Maximilian Koenig on Creating The First Circular Farm-To-Table Concept of Its Kind
WITH MAXIMILIAN KOENIG
With hopes of revitalizing the clean eating space Globally, Maximillian Koenig set his eyes on New York City as his starting point to a worldwide shift in better living.
Photography, Chris Ruetten
Words, Matthew Bocchi In Conversation with Maximilian Koenig
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The ambitious 23-year-old entrepreneur has partnered with Chef Matthew Kenney to produce a community rooted in nutritionary benefits that strives to advance both human and planetary health.
SCEN is the first scalable, circular farm-to-table concept of its kind, residing in New York City’s NOMAD. The menu is curated by a group of scientists and provides nutrient-dense foods and beverages that are both delightful in taste and vibrant in display— while still being prepared in 100% environmentally friendly packaging.
SCEN—whose name is coupled by the Swedish for “theatre” or “stage” while pronounced like the Japanese Zen—is influenced by the Japandi philosophy. The Japandi design is a balance between Scandinavian functionality and Japanese rustic minimalism, while still representing sustainability.
Max’s grandfather—who owned a butchery—is one of the biggest inspirations for SCEN. When his grandfather was diagnosed with a variety of chronic diseases, Max strove to implement a plant-based diet into his life. The result was remarkable and upon seeing the immense transformation in his grandfather’s health and outlook on life, Max made it his mission to assuage suffering of humanity by pushing for plant-based eating.
His efficacious efforts do not end there, as SCEN is partnering with the Total Resource and Use Efficiency program to become the first certified zero-waste restaurant. His positivity is radiating, and he stands out as an activist for change in a space that is flooded by the opposite.
For me, businesses are only a tool to an agent of change, as much as food is an agent of change for me.
MB: Tell me about your finance background and how you landed on SCEN as a venture.
MK: I started my journey wanting to become a professional soccer player, which obviously didn't work out. I tore my liver and was injured for a while, which crushed all my soccer dreams. Luckily, I had a principal who pushed me to study finance and law in university. No one in my family had graduated high school so I viewed it as a good opportunity. I ultimately studied finance and law in London and Switzerland and found myself super unhappy working in the finance and private equity space, even though my competitive nature from soccer had transferred over. In my penultimate year of university, I was working in banking and knew that I didn't want to pursue that career any further. I always wanted to do something that could help others.
Climate change and chronic diseases were issues I wanted to work towards changing. A few weeks after I left my job, my grandfather got severely sick. He was literally deteriorating in front of me. I don't have that much of family left, so he's very close to my heart. Everyone in Europe was saying there is nothing I could do about it. I'm quite stubborn, so I flew to the U.S and found some faculties that are researching chronic diseases, and how to reverse and treat them. I came across Cornell University and they have a program that focuses on how plant-based eating and how the science behind it can actually help reverse chronic diseases. I flew back to Germany and told my grandfather that we were both going to try plant-based eating, and after some nudging, he agreed. In a short period of time, his health improved tremendously. I then wrote a business plan which became my bachelor thesis and four weeks before graduating, I reached out to Matthew [Kenney] via Instagram and sent him the first chapter which detailed fast casual restaurants. This opened the door for me to jump into this venture of fast, casual culinary spaces that are showcasing on a smaller scale what can eventually be done on a bigger scale.
MB: So witnessing your grandfather’s transformation what inspired you to start SCEN.
MK: After seeing my grandfather’s health increase so quickly, I even witnessed my own health increase, and I considered myself healthy at that time. That was where the dots started connecting, and I realized that food is the answer to so many issues that we have worldwide. I just want to make that more available to people, especially with what my grandpa went through. I thought about how I can always be a part of people's everyday lives.
MB: Where did you come up with the name SCEN?
MK: I’m super inspired by Scandinavia, and Japan. Those have always been my two biggest influences because I'm trying to find balance within myself. Scandinavia is a great source for you to stick to your roots. Japan is always finding that balance. I'm trying to provide a theater to showcase the balance of humans in nature. SCEN is Swedish for theatre, but it's pronounced like the Japanese Zen. It's an infinite reference point to every single detail. The name is Japandi and that is the fusion of these cultures. The food and interior are both Japandi, and I think it’s the perfect combination to serve incredible food that is tasty, without sacrificing on flavor.
THE LOOK
Sweatshirt, UNTUCKit; Shoes, Florsheim Duke
MB: Why New York to launch?
MK: We, as Europeans, always idolize our dreams happening in New York. I come more from an activist perspective, rather than a business perspective. So even if I fail miserably in New York, I know for a fact that I've just inspired one more 20 year old or even 30, 40, 50 year old to do something.
Even if I am not able to execute it in a right way, then there's someone else in Europe whose seeing on Instagram or elsewhere that there's this new concept that just pulled up in New York. Maybe they will want to bring it to London, for instance—then perfect.
Like Frank Sinatra said, ‘if you can make it in New York, you make it anywhere.’ I think we're ambitious enough to make it happen.
MB: There is a massive demand at the moment for clean eating, and an overall promotion of a healthy lifestyle. Do you foresee— not only in New York, but worldwide—a massive shift in the future trajectory of restaurants?
MK: It's moving from being the one time a week, or let's say, the side salad at dinner to people dedicating and giving it the same amount of effort and energy they are used to having with, for instance, meat. It is bringing us to a level where you're not just eating cardboard, but actually having a great meal because it is so good on its own. It doesn't even occur to you that you're consuming something that you would not have traditionally consumed. My prediction is once you're there in that sphere, you're either going stick with it [plant-based] or not even go back to eating like you did previously, because you just see what it does to your body. You’ll see how much energy you have and how much your life is being elevated.
THE LOOK
Tanner Fletcher
The only reason I'm doing this is I want to eventually be able to prevent and cure chronic diseases.
MB: What do you envision for the future of SCEN and your future ventures?
MK: For me, businesses are only a tool to an agent of change, as much as food is an agent of change for me. I don't care about having 20 restaurants someday. The only reason I'm doing this is because I want to be able to prevent and cure chronic diseases. The way our healthcare system is set up at the moment is that health care companies only make money if you're sick. At the same time, the food industry is giving you the most addictive foods at the cheapest price possible with the worst ingredients. That’s why I’m trying to start with restaurants because I can capture spaces, I can get brand identity, I can make you fall in love with the brand. It's feasible for you to come into the space, talk to us in person and check the food out.
It is eventually going to be a health company. It's just a completely different way of doing it.
I’m only 23 and in some ways, I don't have a clue. I'm just trying to dream out loud and bring people to the table to make something happen. The team that we're currently onboarding onto this table is outstanding. And what is going to happen in the next two to three years is going to go way beyond restaurants, potentially even within the next year. It’s a different narrative that hasn’t been done before.
MB: Can you delve more into how you are advocating for growth and change, not only for humans but for the planet through SCEN?
MK: We are trying to showcase what can be done on a bigger scale eventually. To showcase that on a smaller scale, is to open a scalable model of fast casual restaurants, because I can pull you inside of this world, I can inspire you— whether it's the furniture that we are using or the ingredients that we use, the philosophy, or the Zero Waste aspects. I can also showcase this idea of how can I feed? How can I provide nutrition for humans and for our health, but also for planetary health? I can do that in a way where I can bring this to anyone, at any time.
MB: Even at a young age, you are a voice in the advocacy for change. What is your driving force in being so aspirational? Did past influences and experiences have any impact on your goals?
MK: In many ways, I feel as if I am fulfilling the lost hopes and dreams of my ancestors. My dad always wanted to become a chef, but his dad never allowed it, so he ultimately worked in tech. My mom is an interior designer. I have my grandfather with his butchery, which was kind of that sacred space where we had the hospitality element. My grandma was a doctor.
All these inspirations have been carrying me throughout and for me, it's exactly marrying those spaces together. I'm now living on a day-to-day basis which is going to be enabling us to live in a healthier and more beautiful manner. That's the ultimate goal.
I'm now living on a day-to-day basis which is going to be enabling us to live in a healthier and more beautiful manner. That's the ultimate goal.
