Known for cover photos of sexy women Maxim will try to sizzle in another business.
 Not just known for their sexy women anymore, Dennis Publishing, or better known as Maxim magazine, is planning to fuse in another business. Coming to Vancouver and 15 other places in North America, a chain of bar and steakhouses under the Maxim flag are popping up starting next spring. The whole deal is part of a partnership with Jeffret Chowdrow's China Grill Management.
The men's magazine has also put its brand on shower curtains, furniture and a soon-to-be-built casino. The ventures are all part of the media company's plan to create a line that appeals to customers in their 20s and 30s.
While the magazine features foxy females, restaurant patrons shouldn't expect scantily clad servers. The chain will not be a Hooters (known for servers in shorts cut high and shirts cut low). Maxim Prime will be more upscale and intimate. "Sexy but sophisticated," Chodorow . "They're not going to be airy, light places."
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Maxim Prime also aims to update the steak-joint stereotype of heavy meals that make diners "want to go to sleep," Chodorow says. In contrast, Maxim Prime will offer small portions as well as lighter fare. "The people who leave here are going to go someplace else — maybe dancing," he says. "They're not going to go home and go to bed."
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