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                          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 café where the troops could enjoy food and drinks. 

                          The café 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 – tender, juicy and crispy – and they came too! Max’s Restaurant was born. Over the years, Max’s Restaurant’s popularity grew and became known as “the house that fried chicken built”. It has expanded in Metro Manila, Southern and Northern Luzon, Cebu and California, USA.                          
                          Looking towards the next millennium, Max’s Restaurant has established itself as a household name, 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.

                       Today Max’s Restaurant has opened a window of business opportunity for dynamic individuals interested and willing to invest in the long standing tradition of quality which only a Max’s Restaurant can offer. It opened its doors to franchising for the first time in the second quarter of 1998. This is the opportunity to join the thriving food service industry in the Philippines. 

ABOUT MAX's Franchising Investment

Site Selection
                     Market studies and site assessments will be conducted by Max’s Franchising, Inc. to ensure the viability of a franchisee’s restaurant site. The franchisee will be provided with guidelines for the site selection, lease negotiation (if applicable) and construction. The franchisee will also be assisted in the development and approval of architectural plans, including equipment lay-out and interior décor specifications.

               Prior to the commencement of operations, Max’s, Inc. will provide the franchisee and eight members of the management team with four months of hands-on training, covering administrative, operational, and marketing matters. Periodically, refresher and developmental training programs will be provided.

               A variety of advertising and marketing materials, designed to increase restaurant patronage, are produced regularly. These will be made available to franchisees to boost sales and build customer goodwill.


Research and Development
            Max’s, Inc. will share with us the franchisees new product recipes, new trends in customer service techniques, innovative operational procedures, as well as enhancement in food preparations and restaurant management.


Continuing Operational Support
With the Max’s Restaurant system, you have your own business but you are not alone in your business. Max’s, Inc. expertise in restaurant operation coupled with the franchisee’s entrepreneurial skills and relationship with the community makes for a winning business formula. Field consultants regularly monitor the growth and development of each franchised restaurant and provide the franchisee with continuing operational support.

                                                                                        For more informations: 
                                                         Feel free to visit our website at


10/F Salustiana Tower
Paseo De Roxas Corner Perea
Legaspi Village
Makati, Philippines

8137273; 8175976


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Designation: MARKETING