveau décor as a historic monument. Due to concerns about foreign ownership, the Vaudables sold Maxim's to fashion designer Pierre Cardin in May 1981 for an estimated sum exceeding US$20 million. Louis and Francois Vaudable were anticipated to mentor their successors prior to their departure. Under Cardin’s leadership, an Art Nouveau museum was inaugurated alongside a cabaret dedicated to early 20th-century music.
Notably, chef Wolfgang Puck had a tenure at Maxim's early in his culinary career.
Maxim's initial overseas branch opened in Beijing within the Chongwenmen Hotel through a partnership with Beijing Tourism Group (51% state-owned). This establishment incorporated imported materials and artisans from Italy, France, and Japan at an investment of $3.5 million. While initially serving mainly embassy personnel and tourists, Chinese customers became the predominant patrons by the early 1990s.
In 1985, a New York branch commenced operations after two years of preparation but ran at a loss and closed seven years later. Around this period, locations in Brussels and Rio de Janeiro were shuttered due to operational difficulties; additionally, a hotel in Palm Springs launched in 1986 struggled with low occupancy rates.
Critics pointed out that Cardin prioritized franchising Maxim's as a brand over maintaining culinary standards aligned with its high price points. Consequently, the esteemed Club des Cent relocated its general assembly elsewhere. Cardin also managed a Maxim's boutique near the Paris restaurant that retailed evening wear and gourmet delicacies.
Pierre Cardin passed away in 2020. By 2023, Maxim's primarily functioned as a venue for private events until March when Laurent de Gourcuff, CEO of Paris Society, revealed intentions to rejuvenate the brand with the introduction of a cocktail bar and terrace on upper floors. Regular daily service resumed in November 2023.
In media
- Maxim's is featured in Franz Lehár's 1905 operetta, The Merry Widow.
- It appears in Jean Renoir’s 1937 film La Grande Illusion.
- The 1958 musical movie Gigi includes two scenes shot on location at Maxim's.
- Referenced in the 1962 episode of The Saint titled "The Covetous Headsman".
- Appears in several 1966 episodes of I Dream of Jeannie ("My Master, the Thief") and Bewitched ("Paris Witches Style", "The Joker is a Card", and "Serena Stops the Show").
- The 1978 Morecambe and Wise Show included scenes set within a replica of Maxim's.
- Cited in Ivor Novello’s song "and her mother came too" as well as the 1982 Top 40 hit "I Predict" by Sparks.
- Featured prominently in Woody Allen’s 2011 film Midnight in Paris.
- Shown in Sidney Sheldon's Bloodline (1979), starring Audrey Hepburn and Ben Gazzara.
- Scenes from the films How to Steal a Million (1966) and The Night of the Generals (1967) feature Maxim's; Peter O'Toole’s character describes it as "an adequate restaurant, very clean".
- The Maxim Restaurant sign frequently appears throughout the anime series Lupin the Third Part II, with verbal references highlighting it as a common haunt for Lupin and Jigen.