Richard Bergfors, CEO of the Swedish fast-food chain Max, is stepping down after 23 years, fulfilling a personal promise to leave the role before turning 50. Martin Oppenheimer, the current COO, will succeed him. Bergfors will continue as chairman of the board, focusing on strategic roles and family foundations. The decision comes amid recent scrutiny of the company, which Bergfors believes can be overcome with the right actions.
Max CEO Richard Bergfors Steps Down After 23 Years
Max CEO Richard Bergfors Steps Down: "Forcing Myself"
After 23 years, Richard Bergfors is stepping down as CEO of Max. He describes the decision as difficult but says it was made long ago. "I said that before I turn 50, I would force myself to stop being CEO. Now we're there," he tells the newspaper.
Founder’s son Richard Bergfors has been CEO of the burger chain Max since 2002.
He is now handing over the role to Martin Oppenheimer, who is currently the company's COO.
According to Richard Bergfors, it was not a difficult decision for Oppenheimer to take over the role instead of another family member.
"Of course, I have discussed with the board and my siblings what they think and what their ambitions are, but we have concluded that we believe this is best for the company and the family," he tells Dagens Industri.
His brother Christoffer Bergfors will continue as deputy CEO.
Family Business
Richard Bergfors is the son of Max founder Curt Bergfors.
After his father's passing in 2022, he took over the role of chairman of the board at Max, as well as tasks related to the foundations Fair Distribution and the environmental award Food Planet Prize. He tells Dagens Industri that it has not been optimal to have all roles simultaneously.
"But since it's so fun and there are always challenges, it has been difficult to stop. So I said that before I turn 50, I would force myself to stop being CEO. Now we're there."
He will continue as chairman of the board at Max.
Response to Criticism
Earlier this year, Aftonbladet conducted an investigation of Max, where they, among other things, showed toilet seats in the dishwasher and milkshake in cleaning buckets.
Richard Bergfors reported Aftonbladet to the Media Ombudsman, who chose not to take up the case. An appeal is now with the media ethics council.
Bergfors does not share the image the newspaper describes in its investigation but admits it has damaged Max as a brand.
"Yes, all this kind of thing damages. But if you do the right thing, you can come back very quickly and sometimes even emerge stronger from it," he tells DI.