Max's Famous Hot Dogs in Long Branch getting new look

LONG BRANCH - The rumor mill has been spinning this offseason about Max's Famous Hot Dogs at the city's beachfront.

The Maybaum family, owners of the iconic Jersey Shore hot dog stand, auctioned off the restaurant's old booths and tables, leading some people to think the business was closing its doors after 90 years.

But it's just the opposite. Max's is undergoing a major renovation.

"We felt like it was time. We've never done a full overhaul of the restaurant," said Jen Maybaum-Moschberger, whose grandfather Milfred Maybaum got the family its start in the hot dog business.

Related: Changes ahead for Max's Famous Hot Dogs

The Maybaums are simply keeping Max's up with the times, said Maybaum-Moschberger.

All along Long Branch's beachfront is new construction. Highrises are going up at South Beach and Pier Village, in the West End new mixed-used buildings are sprouting and the city's historic Broadway corridor has been flattened for redevelopment.

"Everybody is renovating. The beachfront is changing," said Maybaum-Moschberger.

One of the biggest changes for Max's might be the name. The family is considering changing it to Max's Bar and Grill. Another change is the Maybaum's will keep the restaurant open all year, instead of just seasonal.

As far as the interior goes, patrons can expect a new bar, seating and televisions when the restaurant opens, "fingers crossing," this Memorial Day Weekend. A plan for outdoor seating is also in the works.

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One thing will not be changing and that's the Schickhaus hot dog with all the fixings that people love about Max's.

"We're never going to get rid of the hot dogs, that's who we are," said Maybaum-Moschberger, who talks about their style dog in the above video.

However, the Maybaums will be expanding the menu to include items like lobster rolls and craft beers as they try to attract the next generation of customers to Max's.

The story behind Max's

The origin of the name behind the hot dog's is the late Max Altman, one of the early pioneers of the boardwalk hot dog stand.

Altman opened his stand in Long Branch 1928, about a decade after Nathan's Famous Hot Dogs started turning dogs at Coney Island.

The Maybaums got involved in the 1940s when Milfred Maybaum partnered with Altman. Maybaum was in the meat packing industry in Newark. In 1950 he bought Altman out and took on the persona of Max's.

FUN FACT: A Max's Famous Hot Dog cost 95 cents in 1978.

His wife, Celia, became known as "Mrs. Max."

The stand moved a couple of times on the boardwalk. One location the family leased burned in an early morning fire April 16, 1969. The Maybaums then opened up in old, boardwalk billiard hall.

Milfred passed away in 1980 and his son Robert "Bobby" Maybaum took charge of the business. In 1984, Bobby moved Max's from the boardwalk to Maltida Terrace. Bobby passed away in 2013. Celia passed away in 2016.

The business is run today by Bobby Maybaum's wife Madeline, his two daughters Jen and Michele and their husbands.

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Dan Radel: Twitter@danielradelapp; 732-643-4072; dradel@gannettnj.com