Richard Bergfors is the chairman and owner of MAX Burgers, Sweden's largest restaurant chain. He runs Burgerspotting, a personal Instagram account where he reviews burgers across the world. We've helped him grow it into a burger authority and direct channel between MAX's leadership and its customers.
Richard has been active through Burgerspotting for years, but the approach was built around images. We switched it to video-first. Over the past year, the content has generated 16 million views and built a reach that goes well beyond MAX's own marketing channels.
There's a reason business leaders invest more in personal brands than ever. For MAX the business impact is seen directly. When MAX was wrongly accused of malpractice in the press, Richard used Burgerspotting to respond directly: speaking to customers in his own voice, on his own channel, without depending on media to carry the message. When MAX opened a new location in Motala, a single post on Burgerspotting helped drive what became the chain's strongest opening ever by sales.
Beyond moments like these, Burgerspotting is where Richard tells the origin stories of MAX and shows new products. These popular videos has accumulated over 1.2M organic views. It’s also where his genuine passion for burgers builds credibility for the brand itself.