Men's magazine moves into the food business
Men's lifestyle magazine Maxim is branching out into the food business and is planning to lend its name to a chain of steakhouses in the USA.
The chain, to be called Maxim Prime, is a joint venture between Maxim's Dennis Publishing and restaurateur Jeffrey Chodorow's China Grill Management.
The first of at least 15 restaurants is likely to open in either New York or Miami in spring next year, with the rest rolling out over the next five years.
While Maxim is known for shots of scantily clad women, the same will not apply to Maxim Prime and the restaurants will not employ "Hooters-style" waitresses, serving in underwear.
The restaurants will be instead be more "upscale and intimate", targeting both men and women in their 20s and 30s.
Maxim Prime will also aim to update the US steakhouse stereotype of oversized portions, which leave diners bloated and tired. Instead the restaurants will offer smaller portions and a lighter fare.
"Our customers, after eating, will probably go some place else, maybe dancing," said Chodorow. "They are not going to go home and go to bed."
The move marks the latest of Maxim's licensing ventures, which also include furniture and a soon to be built casino in Las Vegas.
A spokeswoman for Dennis Publishing said there were no plans to roll out Maxim Prime in the UK.
By Kerstin Kuhn
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