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Revision as of 15:37, 28 July 2010
 | The topic of this article may not meet Wikipedia's notability guidelines for companies and organizations. (July 2010) |
| This article contains content that is written like an advertisement. (March 2010) |
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| Company type | Public |
|---|---|
| Industry | Restaurants |
| Founded | Quezon City, Philippines (1945) |
Number of locations | 234 |
Area served | Philippines and U.S.A. |
Key people | Maximo Gimenez (founder) |
| Products | Fried chicken Philippine cuisine Cakes and pastries |
Max's of Manila, popularly known as Max's Restaurant, is a Philippine-based restaurant serving fried chicken and Filipino dishes.
History
In 1945, after World War II, American occupation troops stationed in Quezon City, Philippines were befriended by Maximo Gimenez, a Stanford University-educated teacher. A few came to his nearby house for a drink or two, until they insisted that they pay for their drinks.
Maximo decided to open a cafe which served chicken, steak and drinks. He was joined by Mercedes his wife, and Felipa, his sister-in-law. His niece Ruby managed the kitchen, joined by her husband Claro. Ruby's fried chicken proved popular with G.I.s. and soon they were joined by locals patronizing the establishment.
Encouraged by her mother to expand the menu and serve more Filipino food, Ruby set up the Baclaran branch along Roxas Boulevard in Parañaque. It was decided that the restaurant would be named "Max's" which was Maximo's nickname.
Max's Restaurant has continued to grow and expand ever since and has come to bill itself as "the house that fried chicken built".
Locations
Max's Restaurant currently has over 130 branches in the Philippines. The chain also has branches in the US States of California, Hawaii and New Jersey.
Advertisements and in popular culture
In earlier television and cinema advertisements, the restaurant usually portrayed itself as a place for Filipino family get-togethers. It also established its slogan "Sarap to the bones!" ("Delicious to the bones!")
More recently, a popular series of television advertisements told the story of a Max's employee who had been the childhood love of a popular TV celebrity, played by Piolo Pascual. The series showed scenes of the two characters as children, as adults accidentally meeting at Max's, and then finally the denouement of the story where the celebrity recognizes the employee from their childhood. This commercial became so popular that it launched the showbiz career of Isabel Oli, the model who played the employee.[1]
Aside from its advertising, the story of how Max's Restaurant started has entered into popular culture. It was portrayed in the episode "Sino si Max?" of the long time running Filipino drama series Maalaala Mo Kaya.
Products
The company's primary dish is fried chicken. Aside from the fried chicken, the chain also offers standard Filipino dishes such as kare-kare, sinigang, crispy pata, dinuguan, and lechon kawali.
External links
References
- ^ Biography for Isabel Oli, retrieved 2008-01-23