Max's of Manila

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Max's Group, Inc.
Public
IndustryRestaurants
Founded1945; 73 years ago (1945) in Quezon City, Philippines
FoundersMaximo Gimenez
Mercedes Gimenez
Ruby Trota
Claro Trota
Felipa Sanvictores
Number of locations
146
Area served
Philippines, United States, United Arab Emirates and Canada
Key people
  • Sharon T. Fuentebella
    (Chairperson)
  • Robert F. Trota
    (President and CEO)
  • Dave T. Fuentebella
    (CFO)
ProductsFried chicken
Philippine cuisine
Cakes and pastries
Websitewww.maxschicken.com
www.maxsgroupinc.com

Max's of Manila, popularly known as Max's Restaurant or simply Max's, is a Philippine-based restaurant which serves fried chicken and other Filipino dishes. It is owned and operated by Max's Group, Incorporated.

History[edit]

Max's Restaurant's beginnings started in 1945, after World War II. Maximo Gimenez, a Stanford-educated teacher, befriended the American occupation troops stationed at Quezon City. Because of this friendship, the soldiers regularly visited Maximo's nearby home for a drink or two. Later on, the troops insisted that they pay for their drinks.This prompted Maximo to open a cafe, where the troops could enjoy food and drinks.[1] It opened its first restaurant at 21 South F Street (now Scout Tuason), Brgy. Laging Handa, Quezon City.

The cafe initially served chicken, steak and drinks. Maximo's niece, Ruby, who managed the kitchen, created a special recipe for chicken that became an instant favorite for the GIs. Soon, the Filipino public heard about the delicious chicken recipe and thus they came to the small restaurant and Max's Restaurant was born.

Over the years, Max's Restaurant's popularity grew and it became known as "the house that fried chicken built." It has expanded in Metro Manila, Southern and Northern Luzon, Cebu, and to California and other places in the United States. It has also expanded to Canada with plans of opening restaurants to other countries.

Max's Restaurant has established itself as a household name in the Philippines, an institution, and a proud Filipino tradition. The second and third generations of the family continue to zealously uphold the standards and traditions set by Maximo and Ruby for all Max's Restaurants.

It opened its doors to franchising in the second quarter of 1998.[2]

The company, as Max's Group, currently operates Max's, Pancake House, Dencio's, Kabisera, Teriyaki Boy, Sizzlin' Pepper Steak, Le Coeur De France, Maple, Yellow Cab, Krispy Kreme, Jamba Juice, and Singkit.[3]

Locations[edit]

Max's Restaurant at SM City Pampanga in Mexico, Pampanga.

Max's Restaurant currently has over 127 branches in the Philippines. The chain also has branches in the U.S. states of California, Hawaii, New Jersey and a Nevada branch soon to open. It has 4 locations in Canada in Toronto, Ontario, Vancouver, British Columbia, Edmonton, Alberta and Calgary, Alberta. In a September 2014 press event, it was announced that more branches will be opened by 2015 in: Sydney, Australia; Dubai, United Arab Emirates; and Queens, New York. In 2016 Max's was also opened in Salmiya, Kuwait.

Products[edit]

Half a Max fried chicken served with sweet potato fries.

The restaurant's signature dish is its fried chicken. Aside from this, Max's Chicken also offers traditional Filipino dishes such as, kare-kare, nilagang báka, sinigang, crispy pata, tapsilog, lóngsilog, and litsón kawalî.[4][5][6]

Marketing[edit]

In earlier television and cinema advertisements, the restaurant usually marketed itself as a place for Filipino families to get together. In 1993, it also established its slogan "Sarap to the bones!" ("Delicious to the bones!").

From April to June 2004, a popular series of television advertisements, entitled "Forever Yours" told the story of a Max's employee who was the childhood love of a popular TV celebrity, played by Piolo Pascual. The series showed the two characters as children, then as adults accidentally meeting at Max's. The denouement of the story is when 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.[7][8]

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?" ("Who is Max?") of the long-running Filipino drama anthology Maalaala Mo Kaya.[9] So far, Max's had 4 celebrity endorsers: Gary Valenciano (1995–1999, now with Jollibee), Piolo Pascual (2002–2009, now with Turks and Dunkin' Donuts), Isabel Oli-Prats (2004–2009) and Coco Martin (2012–2014, now with Mang Inasal), and all of them are under contract of ABS-CBN.

Slogans[edit]

Year Slogan
1953–1956 Yes, if you take me to Max's
1986–1992 A Filipino Tradition
February 1993–present Sarap to the Bones! (Delicious to the Bones!)
1995 50 Years: Ipasa Ang Sarap! (Pass the Taste!)
2000 Anak Ka Ng Max's (You're a Child of Max's)
2002–2004 Max masarap! (So delicious!)
2007–2008 You always come home to what you love.
2009 Sarap Balikan (It's Nice to Come Back)
2010–2012 Sarap Kapiling (Nice to Be With)
2012–2013 Pag dumating ang pinaka-love mo, Ang Sarap!/Ang Tamis, Ang Sarap! (When the one you love comes, it's delicious!/So Sweet, So Delicious!)
2015 Celebrating life changes for 70 years. (used for its 70th anniversary)
2018 Real Food Everyday To The Max

See also[edit]

References[edit]

  1. ^ "Top 10 Oldest Restaurants in Manila".
  2. ^ "Max's Restaurant – About Us". Max's Chicken Online. Retrieved 25 August 2014.
  3. ^ "Corporate Profile - Max's Group". investor.maxsgroupinc.com.
  4. ^ Kam, Nadine. (April 9, 2006)."To the Max". Honolulu Star-Bulletin.
  5. ^ Max's Restaurant – Menu.
  6. ^ Bernardino, Minnie. (September 27, 1990). "Breakfast – 8 Places Off the Beaten-Egg Track – Ethnic fare: Breakfast is many things to many peoples, as L.A.'s restaurants prove. A sampling from the variety available to a.m. adventurers. – Filipino". Los Angeles Times.
  7. ^ Profile – Isabel Oli. GMA Network. Retrieved September 23, 2010.
  8. ^ "Why Isabel Oli is blooming these days". Manila Bulletin. June 20, 2007. Retrieved 23 September 2010.
  9. ^ Lorenzo, Alfie. (November 17, 2005) (in Filipino). Pasalamatan natin si George Canseco... Archived 2012-03-25 at the Wayback Machine. (Let's thank George Canseco...). Abante. Retrieved September 23, 2010 from telebisyon.net.

External links[edit]