Maxim's Bakery

In 1963, the Hilton and Mandarin Hotels opened in Central Hong Kong, each featuring Western-style nightclubs. Maxim’s Group, which had originally planned to open a high-end Western nightclub in the same area, found itself unable to compete in terms of décor, celebrity performers, and other aspects. As a result, the company decided to close the nightclub and shift its focus to opening cafés.陈志辉、冼日明、谢冠东Chan Chi Fai, Sin Yat Ming, and Tse Koon Tung (2006), 《与CEO对话：领袖的奥秘》Dialogue with CEOs: The Secrets of Leadership, p. 202. In 1964, Maxim’s Bakery was launched in Tsim Sha Tsui.郑宏泰、高皓Zheng Hongtai, Gao Hao (2016), 《创业垂统——华人家族企业发展特质与思考》Entrepreneurship and Succession: Characteristics and Reflections on the Development of Chinese Family Businesses, p. 115. When Ocean Terminal was completed in 1966, the first Maxim’s Café—Maxim’s Boulevard—opened there,海运大厦今日开幕 美心餐厅欧陆作风 Ocean Terminal Opens Today — Maxim’s Restaurant Embraces Continental Style. 华侨日报 Wah Kiu Yat Po, Section 5, Front Page, March 22, 1966.海运大厦美心餐厅 食品精美宾至如归 Maxim’s Restaurant at Ocean Terminal — Exquisite Cuisine and a Homely Atmosphere. 华侨日报 Wah Kiu Yat Po, Section 3, Front Page, March 26, 1966. also selling pastries, laying the foundation for what would become "Maxim’s Cakes." Following that, Maxim’s successively launched Maxim’s Bar, Maxim’s Coffee Corner, Maxim’s Fast Food, and Maxim’s Delicatessen.

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In 1982, the MTR (then known as the Mass Transit Railway) issued a public tender for the operation of bakeries at stations along its line, but the industry showed little interest. Seizing the opportunity, Maxim’s became the sole bidder and leased shop spaces at multiple stations. By September of that year, Maxim’s Cakes had opened outlets at key MTR stations such as Mong Kok, Prince Edward, Wong Tai Sin, Choi Hung, Kowloon Bay, and Kwun Tong, becoming a pioneer in this business model. By the end of 1985, Maxim’s operated 33 bakery outlets in MTR stations, along with 37 additional outlets outside the stations—totaling 70 across Hong Kong—making it the bakery chain with the most locations in the city at that time.郑宏泰、高皓 Zheng Hongtai, Gao Hao (2016), 《创业垂统——华人家族企业发展特质与思考》Entrepreneurship and Succession: Characteristics and Reflections on the Development of Chinese Family Businesses, p. 128. Wu Chim Tak, one of Maxim’s founders, explained that they anticipated customers would prefer buying pastries conveniently at stations like Shau Kei Wan on their way home, instead of carrying them all the way from Central. This was seen as a major opportunity, and the station-based shops were therefore designed to focus primarily on takeaway service.陈志辉、冼日明、谢冠东 Chan Chi Fai, Sin Yat Ming, and Tse Koon Tung (2006), 《与CEO对话：领袖的奥秘》Dialogue with CEOs: The Secrets of Leadership, p. 223. Later, in 1988 and again in 2003, Maxim’s expanded into all stations along the Kowloon–Canton Railway (now the MTR East Rail Line) and the Kowloon–Southern Railway (now the MTR West Rail Line, excluding Kam Sheung Road Station).

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In 1993, Maxim’s opened bakeries in two prime locations: Huanshi Station in Guangzhou and North Sichuan Road in Shanghai. In early 1994, additional outlets were launched in the Hongmian District of Guangzhou and the Xuhui Districtof Shanghai. By mid-1994, more bakeries were opened in Foshan and on Tianshan North Road in Shanghai. Unfortunately, the company’s operations in the Chinese market suffered financial losses, ultimately leading to its withdrawal.兄弟帮传奇：伍舜德家族与美心集团 [http://cfbr.com.cn/news/524.html Brotherhood Legend: The Wu Shun Tak Family and Maxim’s Group] ([https://web.archive.org/web/20201029224809/http://cfbr.com.cn/news/524.html archived] copy, stored at the Internet Archive), *Family Business Magazine*, March 4, 2016.美心集团：隔代传承应对二代危机 [http://cfbr.com.cn/news/567.html Maxim’s Group: Cross-Generational Succession to Address the Second-Generation Crisis] ([https://web.archive.org/web/20201029221244/http://cfbr.com.cn/news/567.html archived] copy, stored at the Internet Archive), *Family Business Magazine*, May 24, 2016. Reflecting on the experience, Wu Chim Tak explained that although foreign investment was permitted to operate restaurants through joint ventures at the time, the general managers Maxim’s sent to oversee product quality and operations often struggled to coordinate with the Chinese counterparts responsible for human resources and government affairs. This lack of alignment led to operational difficulties. Additionally, the high-end consumer market in China was still in its infancy. At that time, most people could get full at a local restaurant for six or seven yuan, while a Maxim’s meal in Guangzhou cost fifteen yuan. Since the market was not yet ready, the company had no choice but to temporarily exit.陈志辉、冼日明、谢冠东 Chan Chi Fai, Sin Yat Ming, and Tse Koon Tung (2006), 《与CEO对话：领袖的奥秘》Dialogue with CEOs: The Secrets of Leadership, p. 213.

In the 1990s, Maxim’s Cakes adopted a rose motif as its new logo, replacing the previous design that shared the same branding as the rest of the group. In 2001, the logo was redesigned into a gender-neutral heart-shaped leaf by designer Alan Chan Yung-choon, a design that has remained in use to this day.李永铨：做设计最大的愿望是拯救老品牌 [http://roll.sohu.com/20120901/n352070794.shtml Alan Chan Yung-choon: My Greatest Wish in Design Is to Revive Old Brands] ([https://web.archive.org/web/20200919120923/http://roll.sohu.com/20120901/n352070794.shtml archived] copy, stored at the Internet Archive), *Sohu*, September 1, 2012.

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In the 1990s, Maxim’s launched bakery brands such as “Honey Maid Bakery” and “Bread House,” but these were gradually phased out in the 2000s as the company reverted to the “Maxim’s Cakes” brand.

In June 2005, under the Closer Economic Partnership Arrangement (CEPA), Maxim’s Cakes returned to Guangzhou, establishing a large-scale bakery facility and opening multiple retail outlets.美心集團——集團簡介. [http://www.maxims.com.hk/tc/about/cat_01_a.asp Maxim’s Group — Company Profile.] [November 18, 2019]. (original content [https://web.archive.org/web/20210413030423/https://www.maxims.com.hk/tc/about/cat_01_a.asp archived] on April 13, 2021).

In September 2008, coinciding with mooncake ambassador Kelly Chen’s wedding in October, several branches offered special “Maxim’s Wedding Pastries.”美心西饼-嫁囍礼饼-红棱酥-白莲蓉酥-迷你合桃酥-甜心酥 [https://www.openrice.com/zh/hongkong/review/美心西餅-嫁囍禮餅-紅稜酥-白蓮蓉酥-迷你合桃酥-甜心酥-e2002133 Maxim’s Cakes – Wedding Pastries – Red Bean Pastry – White Lotus Seed Paste Pastry – Mini Walnut Pastry – Sweetheart Pastry]

Maxim's Deluxe is a Hong Kong bakery and pastry chain under the Maxim’s Caterers brand, operating five outlets. The brand is also used for seasonal and festive products.美心集團. [https://www.maxims.com.hk/tc/about/cat_01_a.asp Maxim’s Group.] www.maxims.com.hk. [April 13, 2021]. (original content [https://web.archive.org/web/20210413030423/https://www.maxims.com.hk/tc/about/cat_01_a.asp archived] on April 13, 2021). The first store was established at Hong Kong International Airport, offering standard “Maxim’s Cakes” items along with additional options such as toasted bread and hot beverages. Other urban branches are largely indistinguishable from regular Maxim’s Cakes stores.

On October 2, 2019, a customer purchased a pork floss seaweed mochi bun from a Maxim’s Cakes branch at Butterfly Plaza in Tuen Mun. After storing it properly for two days, they discovered a 4-centimeter-long gecko inside the bun. When the customer returned to the store to complain, staff offered an apology. The Food and Environmental Hygiene Department later prosecuted Maxim’s, and the case was brought before the Tuen Mun Magistrates' Court in January 2021. The company pleaded guilty to one charge of selling food that did not meet the purchaser's expectations regarding quality. Magistrate Leung Nga-yan described the incident as “somewhat exaggerated” and emphasized that the company must ensure that “foreign insects or creatures don’t end up in the food.” Maxim’s was fined HKD 9,000.顧客食麻糬包驚見藏壁虎 美心西餅被罰款9000元. [https://www.singtao.ca/4745448/2021-01-29/news-顧客食麻糬包驚見藏壁虎+美心西餅被罰款9000元/?variant=zh-hk Customer Shocked to Find Gecko Inside Mochi Bun — Maxim’s Cakes Fined HKD 9,000.] Sing Tao Daily 星岛日报加拿大. January 29, 2021 [April 13, 2021]. (original content [https://web.archive.org/web/20210413063906/https://www.singtao.ca/4745448/2021-01-29/news-顧客食麻糬包驚見藏壁虎+美心西餅被罰款9000元/?variant=zh-hk archived] on April 13, 2021). The prosecution also revealed that the company had 55 previous convictions for similar offenses, though none were related to this specific store.美 心 餅 卡.[http://6kbnno.4pu.com/a653.php Maxim’s Cake Card.] 6kbnno 4pu Com. [April 13, 2021]顧客咬一口驚見包內有原隻壁虎 美心被罰款9000元. [https://hk.on.cc/hk/bkn/cnt/news/20210129/bkn-20210129124357322-0129_00822_001.html Customer Bites into Bun and Finds Whole Gecko Inside — Maxim’s Fined HKD 9,000.] *on.cc Oriental Daily News*. [April 13, 2021]. (original content [https://web.archive.org/web/20210413015554/https://hk.on.cc/hk/bkn/cnt/news/20210129/bkn-20210129124357322-0129_00822_001.html archived] on April 13, 2021).

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