Maxim's MX print ad





Enough is enough about mooncakes. Let's change our topic. Like Fairwood, Maxim's fastfood has undergone a rebranding exercise. New shop decor, new brand colour and a new name, MX (although I don't have a clue of what it actually means. "Maxim's Express" ?). All theses are just superficial and cosmetic. Consumers look for benefits when they pay for the products and services of a brand. And every brand has prototype products or services to represent itself. Cafe de Coral has 焗豬扒飯 and Fairwood is working on its pastas. What's Maxim's famous for ? None in our mind. Just spotted this ad of Maxim's about its healthy meals. I wonder if this is tactical or they are really serious about positioning itself as the healthy fastfood restaurant. I hope it is the latter. It could be the positioning they can own over time to regain its position against Fairwood and Cafe de Coral.

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