Cover The restaurant’s popular slogan (Photo: Courtesy of Max’s Group)
The restaurant’s popular slogan (Photo: Courtesy of Max’s Group)
1 / 1
Find out how Max’s Restaurant remains authentic, relevant and deeply personal
“When you walk into a restaurant, you want to feel welcome. There’s always a guest-to-host relationship that we Filipinos are so familiar with,” says Jim Fuentebella, director of Max’s Restaurant.
A story of friendship and good food, Max’s roots date back to 1945, just after the Second World War. Maximo Gimenez, one of the restaurant’s founders, often had American soldiers visiting his home for drinks. Eventually, the troops insisted that they pay for their drinks, inspiring him to open a cafe. The signature chicken we know and love comes from Ruby Trota, Gimenez’s niece and Fuentabella’s grandmother, who developed a special recipe that became an instant hit. Today, Max’s Restaurant is a staple Filipino establishment that delivers all its diners a ‘just like home’ feeling.
See also: June 2024 Dining Radar: Automat, Papillon, Alma, and more
Above The original Max’s branch in Scout Tuason (Photo: Courtesy of Max’s Group)
The original Max’s branch in Scout Tuason (Photo: Courtesy of Max’s Group)
1 / 1
Over the years, Max’s Restaurant has expanded dramatically—with over 170 restaurants across the Philippines, North America, Canada and the Middle East—but it was not without its challenges. Their biggest concern was keeping the prices as low as possible. Max’s Restaurant isn’t meant to cater to one specific market. It’s intended to serve everyone from all walks of life and all social classes. So, sticking to their principles, the brand has fostered a community that knows it for what it is— a restaurant where you can always enjoy good food with good company. “Never trade your personality because of a variance or a competitor… We’re happy to serve food that makes you feel great. That is our purpose,” says Fuentebella.
In the business for over 78 years, Max’s Restaurant credits its longevity to the heart and soul poured into its work. All the flavours you taste from their menu—from the kare-kare and lumpiang Shanghai to the famed fried chicken—have all been preserved since 1945, giving a sense of familiarity and consistency. “It’s really just perseverance and believing in our magical recipe. I think Ruby gifted us with this chicken that can appeal to different people worldwide. For them, it’s to try what Filipino food tastes like and to experience that it’s surrounded by Filipino hospitality. So when you mix those, it’s a potent combination. It’s rooted in basic human principles, integrity and humility,” shares Fuentebella.
See also: Kakanin quiz: How well do you know these 11 Filipino rice cakes?
Above Paolo Salud and Jim Fuentebella who are now at the helm of the business (Photo: Courtesy of Max’s Group)
Paolo Salud and Jim Fuentebella who are now at the helm of the business (Photo: Courtesy of Max’s Group)
1 / 1
Consistency is their forte, but the restaurant is no stranger to change and evolution. Besides their international expansions, Max’s has also done significant work to renovate their first branch in Scout Tuason–an homage to Trota.
As for their visions for the future, Fuentebella wishes to stay humble. “I don’t want to get too big. I don’t need to rule the world. I don’t want to dominate… I gravitate towards something more meaningful. I like it when the scale is just right. I want to be connected with the people so that there’s a sense of trust... My dream for our stores is to be value-adding to the communities there. I can have fewer stores as long as all the stores mean something,” he says.
NOW READ
Now open: Automat, a new Filipino restaurant by chef Stephan Duhesme
Mood for Food PH 2024: A new food festival by Tatler Dining, happening June 28 to 29
Topics
About
Gabriel found his passion for writing through poetry in high school. He sharpened his skills at Ateneo de Manila University and hopes to write a play worthy of Broadway one day. A self-proclaimed geek, he loves to spend his free time playing video games and board games. When he's not clicking heads on Valorant or roleplaying as a barbarian in Dungeons and Dragons, you can find him exploring art galleries or watching stage plays.
Work
A creative writer who writes about anything and everything, Gabriel loves to dive deep into the arts and culture scene—as well as going on long road trips for travel pieces.
You can reach him on Instagram at @gbohol for any leads, casual conversations or game invites.
