From its iconic fried chicken to a powerhouse of beloved brands, Max’s Restaurant has remained a cornerstone of Filipino culture for nearly 80 years
Max’s Restaurant, famed for its legendary homestyle fried chicken, has been at the heart of Filipino dining for nearly eight decades since opening its doors in 1945. The original restaurant forms the foundation of Max’s Group Inc. (MGI). MGI has since grown into a powerhouse, managing a portfolio of brands including Pancake House, Jamba Juice, and Yellow Cab Pizza. With over 600 stores, MGI's impact on Filipino culture is undeniable.
But in an industry constantly shaped by shifting consumer behavior, longevity alone doesn't guarantee success. The real challenge lies in evolving with the times while staying true to the values that make a brand iconic. MGI's story is not just one of survival, but is proof of how tradition and innovation can work hand in hand to create a lasting legacy.
Connection over convenience
Even as consumer habits evolve—with convenience dining on the rise and the Instagram age demanding constant novelty—MGI has found ways to adapt while staying grounded in its core values.
“Younger consumers are inundated with stories, filtered through Instagram and other platforms,” says Jim Fuentebella, MGI Chief Marketing Officer. “But the Max’s brand was built not because of Instagram. It was built by hardworking people passionate about the brand. That’s what continues to anchor us.”
The pandemic accelerated the demand for delivery and take-out, and MGI responded by prioritizing these services while maintaining the warmth and service that defines its brand. Behind the scenes, processes were digitized, and food preparation systems streamlined to meet the growing demand. Yet through all these changes, MGI never lost sight of its belief that dining is about more than just food; it’s about creating moments of connection and celebrating shared experiences.
As Jim Fuentebella succinctly says, “You’ll never see a robot serving in Max’s.”
Grounded innovation
For MGI, innovation doesn’t always mean reinventing the wheel; sometimes, it means simply listening to the community and adapting to their needs.
This ethos extends across MGI’s entire portfolio. At Yellow Cab Pizza Co., exciting products like the Truffle Series offer bold new flavors to consumers looking for something more indulgent. Meanwhile, Pancake House is fulfilling the appetites of younger generations with unique comfort meals like their limited edition Choco Banana Bliss or Sunny Lemon pancakes.
Jamba Juice, meanwhile, reintroduced its crowd-favorite Acai Blends, rich in antioxidants, providing more options for its health-conscious customers. Over at Krispy Kreme, new products like Cloud Bomboms put a playful twist on tradition with light, decadently filled doughnuts inspired by Italian bomboloni.
But innovation isn’t just about new products. Sometimes, it’s the quiet, relentless dedication to consistency. Jim Fuentebella explains that while the industry is often obsessed with change, MGI has found its strength in staying true to its roots. “The chicken you enjoyed in 1970 tastes just as good today,” he says, emphasizing the painstaking work that goes into preserving this signature taste despite constantly shifting supply chains.
Max’s long-standing reputation is intertwined with this ability to meet the most stringent expectations. It requires diligence, a commitment to improvement, and a culture of humility that treats every customer’s feedback as a chance to grow. “Consistency is hard to achieve,” admits Dave Fuentebella, Director of MGI. “But it’s about maintaining strong fundamentals—spot-on product quality, service excellence, and ensuring every visit enriches the personal stories of our customers.”
Passing the torch
For a family business as storied as MGI, its legacy relies on how well each generation prepares the next to lead. Jim and Dave Fuentebella, third-generation family members, stress the importance of this preparation.
“We have to make sure they are equipped,” says Dave Fuentebella. “Not just with the educational background and experience, but with the same mindset of service and care that has defined Max’s for decades.” By balancing mentorship with room for experimentation, the family ensures younger leaders are prepared to carry the brand forward without losing sight of its roots.
Ruby’s, a cozy 12-seater lounge at the Scout Tuazon branch of Max’s Restaurant, embodies the family’s collaborative spirit. Developed through the combined efforts of the third generation, the lounge was created to honor Ruby Trota, the pioneer behind Max’s iconic fried chicken recipe. Today, it is managed by Paolo Salud, a fourth-generation family member, continuing the legacy with care and dedication.
Less than a year after its launch in August 2024, Ruby's earned a coveted spot among Tatler Philippines’ Top 20 Bars, showcasing the next generation’s ability to celebrate their heritage while pushing the boundaries of Filipino dining.
As trends come and go, MGI’s vision remains clear: to serve good food, create meaningful connections, and build a legacy that lasts.
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Max’s Group, Inc. (MGI) is the country’s largest restaurant operator in the casual dining segment. It has a vast store network of over 600 branches across the Philippines and internationally with presence in the USA, Canada, Asia Pacific and Middle East.
Its family of restaurants include Max's Restaurant, Max's Corner Bakery, Pancake House, Yellow Cab Pizza, Krispy Kreme, Jamba Juice Teriyaki Boy, Sizzlin' Steak, and Dencio's. To know more about Max’s Group, please visithttp://www.maxsgroupinc.com.
