![]() Brenner fought down to his last penny, but still lost both Little Brown and his place at Max Brenner. But when the new concept started to find success, Strauss sued him for violating his non-compete. With Strauss's blessing, he opened a separate cafe chain, Little Brown Chocolate Bakery & Coffee, in 2011. And while the brand continued to grow, moving its headquarters to New York and opening 50-plus international locations, Brenner began to feel the loss of control more acutely. In 2001, the company was acquired by Israeli food conglomerate Strauss Group. Word of the chocolate amusement spread, and Max Brenner (a hat-tip to Brenner and his original partner, Max Fichtman) quickly became a household name in Israel. I really turned it into a chocolate amusement park." You say, "I'm addicted to chocolate, I want a chocolate fix.' So I created a big syringe full of chocolate so you can shoot it into your mouth. Let's create a "hug mug,' so you can hug your mug close and feel like you are in a chalet on a ski vacation. I said: Charlie and the Chocolate Factory? Let's create chocolate pipes that go all around the restaurant. ![]() So this was the beginning of Max Brenner. Traditional chocolate stores treat chocolate almost like jewelry, in these beautiful boxes - don't touch it! But when I talked to my customers, they were talking about Charlie and the Chocolate Factory, sexy gifts, romantic childhood memories, the emotional connotations of chocolate. "I felt there was a big gap between the way people talk and think about chocolate and the way they experience it in the retail world. ![]() "The things I was doing in my shop were very out of the box, different from classic European chocolate stores," he says. ![]()
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