Max's Restaurant, sometimes known as Max's of Manila or simply Max's, is a Philippine-based multinational restaurant chain which serves fried chicken and other Filipino dishes. It is owned and operated by the Max's Group.[1]
Max's Restaurant was first established in 1945, shortly afterWorld War II, by Maximo Gimenez, a Stanford-educated teacher. Gimenez befriended the American occupation troops stationed in Quezon City, who regularly paid visits to Maximo's home for drinks; the troops later insisted that they pay for the food and beverages being served, prompting Maximo to open a café where the servicemen could be served meals. It opened its first restaurant at 21 South F Street (now Scout Tuason), Brgy. Laging Handa, Quezon City.[2]
Gimenez decided to open a café which initially consisted of chicken, steak and drinks. He was joined by his wife Mercedes, sister-in-law Felipa Serrano Sanvictores, his niece Ruby who managed the kitchen, and her husband Claro. Ruby managed the kitchen and created a chicken recipe which proved to be popular to the GIs stationed in the city and later to the public who have heard of Ruby's recipe.
Max's Restaurant later expanded in Metro Manila, Luzon and Cebu and to the United States, Canada, Kuwait and the United Arab Emirates, with plans of opening branches in other countries.[3]
The company that manages Max's Restaurant, Max's Group, also currently operates Pancake House, Dencio's, Kabisera, Teriyaki Boy, Sizzlin' Steak, Le Coeur De France, Maple, Yellow Cab, Singkit, and The Chicken Rice Shop.[4]
Locations
This article needs to be updated. Please help update this article to reflect recent events or newly available information.(April 2022)
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, their endorser from 2002 to 2011 (who currently endorses Andok's and Dunkin' Donuts). 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. Oli was married to John Prats a 90s child actor.[10][11]
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.[12] Some of their other celebrity endorsers were Gary Valenciano (1996–1999, endorsed Jollibee again in 2018), Carla Abellana (2002) and Coco Martin (2012–2014, who also switched to Jollibee via Mang Inasal in 2016).
^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.
^Profile – Isabel Oli. GMA Network. Retrieved September 23, 2010.
^"Why Isabel Oli is blooming these days". Manila Bulletin. June 20, 2007. Retrieved 23 September 2010.
^Lorenzo, Alfie. (November 17, 2005) (in Filipino). Pasalamatan natin si George Canseco... 2012-03-25 at the Wayback Machine (Let's thank George Canseco...). Abante. Retrieved September 23, 2010 from telebisyon.net.
External links
Official website
July 10, 2023
restaurant, sometimes, known, manila, simply, philippine, based, multinational, restaurant, chain, which, serves, fried, chicken, other, filipino, dishes, owned, operated, group, product, typerestaurant, chainownermax, groupcountryphilippinesintroduced1945, ye. Max s Restaurant sometimes known as Max s of Manila or simply Max s is a Philippine based multinational restaurant chain which serves fried chicken and other Filipino dishes It is owned and operated by the Max s Group 1 Max s RestaurantProduct typeRestaurant chainOwnerMax s GroupCountryPhilippinesIntroduced1945 78 years ago 1945 MarketsPhilippines Middle East North America OceaniaWebsitewww wbr maxschicken wbr comCompanyFoundersMaximo GimenezMercedes GimenezRuby TrotaClaro TrotaFelipa SanvictoresHeadquartersMakati Metro Manila Philippines Contents 1 History 2 Locations 3 Products 4 Marketing 5 See also 6 References 7 External linksHistory EditMax s Restaurant was first established in 1945 shortly after World War II by Maximo Gimenez a Stanford educated teacher Gimenez befriended the American occupation troops stationed in Quezon City who regularly paid visits to Maximo s home for drinks the troops later insisted that they pay for the food and beverages being served prompting Maximo to open a cafe where the servicemen could be served meals It opened its first restaurant at 21 South F Street now Scout Tuason Brgy Laging Handa Quezon City 2 Gimenez decided to open a cafe which initially consisted of chicken steak and drinks He was joined by his wife Mercedes sister in law Felipa Serrano Sanvictores his niece Ruby who managed the kitchen and her husband Claro Ruby managed the kitchen and created a chicken recipe which proved to be popular to the GIs stationed in the city and later to the public who have heard of Ruby s recipe Max s Restaurant later expanded in Metro Manila Luzon and Cebu and to the United States Canada Kuwait and the United Arab Emirates with plans of opening branches in other countries 3 The company that manages Max s Restaurant Max s Group also currently operates Pancake House Dencio s Kabisera Teriyaki Boy Sizzlin Steak Le Coeur De France Maple Yellow Cab Singkit and The Chicken Rice Shop 4 Locations EditThis article needs to be updated Please help update this article to reflect recent events or newly available information April 2022 Max s Restaurant currently has over 170 branches in the Philippines 5 The chain also has branches in the U S states of California Hawaii New Jersey Nevada New York Illinois Texas and Washington It has five locations in Canada in Toronto Ontario Vancouver British Columbia Edmonton Alberta Winnipeg Manitoba and Calgary Alberta In a September 2014 press event it was announced that more branches would be opened by 2015 in Sydney Australia Dubai United Arab Emirates and Queens New York City In 2016 Max s was also opened in Salmiya Kuwait In May 2022 Max s opened a new location in Woodside New York 6 Max s Restaurant in Pulilan Bulacan Max s Restaurant in Malolos Bulacan Max s Restaurant at SM City Pampanga Max s Restaurant at Festival Supermall Max s Corner BakeryProducts 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 baka sinigang crispy pata tapsilog longsilog and litson kawali 7 8 9 Marketing EditIn 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 their endorser from 2002 to 2011 who currently endorses Andok s and Dunkin Donuts 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 Oli was married to John Prats a 90s child actor 10 11 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 12 Some of their other celebrity endorsers were Gary Valenciano 1996 1999 endorsed Jollibee again in 2018 Carla Abellana 2002 and Coco Martin 2012 2014 who also switched to Jollibee via Mang Inasal in 2016 See also EditList of fast food chicken restaurants List of Philippine restaurant chainsReferences Edit Forgrieve Janet January 27 2006 Founder shines as shares hit 45 1 million Rocky Mountain News Archived from the original on July 5 2007 Retrieved December 15 2009 Top 10 Oldest Restaurants in Manila Max s Restaurant About Us Max s Chicken Online Retrieved 25 August 2014 Corporate Profile Max s Group investor maxsgroupinc com Our Story Max s Restaurant Retrieved May 31 2022 Filipino Chicken Giant to Open Franchise Location in Woodside 25 February 2022 Kam Nadine April 9 2006 To the Max Honolulu Star Bulletin Max s Restaurant Menu 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 Profile Isabel Oli GMA Network Retrieved September 23 2010 Why Isabel Oli is blooming these days Manila Bulletin June 20 2007 Retrieved 23 September 2010 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 EditOfficial website Retrieved from https en wikipedia org w index php title Max 27s Restaurant amp oldid 1139831679, wikipedia, wiki, book, books, library,
