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Beyond its iconic fried chicken, Max’s Restaurant is celebrating over 7 decades of operational excellence, innovation
FOR many years, Max’s Restaurant has been equated with genuine home-style Filipino comfort food, and has become a favorite venue for countless Filipino celebrations, whether with family, friends or colleagues. Known as “The House That Fried Chicken Built,” the brand’s Sarap-To-The-Bones Fried Chicken has been enjoyed by millions since it was first introduced in the Philippines in 1945.
“We owe a lot of our success to many Filipinos and their families here and abroad who keep on coming back because of our food and service. Max’s Restaurant started out as a family chain that served hearty Pinoy meals and we are happy that it has resounded well to millions all over the world. We have reached this milestone, and many others, because we are inspired to serve only the best Filipino food with love and for love,” said Ariel Fermin, Chief Operating Officer of Max’s Restaurant.
Bold moves in 2017
This year, Max’s has grown from being categorized as a “traditional” and “classic” brand to a more spontaneous and fun brand with their out-of-the-box promotions and creative directions.
Recently, Max’s came out with a quirky and unconventional short film that shows what happens inside The House That Fried Chicken Built. With classic OPM tunes like “Rock Baby Rock,” “Bongga Ka ‘Day,” and “Sumayaw Sumunod” as the film’s soundtrack, it featured a chicken, a cow, and a pig dancing and enjoying in a surreal house party. The conclusion of the four-minute film showed the exciting new additions to Max’s menu – the Kare-Kare and Crispy Pata Rice Bowls.
“Tapping the younger market this year has been crucial for us. Since the market for this material was very different from the customers we were trying to talk to in our campaigns before, we believed we had to approach it differently, and perhaps, even be open to making a departure from what we were doing well traditionally. We wanted to talk to the younger crowd in a way that was fresh and unexpected but still relatable, all while remaining true to the Max’s brand and its heritage. While unconventional, we’re happy we get to break the stereotype that Max’s has been in for the past few decades. We are thankful for the many years of great food and excellent service, and we only hope to have more of these celebrations ahead of us with continuous innovations and international expansions here and beyond,” Fermin said.
Visit any of our Max’s Restaurant in SM Iloilo, Diversion Road Iloilo, and SM Bacolod. Get more information and news about Max’s Restaurant by liking our official Facebook page www.facebook.com/maxsrestaurant./PN
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