Maxim to launch Steakhouse Concept
There’s Maxim Magazine, Maxim Radio on SIRIUS, so why not Maxim Prime?
In a partnership with Jeffrey Chodorow’s China Grill Management, at least 15 Maxim Prime restaurants will open over five years, the first in spring.
The deal is part of the media company’s strategy to bolster its bottom line through licensing the well-known brand name for other ventures. The men’s magazine has also put its brand on shower curtains, furniture and a soon-to-be-built casino.
While the magazine features foxy females, restaurant patrons shouldn’t expect scantily clad servers. The chain will not be a Hooters (known for servers in shorts cut high and shirts cut low). Maxim Prime will be more upscale and intimate. “Sexy but sophisticated,” Chodorow says. “They’re not going to be airy, light places.”
Source: USA Today
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