Founded in 1956, Hong Kong Maxim’s Group has grown into the largest catering company in Hong Kong operating over 710 outlets, while serving more than 570,000 people every day. The Group offers a diversified service comprising Chinese, Asian and European restaurants, fast food outlets, cake shops, coffee shops, conveyor-belt sushi outlets and institutional catering. Hong Kong Maxim’s Mooncakes has also been the No. 1 Seller in Hong Kong since 1998*. Cantonese Cuisine  In 1971, Hong Kong Maxim’s Group introduced a brand new management concept – “Chinese Food, Western Service” – in its first Chinese restaurant, Jade Garden. Thereafter, the Group opened Cantonese restaurants with now renowned names such as Maxim’s Palace and Maxim’s Chinese Restaurant, making the Group the perfect choice for celebratory dinners for all occasions. Other new restaurant concepts include JASMINE, House of Jasmine and Jasmine Garden, injecting healthy elements to Chinese cuisine. All Cantonese restaurants of Maxim’s Chinese Cuisine now have a no-added MSG menu. Chiuchow Cuisine The first Chiuchow Garden Restaurant was established in 1981, providing high quality Chiuchow style cuisine in a refined atmosphere. Since 2007, the newly established Chiuchow Garden provides an exquisite dining ambience with a modern interpretation of Chiuchow cuisine. Provincial Cuisine After the successful launch of its Cantonese restaurants, the Group introduced different Provincial Chinese delicacies by opening Peking Garden and Hunan Garden restaurants. Over the past few years, the Group has made other breakthroughs by creating new menus and adopting sleek, eastern and western inspired décors in some new establishments, like Festive China, Shanghai Garden and House of Beijing. Maxim’s Chinese Cuisine opened its first Chinese restaurant, Wutongju, in Shanghai in March 2011, leveraging its expertise in provincial cuisines with a modern twist. m.a.x. concepts Hong Kong Maxim’s Group’s first western restaurant, Maxim’s Restaurant, was opened in 1956, and aimed at introducing western fine dining to Hong Kong. Western delicacies, splendid décor and live band music soon made the restaurant hugely popular among celebrities and business persons. m.a.x. concepts, a restaurant line of the Group, has been diversifying its portfolio of characteristic restaurants since 1998. m.a.x. concepts believes a perfect dining experience comprises great food, pleasant ambience and attentive service; and they are indeed the fundamental of every m.a.x. concepts restaurant. It strives to deliver distinctive cuisines with innovative ideas - Western, Japanese, Vietnamese, Thai and international cuisine. In 2000, Thai Basil was awarded by Condé Nast Traveler as one of the 60 best new restaurants around the world. In 2006, the Group has also brought internationally renowned restaurant chain Lawry’s the Prime Rib to Hong Kong. In 2007, simplylife BAKERY CAFÉ was opened, housing European hand-made bread and various healthy and organic choices. The first simplylife CAFÉ BAKERY was opened in Shenzhen, China in late 2010 and continues to delight customers with a European flare. Quick Service Restaurants and Catering Services From the opening of the first fast food restaurant in 1972, Hong Kong Maxim’s Group has been committed to maintaining high food quality and keeping abreast of the times. Maxim’s MX, established in 2005, aims at bringing to customers a new menu, interior and dining environment in the fast food industry. To date, Maxim’s MX has around 70 outlets in Hong Kong, together with other quick service brands including can.teen, Maxim’s Food2 and Hong Kong Day. From basic hygiene practice to sophisticated food processing and quality control policies, Hong Kong Maxim’s Group has them all. The Group has been widely recognized as a professional supplier of catering services and has witnessed the opening of Tsing Ma Bridge and Hong Kong International Airport and many other unforgettable moments. In 2005, the Hospital Authority appointed the Group to carry out a Public-Private Partnership Project on Patients’ Food Services, which enables the Group to provide food services to in-patients of the New Territories West Cluster and Queen Elizabeth Hospital. Starting from the same year, the Group has been operating Plaza Inn and Market House Bakery in the Hong Kong Disneyland.   As one of the largest quality catering groups, Hong Kong Maxim’s Group is committed to promoting the unique culinary culture of Hong Kong. The Group was honored to participate in the Shanghai World Expo, an international spotlight, with a massive food hall in Zone C occupying about 20,000 sq. feet. It provided a wide array of Hong Kong, Asian and Western cuisines. Hong Kong Maxim’s Group was also the only Hong Kong catering representative in the Chinese Culinary Zone, showcasing local delicacies.   Cakes & Bakery Maxim’s Cakes has since evolved from a cake corner in the 1960’s into the largest bakery chain with over 160 stores along MTR stations and Airport Express. Maxim’s Cakes offer fresh and innovative bakery products and strive to provide the best quality products and service to customers. In 2005, the Group established its bakery plant and flagship outlets in Guangzhou and Shenzhen, bringing the finest bakery products to South China region and to date, it has more than 100 outlets in China.   In 2008, Hong Kong Maxim’s Group acquired Arome Bakery (HK) Company Limited and started to operate over 50 Arome Bakery shops in Hong Kong. The Group will continue to develop the premium Japanese cakes and bakery market.   Starbucks Hong Kong Maxim’s Group introduced Starbucks Coffee to Hong Kong in May 2000, with the first store launched at Exchange Square in Central. For the past decade, by transforming the stores into an inviting Third Place outside of home and work, Starbucks Coffee Hong Kong has encouraged more people to share in a unique Starbucks Experience.   To date, there are more than 110 stores throughout Hong Kong’s and Macau’s commercial, shopping & entertainment, and residential areas. In June 2011, Hong Kong Maxim’s Group acquired the entire equity stake in the Hong Kong and Macau markets, assuming 100 percent equity of these markets and continuing to serve customers in Hong Kong and Macau by elevating the Starbucks Experience. Genki Sushi and sen-ryo  In January 2006, the Group partnered with Genki Sushi Japan and started to operate Genki Sushi and sen-ryo in Hong Kong under the name of Genki Sushi Hong Kong Limited. Genki Sushi and sen-ryo are famous Japanese conveyor-belt sushi restaurant chains offering a quality, fast and fun dining experience. In 2008, Genki Sushi Hong Kong Limited gained the operating rights of Genki Sushi in Southern China. In June 2010, Genki opened its first store in Shenzhen, and aims to introduce Japanese dining culture to different parts of China. Branded Products Hong Kong Maxim’s Group also offers a range of festive products, spanning from Chinese New Year Puddings, Rice Dumplings to Chinese Preserved Meat. The signature mooncakes evolve from two flavours, white lotus seed paste and yellow lotus seed paste, to currently a series of products including low-sugar, snowy and cartoon mooncakes.   Hong Kong Maxim’s Mooncakes is also the first local brand being granted the “HK Q-Mark Award” by the Federation of Hong Kong Industries and is accredited with the HACCP Certificate and ISO 9001:2008 and ISO 22000:2005 certificates. According to the Nielsen Research Report, Hong Kong Maxim’s Mooncakes has been the number one mooncake seller in Hong Kong for thirteen consecutive years since 1998.   (Updated in December 2011) “Maxim’s” and any name, logo or trademark of Maxim’s restaurants referred to in the above text belong to Maxim’s Caterers Limited, a company operating in Hong Kong.   *Source: Nielsen Hong Kong Mooncake Research Report 1998