Maxim's Caterers

Maxim's Caterers Limited
Company type	Private
Industry	Food and beverage, Restaurant
Founded	1956
Founder	Wu Shun Tak, James Wu
Headquarters	Hong Kong, Hong Kong
Area served	Hong Kong, mainland China, Cambodia, Vietnam, Macau, Thailand, Singapore
Key people	Ng Wai Kwok (Managing Director)
Products	Food and beverage services; bakeries; quick-service restaurants; full-service restaurants; authorized Starbucks coffee stores
Owner	Dairy Farm International Holdings Limited (50%), Hong Kong Caterers Ltd (50%)

Maxim's Caterers Limited () is a prominent food, beverage, and restaurant enterprise headquartered in Hong Kong, co-owned by Dairy Farm International Holdings Limited and Hong Kong Caterers Ltd. Established in 1956 by the Wu brothers—Wu Shun Tak and James Wu—who were overseas Chinese entrepreneurs originating from Taishan, Guangdong, Maxim's currently manages over 1,000 outlets spanning Hong Kong, mainland China, Cambodia, and Vietnam.

Ownership of the company is equally divided, with 50% held by Jardine Matheson through its subsidiary DFI Retail Group, while strategic control remains with the Ng family. Maxim's operations also reach markets such as Macau, Vietnam, Thailand, and Singapore. Its brand portfolio encompasses bakeries, quick-service restaurants, full-service dining establishments, and authorized Starbucks coffee stores.

The group offers a wide range of culinary options including Chinese, Western, Japanese, Thai, and Vietnamese dishes. It oversees both fast food outlets like Maxim's MX and bakery brands such as Maxim's Bakery and Arome Bakery. Maxim's also holds franchise agreements for global names including Starbucks Coffee and Genki Sushi, enhancing its market penetration. Beyond retail food services, it delivers professional catering solutions to industrial sectors, commercial enterprises, educational institutions, and healthcare facilities. Seasonal specialties include traditional delicacies for Chinese New Year puddings, Dragon Boat Festival Zongzi, Chinese sausages, cured meats, as well as Mid-Autumn Festival mooncakes.

The company’s guiding principle is to operate as a "Triple-Benefit Company," aiming to generate value simultaneously for its employees, customers, and shareholders.

Independent analyst David Webb reported that in 2018 Maxim’s generated revenues amounting to HKD 16.2 billion—representing roughly 13.5% of Hong Kong’s total catering industry turnover of HKD 119.6 billion—exceeding the combined revenues of competitors such as Café de Coral and Fairwood.

It is important to note that the Maxim's de Paris restaurant established in Paris, Macau Maxim Bakery Co., Ltd., and Maxim Bakery & Restaurant in Vancouver are not connected with Hong Kong Maxim's Caterers Limited.

History

The inception of Maxim's traces back to brothers James Wu and S.T. Wu alongside a small group of investors. The inaugural Maxim’s restaurant commenced operations on 3 December 1956 in the basement of Telephone House in Central. Originally launched as an upscale restaurant and nightclub, the rise of international hotel chains in the 1960s compelled the company to shift focus toward morning tea services, lunch offerings, and snack options.

In October 1972, a holding entity named Maxim's Caterers Limited was formed to acquire both the Maxim's and Jade Garden brands. By early 1973, the company had expanded its footprint to encompass 15 dining establishments.

S.T. Wu served as managing director for many years before retiring in 2000; his successor was his grandson Michael Wu Wei-kuo, who previously held the position of chief financial officer.

The Woo Brothers' Entrepreneurship

In 1956, brothers Wu Shun Tak and James Wu, then managing the Queen's Theatre on behalf of Loong Hoi Tong, decided to establish their own Western-style dining venue following a disappointing experience at New Paris Café. Their first venture under the name "Maxim's Restaurant" opened at Café Wiseman located in the basement of The Landmark (Hong Kong) on Des Voeux Road Central. Designed as a nightclub featuring live entertainment, it quickly became popular among celebrities and members of high society, laying the foundation for what would become the Maxim’s Group in foodservice. The brothers prioritized excellence by recruiting French culinary experts and insisting on fresh ingredients while emphasizing attentive customer service—a principle born from their own earlier negative experiences.

James Wu remarked that unlike many Western restaurants at that time, Maxim’s uniquely offered hot tea tailored for Chinese patrons and ensured waitstaff carried lighters to assist guests lighting cigarettes—small but thoughtful details enhancing customer experience. Early performances included foreign artists serving as resident entertainers.

By 1963, with new Western-style nightclub restaurants opening at the Hilton and Mandarin Hotels offering superior décor and entertainment quality, Maxim’s found it challenging to compete directly in this segment and consequently ceased its nightclub operations to concentrate on coffee shop ventures.

In 1966, following completion of the Ocean Terminal, Maxim’s introduced its first café named **Maxim's Boulevard**, which featured a French restaurant alongside a British-style Mermaid Bar. The pastries introduced here evolved into what became known as "Maxim’s Cakes." Within two years’ time, Maxim’s had grown to operate 20 café-style outlets.

By 1969, Hong Kong Food Products Ltd. managed Maxim’s locations situated at prominent sites including The Landmark, Ocean Terminal, Prince’s Building, Wing On House, and International Building.

In 1970 at Expo ’70 held in Osaka, Maxim’s appointed representatives Annie Wu Suk-ching and Wong Shek Leung to promote the brand "". Annie Wu acted as secretary and promotional ambassador; their dim sum offerings gained notable acclaim.

On 2 March 1971, Maxim’s launched its first dedicated Cantonese restaurant, *****, located on the fourth floor of Star House in Tsim Sha Tsui. Managed by Woo Cham Tak with Wong Shek Leung serving as head chef, this establishment introduced innovative concepts combining “Chinese cuisine with Western-style service,” including selling Western pastries alongside traditional fare and discontinuing customary table-sharing practices.

Jardine Matheson’s Investment

In 1972, amid the contest for Dairy Farm, Woo Shun Tak gained the respect of Henry Keswick, who was then the Chairman of Jardine Matheson. Shortly afterward, Jardine’s affiliate, Hongkong Land, acquired shares in Maxim’s, although control over operations stayed with the Woo family. Maxim’s quickly grew by establishing restaurants within Hongkong Land properties such as Jardine House, Landmark, Exchange Square, and the Hong Kong World Trade Centre.

That same year marked the debut of Maxim’s Fast Food (currently known as Maxim’s MX), which evolved into one of the largest Hong Kong-style fast food chains in the city.

Capitalizing on this momentum, Maxim’s broadened its offerings in the late 1970s by launching several Peking Garden locations, thereby entering regional Chinese culinary markets that featured Beijing, Sichuan, Shanghai, and Hunan specialties. The 1980s saw the introduction of two Japanese dining establishments: Benkei inside The Landmark and Momoyama at Jardine House. Benkei underwent rebranding to Kajiku and later Kikusan, while Momoyama was renamed Miso.

In 1980, a significant milestone was reached with the formation of , recognized as the first Sino-foreign joint venture after reacquiring earlier partnerships such as the Sino-Soviet Civil Aviation Corporation from 1954.

Growth into Mass Market Segments

Between the late 1970s and early 1980s, Maxim’s diversified from upscale dining to mass-market catering by opening Cantonese-style venues like Maxim's Chinese Restaurant and Maxim's Palace Chinese Restaurant, both focusing on dim sum and banquet services. The company also ventured into Teochew cuisine with Chiu Chow Garden Restaurant. In 1982, Maxim’s expanded its presence by launching numerous Maxim's Cakes shops along Hong Kong’s MTR routes. By 1985, operating 33 outlets within MTR stations and 37 elsewhere, it had become Hong Kong’s largest bakery chain. Growth persisted through 1988 with stores established at every stop along the Kowloon–Canton Railway (now MTR East Rail Line).

Maxim’s entered the mooncake market in 1986, quickly selling out an initial batch of 100,000 boxes. This overwhelming demand spurred a strong focus on mooncake production. That year also saw Jardine Matheson reorganize its holdings by transferring its stake in Maxim’s to its subsidiary Dairy Farm International Holdings Limited.

The company made its entrance into Mainland China in May 1991 with "Beijing Jade Garden" located in Beijing's Chaoyang District. Between 1993 and 1994, it opened fast-food and bakery outlets in Guangzhou, Foshan, and Shanghai. However, due to financial setbacks, Maxim’s eventually withdrew from the Chinese mainland market.


Maxim’s Cakes Tsim Sha Tsui	Maxim’s Palace Sha Tin	Chiu Chow Garden	Maxim’s Mooncakes

Expansion of Contemporary Dining Concepts

In 1992, Ng Wai Kwok, the eldest grandson of Ng Shun Tak and a third-generation family member, entered Maxim’s Group at the age of 21. At that point, the company managed approximately 300 outlets. He was appointed Managing Director in 2000. Two years prior, in 1998, he established m.a.x. concepts to spearhead the creation of innovative restaurant concepts for Maxim’s. This initiative introduced brands such as MAX, Cellini, Mecca, Thai Basil, and eating plus, each delivering unique culinary experiences. Japanese dining underwent a transformation with the rebranding of restaurants into Hyo-Kiku and Miso, which set new standards for modern Japanese cuisine. Additionally, several Chinese dining venues received updates, including The Square, Jasmine Place, and Peking Garden.

Under Ng’s guidance in September 2005, coinciding with the launch of Hong Kong Disneyland, Maxim’s secured the operating franchises for Plaza Inn and Market House Bakery.

M&C.Duck Gateway Arcade Branch	Treats Food Court at Cityplaza	Maxim’s Foods at Hong Kong Disneyland	Simplylife Bakery Cafe Queensway Plaza Branch	Cafe Landmark

Introduction of International Restaurant Brands

Ng Wai Kwok also prioritized introducing global brands to the Hong Kong market. The initial partnership involved Sanrio, resulting in Hello Kitty Cafes at Luk Yeung Galleria, which eventually closed after their initial surge in popularity diminished. In May 2000, Maxim’s launched Starbucks coffee in Hong Kong through a joint venture named Coffee Concepts Ltd. This enterprise became profitable within just two months and expanded swiftly to over 30 locations within two years across Hong Kong, Macau, Shenzhen, and Southeast Asia. By June 2011, Starbucks purchased Maxim’s 30% share in its mainland China operations, while Maxim’s obtained full ownership of Starbucks outlets in Hong Kong and Macau.

During discussions with Starbucks’ headquarters in the U.S., Maxim’s recommended complementing coffee offerings with light meals to enhance sales. Although initially hesitant due to concerns about preserving coffee aroma, Starbucks agreed to use warming cabinets for food items. This approach contributed significantly to Starbucks Hong Kong’s rapid profitability.

Maxim’s further secured franchise rights for several renowned brands including Genki Sushi, Sen-ryo, Arome Bakery, Ippudo, Cheesecake Factory, and Shake Shack burger restaurants.

Starbucks Coffee Elevated Ng Wai Kwok’s Profile	Arome Bakery Admiralty Branch	Genki Sushi Tiu Keng Leng Branch
Ippudo Admiralty Branch	Cheesecake Factory Gateway Arcade Tsim Sha Tsui Branch	Shake Shack IFC Mall Central Branch

Brands

In 1998, Maxim's introduced m.a.x. concepts, overseeing a portfolio of brands such as MAX, Cellini, Mecca, Thai Basil, eating plus, Mezz, café Landmark, Emporio Armani Caffé, along with contemporary dining establishments Kiku and Miso.

By 2004, Maxim's had launched the French-Vietnamese restaurant chain Rice Paper and commenced production of ready-to-eat meals distributed through 7–11 and Wellcome supermarket chains.

Early in 2006, Maxim's expanded by acquiring Genki Sushi and also brought the American dining brand Lawry's The Prime Rib to Hong Kong. Collaborating with Australian chef Geoff Lindsay, the company opened "Pearl on the Peak" located in the Peak Tower. Additionally, Maxim's holds licensing rights for Ippudo ramen, Shake Shack, and The Cheesecake Factory across multiple regions.

In May 2000, a partnership was established between Maxim's and Starbucks Coffee International to create Coffee Concepts Ltd., which manages Starbucks licenses in Hong Kong and Macau.

In 2005, the company undertook a rebranding effort, renaming the majority of its restaurants under the MX brand.

Shark fin controversy

Maxim's encountered public opposition due to its sale of shark fin products. On 10 June 2017, activists staged a demonstration at the flagship location 'Maxim's Palace' to protest the sale of shark fins from endangered species. Subsequent protests took place at a Maxim's outlet within The University of Hong Kong in February 2018 and at Maxim's corporate headquarters in June 2018; these also included demonstrations targeting Starbucks’ regional licensee Maxims. In response to these campaigns, Maxim's declared it would cease offering shark fin dishes across all its restaurants starting from 1 January 2020.

2019–2020 boycott campaign

During the 2019–2020 Hong Kong protests, Maxim's stores were subjected to boycotts and acts of vandalism following public criticism by Annie Wu, daughter of co-founder James Wu, who condemned both the protests and Hong Kong’s youth. Annie Wu holds a minor 0.33% stake in Hong Kong Caterers Ltd., which itself owns half of Maxim's Caterers Ltd., and she does not participate in management. Nevertheless, she received HK$1.3 million in dividends for the fiscal year 2018.

2021–2022 animal cruelty campaign

Maxim's Group became the focus of a campaign alleging animal welfare violations within its Asian supply chain. The accusations centered on sourcing eggs from battery cage systems prohibited under the European Union Council Directive 1999/74/EC. This campaign specifically targeted the restaurant brands Genki Sushi and Arome Bakery.

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