Max Brenner: Chocolate Culture

photo by bookjunkie

photo by bookjunkie

photo by bookjunkie

The huge chocolate bars around really get you in the mood for something chocolatey. In my trip to Max Brenner when it first opened at the Esplanade a couple of years ago I had a real lovely hot chocolate that was super rich like something out of that movie I want to rewatch, ‘Chocolat’. The time I ordered an iced chocolate it being a hot day and all but I was disappointed as there was too much crushed ice and not enough chocolate. It tasted more like icy chocolate milk then a real pure chocolate experience. It was not worth the hefty $11.65 Singapore dollar price tag. It’s especially sad when you’re disappointed by chocolate. The next time I’m definitely sticking to the hot chocolate drinks.

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Here’s an interesting Extract about the multimillionaire, accidental chef, who claims he is creating a chocolate culture, from none other than The New York Times:

They’re called Max Brenner, Chocolate by the Bald Man, and belong to a chain spawned in Israel by a pair of businessmen, Max Fichtman and Oded Brenner, who conflated their two names into that of one quasi-fictive candy man. Mr. Brenner indeed happens to be bald, so there’s some follicular truth in the advertising. But there’s no ready clue that Max Brenner is now owned by an Israeli food corporation, which has succeeded in establishing it in Singapore, the Philippines, Australia and the United States.

It’s been saluted in People magazine and featured on cable television news broadcasts. And the Max Brenner restaurants in Manhattan have often been packed, an affirmation of a strategy that strikes me as both novel and shrewd.

Traditions are tweaked. Hot chocolate — dark, milk or white — comes in a handle-less “hug mug” shaped so that you have to cradle it in two hands, the way you would a child’s face.

Max Brenner
#01-116, VivoCity
1 Harbour Front Walk, Singapore 098585

About bookjunkie

Blogging about life in Singapore helps me survive the mid-life crisis
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