Maxim's Group streamlines regional supply chain operations for F&B brands

Maxim's Group, a specialty food and beverage service provider in Southeast Asia, faced complex operational and supply chain management challenges across multiple countries and brands.

To optimize resources, boost productivity, streamline order fulfillment, and standardize financial processes, Maxim’s transitioned from legacy Microsoft Dynamics AX 2012 to cloud-based Dynamics 365 Finance and Supply Chain Management.

The modernization project began with Starbucks operations in Vietnam and Singapore, aiming to harmonize processes regionally, ensure risk management, and respond to market changes swiftly.

Automation and machine learning were introduced to forecast sales, manage procurement and inventory, as well as automate bulk order creation, picking, fulfillment, and in-store activities.

Store-level data and financials are now consolidated automatically within Dynamics 365, streamlining monthly closing and reducing manual work for IT and finance staff.

The system enables Maxim's to deploy a shared service model for cost efficiency and supports agility in new market expansions across Asia.

The platform's adoption is being extended to other Maxim's Group F&B brands in the region, including Shake Shack, The Cheesecake Factory, Genki, and Yakiniku Like.

Improved operational visibility and digital collaboration foster greater supply chain resilience and standardization.

1. 01Legacy ERP system limited integration and standardization across brands and geographies.
2. 02Manual, redundant, and inconsistent supply chain and financial processes created inefficiencies.
3. 03Simultaneous month-end closings strained IT teams and raised risk of data errors.
4. 04Rapid, region-wide adaptation to evolving market and supply chain conditions was difficult.
5. 05Growth across Southeast Asia's complex regulatory and business landscape required agile systems.

1. 01Migrated from legacy Dynamics AX to Dynamics 365 Finance and Supply Chain Management in the cloud.
2. 02Introduced machine learning algorithms for sales forecasting and automated generation of procurement and transfer orders.
3. 03Automated order fulfillment, picking, packing, shipping, and in-store process tracking.
4. 04Consolidated store-level procurement, inventory and sales data, streamlining monthly and cross-country financial closing.
5. 05Rolled out standardized regional ERP blueprint, adaptable for each new brand and country in the group.

1. 01Optimized supply chain, increased productivity, and reduced manual effort.
2. 02Automated order fulfillment and procurement for over 1,000 Starbucks stores and other brands.
3. 03Improved cost efficiency and enabled regional collaboration between supply chain and operations teams.
4. 04Simplified business analytics and financial closing processes for multinational operations.

• Automated order fulfillment and procurement
• Enabled shared service model for cost efficiency
• Improved operational visibility and analytics
• Standardized platform for rapid market expansion