Maxim’s Group receives two honours at Hong Kong Business Technology Excellence Awards 2026

Its commerce and content platform standardised integrations across brands and shortened feature delivery cycles.

Maxim’s Group received the E-Commerce - Food & Beverage and Content Management System - Food & Beverage categories at the Hong Kong Business Technology Excellence Awards 2026 for its Digital Services Centre (DSC). Developed in-house, the platform combined e-commerce, content, product, and order management functions within one system for operations across Hong Kong and Southeast Asia.

DSC addressed the use of separate content management systems across the group’s business units. These systems required duplicated development work and produced differences in order fulfilment and customer journeys. DSC replaced them with an API-driven platform that allowed brands to share backend services whilst retaining storefronts based on their respective operational requirements.

The platform supports tailored ordering models across Maxim’s Group’s portfolio. Customers can personalise cake orders from Maxim’s Cakes and Arome, whilst Shake Shack uses DSC to manage catering orders of its wide range of delicious burgers, fries and milkshakes. Its “integrate once, use everywhere” model allowed connections with point-of-sale systems, payment gateways, customer relationship management platforms, and data systems to be reused across participating brands. This approach reduced repeated development and supported common governance and security requirements. Real-time dashboards also gave business teams access to sales performance, conversion, and customer behaviour data.

AI tools supported requirement analysis, user story preparation, and test generation during development. These tools shortened delivery cycles and assisted teams in reviewing code quality. DSC also used blue-green deployment, which allowed releases to proceed without interrupting live ordering services during campaigns and periods of higher demand.

Infrastructure consolidation reduced cloud expenditure and lowered the development work required from individual business units. Shared backend services allowed teams to focus resources on front-end design and brand-specific requirements. Maxim’s Group also plans to extend DSC through product recommendations, cross-selling functions, and further integration with customer data and analytics platforms.

The Hong Kong Business Technology Excellence Awards is Hong Kong's most prestigious platform honouring groundbreaking achievements in technology. This esteemed awards programme recognises companies and organisations that are driving innovation, transforming industries, and setting new benchmarks for excellence in Hong Kong’s dynamic tech landscape. 

The Hong Kong Business Technology Excellence Awards is presented by Hong Kong Business Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Julie Anne Nuñez-Difuntorum at +(65) 3158 1386 or [email protected].