Maxim the Steakhouse?

Posted on October 26, 2006

USA Today reports that Dennis Publishing plans to use to use the Maxim magazine brand for a new steakhouse chain called Maxim Prime.

Dennis Publishing's Maxim magazine - known for cover photos of sexy women - will try to sizzle in another business. On Wednesday, it will announce the launch of a bar and steakhouse chain under the Maxim name.

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.

Maxim Prime will be designed to appeal to customers in their 20s and 30s, Dennis CEO Stephen Colvin says. The average age of the Maxim reader is 27.

The article says the restaurant will not be a Hooters competitor but something more "upscale and intimate." Reuters reports that Maxim has partnered with Jeffrey Chodorow's China Grill Management. for the restaurants and that 15 Maxim Prime restaurants will open before next spring. FishBowlNY blogs that cooking show host and magazine star Rachel Ray is also planning a restaurant chain but her restaurants will be burger joints.

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