Hartford Business Journal

18 Hartford Business Journal | February 8, 2021 | HartfordBusiness.com learned to navigate hard times and look to the future. When theaters reopen and sporting events return, he's confident that his flagship downtown restaurants will flourish once again. Trumbull Kitchen is slated to reopen in March and Max Downtown is holding on thanks to weekend diners from Hartford's surrounding neighborhoods. Those who traditionally commuted to downtown may need extra incentives. "We'll just have to be more friendly to the suburbs," Rosenthal said. "We'll have to do more things to bring them downtown." Dividends in diversifying Federal aid, a diverse portfolio of restaurants and agility has helped Max Restaurant Group hang on during the worst of the pandemic, even as COVID-19 infections remain elevated in the depths of winter. The two Max Restaurant Group restaurants in West Hartford pivoted early to takeout and outdoor dining, with Max's Oyster Bar thriving By Liese Klein lklein@hartfordbusiness.com R ichard Rosenthal and the managing partners of Max Restaurant Group used to meet every Tuesday at one of the group's 10 eateries, driving for hours at times to sample each restaurant's specialties and talk business. Since the pandemic, however, the weekly meeting happens on Zoom, and Rosenthal knows that's bad for his business. "It's a better way of us meeting," Rosenthal said of videoconferencing, adding that he also now allows Max office employees to work from home. Although necessary during the pandemic, remote working and online meetings have emptied downtown Hartford and cost Max Downtown and Trumbull Kitchen 90% of their weekday business. Trumbull Kitchen has been closed (temporarily) since December and Max Downtown has seen a sharp downturn. "Downtown Hartford is going to have a difficult time," Rosenthal said, adding that office occupancy may never return to its pre-COVID high. But in his 34 years in the restaurant business, Rosenthal has Waiting Game Max Restaurant Group owner sees growth ahead after pandemic pain from takeout, outdoor and indoor business thanks to its large dining area. From barely 1%, takeout is now 25% of the Oyster Bar's business. Italian bistro Max a Mia in Avon now does 50% of its business in takeout compared to 10% before the pandemic. All of the group's restaurants, including Max Fish in Glastonbury and the Max Burgers in West Hartford and Longmeadow, Mass., have benefited from new offerings like to-go family meals and boxes for special occasions. Menus have been pared back at all of the eateries to allow for takeout and more efficient ordering. "They've done an amazing job being fluid and agile in dealing with all the changes, creating new sources of revenue," Rosenthal said of his managing partners. "It's all about keeping people employed, keeping our guests engaged with us and staying in business." Like many businesses Max Restaurant Group has also benefited from federal relief programs, specifically the Paycheck Protection Program (PPP). In 2020, various Max Restaurant Group businesses, including its Greater Hartford eateries and catering operations, received around $4.4 million in PPP funds, according to data from the U.S. Small Business Administration. The one Max restaurant that's doing better than ever is its lone outpost in Florida, naturally. Northeasterners fleeing the pandemic have helped boost Scott Dolch Restaurant PPP funds Max's Downtown LLC $768,900.00 Max's Oyster Bar LLC $575,100.00 Max Fish LLC $527,700.00 Max's Grill LLC $484,600.00 Max's Burger Bar LLC $424,400.00 Max Burger Longmeadow LLC $400,980.00 Max Trumbull LLC $382,400.00 Max's Catering LLC $258,610.00 Max A Mia Inc. $349,629.00 Stone Pie Kitchen LLC $270,900.00 Total $4,443,219.00 Max Restaurant Group PPP loans Like many Connecticut small businesses Max Restaurant Group received funding from the federal government's Paycheck Protection Program. Its lender was People's United Bank. Here's a breakdown of the loans: Source: U.S Small Business Administration Max Restaurant Group Founder and President Richard Rosenthal said he sees opportunities for new restaurant concepts in the Hartford area after the pandemic ends. HBJ PHOTO | LIESE KLEIN

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